Hollensen Svend, Opresnik Marc Oliver Marketing: A Relationship Perspective Second Edition 9781944659622

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Автор: Hollensen Svend, Opresnik Marc Oliver
Название: Marketing: A Relationship Perspective Second Edition
ISBN: 9781944659622
Издательство: World Scientific Publishing
Классификация:

Управление продажами и маркетингом

ISBN-10: 1944659625
Обложка/Формат: Hardback
Страницы: 520
Вес: 1.07 кг.
Дата издания: 10.05.2019
Серия: Economics/Business/Finance
Язык: English
Размер: 246 x 165 x 33
Читательская аудитория: College/higher education
Ключевые слова: Sales & marketing management, BUSINESS & ECONOMICS / International / Marketing,BUSINESS & ECONOMICS / Marketing / Research,BUSINESS & ECONOMICS / Marketing / General
Поставляется из: Англии
Описание: Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the new relationship approach into the traditional process of developing effective marketing plans. The books structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach, suggesting that a company should, in any case, pursue an integrative and situational marketing management approach. Svend Hollensens and Marc Opresniks holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers, and practitioners alike.PowerPoint slides are available for all instructors who adopt this book as a course text.

Marketing: A Relationship Perspective Second Edition, Hollensen Svend, Opresnik Marc Oliver