Marketing Management - Theory and Practice, 2nd Edition
Alexander Chernev
Gebundenes Buch

Marketing Management - Theory and Practice, 2nd Edition

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Marketing Management: Theory and Practice provides a systematic overview of the fundamentals of marketing theory, defines the core principles of marketing management, and presents a value-based framework for developing viable market offerings. This theory is grounded in the view of marketing as a value-creation process essential to any business enterprise. The discussion of marketing theory is complemented by practical tools that help managers apply the generalized frameworks to address specific business challenges and capture market opportunities.The marketing theory outlined in this book app...