عنوان

The marketing book /

0080942547

0750685662

1136356800

1136356843

1136356851

1281789941

6611789944

9780080942544

9780750685665

9781136356803

9781136356841

9781136356858

9781281789945

9786611789947

b780400

The marketing book /

[Book]

edited by Michael J. Baker and Susan Hart.

6th ed.

Boston :

Butterworth-Heinemann,

©2008.

1 online resource (xxxviii, 644 pages) :

illustrations

Previous edition: 2003.

Includes bibliographical references and index.

One more time: what is marketing?(Michael J. Baker);Postmodern marketing(Stephen Brown);Relationship marketing(Lisa O'Malley and Caroline Tynan);The basics of marketing strategy -- (Robin Wensley);Strategic marketing planning: theory and practice(Malcolm McDonald);Consumer behaviour(Mark Gabbott);Business-to-business marketing, organizational buying behaviour, interfirm relationships and network behaviour -- (Arch G. Woodside and Kathleen R. Ferris-Costa); -- Marketing research(Alan Wilson);Qualitative research(Len Tiu Wright);Quantitative methods in marketing(Luiz Moutinho);Market segmentation -- (Yoram (Jerry) Wind and David R. Bell);The marketing mix(Michael J. Baker);New product development(Susan Hart);Pricing(Tony Cram); Selling and sales management(Bill Donaldson); -- Brand building(Leslie de Chernatony);Integrated marketing communications(Tony Yeshin);Mass communications(Douglas West);What do we mean by direct, data and digital marketing?(Derek Holder);A strategic approach to customer relationship management(Adrian Payne and Pennie Frow);Marketing metrics(Tim Ambler); Implementing strategic change(Lloyd C. Harris); -- Exit Services marketing -- enter service marketing(Evert Gummesson);International marketing(Angela da Rocha and Jorge Ferreira da Silva);E-marketing(Dave Chaffey); Marketing for nonprofit organizations(Adrian Sargeant); Marketing ethics(Andrea Prothero); -- Green marketing(Ken Peattie);Marketing in emerging economies(Piyush Kumar Sinha and Prathap Oburai);Retailing(Leigh Sparks).

0

The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing. .6th edition of a seminal overview of the latest thinking in Marketing .A carefully commissioned set of pieces from leaders in each major field reviewing the state of their discipline .Widely referred to by faculty and graduate students.

Elsevier Science & Technology

141443:141587

Marketing book.

0750685662

Marketing.

Marketing.

Baker, Michael John.

Hart, Susan J.

20201206192015.0

pn

[Book]

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