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The marketing book

Author: Michael J Baker
Publisher: Oxford [u.a.] : Butterworth-Heinemann, 2003.
Series: Marketing.
Edition/Format:   Print book : English : 5. edView all editions and formats

Reflect changes and trends in marketing thinking and practice. This work includes topics such as: channel management; management of the supply chain; customer relationship management; direct  Read more...


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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Michael J Baker
ISBN: 0750655364 9780750655361
OCLC Number: 248637311
Notes: Previous edition: 1999, repr. 2000.
Description: XXXVIII, 834 S : graph. Darst ; 25 cm.
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).
Series Title: Marketing.
Responsibility: ed. by Michael J. Baker.
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