Macromarketing
The macro side of marketing takes the subject beyond the realm of commerce and into the wider societal context, looking at the marketing process in its entirety. We have long been suspicious of the negative side of the marketing process, exemplified in credit card debt, poor diet, smoking and alcohol abuse. But on the other hand consumer choice, public service information and the encouragement of innovation and creativity are also ways in which marketing affects the social and environmental sphere, in ways that scholars are only beginning to fully investigate. The study of macromarketing, with its focus on how marketing and society inform eac…
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V106:
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Produktdetails
Weitere Autoren: Tadajewski, Mark (Hrsg.) / Shultz II, Clifford J. (Hrsg.)
- ISBN: 978-1-84860-704-0
- EAN: 9781848607040
- Produktnummer: 15787036
- Verlag: Sage Pubn
- Sprache: Englisch
- Erscheinungsjahr: 2009
- Seitenangabe: 1712 S.
- Masse: H24.3 cm x B16.4 cm x D12.3 cm 3'221 g
- Auflage: Four-Volume Set
- Gewicht: 3221
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