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Principles of Marketing

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328 stránek

Více o knize

The second edition of this introductory marketing text blends academic rigor with an accessible style, offering a thorough overview of both traditional and contemporary marketing concepts. It explores the evolution from transactional to relational marketing, emphasizing one-to-one strategies and mass customization. New chapters address e-commerce and branding, while additional content covers marketing ethics, knowledge management, environmental marketing, and financial aspects within services marketing, ensuring a comprehensive understanding of the field's current landscape.

Parametry

ISBN
9781861526687
Nakladatelství
Cengage Learning

Kategorie

Varianta knihy

2001, měkká

Nákup knihy

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