Marketing : broadening the horizons
Häftad bok. Studentlitteratur AB. 1 uppl. 2006. 306 sidor.
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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.
Förlagsfakta
- ISBN
- 9789144039831
- Titel
- Marketing : broadening the horizons
- Författare
- 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 - Joe Hair - Arthur Money
- Förlag
- Studentlitteratur AB
- Utgivningsår
- 2006
- Omfång
- 306 sidor
- Bandtyp
- Häftad
- Vikt
- 607 g
- Språk
- English
- Baksidestext
- 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.
Ytterligare författare: Stefan Lagrosen, Göran Svensson, Anders Pehrsson
