A Fresh Look at Marketing.

      Аннотация: This book is mainly designed to update, as well as redefine, many traditional market­ing terms, principles and conceptual underpinnings which have apparently become irrelevant, unsuitable and/or obsolete in modern socioeconomic settings mainly due to innovations in business and marketing practices—innovations which are dictated by changes in social, econom­ic, competitive, and technological condi­tions. It is a must-read for Marketing students, instructors, researchers, theorists, practitioners, and prospective marketers, and for govern­ment leaders whose official roles and preroga­tives have a direct bearing on the success and survival of business entities in their respective coun­tries, as well as casual readers who may have an interest in gaining an understanding of the nitty-gritty of any of the themes covered in the chapters of the book.

Ключевые слова: Definitions of marketing, The role of marketing, New marketing fundamentals, A radical approach to marketing, New marketing concepts and principles, The marketing concept and the promotional mix, Fundamentals of marketing management, Marketing Management