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Whereas the first edition focused on traditional marketing elements, namely the 4Ps or marketing mix elements, this edition includes a new section focusing on digital marketing, which introduces the 4Cs, defined as Connectivity, Content, Community and Commitment. Consequently, this edition provides a broader view of marketing concepts by also proposing a new conceptualization to today¿s dynamically changing digital marketing value creation tools. As a result, this book develops a new foundation of digital marketing and provides an alternative way of discussing and explaining marketing concepts, old and new, with visual representations.
Whereas the first edition focused on traditional marketing elements, namely the 4Ps or marketing mix elements, this edition includes a new section focusing on digital marketing, which introduces the 4Cs, defined as Connectivity, Content, Community and Commitment. Consequently, this edition provides a broader view of marketing concepts by also proposing a new conceptualization to today¿s dynamically changing digital marketing value creation tools. As a result, this book develops a new foundation of digital marketing and provides an alternative way of discussing and explaining marketing concepts, old and new, with visual representations.
S. Umit Kucuk has taught marketing, consumer behavior, marketing research and statistics courses at the University of Washington, Seattle University, Central Washington University, and Eastern Washington University, USA. He is published in the Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of International Consumer Marketing, Journal of Retailing and Consumer Services, Marketing Theory, Psychology and Marketing, and Technovation, among others. He is the author of the books Brand Hate and Consumer Voice, both published by Palgrave Macmillan.
Erscheinungsjahr: | 2024 |
---|---|
Fachbereich: | Werbung & Marketing |
Genre: | Wirtschaft |
Rubrik: | Recht & Wirtschaft |
Medium: | Taschenbuch |
Reihe: | Palgrave Studies in Marketing, Organizations and Society |
Inhalt: |
xv
300 S. 36 s/w Illustr. 50 farbige Illustr. 300 p. 86 illus. 50 illus. in color. |
ISBN-13: | 9783031182174 |
ISBN-10: | 3031182170 |
Sprache: | Englisch |
Ausstattung / Beilage: | Paperback |
Einband: | Kartoniert / Broschiert |
Autor: | Kucuk, S. Umit |
Auflage: | 2nd ed. 2023 |
Hersteller: |
Springer International Publishing
Springer International Publishing AG Palgrave Studies in Marketing, Organizations and Society |
Maße: | 210 x 148 x 18 mm |
Von/Mit: | S. Umit Kucuk |
Erscheinungsdatum: | 23.03.2024 |
Gewicht: | 0,411 kg |
S. Umit Kucuk has taught marketing, consumer behavior, marketing research and statistics courses at the University of Washington, Seattle University, Central Washington University, and Eastern Washington University, USA. He is published in the Journal of Brand Management, Journal of Business Ethics, Journal of Business Research, Journal of Consumer Affairs, Journal of International Consumer Marketing, Journal of Retailing and Consumer Services, Marketing Theory, Psychology and Marketing, and Technovation, among others. He is the author of the books Brand Hate and Consumer Voice, both published by Palgrave Macmillan.
Erscheinungsjahr: | 2024 |
---|---|
Fachbereich: | Werbung & Marketing |
Genre: | Wirtschaft |
Rubrik: | Recht & Wirtschaft |
Medium: | Taschenbuch |
Reihe: | Palgrave Studies in Marketing, Organizations and Society |
Inhalt: |
xv
300 S. 36 s/w Illustr. 50 farbige Illustr. 300 p. 86 illus. 50 illus. in color. |
ISBN-13: | 9783031182174 |
ISBN-10: | 3031182170 |
Sprache: | Englisch |
Ausstattung / Beilage: | Paperback |
Einband: | Kartoniert / Broschiert |
Autor: | Kucuk, S. Umit |
Auflage: | 2nd ed. 2023 |
Hersteller: |
Springer International Publishing
Springer International Publishing AG Palgrave Studies in Marketing, Organizations and Society |
Maße: | 210 x 148 x 18 mm |
Von/Mit: | S. Umit Kucuk |
Erscheinungsdatum: | 23.03.2024 |
Gewicht: | 0,411 kg |