The marketing book
著者
書誌事項
The marketing book
（The Marketing series）
Butterworth-Heinemann, 1994
3rd ed
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注記
Includes bibliographical references
"Published on behalf of the Chartered Institute of Marketing"
内容説明・目次
内容説明
This third edition has been extensively revised, updated and extended. In addition to the original chapters, a number of completely new chapters have been added. The book is divided into four sections. Part 1 gives particular attention to the contribution of marketing to corporate success and the factors which distinguish marketing oriented companies and underpin their above average performance. Part 2 reviews the conceptual underpinnings of corporate practice - economic, behavioural, sociological psychological - and the techniques available to translate concepts into practice. Part 3 opens with an evaluation of the concept of the marketing mix and its main constituent elements, addressing the problems inherent in uniting these into unique and distinctive combinations. Finally, part 4 evaluates the application of marketing in a variety of contexts and situations and concludes with a considered review of the current and future potential for marketing theory and practice.
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