Principles of marketing
著者
書誌事項
Principles of marketing
（Principles of management）
Thomson Learning, 2001
2nd ed
大学図書館所蔵 全6件
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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