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Sara Rosengren is Professor of Marketing and Head of the Center for Retailing at the Stockholm School of Economics, Sweden.
Paolo Antonetti is Professor of Marketing and Director of the Global Executive MBA at Neoma Business School, France.
- Part One: Core Principles, Context and Customers
- 1: Marketing principles and practice
- 2: The marketing environment
- 3: Consumer buying behaviour
- 4: Business to business marketing
- 5: Services and relationship marketing
- Part Two: Marketing Strategy
- 6: Marketing strategy
- 7: Marketing research and analytics
- 8: Market segmentation and positioning
- 9: International marketing development
- 10: Branding decisions
- Part Three: Marketing Tactics
- 11: Product: new proposition development and innovation
- 12: Place: channels, supply chains, and retailing
- 13: Price and customer value
- 14: Promotion I: principles of marketing communications
- 15: Promotion II: configuring the marketing communications mix
- 16: Digital and social media marketing
- Part Four: Marketing and Society
- 17: Not-for-profit and social marketing
- 18: Marketing, society, sustainability and ethics
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780192893468 |
| ISBN-10: | 0192893467 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Antonetti, Paolo
Baines, Paul Rosengren, Sara |
| Hersteller: | Oxford University Press |
| Maße: | 263 x 192 x 31 mm |
| Von/Mit: | Paolo Antonetti (u. a.) |
| Erscheinungsdatum: | 30.03.2022 |
| Gewicht: | 1,654 kg |
Sara Rosengren is Professor of Marketing and Head of the Center for Retailing at the Stockholm School of Economics, Sweden.
Paolo Antonetti is Professor of Marketing and Director of the Global Executive MBA at Neoma Business School, France.
- Part One: Core Principles, Context and Customers
- 1: Marketing principles and practice
- 2: The marketing environment
- 3: Consumer buying behaviour
- 4: Business to business marketing
- 5: Services and relationship marketing
- Part Two: Marketing Strategy
- 6: Marketing strategy
- 7: Marketing research and analytics
- 8: Market segmentation and positioning
- 9: International marketing development
- 10: Branding decisions
- Part Three: Marketing Tactics
- 11: Product: new proposition development and innovation
- 12: Place: channels, supply chains, and retailing
- 13: Price and customer value
- 14: Promotion I: principles of marketing communications
- 15: Promotion II: configuring the marketing communications mix
- 16: Digital and social media marketing
- Part Four: Marketing and Society
- 17: Not-for-profit and social marketing
- 18: Marketing, society, sustainability and ethics
| Erscheinungsjahr: | 2022 |
|---|---|
| Fachbereich: | Werbung & Marketing |
| Genre: | Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Taschenbuch |
| Inhalt: | Kartoniert / Broschiert |
| ISBN-13: | 9780192893468 |
| ISBN-10: | 0192893467 |
| Sprache: | Englisch |
| Einband: | Kartoniert / Broschiert |
| Autor: |
Antonetti, Paolo
Baines, Paul Rosengren, Sara |
| Hersteller: | Oxford University Press |
| Maße: | 263 x 192 x 31 mm |
| Von/Mit: | Paolo Antonetti (u. a.) |
| Erscheinungsdatum: | 30.03.2022 |
| Gewicht: | 1,654 kg |
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