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Marketing
Marketing starts with the basic concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based schools of marketing, helping students develop their knowledge and encourage critical thinking.
It provides learning insights into marketing theory and practice, through a series of "Insight" features - Case, Practitioner, Marketing, Academic and Research Insights. Marketing is a text for life, purchased at level 1/2 but retained and referred to throughout the course of a student's marketing or business degree. It starts with the basic concepts from classical marketing models and contrasts these with newer perspectives.
It provides learning insights into marketing theory and practice, through a series of "Insight" features - Case, Practitioner, Marketing, Academic and Research Insights. Marketing is a text for life, purchased at level 1/2 but retained and referred to throughout the course of a student's marketing or business degree. It starts with the basic concepts from classical marketing models and contrasts these with newer perspectives.
886 pages, Paperback
Published November 21, 2012
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