Without a doubt, new technologies, and notably the Internet, have had a profound and lasting impact on the marketing function. A paradigm shift has occurred which will forever change the way marketers and marketing managers work. In this brand new textbook, supplemented by practical examples throughout, Cor Molenaar summarizes classic concepts and current developments to create a new, integrated marketing model, in which all components are part of a customer-oriented approach.
- ISBN: 978-0-415-67727-1
- Editorial: Routledge
- Encuadernacion: Cartoné
- Páginas: 256
- Fecha Publicación: 01/11/2011
- Nº Volúmenes: 1
- Idioma: Inglés