| Naslov (engleski) | Marketing dynamics: How to Create Value for Customers |
| Autor | Bruno Grbac |
| Ostale odgovornosti | Gabor Rekettye (Recenzent) |
| Ostale odgovornosti | Marko Grunhagen (Recenzent) |
| Autorova ustanova | Sveučilište u Rijeci Ekonomski fakultet |
| Znanstveno / umjetničko područje, polje i grana | DRUŠTVENE ZNANOSTI Ekonomija Marketing |
| Sažetak (engleski) | 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. |
| Ključne riječi (engleski) | |
| Jezik | engleski |
| Vrsta publikacije | Autorska knjiga-Znanstvena knjiga-Znanstvena monografija |
| Status objave | Objavljen |
| Vrsta recenzije | Recenziran - međunarodna recenzija |
| Verzija publikacije | Objavljena verzija rada (izdavačev PDF) |
| Broj stranica | 362 |
| ISBN | 978-1-78399-574-5 |
| URN:NBN | urn:nbn:hr:192:740255 |
| Datum objave tiskanog izdanja | 2014 |
| Vrsta resursa | Tekst |
| Izdavač | Pearson Education Limited |
| Mjesto izdavanja | London |
| Prava pristupa | Otvoreni pristup |
| Uvjeti korištenja |  |
| Datum i vrijeme pohrane | 2020-07-13 13:16:19 |
