Book Review
作者: Ibrahim Sirkeci
作者单位: 1Regent's Centre for Transnational Studies, Faculty of Business and Management, Regent's University London.
刊名: Transnational Marketing Journal, 2014, Vol.2 (2), pp.112-113
来源数据库: Transnational Press
原始语种摘要: Bickhoff, N., Hollensen, S., & Opresnik, M. (2014). The Quintessence of Marketing: What You Really Need to Know to Manage Your Marketing Activities. Springer.Bickhoff, Hollensen and Opresnik have posed the critical question again: What do marketers really need to know? The Quintessence of Marketing criticises the common view of marketing which places so much emphasis on sales and advertising whilst there is a wide array of activities that make marketing happen.The book is designed more or less like a handbook for the professional marketer. At the opening, the value of many management books are questioned in terms of volume and length. Thus this relatively short book on key issues and chal-lenges managers face in marketing is the answer according to the series editor.
全文获取路径: TP  (合作)

  • advertising 广告
  • marketer 在市场中买卖的人
  • marketing 市场学
  • question 问题
  • according 按照
  • sales 销货
  • management 管理
  • whilst 当...时
  • terms 术语
  • common 普通