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Rethinking Marketing – Developing a New Understanding of Markets

Autor H Hakansson
en Hardback – 16 iul 2004
This book is the result of a seminar in Spring 2003 that brought together senior marketing Professors from both Europe and the US. The seminar is part of project funded for 4 - 5 years to discuss the future of marketing. Three basic issues are addressed: How should we look at the market and its different forms, given the existence of dynamics? How should we look upon the exchange between market players given the existence of relationships and other close cooperative efforts? What kind of scientific approaches can we use when studying markets and market players? Following a comprehensive discussion of these issues the book concludes by reexamining existing theories in light of these new ideas, challenging existing ways of thinking and looking towards a new future for marketing.
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Specificații

ISBN-13: 9780470021477
ISBN-10: 0470021470
Pagini: 294
Dimensiuni: 180 x 252 x 22 mm
Greutate: 0.67 kg
Editura: Wiley
Locul publicării:Chichester, United Kingdom

Public țintă

Masters and MBA students studying business or industrial marketing as well as those involved in the ?Towards a New Understanding of Marketing? project and seminars

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Descriere

Based on a seminar in Spring 2003 that brought together senior marketing Professors from both Europe and the US.