Marketing Mix
not 4Ps but fit for a competitive world
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…
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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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