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The evolution of marketing theories and the rationales behind them are chronicled in this text, which presents a typology of different schools of marketing thought. The authors develop a list of concepts and axioms which they believe will be of use in generating a practical theory of marketing.
- Format: Pocket/Paperback
- ISBN: 9780471635277
- Språk: Engelska
- Utgivningsdatum: 1988-10-01
- Förlag: John Wiley & Sons Inc