Planos de Marketing - 7th Edition - ISBN: 9788535256352, 9788535256369

Planos de Marketing

7th Edition

Authors: Malcolm McDonald Hugh Wilson
eBook ISBN: 9788535256369
Imprint: Elsevier Editora Ltda.
Page Count: 448
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Description

Em sua 7ª edição, Planos de Marketing continua sendo o principal livro do mercado sobre o tema, cujo propósito é explicar e demonstrar como preparar e utilizar um plano de marketing.
Nesta edição, totalmente revista e ampliada, os autores compartilham sua experiência aprofundada nas mais recentes tendências sobre o marketing em um mundo digital, incluindo marketing digital, comunicação integrada de marketing, e-commerce, estratégia multicanal e CRM, mostrando como desenvolver o planejamento de marketing em um mundo digital. Sua abordagem didática, com objetivos de aprendizagem, exercícios ao fim do capítulo, miniestudos de casos e um processo passo a passo (com gabaritos) para produzir planos de marketing torna-o capaz de atender de maneira completa estudantes dos cursos de administração e marketing.

Details

No. of pages:
448
Language:
Portuguese
Copyright:
© Elsevier Editora Ltda. 2013
Imprint:
Elsevier Editora Ltda.
eBook ISBN:
9788535256369

About the Author

Malcolm McDonald

MA(Oxon), MSc, PhD, D.Litt. FCIM FRSA, until recently was Professor of Marketing and Deputy Director Cranfield School of Management, with special responsibility for E-business. Malcolm is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, and has a PhD from Cranfield University. He also has an Honorary Doctorate from Bradford University. Malcolm has extensive industrial experience, including a number of years as Marketing Director of Canada Dry.

Affiliations and Expertise

Until recently, Professor of Marketing and Deputy Director of Cranfield School of Management and formerly Marketing Director of Canada Dry, UK

Hugh Wilson

Affiliations and Expertise

Director of the Centre for e-Marketing at Cranfield School of Management, UK