| Titre : |
Marketing |
| Titre original : |
An Introduction |
| Type de document : |
Livre |
| Auteurs : |
Rosalind MASTERSON, Auteur ; Nichola PHILLIPS, Auteur ; David PICKTON, Auteur |
| Mention d'édition : |
4e éd. |
| Editeur : |
SAGE PUBLICATIONS |
| Année de publication : |
2017 |
| Importance : |
542 p. |
| ISBN/ISSN/EAN : |
978-1-5264-2632-1 |
| Prix : |
63 € |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
GESTION DU MARKETING ; MARKETING MIX ; PLAN MARKETING
|
| Résumé : |
The new edition welcomes a new 3rd author and has been fully updated to include:
31 new case studies (including 5 new end of chapter and 26 new focus boxes ), featuring a greater number of case studies from digital/social media marketing, Uber and the gig economy, Google and crowdsourcing and Amazon s drone delivery service.
Even more content on digital marketing integrated throughout, including key issues such as social media, mobile marketing, co-creation, cutting edge theory.
A fully updated and streamlined interactive eBook led by student feedback.
Focus boxes throughout the text such as Global, Consumer, B2B, Ethical all with a greater emphasis on digital communication, reinforce key marketing trends and relate theory to practice. Each chapter also ends with a case study revolving around topics, issues and companies that students can relate to such as Taylor Swift taking on Spotify. |
| Note de contenu : |
Glossaire. Index. |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=214121 |
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