Contemporary Issues in Marketing (häftad)
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Format
Häftad (Paperback / softback)
Språk
Engelska
Antal sidor
240
Utgivningsdatum
1999-06-01
Upplaga
1999
Förlag
Red Globe Press
Medarbetare
Evans, Martin
Illustrationer
XI, 240 p.
Dimensioner
246 x 189 x 13 mm
Vikt
436 g
Antal komponenter
1
Komponenter
1 Paperback / softback
ISBN
9780333677742

Contemporary Issues in Marketing

av Martin Evans, Luiz Moutinho
Häftad,  Engelska, 1999-06-01
288
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Contemporary Issues in Marketing Kan levereras innan julafton!
Contemporary Issues in Marketing provides an innovative approach to learning about key marketing concepts based on a collaboration with Marketing Week. This book provides an overview of the main elements of marketing together with the key issues in contemporary marketing, explored through the reproduction of significant clippings from Marketing Week. Questions on these clippings can be used as assignments and seminar topics, whilst answers and possible 'problem solving' approaches are suggested.
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Fler böcker av författarna

Martin Evans, Luiz Moutinho

Recensioner i media

'Excellent concept for a book. I intend to use a number of the articles as seminar material. Length of articles is ideal for one-hour seminars.' - Ruth Murphy, University of North London 'This is a really interesting; up-to-date publication. It enlightened me, and I have already quoted it in my work in publications! I have no hesitation in recommending this book to my colleagues for course adoption.' - Patrick McCole, University of Ulster 'Excellent coverage of current key issues and well illustrated with examples.' - J.W. Cross, Southampton Institute 'This is an excellent text for students to use to gain an insight into the practical application of marketing theory.' - P Cowell, University College, Warrington 'Nice readable articles, well presented and up-to-date.' - E Gilhooly, University of Wales, Cardiff

Övrig information

MARTIN EVANS is Professor of Marketing at the University of the West of England, Bristol. LUIZ MOUTINHO is Professor of Marketing, Glasgow Business School, University of Glasgow.

Innehållsförteckning

Consumer Behaviour.- Loyalty Marketing.- Database Marketing.- Marketing Research.- Business-to-Business Marketing.- Market Segmentation and Product Positioning.- Pricing.- Advertising.- Sales Promotion.- Direct Marketing.- Relationship Marketing.- Channel Management and Distribution.- Marketing Strategy.- Global and International Marketing.

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