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Pregled bibliografske jedinice broj: 817295

Marketing insights from a changing environment


Marketing insights from a changing environment, Essex: Pearson Education Limited, 2016 (monografija)


Naslov
Marketing insights from a changing environment

Urednik/ci
Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina ; Žabkar, Vesna ; Grünhagen, Marko

Vrsta, podvrsta i kategorija knjige
Uredničke knjige, monografija, znanstvena

Izdavač
Pearson Education Limited

Grad
Essex

Godina
2016

Stranica
279

ISBN
978-1-78448-762-1

Ključne riječi
Marketing insights ; changing environment ; value co-creation

Sažetak
The book's grounding idea stresses that rapidly changing and unpredictable conditions in the marketing environment call for dynamic solutions that are accepted, implemented and constantly improved upon. // In four related areas, the authors have observed and analysed transformations of trends and current business practices that are influenced by market changes. The structure of the book is divided into four parts that each includes three articles related to specific trends or challenges. The first part stresses the importance of e-marketing in the tourism sector, the second part explores sustainable marketing practices, the third part is about consumer reactions to services quality and the fourth part discusses the redefinition of marketing strategies.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija



POVEZANOST RADA


Projekt / tema
HRZZ-IP-2013-11-5231 - Odlučivanje u zajedničkom stvaranju vrijednosti: marketinški pristup (Bruno Grbac, )

Ustanove
Ekonomski fakultet, Rijeka,
Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija