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Synopsis
This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients – productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods – both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.
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- PublisherRoutledge
- Publication date2015
- ISBN 10 1138980471
- ISBN 13 9781138980471
- BindingPaperback
- Edition number1
- Number of pages252
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Marketing in Perspective
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Marketing in Perspective
Published by
Taylor & Francis Ltd, 2015
ISBN 10: 1138980471
ISBN 13: 9781138980471
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