Essentials of marketing: theory and practice for a marketing career
Auteur :
Brown, David / Thompson, Alex
Éditeur :
Taylor & Francis Ltd
ISBN :
9780367773410
Date de publication :
1 sept. 2022
Dimensions :
24,6 x 17,4 cm
Poids :
1047 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
This comprehensive textbook introduces students to all the core principles of Marketing practice using an employability-focused approach. This book is underpinned by six pillars, which flow through each chapter: marketing ethics, sustainability, stakeholder engagement, globalisation, the power of new media, and measuring success.