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- Broschiertes Buch
With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing provides the skills vital for successful engagement with marketing across all areas of society.
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With insights from leading practitioners and exploration of the latest issues to affect consumers and businesses alike, Marketing provides the skills vital for successful engagement with marketing across all areas of society.
Produktdetails
- Produktdetails
- Verlag: Oxford University Press
- 6 Revised edition
- Seitenzahl: 784
- Erscheinungstermin: 30. März 2022
- Englisch
- Abmessung: 263mm x 192mm x 31mm
- Gewicht: 1660g
- ISBN-13: 9780192893468
- ISBN-10: 0192893467
- Artikelnr.: 62535961
- Verlag: Oxford University Press
- 6 Revised edition
- Seitenzahl: 784
- Erscheinungstermin: 30. März 2022
- Englisch
- Abmessung: 263mm x 192mm x 31mm
- Gewicht: 1660g
- ISBN-13: 9780192893468
- ISBN-10: 0192893467
- Artikelnr.: 62535961
Paul Baines is Professor of Political Marketing and Deputy Dean (Strategic Projects) at the University of Leicester School of Business, UK. Sara Rosengren is Professor of Marketing and Head of the Center for Retailing at the Stockholm School of Economics, Sweden. Paolo Antonetti is Professor of Marketing and Director of the Global Executive MBA at Neoma Business School, France.
Part One: Core Principles, Context and Customers
1: Marketing principles and practice
2: The marketing environment
3: Consumer buying behaviour
4: Business to business marketing
5: Services and relationship marketing
Part Two: Marketing Strategy
6: Marketing strategy
7: Marketing research and analytics
8: Market segmentation and positioning
9: International marketing development
10: Branding decisions
Part Three: Marketing Tactics
11: Product: new proposition development and innovation
12: Place: channels, supply chains, and retailing
13: Price and customer value
14: Promotion I: principles of marketing communications
15: Promotion II: configuring the marketing communications mix
16: Digital and social media marketing
Part Four: Marketing and Society
17: Not-for-profit and social marketing
18: Marketing, society, sustainability and ethics
1: Marketing principles and practice
2: The marketing environment
3: Consumer buying behaviour
4: Business to business marketing
5: Services and relationship marketing
Part Two: Marketing Strategy
6: Marketing strategy
7: Marketing research and analytics
8: Market segmentation and positioning
9: International marketing development
10: Branding decisions
Part Three: Marketing Tactics
11: Product: new proposition development and innovation
12: Place: channels, supply chains, and retailing
13: Price and customer value
14: Promotion I: principles of marketing communications
15: Promotion II: configuring the marketing communications mix
16: Digital and social media marketing
Part Four: Marketing and Society
17: Not-for-profit and social marketing
18: Marketing, society, sustainability and ethics
Part One: Core Principles, Context and Customers
1: Marketing principles and practice
2: The marketing environment
3: Consumer buying behaviour
4: Business to business marketing
5: Services and relationship marketing
Part Two: Marketing Strategy
6: Marketing strategy
7: Marketing research and analytics
8: Market segmentation and positioning
9: International marketing development
10: Branding decisions
Part Three: Marketing Tactics
11: Product: new proposition development and innovation
12: Place: channels, supply chains, and retailing
13: Price and customer value
14: Promotion I: principles of marketing communications
15: Promotion II: configuring the marketing communications mix
16: Digital and social media marketing
Part Four: Marketing and Society
17: Not-for-profit and social marketing
18: Marketing, society, sustainability and ethics
1: Marketing principles and practice
2: The marketing environment
3: Consumer buying behaviour
4: Business to business marketing
5: Services and relationship marketing
Part Two: Marketing Strategy
6: Marketing strategy
7: Marketing research and analytics
8: Market segmentation and positioning
9: International marketing development
10: Branding decisions
Part Three: Marketing Tactics
11: Product: new proposition development and innovation
12: Place: channels, supply chains, and retailing
13: Price and customer value
14: Promotion I: principles of marketing communications
15: Promotion II: configuring the marketing communications mix
16: Digital and social media marketing
Part Four: Marketing and Society
17: Not-for-profit and social marketing
18: Marketing, society, sustainability and ethics