- Hardcover: 336 pages
- Publisher: John Wiley & Sons (23 May 1994)
- Language English
- ISBN-10: 0471595764
- ISBN-13: 978-0471595762
- Product Dimensions: 25.6 x 18.2 x 3.6 cm
- Amazon Bestsellers Rank: 2,159,981 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
Providing incisive analyses of the most recent marketing advances, this study summarizes the latest research and the best practices from industry, illustrating innovation which works successfully and marketing practices that have failed. The "Portable MBA" series has been developed to cover the core curriculum of a typical MBA course. Each volume offers practical overviews of insights and information needed for the MBA programmes. Although not specifically designed as a course book, each book provides comprehensive coverage of primary business functions.
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The history of Marketing and recent developments.
2 July 2004
Format:Hardcover
Webster gives a lot of detail of the history of Marketing in this book. It includes all the recent develpments in Marketing and how it has affected the customer. For those interested in how Marketing focuses on the customer, this is a great way to understand the marketing of a particular product. That said, this fact packed book is about as dry as can be. If you read this book, you will see how the reader has to slog through this material. Lots of facts and theory, but little in the way of interesting the general public.
One market for this book is to university students in Marketing. This book is a great summary of where Marketing will go in the future, and this could help the student. Few people would find this book interesting, other than sales people and Marketing.
One market for this book is to university students in Marketing. This book is a great summary of where Marketing will go in the future, and this could help the student. Few people would find this book interesting, other than sales people and Marketing.
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