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The marketing book

Author: Michael John Baker; Susan J Hart
Publisher: Amsterdam ; Boston : Elsevier / Butterworth-Heinemann, ©2008.
Edition/Format:   Print book : English : 6th edView all editions and formats
Database:WorldCat
Summary:

Reflects changes and trends in marketing thinking and practice. This volume addresses various necessary themes for the modern marketer. It looks at broader range of international issues with a  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Michael John Baker; Susan J Hart
ISBN: 9780750685665 0750685662
OCLC Number: 213358278
Description: xxxviii, 644 pages : illustrations ; 28 cm
Contents: One more time: what is marketing?(Michael J. Baker);Postmodern marketing(Stephen Brown);Relationship marketing(Lisa O'Malley and Caroline Tynan);The basics of marketing strategy (Robin Wensley);Strategic marketing planning: theory and practice(Malcolm McDonald);Consumer behaviour(Mark Gabbott);Business-to-business marketing, organizational buying behaviour, interfirm relationships and network behaviour (Arch G. Woodside and Kathleen R. Ferris-Costa); Marketing research(Alan Wilson);Qualitative research(Len Tiu Wright);Quantitative methods in marketing(Luiz Moutinho);Market segmentation (Yoram (Jerry) Wind and David R. Bell);The marketing mix(Michael J. Baker);New product development(Susan Hart);Pricing(Tony Cram); Selling and sales management(Bill Donaldson); Brand building(Leslie de Chernatony);Integrated marketing communications(Tony Yeshin);Mass communications(Douglas West);What do we mean by direct, data and digital marketing?(Derek Holder);A strategic approach to customer relationship management(Adrian Payne and Pennie Frow);Marketing metrics(Tim Ambler); Implementing strategic change(Lloyd C. Harris); Exit Services marketing - enter service marketing(Evert Gummesson);International marketing(Angela da Rocha and Jorge Ferreira da Silva);E-marketing(Dave Chaffey); Marketing for nonprofit organizations(Adrian Sargeant); Marketing ethics(Andrea Prothero); Green marketing(Ken Peattie);Marketing in emerging economies(Piyush Kumar Sinha and Prathap Oburai);Retailing(Leigh Sparks).
Responsibility: edited by Michael J. Baker and Susan Hart.
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