Essentials of Marketing (PDF)
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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.
Alexander Thompson is a senior lecturer at the University of Exeter, where he teaches marketing courses and leads the MSc in international business programme. He is passionate about marketing. His research focuses on small-firm entrepreneurship, ethnographic research, and socio-cultural approaches to marketing. In addition to his academic activities, Alex works on numerous marketing research consultancy projects that are centred on helping organisations better understand the voice of their customers. He holds a bachelor of arts degree in cultural anthropology from the College of Wooster, an MBA from Central Michigan University, and a PhD from Imperial College.
- Autoren: David Brown , Alex Thompson
- 2022, 1. Auflage, 492 Seiten, Englisch
- Verlag: Taylor & Francis
- ISBN-10: 1000653730
- ISBN-13: 9781000653731
- Erscheinungsdatum: 01.09.2022
Abhängig von Bildschirmgröße und eingestellter Schriftgröße kann die Seitenzahl auf Ihrem Lesegerät variieren.
- Dateiformat: PDF
- Größe: 55 MB
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