La 4e de couverture indique : "Croissance rapide de nouvelles formes de vente, stratégies de mutualisation des ressources logistiques, phygitalisation, plateformisation, politique de réenchantement des points de vente... Autant de bouleversements du paysage économique qui font d…
The Media Handbook provides a practical introduction to the advertising media planning and buying processes. Emphasizing basic calculations and the practical realities of offering alternatives and evaluating the plan, this sixth edition reflects the critical changes in how adver…
"This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative …
"This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative …
"This book provides students and academics with a comprehensive analysis of the theory and practice of branding. The challenge to explore new and effective ways of harnessing the power of communication to engage with company stakeholders in interactive, immediate and innovative …
" The new edition of Logistics and Retail Management has been substantially updated to take account of recent developments in retail logistics. Retailers have recognized the need to have more involvement in supply chains and noted that benefits can be achieved in both service le…
"This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists, and areas in which new perspectives may enrich our understanding of this crucial subj…
"This book traces the development of internal marketing from initial conceptualisation through to the current issues. It identifies both significant underlying tensions between major theorists, and areas in which new perspectives may enrich our understanding of this crucial subj…
Esta obra está basada en la cátedra de marketing social que el autor ha impartido desde 1992 en la Escuela de Graduados en Administración de Empresas (EGADE), del Instituto Tecnológico de Monterrey, campus Estado de México, y en la maestría de Administración de Hospitales de la …
