附註:Includes bibliographical references.
Acknowledgements; About the author; Contents; Introduction; ONE The fundamentals of marketing; TWO Peter Drucker; THREE Theodore Levitt; FOUR Michael Porter; FIVE Philip Kotler; SIX Tom Peters; SEVEN George Day; EIGHT Jagdish Sheth; NINE Thomas T. Nagle; TEN Gurus and strategic analytical tools; ELEVEN Further information.
摘要:This is a one-stop guide to the world's most influential writers on marketing. It summarises all the key concepts, theories and frameworks as well as the contribution of most of the world's leading experts.
