MBA Marketing
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Beschreibung
This book covers all of the core topics in marketing and is written and designed specifically for the needs of MBA students. Assuming no prior knowledge, this text covers the basics before quickly moving on to explore more advanced issues and concepts. It is strongly grounded in theory and linked to best practice, and is the ideal MBA course text.
Highly respected author team
Tailored to the needs of MBA students
Covers core content and contemporary issues
Short, concise and clearly written
Very strong on application of theory to empirical situations, illustrated through numerous cases and examples
Autor*in
Malcolm McDonald
Themen in »MBA Marketing«
brand communication Customer Value Distribution management market research market segmentation marketing pricing
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Details
ISBN: 9781137300294
Verlag: Macmillan Education
Erscheinung: 11.12.2013