bokomslag Marketing : broadening the horizons

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  • 306 sidor
  • 2006

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.

  • Författare: Lagrosen, Stefan;Svensson, Göran;Pehrsson, Anders;Gummesson, Evert;Edvarsson, Bo;Gustafsson, Anders;Witell, Lars;Jansson, Hans;Lagrosen, Yvonne;R Stock, James;Apéria, Tony;Nilsson, Tomas;Hultman, Claes M;E Hills, Gerald;Andersson, Svante;Wood, Greg;Hai
  • Format: Häftad
  • Upplaga: 1
  • ISBN: 9789144039831
  • Språk: Engelska
  • Antal sidor: 306
  • Utgivningsdatum: 2006-08-22
  • Förlag: Studentlitteratur

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