This text emphasizes integrated marketing communications and focuses on customer loyalty and cross-functional teams, as well as full integration of the Internet. Each chapter opens with an Internet home page of a company, such as Kodak, and discusses how that site is being used to market the company. At the end of each chapter there is an Internet exercise and the text includes global cases, boxed features on using technology, earning customer loyalty and being entrepreneurial.
Auflage
Sprache
Verlagsort
Verlagsgruppe
McGraw-Hill Education - Europe
Zielgruppe
Für höhere Schule und Studium
Editions-Typ
Maße
Höhe: 279 mm
Breite: 218 mm
Dicke: 25 mm
Gewicht
ISBN-13
978-0-256-21897-8 (9780256218978)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Klassifikation
Marketing in a dynamic environment; buying behaviour; marketing research and marketing segmentation; product and service concepts and strategies; pricing concepts and strategies; marketing channels and logistics; integrated marketing communications.
