| Title (english) | Marketing dynamics: How to Create Value for Customers |
| Author | Bruno Grbac |
| Other responsibility | Gabor Rekettye (Reviewer) |
| Other responsibility | Marko Grunhagen (Reviewer) |
| Author's institution | University of Rijeka Faculty of Economics and Business |
| Scientific / art field, discipline and subdiscipline | SOCIAL SCIENCES Economics Marketing |
| Abstract (english) | 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. |
| Keywords (english) | |
| Language | english |
| Publication type | Authored book-Scientific book-Scientific monograph |
| Publication status | Published |
| Peer review | Peer review - international |
| Publication version | Published version |
| Pages | 362 |
| ISBN | 978-1-78399-574-5 |
| URN:NBN | urn:nbn:hr:192:740255 |
| Printed book publication date | 2014 |
| Type of resource | Text |
| Publisher | Pearson Education Limited |
| Publishing place | London |
| Access conditions | Open access |
| Terms of use |  |
| Created on | 2020-07-13 13:16:19 |
