Marketing transformation

Author: Hart
Publisher:
Publish Date: 2006-09-01
Features: This book is written by a group of top marketing research masters, focusing on reflecting the latest research findings of today's marketing transformation and demonstrating the ever-evolving nature of marketing as a discipline. Their innovation lies in transcending the 4Ps marketing concept, providing new methods and tools for the field, and opening up a brand-new path for exploration and research in this area. This book is the textbook for students who have studied the key elements of marketing management and wish to gain a deeper understanding of the changes the field is currently undergoing. It can serve as a textbook for senior undergraduate marketing majors and as a required course for master's students in the field. Features