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£54.48

Wiley Rethinking Marketing: Developing a New Understanding of Markets

Name: Rethinking Marketing: Developing a New Understanding of Markets
Brand: Wiley
Price: 54.48 GBP
Availability: InStock

Call Centre Management

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Description

This groundbreaking book recognises and addresses the urgent need to develop a new understanding of marketing. Based on the involvement of twenty thought leaders from Europe and the US, this book gives us both a state of the art picture of marketing today and a look ahead to the marketing challenges of tomorrow. Since the publication of Kotler's Marketing Management in 1967, marketing has witnessed a dramatic increase in academic involvement. Today there is an extensive range of publications available covering a variety of topics - from cognitive studies of consumer behaviour to organising international distribution - but the 4 Ps, based on the marketing mix model, remains as the dominant theoretical base. Rethinking Marketing demonstrates a misfit between the existing theoretical toolbox and important development trends in the marketplace.

Product Specifications

Brand: Wiley
Format: hardcover
ASIN: 0470021470
Category: Books > Subjects > Business, Finance & Law > Management > Call Centre Management
Domain: Amazon UK
Release Date: 16 July 2004
Listed Since: 14 October 2006

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Wiley Rethinking Marketing: Developing a New Understanding of Markets

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