Name: Fundamentals of Marketing (en Inglés)
SKU: 4576348
Price: 60.15 USD
Availability: InStock
Author: Miguel Santesmases Mestre
ISBN: 9788436825435

portada Fundamentals of Marketing (en Inglés)

Formato

Libro Físico

Autor

Miguel Santesmases Mestre

Editorial

Piramide Ediciones Sa

Colección

Economía y Empresa

Año

2011

Idioma

Inglés

N° páginas

448

Encuadernación

Tapa Blanda

Dimensiones

24.5x19 cm

ISBN13

9788436825435

Editado en

España

N° edición

Categorías

Investigación de mercado

Fundamentals of Marketing (en Inglés)

Miguel Santesmases Mestre (Autor) · Piramide Ediciones Sa · Tapa Blanda

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Reseña del libro "Fundamentals of Marketing (en Inglés)"

This is the English edition of the first marketing book in Spanish to be adapted to the European Space for Higher Education, which has been written with the new requirements of the recent official degrees in mind. In addition to its theoretical presentation illustrated with many examples, each chapter starts with a business situation, and closes with a case study with practice topics, key terms and review questions, along with related Internet links and specific bibliography. In addition, teachers and students are provided with complementary on-line material on the book’s website: www.miguelsantesmases.com/fm.htm This textbook presents the fundamentals of marketing, the market, the consumer’s environment and behaviour, the marketing research, and the information systems. It later goes deeper into the marketing tools (product and services management, pricing, communication, sales, distribution and, lastly, the marketing plan), all supported by examples and case studies. Chapters dealing with relationship marketing, customer relations management, new communication technologies and emerging marketing techniques have also been included. Fundamentals of Marketing offers a modern approach, adapted to the new teaching methodologies which will make both the teaching and learning of the principles of marketing much easier.Fundamentals of Marketing: The Dimension of Marketing. The Market and its Environment. Consumer Behaviour. Research and Information Systems in Marketing. Principles in Marketing Management: Marketing Strategy. The Marketing-Mix: Products, Services and Brand Management. Price Strategies. Communication Management. Strategic Sales Management. Channel management and Distribution. The Marketing Plan. The Principles of Relationship Marketing: Relationship Marketing and Customer Service Management. Emerging Marketing Techniques: Marketing and new Technologies. New Trends in Marketing.