Marketing
Managerial Foundations
"Marketing: Managerial Foundations" provides students with a sound understanding of marketing theory and practice, and does so in an Australian and New Zealand context. It is an introductory text that goes beyond the prescriptive approach. It seeks to meet the needs of a discipline that is now accepted as a fundamental aspect of business and one which needs and deserves an academic base of context, concept and application. No theoretical stone is left unturned as good practice is supported by essential theoretical frameworks. Students will find more discussion of the various arguments that provide views on the foundations and application of marketing. Concepts such as relationship marketing are traced and explored. The book provides a strong foundation for the study of marketing and is essential reading for the newcomer to marketing as well as being a valuable reference for the marketing professional.
- ISBN 13 : 9780732952112
- ISBN 10 : 0732952115
- Judul : Marketing
- Sub Judul : Managerial Foundations
- Pengarang : Michael John Baker, Peter Graham, Debra Harker,
- Kategori : Business & Economics
- Penerbit : Macmillan Education AU
- Klasifikasi : 658.8
- Call Number : 658.8 MIC m
- Bahasa : en
- Penaklikan : xvi, 542 p. :
- Tahun : 1998
- Halaman : 542
- Halaman : 542
- Open Library : http://openlibrary.org/books/OL6893633M/Marketing
- Google Book : http://books.google.com/books?id=UyFedj-2_UwC&dq=inauthor:peter+coad&hl=&source=gbs_api
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Ketersediaan :
... G. (1990) The Australian Telemarketing Handbook (Melbourne: The Business
Library). Coad, T. (1990) 'The Emergence of Marketing Data-bases and their
Uses', Direct Marketing Handbook (Telephone Marketing Services, British
Telecom).