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Marketing : an introductory text

Author: Michael J Baker; Malcolm McDonald
Publisher: Houndmills, England : Macmillan Business, 1996.
Edition/Format:   Print book : English : 6th edView all editions and formats
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Revised and adapted in response to changes in teaching and new developments in research. New sections cover topics including: relationship marketing; ethics in marketing; green marketing; total  Read more...

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Document Type: Book
All Authors / Contributors: Michael J Baker; Malcolm McDonald
ISBN: 0333663225 9780333663226 0333663233 9780333663233
OCLC Number: 36015680
Description: xvii, 577 pages : illustrations ; 24 cm
Contents: 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
Responsibility: Michael J. Baker.

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