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Nils Bickhoff的圖書 |
$ 1350 電子書 | The Quintessence of Marketing
作者:Nils Bickhoff,Svend Hollensen,Marc Opresnik 出版社:Springer Berlin Heidelberg 出版日期:2014-07-02 語言:英文 樂天KOBO - 行銷與銷售 - 來源網頁   看圖書介紹 |
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What actually is marketing? Many people think of marketing as only sales and advertising because every day we are bombarded with TV commercials, flyers, catalogues, sales calls, and commercial e-mail. However, selling and advertising are only one element of marketing. Today, marketing must be understood not in the old sense of making a sale but in a contemporary and holistic sense of satisfying customer needs.
In this book the authors develop the Quintessential Marketing Arena by following the logic of the three major steps of the marketing process. Along this process they present the fourteen most important marketing instruments that occur during this process.
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