This textbook on marketing includes information on branding, ethics and corporate social responsibility, relationship marketing, internet marketing, mobile, wireless and e-mail marketing and adverts to demonstrate marketing principles in practice.
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Principles of marketing
by Kotler, Philip, Armstrong, Gary, Harris, Lloyd C., Piercy, Nigel
0
Type: Book
Preface -- About the authors -- Acknowledgements -- Defining marketing and the marketing process -- Creating customer value and engagement -- Company and marketing strategy : partnering to build customer engagement, value and relationships -- Understanding the marketplace and co…
Marketing channel strategy
by Palmatier, Robert W., Stern, Louis W., Ansary, Adel I. el-
fromAlways learning
0
Type: Book
The marketing management process -- The marketing implications of corporate and business strategies -- Understanding market opportunities -- Understanding consumer buying behavior -- Understanding organizational markets and buying behavior -- Measuring market opportunities : for…
"The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on the description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This e…
"This is a textbook that instructors can connect with and students can learn from, in that it pulls them into the world of marketing through real-world applications. This textbook stays current by covering the hottest topics in this course area, such as Customer Relationship Man…
The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new book combines scholarly international research with relevant and contemporary examples fr…
Internationales Marketing-Management
by Berndt, Ralph, Fantapié Altobelli, Claudia, Sander, Matthias
fromLehrbuch
0
Type: Book
Die Generation Z unterscheidet sich von den vorhergehenden Generationen in Werten, Einstellungen und Verhalten wie kaum eine andere. Als Digital Natives ist sie "always on" aufgewachsen; klassische Kommunikationsmittel sprechen diese neue Zielgruppe nicht mehr so wirkungsvoll an…
