Contemporary Issues in Marketing

Häftad, Engelska, 1999

227 kr

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Beskrivning

Contemporary Issues in Marketing provides an innovative approach to learning about key marketing concepts based on a collaboration with Marketing Week.This book provides an overview of the main elements of marketing together with the key issues in contemporary marketing, explored through the reproduction of significant clippings from Marketing Week. Questions on these clippings can be used as assignments and seminar topics, whilst answers and possible 'problem solving' approaches are suggested.

Produktinformation

Utgivningsdatum:1999-06-01
Mått:189 x 246 x 13 mm
Vikt:473 g
Format:Häftad
Språk:Engelska
Antal sidor:240
Förlag:Bloomsbury Publishing PLC
ISBN:9780333677742

Utforska kategorier

Försäljning och marknadsföring inom Ekonomi och Ledarskap

Mer om författaren

MARTIN EVANS is Professor of Marketing at the University of the West of England, Bristol.LUIZ MOUTINHO is Professor of Marketing, Glasgow Business School, University of Glasgow.

Recensioner i media

'Excellent concept for a book. I intend to use a number of the articles as seminar material. Length of articles is ideal for one-hour seminars.' - Ruth Murphy, University of North London 'This is a really interesting; up-to-date publication. It enlightened me, and I have already quoted it in my work in publications! I have no hesitation in recommending this book to my colleagues for course adoption.' - Patrick McCole, University of Ulster 'Excellent coverage of current key issues and well illustrated with examples.' - J.W. Cross, Southampton Institute 'This is an excellent text for students to use to gain an insight into the practical application of marketing theory.' - P Cowell, University College, Warrington 'Nice readable articles, well presented and up-to-date.' - E Gilhooly, University of Wales, Cardiff

Innehållsförteckning

Consumer BehaviourLoyalty MarketingDatabase MarketingMarketing ResearchBusiness-to-Business MarketingMarket Segmentation and Product PositioningPricingAdvertisingSales PromotionDirect MarketingRelationship MarketingChannel Management and DistributionMarketing StrategyGlobal and International Marketing.