Übersicht			Auf mobile öffnen

Lieferstatus:	Auf Bestellung (Lieferzeit unbekannt)
Veröffentlichung:	April 2003
Genre:	Wirtschaft / Recht
ISBN:	9781861526731
EAN-Code:	9781861526731
Verlag:	Cengage Learning
Einband:	Kartoniert
Sprache:	English
Dimensionen:	H 245 mm / B 189 mm / D 18 mm
Gewicht:	703 gr
Seiten:	368
Bewertung:	Titel bewerten / Meinung schreiben

Inhalt:

Marketing Changes is a core text for students at undergraduate level and on specialised Marketing Masters degrees taking a Marketing Strategy course or another 'capstone' or 'honours' course in the subject. It brings the student up-to-date with current marketing thought and practice without imposing the standard and rather tired theory used in most US texts or using the inaccessible and overly critical approach adopted by alternative, specialised monographs. The first section puts current marketing thought into context and examines the most dramatic recent changes to the business and Marketing environment. Section II deals with changing approaches to marketing's role in organisations, in particular the various schools of thought which challenge the 4 Ps so beloved of standard marketing texts - relationship marketing, networks and post-modern marketing thought. The final section deals with operational changes in marketing research, communications strategies, new product development, e-marketing and performance measurement.