Marketing: A Complete Guide
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Beschreibung
Assuming no prior marketing knowledge, Marketing: A Complete Guide provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues.
Well-written in a pragmatic and stimulating style, the text enables readers to grasp the basics of a wide range of marketing topics including business-to-business marketing, key account management, logistics and marketing planning. A strategic marketing perspective, with an emphasis on value and the management of marketing relationships, is combined with thorough analyses of the marketing mix elements.
Written by two of the biggest names in marketing today
Accessible and straightforward writing style using a minimum of references and gimmicky pedagogy
Concisely presented but offering a broad coverage of key marketing topics
Reflects the current emphasis on relationship marketing and delivering value
Established record of sales of previous edition
Autor*in
Malcolm McDonald
Themen in »Marketing: A Complete Guide«
Distribution brand business-to-business communication market segmentation marketing pricing relationship marketing strategic marketing