Can I read Principles of Marketing (Principles of Management Series) on EtoBox?

Principles of Marketing (Principles of Management Series) by Randall, Geoffrey is a book available to read on EtoBox.

What is Principles of Marketing (Principles of Management Series) about?

While providing a comprehensive overview of 'classical' marketing, the book also covers 'new' marketing, including the shift from transactions to relationships, one-to-one marketing and mass customization, changes in the role and organization of the marketing function, marketing accountability and marketing metrics. With additional chapters on e-commerce and branding, there is also additional material on marketing ethics / social responsibility, knowledge management and technical developments, environmental marketing, and also a focus on financial marketing in the services marketing chapter.-- References are expanded, updated and annotated to help the reader explore the subject further.-- Includes even more updated examples.

Author

Randall, Geoffrey

Publisher

Int. Cengage Business Press

Published

2001

Language

EN

ISBN

9781861526687

Subjects

Business, Economics, Marketing