Marketing Management & Information Tech
Marketing Management & Information Tech
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Résumé
This work explains marketing concepts and techniques and examines the current and potential impact of IT on marketing management. This edition reflects technological changes and covers database marketing. Case histories highlight the benefits and pitfalls of the use of IT in marketing.
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Marketing Management & Information Tech by Keith Fletcher
This work gives an overview of marketing concepts and techniques and shows how a marketing manager's job is being, or may be, changed by information technology. Each chapter begins with aims and learning objectives and ends with self-assessment questions. This second edition reflects technological changes and includes chapters on positioning and targeting, and database marketing. Case histories and examples highlight the benefits and pitfalls of the use of IT in marketing.| SKU | Non disponible |
| ISBN 13 | 9780131844827 |
| ISBN 10 | 0131844822 |
| Titre | Marketing Management & Information Tech |
| Auteur | Keith Fletcher |
| État | Non disponible |
| Type de reliure | Paperback |
| Éditeur | Pearson Education (US) |
| Année de publication | 1995-06-30 |
| Nombre de pages | 424 |
| Note de couverture | La photo du livre est présentée à titre d'illustration uniquement. La reliure, la couverture ou l'édition réelle peuvent varier. |
| Note | Non disponible |