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Marketing : theory and practice

Author: Michael John Baker
Publisher: London : Macmillan, 1995.
Series: Macmillan business.
Edition/Format:   Print book : English : 3rd edView all editions and formats
Database:WorldCat
Summary:

This third edition starts from the premise that the development of marketing depends on the integration of theory and practice and that if marketing is to achieve the transition from art to applied  Read more...

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Michael John Baker
ISBN: 0333641825 9780333641828 0333641817 9780333641811
OCLC Number: 33789032
Description: xi, 442 pages : illustrations ; 23 cm.
Contents: Acknowledgements - Preface - List of Tables - List of Figures - Evolution of the Marketing Concept; M.J.Baker - The Need for Theory in Marketing; M.J.Baker - Sources and Status of Marketing Theory; S.Brown - Consumer Behaviour; L.McGregor - Organisational Buying Behaviour; S.Rajagopa l - Market Segmentation; D.Littler - Marketing Research; J.Webb - Modelling Markets; P.Leeflang - Diffusion Theory & Marketing; M.J.Baker - New Product Development; S.Hart - Pricing; A.Diamantopoulos - Channel Management; S.Ennis - Marketing Communications; K.Crosier - Analytical Frameworks for Strategic Marketing Planning; D.Brownlie - Business to Business Marketing; K.Bernard - Retailing; S.Carter - Customer Care; B.Donaldson - Consumerism; D.Tixier - International Marketing; M.McDermott & Chan - Marketing and Eastern Europe; P.Ghauri - Relationship Marketing; Chan & M.McDermott - Marketing, Theory and Practice in a Post-modern Era; Cova & Badot - Notes and References - Index
Series Title: Macmillan business.
Responsibility: edited by Michael J. Baker.

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