Principles of marketing
This is the second edition of Randall's concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of 'classical' marketing, the book also covers 'new' marketing, including the...
Đã lưu trong:
| Tác giả chính: | |
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| Tác giả khác: | |
| Ngôn ngữ: | Undetermined English |
| Được phát hành: |
Glenview, Ill.
Scott, Foresman/Little, Brown Higher Education
2001
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| Những chủ đề: | |
| Các nhãn: |
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| Thư viện lưu trữ: | Trung tâm Học liệu Trường Đại học Trà Vinh |
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| LEADER | 01403nam a2200265Ia 4500 | ||
|---|---|---|---|
| 001 | TVU_14761 | ||
| 008 | 210423s9999 xx 000 0 und d | ||
| 020 | |a 1861526687 | ||
| 020 | |a 9781861526687 | ||
| 041 | |a eng | ||
| 082 | |a 658.8 | ||
| 082 | |b G205 | ||
| 100 | |a Randall, Geoffrey | ||
| 245 | 0 | |a Principles of marketing | |
| 245 | 0 | |c Geoffrey Randall | |
| 260 | |a Glenview, Ill. | ||
| 260 | |b Scott, Foresman/Little, Brown Higher Education | ||
| 260 | |c 2001 | ||
| 300 | |a 310 p. | ||
| 300 | |b col. ill. | ||
| 300 | |c 26 cm | ||
| 520 | |a This is the second edition of Randall's concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of 'classical' marketing, the book also covers 'new' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With new chapters on e-commerce and branding, there is also additional material on marketing ethics/social responsibility, knowledge management and technical developments, environmental marketing, and a focus on financial marketing in the services marketing chapter | ||
| 650 | |a Marketing | ||
| 700 | |a Geoffrey Randall | ||
| 980 | |a Trung tâm Học liệu Trường Đại học Trà Vinh | ||