株式会社極東書店トップ＞商品一覧＞ Strategy and Process in Marketing.

商品詳細

Name: Strategy and Process in Marketing.
Author: Murray, J. A. / A. O'Driscoll
ISBN: 978-0-13-182163-7

Strategy and Process in Marketing. マーケティングにおける戦略と過程

・ISBN 978-0-13-182163-7 paper

お気に入り ★★★

お問い合わせ

著者・編者	Murray, J. A. / A. O'Driscoll,
出版社	(Prentice Hall, UK)
出版年月	1996
ページ数	505 pp.
言語	ENG
ニュース番号	＜414-445＞

解説

Strategy and Process in Marketing explores marketing strategy and marketing management in a way that reflects the current paradigm shift away from the tradional view of marketing and its exclusive emphasis on the consumer and the 4Ps. It embraces a wider network approach with relational marketing and channel management as key. Business systems, core processes and reengineering are incorporated into a reconceptualisation about how marketing is managed.