Strategy & process in marketing
Auteur :
Murray, John A.
Éditeur :
Murray, John A.O'Driscoll, Aidan,
ISBN :
9780131821637
Date de publication :
22 mars 1996
Dimensions :
23,2 x 17,3 x 3,0 cm
Poids :
870 g
Format :
Trade paperback (US)
Langue :
Anglais
Pays d'origine :
USA
Reflecting the current paradigm-shift away from the traditional view of markets, with the emphasis on the consumer and the four Ps, this book embraces a wider network approach with relational marketing and channel management as key. Process rather than hierarchy underpins its market focus.