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Geoffrey Darnton

Marketing Mix

not 4Ps but fit for a competitive world

Buch

This book has been inspired by the many textbooks, classes and student work about marketing mix, which simply present or teach marketing mix as 4Ps - very often not even acknowledging where those 4Ps came from. Such an approach is simply unacceptable academic work - having no discussion of the extensive research from the 1920s onwards, about what is needed for effective marketing and marketing mix. In several ways, this is a thoroughly radical book pushing against the common approach of simply teaching about simplistic 4Ps. Many students produce a marketing mix for a company; they shouldn't. A marketing mix should be produced only for a produ… Mehr

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Produktdetails


  • ISBN: 978-1-909231-13-9
  • EAN: 9781909231139
  • Produktnummer: 38976384
  • Verlag: Requirements Analytics
  • Sprache: Englisch
  • Erscheinungsjahr: 2022
  • Seitenangabe: 102 S.
  • Masse: H22.2 cm x B14.5 cm x D0.9 cm 272 g
  • Abbildungen: HC gerader Rücken kaschiert
  • Gewicht: 272

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