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The marketing book.

Contributor(s): Material type: TextTextPublication details: Amsterdam ; London : Butterworth-Heinemann, 2008.; Amsterdam: Elsevier 2007; xxxviii, 644p.; 28cmEdition: 6th ed. / edited by Michael J. Baker and Susan HartDescription: xxxviii, 644 p. : ill. ; 28 cmISBN:
  • 9780750685665 (pbk.) :
  • 9780750685665
Subject(s): DDC classification:
  • 658.8 BAK
LOC classification:
  • HF5410
Contents:
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).
Summary: Used by students and practitioners, this book gathers together the insights of the UK's most important and influential marketing thinkers. This fifth edition has been extensively updated to reflect changes and trends in current marketing thinking and practice.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Long Loan TUS: Midlands, Main Library Athlone General Lending 658.8 BAK (Browse shelf(Opens below)) 1 Available 206106

Previous ed.: 2003.

Includes bibliographical references and index.

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).

Used by students and practitioners, this book gathers together the insights of the UK's most important and influential marketing thinkers. This fifth edition has been extensively updated to reflect changes and trends in current marketing thinking and practice.

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