Marketing made simple /

Marketing Made Simple is an introductory text offering an overview of all basic marketing concepts and techniques. The book covers the latest developments in marketing thinking and practice, including hot topics such as Customer Relationship Management (CRM) and business-to-business marketing. Packe...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: Lancaster, Geoffrey, 1938-
Otros Autores: Reynolds, Paul (Paul Lewis)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Oxford : Made Simple, 2002.
Temas:
Marketing.
Marketing > Case studies.
Marketing > Études de cas.
marketing.
BUSINESS & ECONOMICS > Marketing > General.
BUSINESS & ECONOMICS > Distribution.
Case studies.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Marketing explained
  • Functions of marketing
  • Consumer and organisational buyer behaviour
  • Advertising, promotion and public relations
  • Selling and management
  • Direct marketing
  • Customer relationship management
  • Pricing
  • Channels and logistics
  • Product
  • Marketing information systems
  • Broader issues in marketing
  • Marketing strategy, planning and control.

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