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Record Nr. |
UNINA9910454288303321 |
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Autore |
Moutinho Luiz |
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Titolo |
Problems in marketing [[electronic resource]. ] : applying key concepts and techniques / / Luiz Moutinho & Charles Chien |
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Pubbl/distr/stampa |
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Los Angeles, [Calif.] ; ; London, : SAGE, c2008 |
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ISBN |
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0-7619-7178-5 |
1-282-02063-3 |
9786612020636 |
1-84920-262-1 |
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Edizione |
[2nd ed.] |
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Descrizione fisica |
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1 online resource (337 p.) |
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Altri autori (Persone) |
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Disciplina |
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Soggetti |
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Marketing |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Description based upon print version of record. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Cover; Contents; Chapter One: Environmental Scanning; Chapter Two: Consumer Behaviour; Chapter Three: Marketing Research and Market Forecasting; Chapter Four: Strategic Marketing; Chapter Five: Positioning, Product and Pricing; Chapter Six: Pricing; Chapter Seven: Integrated Marketing Communication; Chapter Eight: Internet Marketing; Chapter Nine: Sales and Distribution Management; Chapter Ten: International Marketing; Chapter Eleven: Issues and Trends; Index |
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Sommario/riassunto |
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Fully revised & updated, 'Problems in Marketing' includes over 50 new problems. The text covers a wide range of marketing practice, each problem concentrating on a single concept or technique of marketing management. |
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