Marketing in Evolution: Essays in Honour of Michael J. Baker - Rilegato

Hoodd, Neil

Rilegato

ISBN 10: 0333662644 ISBN 13: 9780333662649

Casa editrice: Springer Nature B.V., 1996

Riassunto

This book honours the contributions of Professor Michael J. Baker to marketing thought and practise in his twenty-fifth year as a Professor of Marketing at the University of Strathclyde and in the 25th year of Strathclyde University's Department of Marketing, which he founded. It contains a series of essays by distinguished colleagues of Michael, addressing the theme of evolution of marketing thought and practice. Contributions examine the nature of modern marketing in relation to international business, channel management, innovation and marketing education.

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Contenuti

Introduction; S.A.Shaw & N.Hood - The Rise and Fall of Modern Marketing, and Its Rebirth; C.Gronroos - Another Oxymoron in Marketing: Marketing Strategy; R.Wensley - The Evolution of Consumer Distribution Channels; S.A.Shaw & J.A.Dawson - Using Relationship Marketing and Organisational Learning for Competitive Advantage During Innovation; P.W.Meyers & G.A.Athaide - The Measurement, Methodologies and Models of New Product Success Studies; S.J.Hart - Rejecting Superior, New Technologies; A.Woodside - The Evolution of International Business and International Marketing Thought; N.Hood & S.Young - The Changing Nature of the Marketing Profession and Implications for Requirements in Marketing Education; M.J.Thomas - Star of Marketing Academe: The Person, the Place, the Nation, the World, the Universe and Everything; J.Saunders

Dettagli dell'edizione

• Editore: Springer Nature B.V.
• Data di pubblicazione: 1996
• Lingua: Inglese
• ISBN 10: 0333662644
• ISBN 13: 9780333662649
• Rilegatura: Copertina rigida
• Numero di pagine: 240
• Redattore: Shaw Susan A, Hood Neil
• Contatto del produttore: non disponibile
• Persona responsabile: Simone Casetta; 0039 275422215; casetta@mondadori.it; ; Via Mondadori 1,; Segrate Milano; 20090; Italia