Marketingov strategie Horkov Helena (2014)

This publication presents marketing as a dynamic discipline in todays changing environment, where a wide range of products exists but customers are in short supply. It seeks to explain marketing as a concept that welcomes new ways of thinking inspired by rapidly developing markets. Rather than offering only a concise theoretical discussion, it provides ideas for reflection and debate. The book is intended for students of the subject, as well as practising managers and business professionals involved in strategic marketing management.