Marketing : an introductory text
Baker, Michael J.
Marketing : an introductory text - 6th ed. - Houndmills, England : Macmillan Business, 1996. - xvii, 577 pages : illustrations ;
Includes index
PART 1: INTRODUCTION: THE CONTEXT OF MARKETING - The Marketing Concept - Environmental Analysis - Marketing Strategy and Management - Marketing Structure, Conduct and Performance - PART 2: THE THEORETICAL UNDERPINNINGS - Demand and Supply - Consumer Behaviour - Organisational Buying Behaviour - Market Segmentation - Patterns of Distribution - PART 3: THE MARKETING MIX - Marketing Research - Product Policy, Planning and Development - Packaging - Pricing and Pricing Policy - Distribution Policy and the Selection of Marketing Channels - Marketing Communications - Advertising - Public Relations - Sales Promotion - Personal Selling and Merchandising - PART 4: MARKETING IN PRACTICE - The Company: Organising for Marketing - Planning for Marketing - The Written Analysis of Cases - Marketing in Foreign Environments - The Marketing of Services - Current Issues and Trends
Revised and adapted in response to changes in teaching and new developments in research. New sections cover topics including: relationship marketing; ethics in marketing; green marketing; total quality management; public relations; and customer care. An LPBB/ELBS edition is available
9780333663226 0333663225 9780333663233 0333663233
Marketing.
658.8 / BAK
Marketing : an introductory text - 6th ed. - Houndmills, England : Macmillan Business, 1996. - xvii, 577 pages : illustrations ;
Includes index
PART 1: INTRODUCTION: THE CONTEXT OF MARKETING - The Marketing Concept - Environmental Analysis - Marketing Strategy and Management - Marketing Structure, Conduct and Performance - PART 2: THE THEORETICAL UNDERPINNINGS - Demand and Supply - Consumer Behaviour - Organisational Buying Behaviour - Market Segmentation - Patterns of Distribution - PART 3: THE MARKETING MIX - Marketing Research - Product Policy, Planning and Development - Packaging - Pricing and Pricing Policy - Distribution Policy and the Selection of Marketing Channels - Marketing Communications - Advertising - Public Relations - Sales Promotion - Personal Selling and Merchandising - PART 4: MARKETING IN PRACTICE - The Company: Organising for Marketing - Planning for Marketing - The Written Analysis of Cases - Marketing in Foreign Environments - The Marketing of Services - Current Issues and Trends
Revised and adapted in response to changes in teaching and new developments in research. New sections cover topics including: relationship marketing; ethics in marketing; green marketing; total quality management; public relations; and customer care. An LPBB/ELBS edition is available
9780333663226 0333663225 9780333663233 0333663233
Marketing.
658.8 / BAK