Marketing : an introductory text
著者
書誌事項
Marketing : an introductory text
Macmillan, 1996
6th ed
- : hard
- : pbk
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注記
Previous ed.: 1991
"Macmillan Business"
Bibliography: p. 559-568
Includes index
内容説明・目次
内容説明
Michael Baker's contribution to marketing has been outstanding. The new edition of this classic text is an exceptional achievement.' - Peter Doyle, Professor of Marketing and Strategic Management, Warwick Business School;The enigma of marketing is that it is one of human kind's oldest activities and yet is widely regarded as the most recent of business disciplines. This new edition of Marketing: An Introductory Text again confirms Michael J. Baker's book as the best-known and most widely read British textbook on the subject. The book has been revised and adapted in response to changes in teaching and new developments in research, with many new sections including: * relationship marketing * ethics in marketing * green marketing * total quality management * public relations * customer care;With twenty five years of publishing history behind it, Marketing: An Introductory Text remains the most rigorous and readable overview of the nature and scope of the discipline and its application for all students new to the subject.
目次
PART 1: INTRODUCTION: THE CONTEXT OF MARKETING - The Marketing Concept - Environmental Analysis - Marketing Strategy and Management - Marketing Structure, Conduct and Performance - PART 2: THE THEORETICAL UNDERPINNINGS - Demand and Supply - Consumer Behaviour - Organisational Buying Behaviour - Market Segmentation - Patterns of Distribution - PART 3: THE MARKETING MIX - Marketing Research - Product Policy, Planning and Development - Packaging - Pricing and Pricing Policy - Distribution Policy and the Selection of Marketing Channels - Marketing Communications - Advertising - Public Relations - Sales Promotion - Personal Selling and Merchandising - PART 4: MARKETING IN PRACTICE - The Company: Organising for Marketing - Planning for Marketing - The Written Analysis of Cases - Marketing in Foreign Environments - The Marketing of Services - Current Issues and Trends
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