Principles of Marketing
Overview
This is the second edition of Randall's concise introductory text for general marketing courses, combining academic rigour with an accessible writing style. While providing a comprehensive overview of 'classical' marketing, the book also covers 'new' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customisation, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With new chapters on e-commerce and branding, there is also additional material on marketing ethics/social responsibility, knowledge management and technical developments, environmental marketing, and a focus on financial marketing in the services marketing chapter.
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Details
- ISBN-13: 9781861526687
- ISBN-10: 1861526687
- Publisher: Cengage Learning
- Publish Date: June 2001
- Dimensions: 9.73 x 7.39 x 0.59 inches
- Shipping Weight: 1.2 pounds
- Page Count: 328
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