Marketing: Best Practices

K. Douglas Hoffman, Peter R. Dickson, Abbie Griffin

670 pages, parution le 09/05/2003 (2^eme édition)

Ajouter à une liste

Indisponible

Résumé

Seventeen experts, one voice!

The premise behind Marketing: Best Practices is simple yet effective: combine the expertise of the best and brightest in marketing. The second edition continues the tradition of highlighting the best practices from every facet of marketing. Each chapter is written by an authority in their field of marketing, all of whom are highly regarded for both academic and professional achievements.

This unique collaboration results in one of the most cutting-edge texts to hit the principles market in years. Dr. Doug Hoffman, in addition to his chapter on Services Marketing, served as managing editor to ensure a focused and streamlined presentation throughout the book.

Without losing the distinct flavor of each contributing author, every chapter is consistent in both format and pedagogy. The writing style is uniform and targeted for the undergraduate level. Cutting-edge topics drive the Opening Vignettes, and the copy maintains a lively, energetic tone.

The end result is a solid mix of passion, insight, and firsthand experience not typically found in more traditional "Principles of Marketing" textbooks.

Contents

Introduction-Marketing Environment
Understanding the Market
Product
Distribution
Integrated Marketing Communications
Pricing
The Future of Marketing

L'auteur - Abbie Griffin

ABBIE GRIFFIN is Professor of Business Administration at the University of Illinois at Urbana-Champaign.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Thomson
Auteur(s)	K. Douglas Hoffman, Peter R. Dickson, Abbie Griffin
Parution	09/05/2003
Édition	2^eme édition
Nb. de pages	670
Format	22 x 28,5
Couverture	Relié
Poids	1630g
Intérieur	Quadri
EAN13	9780030349997