by Sylvie Jean, Marie-Catherine Mars, Loick Menvielle, Jean-Baptiste Welté · PEARSON · tapa blanda · ISBN 9782326000391
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«Introduction au marketing» is the marketing textbook by Sylvie Jean, Marie-Catherine Mars, Loick Menvielle and Jean-Baptiste Welté, in paperback (288 pages).
An introduction to marketing that starts from consumer culture and value creation, with a cultural perspective on consumer behavior. It covers fundamental concepts and the latest practices, such as the web, social media and ethics, with examples, company case studies, corrected exercises and supplementary digital resources.
Published by Pearson, the text is in French and includes access to the interactive eText platform with a 12-month license; the cover places it in the Bachelor Licence collection.
Aimed at marketing students in Bachelor or Licence programs and at professional refresher courses.
