Marketing: a complete guide
Assuming no prior marketing knowledge, Marketing: A Complete Guide provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christoph...
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| Main Authors: | , , |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
London
Macmillan Education UK
2003
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| Subjects: | |
| Online Access: | BTU01 Volltext |
| Summary: | Assuming no prior marketing knowledge, Marketing: A Complete Guide provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues. Well-written in a pragmatic and stimulating style, the text enables readers to grasp the basics of a wide range of marketing topics including business-to-business marketing, key account management, logistics and marketing planning. A strategic marketing perspective, with an emphasis on value and the management of marketing relationships, is combined with thorough analyses of the marketing mix elements |
| Physical Description: | 1 Online-Ressource (584 p) |
| ISBN: | 9781403937414 |
| DOI: | 10.1007/978-1-4039-3741-4 |
Staff View
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| institution | BVB |
| isbn | 9781403937414 |
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| spelling | McDonald, Malcolm Verfasser aut Marketing a complete guide by Malcolm McDonald, Martin Christopher, Margrit Bass London Macmillan Education UK 2003 1 Online-Ressource (584 p) txt rdacontent c rdamedia cr rdacarrier Assuming no prior marketing knowledge, Marketing: A Complete Guide provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues. Well-written in a pragmatic and stimulating style, the text enables readers to grasp the basics of a wide range of marketing topics including business-to-business marketing, key account management, logistics and marketing planning. A strategic marketing perspective, with an emphasis on value and the management of marketing relationships, is combined with thorough analyses of the marketing mix elements Business and Management Marketing Business Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Christopher, Martin aut Bass, Margrit aut Erscheint auch als Druck-Ausgabe 9780333994375 https://doi.org/10.1007/978-1-4039-3741-4 Verlag URL des Erstveröffentlichers Volltext |
| spellingShingle | McDonald, Malcolm Christopher, Martin Bass, Margrit Marketing a complete guide Business and Management Marketing Business Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Marketing a complete guide |
| title_auth | Marketing a complete guide |
| title_exact_search | Marketing a complete guide |
| title_exact_search_txtP | Marketing a complete guide |
| title_full | Marketing a complete guide by Malcolm McDonald, Martin Christopher, Margrit Bass |
| title_fullStr | Marketing a complete guide by Malcolm McDonald, Martin Christopher, Margrit Bass |
| title_full_unstemmed | Marketing a complete guide by Malcolm McDonald, Martin Christopher, Margrit Bass |
| title_short | Marketing |
| title_sort | marketing a complete guide |
| title_sub | a complete guide |
| topic | Business and Management Marketing Business Marketing (DE-588)4037589-4 gnd |
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