The essence of marketingE.Editions of Organization: 1782216541489 28.50 Euros, 488 pages | Online shopping |
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Since the first edition of this work, turbulences of the environment, new technologies of information and the surprising developments of the behavior of the consumers appreciably amended the practices marketing. This third edition, entirely altered and enriched by two additional chapters, integrates these new elements.
Our reflection wishes to fall under the duration. Also the techniques and the illustrations are selected for their reliability and their exemplary character; they want to be located beyond the transitory modes.
The work, accessible and teaching, offers a solid initiation to a rigorous marketing. Two objectives were privileged: to go to essence and to facilitate the assimilation of basic technologies. For that, four principles were retained:
- To propose from the start a synthesis of the key elements of marketing, then to go further in each point in a distinct chapter;
- To privilege the comprehension of the behaviors of the consumer, by supporting us on the most solid results of academic search;
- To give a strategic vision of marketing, without neglecting the technical sides and the concrete implementations;
- To be based on real examples developed in the X-ray Manager, to discuss the technical sides in the dedicated cards and to propose a general knowledge test at the end of each chapter.
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