عنوان

The marketing book /

(Number (ISBN

0080942547

(Number (ISBN

0750685662

(Number (ISBN

1136356800

(Number (ISBN

1136356843

(Number (ISBN

1136356851

(Number (ISBN

1281789941

(Number (ISBN

6611789944

(Number (ISBN

9780080942544

(Number (ISBN

9780750685665

(Number (ISBN

9781136356803

(Number (ISBN

9781136356841

(Number (ISBN

9781136356858

(Number (ISBN

9781281789945

(Number (ISBN

9786611789947

Number

b780400

Title Proper

The marketing book /

General Material Designation

[Book]

First Statement of Responsibility

edited by Michael J. Baker and Susan Hart.

Edition Statement

6th ed.

Place of Publication, Distribution, etc.

Boston :

Name of Publisher, Distributor, etc.

Butterworth-Heinemann,

Date of Publication, Distribution, etc.

©2008.

Specific Material Designation and Extent of Item

1 online resource (xxxviii, 644 pages) :

Other Physical Details

illustrations

Text of Note

Previous edition: 2003.

Text of Note

Includes bibliographical references and index.

Text of Note

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).

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Text of Note

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.

Source for Acquisition/Subscription Address

Elsevier Science & Technology

Stock Number

141443:141587

Title

Marketing book.

International Standard Book Number

0750685662

Marketing.

Marketing.

Number

Edition

Class number

Book number

Baker, Michael John.

Hart, Susan J.

Date of Transaction

20201206192015.0

Cataloguing Rules (Descriptive Conventions))

pn

Electronic name

[Book]

Y