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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

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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