Marketing in Perspective (RLE Marketing) (Routledge Library Editions: Marketing)

by SimonMajaro (Author), Simon Majaro (Author)

• New

  Paperback
  2015

  $53.63

  This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of three interrelated ingredients - productivity, integration and creativity, for success in an increasingly demanding and cost-effective environment. Each chapter reviews marketing concepts, theories and methods - both recent and well-established and each chapter can be read on its own in response to a specific problem. As well as an extensive bibliography, the volume contains useful case-studies.