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Marketing insights from a changing environment (CROSBI ID 13895)

Urednička knjiga | monografija (znanstvena) | međunarodna recenzija

Marketing insights from a changing environment / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina et al. (ur.) Essex: Pearson Education, 2016

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

objavljeno

Povezanost rada

Ekonomija