Book, Marketing Concepts, Exercises, Cases 9/17[LS]

In its 30th anniversary edition, this work comes to the market completely revised and updated. Always with the aim of aligning theory with practice, the author sought, in this edition, to expand the topics of sales promotion, as well as merchandising, among other promotional aspects. Furthermore, it brought new communication trends to the work, such as Content Marketing and Storytelling, as well as more details about Mobile Marketing. Finally, contemporary case studies are presented, covering companies such as Netflix, Magazine Luiza and Ambev, among others, and inviting the reader to work on the themes discussed throughout the work in a current way and contextualized with their reality. Textbook for the subject Marketing/Marketing Administration of Administration, Accounting and Social Communication courses. Basic reading recommended for professionals from other administrative areas who need to understand the influence of marketing on companies' global activities. Follow our publications, sign up and receive information by email (Click here!)