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Marketinško upravljanje

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Nada Sfiligoj
Obseg: 157 strani / vezava: mehka / leto izida: 1999
ISBN: 961-235-007-8

Knjiga obravnava vrsto pomembnih sestavin sodobnega marketinškega upravljanja podjetij, na katere navezuje aktualne vidike strateškega upravljanja, pri tem pa izhaja iz mikroekonomskih spoznanj. Knjiga se problematike marketinškega upravljanja loteva multidisciplinarno, tako da poleg vrste pomembnih dosežkov marketinške vede vključuje tudi spoznanja drugih disciplin, zlasti mikroekonomske teorije, pa tudi psihologije, teorije organizacij, in drugih disciplin, ki se ukvarjajo s podjetjem in potrošnikom. Delo temelji na proučevanju obsežne literature, ki posamezna v knjigi obravnavana vprašanja obdela bolj poglobljeno, na kar je zainteresirani bralec sproti opozorjen. Celotna problematika je izredno obsežna, prednost te knjige je dokaj stroga selekcija tem na tiste, ki so osrednjega pomena za bolj poglobljeno proučevanje sodobnega marketinškega upravljanja. Prikaz v knjigi je zgoščen in ekonomičen, na strnjen način poskuša dati čim več znanja, pri čemer se opira na izkušnje

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