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The second edition of this introductory marketing text blends academic rigor with an accessible style, offering a thorough overview of both traditional and contemporary marketing concepts. It explores the evolution from transactional to relational marketing, emphasizing one-to-one strategies and mass customization. New chapters address e-commerce and branding, while additional content covers marketing ethics, knowledge management, environmental marketing, and financial aspects within services marketing, ensuring a comprehensive understanding of the field's current landscape.
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Principles of Marketing, Geoffrey Randall
- Language
- Released
- 2001
- product-detail.submit-box.info.binding
- (Paperback)
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