Marketing: Principles and Practice : A Management-Oriented Approach
Language: English
Published by Independently Published, 2018
- Softcover
- Used
Seller: Better World Books, Mishawaka, IN, U.S.A.Better World Books
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Condition: Used - Very good
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Pages intact with possible writing/highlighting. Binding strong with minor wear. Dust jackets/supplements may not be included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.
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- Title
- Marketing: Principles and Practice : A Management-Oriented Approach
- Author
- Opresnik, Marc, Hollensen, Svend
- Publisher
- Independently Published
- Publication year
- 2018
- Condition
- Very Good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 1720275246
- ISBN 13
- 9781720275244
- Item weight
- 1.052 pounds
- Dimensions
- N/A
‘Marketing: Principles and Practice’ is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses. The aim of this book is to deal with marketing in such a way that covers as few pages and is as accessible as possible, while communicating the fundamental, most important theoretical aspects and facilitating the transfer of this knowledge to real-life decision situations. In addition, the book not only integrates all relevant aspects of both strategic and operational marketing but also structures them in such a way, that both practitioners and students acquire a comprehensive and holistic overview, how it all fits together. Consequently, this textbook concentrates on the essential marketing know-how for both, practitioners and students.
‘The dynamic and global competitive landscape requires marketing professionals who have a thorough knowledge of marketing principles coupled with strong creative skills. This book provides excellent coverage of these principles and serves as a great resource for marketing students and young professionals everywhere.’
Christoph Schweizer, President Corporate Strategy & Business Development, Drägerwerk AG & Co. KGaA
‘Marketing: Principles and Practice is an exciting textbook that provides a concise introduction to the theory and practice of Marketing in the 21st century organized around an innovative customer relationship perspective. Perfectly suited to students of one semester marketing courses, this invaluable source of knowledge presents a solid grounding in the fundamentals of contemporary marketing, in a clear, lively, practical and straightforward style. Highly recommended to marketing students, educators and marketing managers everywhere.’
Prof. Dr. Marko Sarstedt, Chair of Marketing, Otto-von-Guericke-Universität Magdeburg, Germany
The authors
Svend Hollensen is an Associate Professor of International Marketing at the University of Southern Denmark. He is the author of globally published textbooks and several articles in well-recognised journals. Svend Hollensen has also worked as a consultant for several multinational companies, as well as global organizations like the World Bank.
Marc Opresnik is a distinguished Professor of Marketing at the Technische Hochschule Lübeck and Member of the Board of Directors at SGMI Management Institute St. Gallen. He is Chief Research Officer at Kotler Impact Inc. and a global co-author of marketing legend Philip Kotler. With his many years of international experience, Marc Opresnik is one of the world’s most renowned marketing, management and negotiation experts.
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Better World Books
Mishawaka, IN, U.S.A.
AbeBooks seller since August 3, 2006
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Better World Books (https://www.BetterWorldBooks.com) is a for-profit, socially conscious business and a global online bookseller that collects and sells new and used books online, matching each purchase with a book donation. Each sale generates funds for literacy and education initiatives in the U.S., the UK, and around the world. Since its launch in 2003, Better World Books has raised $33 million for libraries and literacy, donated over 32 million books, and reused or recycled more than 397 million books.…
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