Foundations of marketing

Jonathan Groucutt

Nr katalogowy:	181201
Liczba stron:	400
Wymiary:	19 x 24.5 cm
Wydawnictwo:	Macmillan
Oprawa:	miękka
Czas dostawy:	3 - 5 dni

Cena detaliczna: 123,90 zł
Twoja cena: 110,30 zł
(rabat: 11%)

This introductory text examines marketing within the context of a dynamic, contemporary environment. The author is really in-tune with the students, explaining theoretical concepts effectively, using a wide range of mini-cases that bring the subject alive - from Kit Kats to Harry Potter, from obesity to the rejuvenation of the Skoda brand. Groucutt`s passion for the subject is clear as he offers a contemporary view of marketing, reflecting complex changes within both society and business, through a development of the marketing mix beyond the traditional 4P and 7P frameworks to encompass a new 10P framework. Concise, affordable and comprehensive in content - this text is a must for all introductory marketing courses.