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- KurzbeschreibungThe book describes the transformation of marketing <br>functions in Europe during the 19th century through <br>the analysis of a large number of business cases. It <br>describes the change from traditional forms of <br>commercial organisation, such as the merchant system <br>and local distribution networks, into new forms of <br>direct marketing and distribution. In the new firm, <br>the entrepreneur took decisions on both the <br>production and the commercialisation phases of the <br>business and introduced new marketing methods such <br>as branding, and direct promotion. The book <br>highlights the factors that fostered the change by <br>looking at impact of socio-economic conditions in <br>which firms operated, but it also looks at the role <br>of product innovation in encouraging entrepreneurs <br>to explore new marketing frontiers. The process of <br>transformation is described through the main steps <br>that took place at different times across countries <br>and sectors, and it is illustrated in its core <br>patterns.
- AutorRomei Valentina
- Seiten276 Seiten
- Gewicht382 g
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