Naslov
Marketing dynamics: How to Create Value for Customers

Autori
Grbac, Bruno

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

Izdavač
Pearson Education

Grad
London : Delhi

Godina
2014

Stranica
362

ISBN
978-1-78399-574-5

Ključne riječi
marketing; marketing dynamics; value

Sažetak
Marketing dynamics: How to Create Value for Customers is a scientific book that explores and gives insights into marketing field grouped in 11 chapters. The book begins by looking at the evolution of marketing and how organisations adjust to the dynamic environment. It goes on to analyse market regularities, examine operators in the B2B and B2C markets, and explore target market selection and positioning. Based on considerations discussed in my previous books, Marketing Dynamics examines the bases for value creation and exchange by focusing on the policies of marketing mix elements. The last sections of the book deal with the new fields of marketing, ranging from marketing metrics to neuromarketing, and then discuss the implementation of marketing knowledge and skills at the strategic and tactical levels.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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