The Marketing Book

Issues and Policies for Education and Training at 14+

Auteur:
Michael Baker & Ken (both of the Post 16+ Educat Spours
ISBN:
9781136356889
ISBN10:
1136356886
Taal:
Engels
Bindwijze:
Digitaal Boek ()
Publicatiedatum:
03-04-2013
Geillustreerd:
Nee
Pagina's:
834 pagina's

Waar te koop:


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This fifth edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker has overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now broaches the following 'new' topics: * Channel management - management of the supply chain * Customer Relationship Management * Direct marketing * E-marketing * Integrated marketing communications * measurement of marketing effectiveness * Postmodern and retro-marketing * Relationship marketing * Retailing Like its predecessors, the 'Marketing Book 5th edition' is bursting with salient articles from some of the best known academics in the field. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing.


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Algemene informatie

Titel:
The Marketing Book
ISBN:
9781136356889
ISBN-10:
1136356886
Auteur:
Michael Baker & Ken (both of the Post 16+ Educat Spours

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