ESCP Europe

Item type

Book

Language

anglais

Pages

xxx, 683 p.

Edition

6th European ed.

Publication year

2013

ISBN

0-273-74297-3

Content notes

Part 1. Defining marketing and the marketing process --- Part 2: Understanding the marketplace and consumers --- Part 3. Designing a customer-driven strategy and mix --- Part 4. Extending marketing

"The goal of every marketer is to create more value for customers. The authors of this new European Edition have aimed to create more value for you by building on a classic marketing text with its well-established customer-value framework and complementing it with an emphasis throughout the book on sustainable marketing, measuring and managing return on marketing, marketing technologies and marketing around the world" - in jacket.

Part 1. Defining marketing and the marketing process --- Part 2: Understanding the marketplace and consumers --- Part 3. Designing a customer-driven strategy and mix --- Part 4. Extending marketing.