Marketing. Textbook

Об издании

The textbook describes in detail the theoretical and practical issues of marketing, its modern understanding, application features, methods of product, pricing and distribution policies, as well as tools for promoting goods and services to the market. Modern concepts of marketing are considered as the basis for the existence of enterprises in the market, methods of marketing management are highlighted, features of marketing by type of market are outlined, as well as a system of methods for collecting marketing information and its analysisin accordance with the objectives of marketing management. Particular attention is paid to modern technologies for developing business models, determining consumer value, benchmarking, drawing up functional maps and other tools for increasing business competitiveness based on marketing tools. The theoretical part is supplemented with control questions and tests, which will allow students to independently test and consolidate their acquired knowledge and skills. In preparawtion of the textbook, the authors used domestic and foreign experience accumulated in the field of marketing. The textbook is intended for students studying the discipline “Marketing”. It can be useful in the technical training system at enterprises for management specialists, businessmen, and heads of various services of industrial enterprises and organizations.

Библиографическая запись

Sukhov, V. D. Marketing : textbook / V. D. Sukhov, A. A. Kiselev, A. I. Sazonov. — Москва : Ай Пи Ар Медиа, 2024. — 324 c. — ISBN 978-5-4497-2670-4. — Текст : электронный // Цифровой образовательный ресурс IPR SMART : [сайт]. — URL: https://www.iprbookshop.ru/136238.html (дата обращения: 06.02.2024). — Режим доступа: для авторизир. пользователей