Marketing management / Upravljanje marketingom
Marketing Management is the leading marketing text because its content and organization consistently reflect changes in marketing theory and practice.
The first edition of 'Marketing Management', published in 1967, introduced the concept that companies must be motivated by clients and the market. However, there was little mention of topics that are considered fundamental today, such as segmentation, targeting and positioning. Concepts such as brand value, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management and integrated marketing communications were not even present in the marketing vocabulary of the time.
Original title
Marketing management - Analysis, planning, implementation and control
Translation
Vlasta Andrlić
Editor
Jasna Vukoja
Graphics design
Jasenka Lesnik-Gašpić
Dimensions
25 x 18 cm
Pages
929
Publisher
Informator, Zagreb, 1994.
Distribution: 2,000 copies
Latin alphabet. Hardcover.
Language: Croatian.
ISBN
9-53-170009-5
One copy is available
Condition:Used, excellent condition
Added to cart!
