Marketing : broadening the horizons
Stefan Lagrosen • Göran Svensson • Anders Pehrsson • Evert Gummesson • Bo Edvarsson • Anders Gustafsson • Lars Witell • Hans Jansson • Yvonne Lagrosen • James R Stock • Tony Apéria • Tomas Nilsson • Claes M Hultman • Gerald E Hills • Svante Andersson • Greg Wood • Hai
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The aim of this book is to provide a wider perspective of the marketing field, particularly at a time when the field of marketing is expanding and developing in new and different directions. Unlike the more traditional literature, this book affords a deeper insight into the new marketing avenues of services marketing, business-to-business marketing and relationship marketing. Several other relevant marketing-related areas are also presented.
An international team of distinguished authors contribute their expertise, which provides a comprehensive overview of recent marketing developments. Such a broad and deep coverage of the field makes this book particularly suitable for undergraduate-level marketing courses. In addition to offering students a wide-ranging appreciation of modern marketing theories, it provides a firm foundation for further studies and contributes towards an enriched professional understanding.
- Format: Häftad
- Upplaga: 1
- ISBN: 9789144039831
- Språk: Engelska
- Antal sidor: 306
- Utgivningsdatum: 2006-08-22
- Förlag: Studentlitteratur