The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises.
The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde, UK. He founded the Department of Marketing in 1971. Susan Hart will be Dean of Durham University Business School from July 2016, prior to this she was Dean and Associate Deputy Principal at the University of Strathclyde, UK
Inhaltsangabe
1. What is Marketing? (Michael J. Baker) 2. Postmodern Marketing: Dead and Buried or Alive and Kicking? (Stephen Brown) 3. Marketing Theory (Lisa O'Malley and Maria Lichrou) 4. The Basics of Marketing Strategy (Robin Wensley) 5. Strategic Marketing Planning: Theory and practice (Malcolm McDonald) 6.Consumer Behaviour (Mark Gabbott and Gill Hogg) 7. Marketing Research (David F. Birks) 8. Qualitative Research (Len Tiu Wright and Rose Wright) 9. Quantitative Methods in Marketing (Steve Baron and Rachel Ashman ) 10. Segmentation (Lyndon Simkin) 11. The Marketing Mix (Michael J. Baker ) 12.New Product Development (Susan Hart) 13. Pricing (Mark Billige and David Smith) 14. Sales Management (Spiros Gounaris) 15. The roles of brands revisited (Francesca Dall'Olmo Riley) 16.The End of Marketing as Usual: 'Be Social: Be Digital' (Jim Hamill) 17. Customer Relationship Management: Strategy and Implementation (Adrian Payne and Pennie Frow) 18. Implementing Strategic Change (Lloyd C. Harris and Kate L. Daunt) 19. Services Marketing Chapter (Toni Hilton) 20.International Marketing (Anne Marie Doherty) 21.Social Marketing (Rebekah Russell-Bennett) 22. Marketing for Nonprofit Organisations (Adrian Sargeant and Ian MacQuillin) 23. Marketing Ethics (Andrea Prothero) 24. Green Marketing (Ken Peattie) 25. Retailing (Leigh Sparks)
1. What is Marketing? (Michael J. Baker) 2. Postmodern Marketing: Dead and Buried or Alive and Kicking? (Stephen Brown) 3. Marketing Theory (Lisa O'Malley and Maria Lichrou) 4. The Basics of Marketing Strategy (Robin Wensley) 5. Strategic Marketing Planning: Theory and practice (Malcolm McDonald) 6.Consumer Behaviour (Mark Gabbott and Gill Hogg) 7. Marketing Research (David F. Birks) 8. Qualitative Research (Len Tiu Wright and Rose Wright) 9. Quantitative Methods in Marketing (Steve Baron and Rachel Ashman ) 10. Segmentation (Lyndon Simkin) 11. The Marketing Mix (Michael J. Baker ) 12.New Product Development (Susan Hart) 13. Pricing (Mark Billige and David Smith) 14. Sales Management (Spiros Gounaris) 15. The roles of brands revisited (Francesca Dall'Olmo Riley) 16.The End of Marketing as Usual: 'Be Social: Be Digital' (Jim Hamill) 17. Customer Relationship Management: Strategy and Implementation (Adrian Payne and Pennie Frow) 18. Implementing Strategic Change (Lloyd C. Harris and Kate L. Daunt) 19. Services Marketing Chapter (Toni Hilton) 20.International Marketing (Anne Marie Doherty) 21.Social Marketing (Rebekah Russell-Bennett) 22. Marketing for Nonprofit Organisations (Adrian Sargeant and Ian MacQuillin) 23. Marketing Ethics (Andrea Prothero) 24. Green Marketing (Ken Peattie) 25. Retailing (Leigh Sparks)
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