Marketing: Real People, Real Decisions, Updated First Edition with CD-ROM, Canadian Edition - Hardcover

Solomon, Michael R.; Stuart, Elnora W.; Carson, Auleen; Smith, J. Brock

Hardcover

ISBN 10: 0130460869 ISBN 13: 9780130460868

Verlag: Prentice Hall Canada, 2004

Inhaltsangabe

Appropriate for four-year and two-year undergraduate courses in Principles of Marketing.

No other book brings students closer to doing real marketing. Each chapter introduces a decision maker, describes the marketing decisions they faced in a small case study within the chapter, and then concludes with the decisions that were made. Within this framework the text explores such cutting-edge topics as e-commerce and the technological revolution, integrated marketing communications, and entrepreneurship. With the explosion of new marketing technologies today, students are as likely to end up working for small, new, dynamic firms as they are to be employed by the traditional big companies. The text therefore covers not only the Four Ps and other marketing basics, but also introduces students to the new era of social and environmental awareness, singling out companies that conduct business ethically and return value to society. The text also addresses such themes as the importance of building relationships with customers and developing a global perspective.

Details zur Ausgabe

• Verlag: Prentice Hall Canada
• Erscheinungsdatum: 2004
• Sprache: Englisch
• ISBN 10: 0130460869
• ISBN 13: 9780130460868
• Einband: Gebundene Ausgabe
• Anzahl der Seiten: 608
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Riccardo Bacigalupo; riccardo.bacigalupo@sanoma.it; ; Sanoma Italia Via Arconati, 1 �; Milano; 20135; Italien