Marketing : theory and practice
著者
書誌事項
Marketing : theory and practice
Macmillan Business, 1995
3rd ed
- : pbk
- : hbk
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注記
Includes bibliographical references and index
内容説明・目次
- 巻冊次
-
: hbk ISBN 9780333641811
内容説明
This new edition of Michael Baker's popular text again starts from the premise that the development of marketing depends on the integration of theory and practice and that if marketing is to achieve the transition from art to applied science, it must establish a sound theoretical foundation in its own right. The book has been thoroughly updated to take account of new developments and many new contributions from leading marketing academics have been added including 13 entirely new chapters covering areas such as relationship marketing, marketing and Eastern Europe and Market Segmentation. The book will be useful to students at undergraduate and MBA level seeking a thorough understanding of the development of marketing theory and practice. It makes an excellent follow-up to Michael Baker's Marketing: An Introduction. An LPBB edition is available.
目次
- Acknowledgements - Preface - List of Tables - List of Figures - Evolution of the Marketing Concept
- M.J.Baker - The Need for Theory in Marketing
- M.J.Baker - Sources and Status of Marketing Theory
- S.Brown - Consumer Behaviour
- L.McGregor - Organisational Buying Behaviour
- S.Rajagopa l - Market Segmentation
- D.Littler - Marketing Research
- J.Webb - Modelling Markets
- P.Leeflang - Diffusion Theory & Marketing
- M.J.Baker - New Product Development
- S.Hart - Pricing
- A.Diamantopoulos - Channel Management
- S.Ennis - Marketing Communications
- K.Crosier - Analytical Frameworks for Strategic Marketing Planning
- D.Brownlie - Business to Business Marketing
- K.Bernard - Retailing
- S.Carter - Customer Care
- B.Donaldson - Consumerism
- D.Tixier - International Marketing
- M.McDermott & Chan - Marketing and Eastern Europe
- P.Ghauri - Relationship Marketing
- Chan & M.McDermott - Marketing, Theory and Practice in a Post-modern Era
- Cova & Badot - Notes and References - Index
- 巻冊次
-
: pbk ISBN 9780333641828
内容説明
This new edition of Michael Baker's popular text again starts from the premise that the development of marketing depends on the integration of theory and practice and that if marketing is to achieve the transition from art to applied science, it must establish a sound theoretical foundation in its own right. The book has been thoroughly updated to take account of new developments and many new contributions from leading marketing academics have been added including 13 entirely new chapters covering areas such as relationship marketing, marketing and Eastern Europe and Market Segmentation. The book will be useful to students at undergraduate and MBA level seeking a thorough understanding of the development of marketing theory and practice. It makes an excellent follow-up to Michael Baker's Marketing: An Introduction. Review of the previous edition: 'for the student at undergraduate and postgraduate level, this book must become the standard reference to rival or replace Kotler, not least because it avoids any American bias and is a great deal less expensive' - International Journal of Advertising
目次
- Acknowledgements - Preface - List of Tables - List of Figures - Evolution of the Marketing Concept
- M.J.Baker - The Need for Theory in Marketing
- M.J.Baker - Sources and Status of Marketing Theory
- S.Brown - Consumer Behaviour
- L.McGregor - Organisational Buying Behaviour
- S.Rajagopa l - Market Segmentation
- D.Littler - Marketing Research
- J.Webb - Modelling Markets
- P.Leeflang - Diffusion Theory & Marketing
- M.J.Baker - New Product Development
- S.Hart - Pricing
- A.Diamantopoulos - Channel Management
- S.Ennis - Marketing Communications
- K.Crosier - Analytical Frameworks for Strategic Marketing Planning
- D.Brownlie - Business to Business Marketing
- K.Bernard - Retailing
- S.Carter - Customer Care
- B.Donaldson - Consumerism
- D.Tixier - International Marketing
- M.McDermott & Chan - Marketing and Eastern Europe
- P.Ghauri - Relationship Marketing
- Chan & M.McDermott - Marketing, Theory and Practice in a Post-modern Era
- Cova & Badot - Notes and References - Index
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