Principles of marketing

書誌事項

Principles of marketing

Geoffrey Randall

(Principles of management)

Thomson Learning, 2001

2nd ed

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注記

Includes bibliographical references (p. 301-304) and index

内容説明・目次

内容説明

This is the second edition of Randall's concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of 'classical' marketing, the book also covers 'new' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With new chapters on e-commerce and branding, there is also additional material on marketing ethics/social responsibility, knowledge management and technical developments, environmental marketing, and a focus on financial marketing in the services marketing chapter.

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詳細情報

  • NII書誌ID(NCID)
    BA63574992
  • ISBN
    • 1861526687
  • 出版国コード
    uk
  • タイトル言語コード
    eng
  • 本文言語コード
    eng
  • 出版地
    London
  • ページ数/冊数
    xiii, 310 p.
  • 大きさ
    25 cm
  • 分類
  • 件名
  • 親書誌ID
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