Marketing in Perspective (RLE Marketing)

This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients - productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods - both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.

• | Author: Simon Majaro
• | Publisher: Routledge
• | Publication Date: Sep 16, 2014
• | Number of Pages: 252 pages
• | Binding: Hardback or Cased Book
• | ISBN-10: 1138787639
• | ISBN-13: 9781138787636