The Marketing Book
Herausgeber: Baker, Michael; Hart, Susan
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
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)
