Pregled bibliografske jedinice broj: 817295
Marketing insights from a changing environment
Marketing insights from a changing environment / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina ; Žabkar, Vesna ; Grünhagen, Marko (ur.). Essex: Pearson Education, 2016 (monografija)
CROSBI ID: 817295 Za ispravke kontaktirajte CROSBI podršku putem web obrasca
Naslov
Marketing insights from a changing environment
Urednik/ci
Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina ; Žabkar, Vesna ; Grünhagen, Marko
Prevoditelji
Herceg, Sabrina
Vrsta, podvrsta i kategorija knjige
Uredničke knjige, monografija, znanstvena
Izdavač
Pearson Education
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
Projekti:
HRZZ-IP-2013-11-5231 - Odlučivanje u zajedničkom stvaranju vrijednosti: marketinški pristup (DECOVAL) (Grbac, Bruno, HRZZ - 2013-11) ( CroRIS)
Ustanove:
Ekonomski fakultet, Rijeka,
Fakultet za menadžment u turizmu i ugostiteljstvu, Opatija