Marketing insights from a changing environment (CROSBI ID 13895)
Urednička knjiga | monografija (znanstvena) | međunarodna recenzija
Podaci o odgovornosti
Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina ; Žabkar, Vesna ; Grünhagen, Marko
Herceg, Sabrina
engleski
Marketing insights from a changing environment
The book's grounding idea stresses that rapidly changing and unpredictable conditions in the marketing environment call for dynamic solutions that are accepted, implemented and constantly improved upon. // In four related areas, the authors have observed and analysed transformations of trends and current business practices that are influenced by market changes. The structure of the book is divided into four parts that each includes three articles related to specific trends or challenges. The first part stresses the importance of e-marketing in the tourism sector, the second part explores sustainable marketing practices, the third part is about consumer reactions to services quality and the fourth part discusses the redefinition of marketing strategies.
marketing insights ; changing environment ; value co-creation
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Podaci o izdanju
Essex: Pearson Education
2016.
978-1-78448-762-1
279
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