The marketing century [[electronic resource] ] : how marketing drives business and shapes society : The Chartered Institute of Marketing / / edited by Jeremy Kourdi

• Pubblicazione: Chichester, : Wiley, 2011
• Descrizione fisica: 1 online resource (280 p.)
• Disciplina: 658.3124
• Soggetto topico: Marketing - History
• Altri autori: KourdiJeremy
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references and index.
• Nota di contenuto: The Marketing Century; CONTENTS; Introduction (Rod Wilkes); 1 Strategic Marketing (Don Peppers and Martha Rogers); 2 Market Segmentation (Malcolm McDonald); 3 Innovation (John Saunders and Veronica Wong); 4 Digital Marketing (Philip Sheldrake); 5 Sales and Business Development (Beth Rogers); 6 Customer Relationship Management (Merlin Stone); 7 Branding (Graham Hales); 8 Advertising (Jonathan Gabay); 9 Public Relations (Paul Mylrea); 10 Internal Marketing (Keith Glanfield); 11 Marketing and Sustainability (John Grant); 12 Social Marketing (Veronica Sharp); Index
• Sommario/riassunto: Written to celebrate the Institute's centenary, The Marketing Century explains: how the key elements of marketing have developed; how the various aspects of marketing contribute to performance; what it is that great marketers do; and how the discipline of marketing may develop in the future. While The Marketing Century describes the years since 1911 it also describes the 21st Century: a time when the ability to understand and connect with customers is more rewarding, complex and valuable than ever. It explains:The three forces shaping the past, present and future of mar
• Titolo autorizzato: The marketing century
• ISBN: 1-119-20850-5; 1-280-78442-3; 9786613694812; 1-119-99359-8
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910139550703321
• Lo trovi qui: Univ. Federico II