The Marketing Book - Brossura

Baker, Michael; Hart, Susan

Brossura

ISBN 10: 0750685662 ISBN 13: 9780750685665

Casa editrice: A Butterworth-Heinemann Title, 2007

Riassunto

The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice.

Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer.

In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing.

. 6th edition of a seminal overview of the latest thinking in Marketing
. A carefully commissioned set of pieces from leaders in each major field reviewing the state of their discipline
. Widely referred to by faculty and graduate students

Su questo libro

Contenuti:

One more time: what is marketing?(Michael J. Baker);Postmodern marketing(Stephen Brown);Relationship marketing(Lisa O'Malley and Caroline Tynan);The basics of marketing strategy
(Robin Wensley);Strategic marketing planning: theory and practice(Malcolm McDonald);Consumer behaviour(Mark Gabbott);Business-to-business marketing, organizational buying behaviour, interfirm relationships and network behaviour
(Arch G. Woodside and Kathleen R. Ferris-Costa);
Marketing research(Alan Wilson);Qualitative research(Len Tiu Wright);Quantitative methods in marketing(Luiz Moutinho);Market segmentation
(Yoram (Jerry) Wind and David R. Bell);The marketing mix(Michael J. Baker);New product development(Susan Hart);Pricing(Tony Cram); Selling and sales management(Bill Donaldson);
Brand building(Leslie de Chernatony);Integrated marketing communications(Tony Yeshin);Mass communications(Douglas West);What do we mean by direct, data and digital marketing?(Derek Holder);A strategic approach to customer relationship management(Adrian Payne and Pennie Frow);Marketing metrics(Tim Ambler); Implementing strategic change(Lloyd C. Harris);
Exit Services marketing - enter service marketing(Evert Gummesson);International marketing(Angela da Rocha and Jorge Ferreira da Silva);E-marketing(Dave Chaffey); Marketing for nonprofit organizations(Adrian Sargeant); Marketing ethics(Andrea Prothero);
Green marketing(Ken Peattie);Marketing in emerging economies(Piyush Kumar Sinha and Prathap Oburai);Retailing(Leigh Sparks).

Dalla quarta di copertina:

This 6th edition of The Marketing Book maintains its pre-eminent position as the first point of reference for marketers needing up-to-minute marketing thinking. Taking into account the emergence of new subjects and new authorities, Michael Baker and co-editor Susan Hart have renewed and added to the contents and contributor lists to make this the most authoritative and comprehensive overview of all key themes for the modern marketer.
* Packed with fresh thinking and new contributions to keep marketers abreast of industry advances
* New chapters critical to successful marketing application include 'Marketing Metrics', 'Marketing in Emerging Economies', 'Business-to-Business Marketing' and 'Qualitative Research'

* In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of leading international contributors including Evert Gummesson, Angela da Rocha and Arch Woodside
Based, as in previous editions, on seminal articles from thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all practitioners and students of Marketing.

Su questa edizione

• Editore: A Butterworth-Heinemann Title
• Data di pubblicazione: 2007
• ISBN 10: 0750685662
• ISBN 13: 9780750685665
• Rilegatura: Copertina flessibile
• Numero edizione: 6
• Numero di pagine: 688