Principles of Marketing (Principles of Management Series) Geoffrey Randall

This is the second edition of RandallÆs concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of æclassicalÆ marketing, the book also covers ænewÆ marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With new chapters on e-commerce and branding, there is also additional material on marketing ethics/social responsibility, knowledge management and technical developments, environmental marketing, and a focus on financial marketing in the services marketing chapter. Это и многое другое вы найдете в книге Principles of Marketing (Principles of Management Series) (Geoffrey Randall)