Demarketing

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1. De-Marketing: An overview of the antecedents and current status of the discipline (Nigel Bradley and Jim Blythe) 2. Synchromarketing (Maria Pilar Martinez-Ruiz) 3. Synchromarketing: Demarketing Places (Gary Warnaby and Dominic Medway) 4. Demarketing in a Wicked Problem Context - The Case of Cocaine (Nigel Jones, Paul Baines, and Steve Welsh) 5. Counter-Marketing Case Studies (Clive Boddy) 6. General Demarketing (Heather Skinner) 7. General Demarketing Case Study: TRAT (Nadio Granata and David Wyles) 8. Selective Demarketing: A Value Destructive Approach (Jillian Farquhar) 9. Selective Demarketing: Frizzell Insurance (Daisy Tan) 10. Ostensible Demarketing: the Power of Prohibition (Robin Croft) 11. Case Study: Ostensible Demarketing: British Airways Tells Britons "Don't Fly" (Sally McKechnie) 12. Unintentional Demarketing (Terri Kirchner) 13. Unintentional Demarketing in Higher Education (Nnamdie Madichie) 14. Demarketing and Marketing: A Conceptual Discussion (Jim Blythe)
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The contents of this book cover synchromarketing, demarketing in a wicked problem context, general demarketing, selective demarketing, unintentional demarketing, and much more.
Editiert von: Nigel Bradley, Jim Blythe
Nigel Bradley was Senior Lecturer in Marketing at the University of Westminster, UK Jim Blythe is Professor of Marketing at Westminster University and Visiting Professor at Plymouth Business School, UK

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Autor: Nigel Bradley
ISBN-13 :: 9780415816472
ISBN: 0415816475
Erscheinungsjahr: 23.10.2013
Verlag: TAYLOR & FRANCIS
Gewicht: 513g
Seiten: 240
Sprache: Englisch
Auflage New
Sonstiges: Buch, 234x156x14 mm
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