Richard L. Sandhusen
Marketing
Издательство: Barron's Educational Series, 2008 г.
0764139320
Книгопечатная продукция
Объем: 624 стр.
Professor Richard Sandhusen`s brand - new and important fourth edition of Marketing explains how four digital-age systems have merged into one to change marketing and management practice as much in the past five years as in the previous half century. These systems - decision support, relationship marketing, integrated marketing communication, and balanced scorecard - receive detailed analysis in this extensively updated book, which also gives more comprehensive coverage to all aspects of the global marketplace than other currently-available textbooks on the subject. Here is vital information for students soon entering business in today`s ever more globally competitive world. Marketing presents a realistic hypothetical company as it faces business challenges and opportunities on a day-by-day basis. Although solidly grounded in marketing theory, the book explains marketing strategies within this realistic setting, showing many of the business tactics and decisions students are likely to confront in their own careers. The fictitious company`s domestic and international marketing strategies are explained and analyzed, and real-world examples of successful marketing campaigns by different kinds of companies are also included. Each chapter ends with an overview of essential concepts and match-up exercises that review the text`s material. Here is a popular and accessible new addition to Barron`s respected Business Review Series.
4 edition.
Посмотрите также...
Accountant's Guide to the Internet
This updated and revised authoritative guide is essential to finding business resources and opportunities available in cyberspace. Written by a practicing СPA, this key reference arrives hilly modernized to accommodate the rapid changes in the ......
Marketing Plans for Service Businesses, Second Edition : A Complete Guide
Book DescriptionMarketing Plans for Service Businesses is based on the successful Marketing Planning for Services, which has been completely overhauled, updated and revised to give a new and authoritative guide to the challenge of creating ......
Test Your Professional English: Secretarial (Penguin English)
This text gives students of English for professional purposes over 500 words and expressions to refer to. It can be used for self-study or in-class. An answer key is provided....
RSS