The marketing book
著者
書誌事項
The marketing book
Butterworth-Heinemann, 2003
5th ed
- : pbk.
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This fifth 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 has 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 broaches the following 'new' topics: channel management; management of the supply chain; customer relationship management; direct marketing; E-marketing; integrated marketing communications; measurement of marketing effectiveness; postmodern and retro-marketing; relationship marketing; and retailing. Like its predecessors, the "Marketing Book 5th edition" is bursting with salient articles from some of the best known academics in the field. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing. It is the authoritative reference source for marketers, now in its fifth edition. It is an overview of current thinking and practice, revised to reflect shifts in the marketing world.
It is a seminal collection of articles by leading academics and practitioners.
目次
- Preface
- One more time - what is marketing? (Michael Baker)
- Postmodern marketing (Stephen Brown)
- Relationship marketing (Lisa O'Malley and Caroline Tynan)
- The basics of marketing strategy (Robin Wensley)
- Strategic marketing planning (Malcolm McDonald)
- Consumer decision making (Gordon R. Foxall)
- Business-to-business marketing (Peter W. Turnbull and Sheena Leek)
- Marketing research (John Webb)
- Quantitiative methods in marketing (Luiz Mouthino and Arthur Meidan)
- Market segmentation (Martin Evans)
- Managing the marketing mix (Peter Doyle)
- New product development (Susan Hart)
- Pricing (Adamantios Diamantopoulos)
- Selling and sales management (Bill Donaldson)
- Branding (Leslie de Chernatony)
- Integrated marketing communications (Tony Yeshin)
- Promotion (Keith Crosier)
- Sales promotion (Sue and Ken Peattie)
- Customer relationship management (Martin Christopher and Adrian Payne)
- Controlling marketing and the measurement of marketing effectiveness (Keith Ward)
- Marketing implementation, organizational change and internal marketing strategy (Nigel F. Piercy)
- Direct marketing (Graeme McCorkell)
- The marketing of services (Adrian Palmer)
- International marketing (Stanley J. Paliwoda)
- e-Marketing (Dave Chaffey)
- Cause-related marketing (Sue Adkins)
- Social marketing (Lynn MacFadyen, Martine Stead and Gerard Hastings)
- Green marketing (Ken Peattie and Martin Charter)
- Marketing for small-to-medium enterprises (David Carson)
- Retailing (Peter J. McGoldrick).
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