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This seventh edition provides an accessible, lively, and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives. Essentials of Marke…
Back in 1996, when the first edition of this book was being written, the Internet was in its infancy. Mobile phones were the possessions of the wealthy, and smartphones were only able to send faxes and act as diaries connecting to the Internet was still a dream. The quickest way…
La 4e de couv. indique: "Essentials of Marketing provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspe…
Este libro es una introducción accesible y amena al marketing. Con un enfoque muy práctico, los autores abordan la teoría y la práctica tradicionales del marketing, al tiempo que ofrecen nuevas perspectivas actualizadas.
Business to Business (B2B) markets are considerably more challenging than consumer markets and demand a more specific skillset from marketers. B2B buyers, often dealing with highly complex products, have specialist product knowledge and are far more knowledgeable and demanding t…