Marketing Classics by Ben M Enis

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Marketing Classics by Ben M Enis

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Zusammenfassung

A collection of important articles published in the field. Each article featured has been selected for the impact it has had on marketing theory and practice. This anniversary edition covers topical issues such as marketing ethics, and retains from previous editions articles of enduring value.

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Marketing Classics by Ben M Enis

This 25th-anniversary-edition of "Marketing Classics" represents a culmination of the most important articles published in the field. Each article has been selected for the contribution it has made, and the impact it has had in bringing a new way of thinking into marketing theory and practice. Eleven new articles have been added in such topical areas as marketing ethics, global marketing strategy, service quality and technology diffusion. Articles of enduring interest by noted marketing minds like Wroe Anderson, George Katona, Theodore Levitt, George Day, John Howard, Frederick Webster Jr, Sidney J. Levy, Jagdish Sheth and Philip Kotler are retained. The articles are divided into four parts: "Marketing Philosophy"; "Buyer and Market Behaviour"; "Marketing Strategy"; and "Competitive Marketing Programmes".

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SKU Nicht verfügbar
ISBN 13 9780205159888
ISBN 10 0205159885
Titel Marketing Classics
Autor Ben M Enis
Buchzustand Nicht verfügbar
Bindungsart Paperback
Verlag Pearson Education (US)
Erscheinungsjahr 1995-01-01
Seitenanzahl 578
Hinweis auf dem Einband Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.
Hinweis Nicht verfügbar