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Автор: Paul Baines, Chris Fill, Kelly Page
Год: 2008
Издание:
Oxford University Press
Страниц: 704
ISBN: 0199290431
"Marketing" offers students and lecturers an integrated learning solution that combines accessible narrative with a diverse range of electronic tools available on the book's website and DVD. The purpose of this package is to bring contemporary marketing perspectives to life for students new to the concept of marketing, and for it to be motivational, creative, applied and highly relevant to the student experience. Case Insight interviews with marketing practitioners, found at the beginning of each chapter, provide students with actual examples of the material discussed in the text. Each chapter is also pedagogically enhanced by Marketing Insight boxes. These learning features show how marketing problems have been solved in the business world and enable students to apply the theories in the text to real-world situations. The text begins with fundamental concepts from classical marketing perspectives and contrasts these with newer perspectives from the relational and service-based...
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