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Essentials of Marketing
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Artikel-Nr:
9780273727644
Veröffentl:
2012
Erscheinungsdatum:
28.09.2012
Seiten:
624
Autor:
Frances Brassington
Gewicht:
1142 g
Format:
265x200x20 mm
Sprache:
Englisch
Beschreibung:
Dr Frances Brassington is Principal Lecturer in Marketing at Oxford Brookes University Faculty of Business. She has taught marketing at all levels and on a wide range of undergraduate marketing modules and programmes and has supervised a number of PhD students. Her own research interests include retail marketing, international marketing, and the use of project-based learning in marketing education.
Like Brassington's Principles of Marketing, this 'essentials' text brings together theory and practice. It covers a wide range of applications, industries and markets, exploring the way marketers must respond to those situations that demand an innovative response. Written in a lively style with great design, Essentials of Marketing is a concise, no-nonsense book, designed to contain all the essential information that students need to understand when taking a short introductory course in Marketing.
Chapter 1: Marketing Dynamics