Marketing Management (Quadri) (French)

Kotler , Dubois , Manceau

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Updated 2010-07-30

Release: 2004-07-31

Simon et Schuster Macmillan France

Pages: 900 (Paperback)


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Description:

Marketing Management est le manuel de référence du domaine. Il présente l'intégralité des concepts et des outils du marketing de manière illustrée et pédagogique tout en intégrant les avancées les plus récentes. Emaillé d'exemples, l'ouvrage met en lumière les grandes tendances comme l'adaptation du marketing à l'économie numérique, la gestion de la relation client, le marketing expérientiel, le développement du capital-marque, le marketing « one-to-one », la construction de valeur pour le client, le marketing viral, etc.
Comme les éditions précédentes l'ouvrage s'appuie sur l'édition américaine en intégrant de nombreux remaniements pour s'adapter aux contextes français et européen.

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