Marketing theory : a student text

著者

• Baker, Michael John
• Saren, Michael

書誌事項

Marketing theory : a student text

edited by Michael J. Baker & Michael Saren

Sage, 2010

2nd ed

• : pbk

注記

Previous ed.: c2000

Includes bibliographies and index

内容説明・目次

内容説明

Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings

目次

PART ONE: OVERVIEW OF MARKETING THEORY Marketing: Philosophy or Function? - Michael J Baker Marketing Theory - Michael Saren A History of Historical Research in Marketing - D G Brian Jones Marketing Ethics - Patrick E Murphy PART TWO: DISCIPLINARY UNDERPINNINGS OF MARKETING THEORY The Economics Basis of Marketing - Richard J Varey The Psychological Basis of Marketing - Allan J Kimmel The Sociological Basis of Marketing - Kjell Gronhaug and Ingeborg Astrid Kleppe Cultural Aspects of Marketing - Kam-hon Lee and Cass Shum PART THREE: THEORIES OF MARKETING MANAGEMENT AND ORGANIZATION The Marketing Mix: A Helicopter View - Walter van Waterschoot and Thomas Foscht Marketing Strategy - Robin Wensley Target Segment Strategy - Sally Dibb and Lyndon Simkin PART FOUR: THEORETICAL SUBAREAS OF MARKETING Consumer Behaviour - Rob Lawson Innovation and New Product Development - Susan Hart Relationships and Networks - Kristian Moller Theory in Social Marketing - Gerard Hastings, Abraham Brown and Thomas Boysen Anker Theories of Retailing - Christopher Moore An Institutional Approach to Sustainable Marketing - William E Kilbourne Brand Equity and the Value of Marketing Assets - Roderick J Brodie and Mark S Glynn POSTSCRIPT The New Service Marketing - Evert Gummesson

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詳細情報

• NII書誌ID(NCID): BB01627124
• ISBN:
  • 9781849204651
  • 9781849204668
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: London
• ページ数/冊数: xvii, 428 p.
• 大きさ: 24 cm
• 分類:
  • DC22 : 658.8001
• 件名:
  • LCSH : Marketing -- Philosophy