C1 Book
Marketing Principles (2021)


Pride, William M.; Ferrell, OC.; Lukas, Bryan A.; Schembri, Sharon; Niininen, Outi; Casidy, Riza (2021). Marketing Principles. Cengage Learning.


JYU authors or editors


Publication details

All authors or editors: Pride, William M.; Ferrell, OC.; Lukas, Bryan A.; Schembri, Sharon; Niininen, Outi; Casidy, Riza

eISBN: 978-0-17-044665-5

Edition: 4th ed.

Publication year: 2021

Publisher: Cengage Learning

Publication country: Australia

Publication language: English

Open Access: Publication channel is not openly available

Additional information: Published online only in Cengage MindTap platform.


Abstract

This digital edition of Marketing Principles, 4e on the MindTap platform, offers extensive coverage of current marketing strategies and concepts, addresses social media, sustainability, globalisation, customer relationship management, supply chain management, and digital marketing. Emerging topics, such as social and environmental responsibility, entrepreneurship, and new trends in marketing, resonate especially well with today’s students who are striving for success in today’s fast-paced, evolving business world.


Keywords: marketing; digital marketing; social media; customer relationship; supply chains; sustainable development; globalisation


Contributing organizations


Ministry reporting: Yes


Last updated on 2020-07-08 at 11:10