Marketing : an introductory text (Record no. 36071)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01697nam a2200217 a 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780333663226 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0333663225 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 9780333663233 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 0333663233 |
| 082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| Item number | BAK |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | Baker, Michael J. |
| 245 ## - TITLE STATEMENT | |
| Title | Marketing : an introductory text |
| 250 ## - EDITION STATEMENT | |
| Edition statement | 6th ed. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Place of publication | Houndmills, England : |
| Name of publisher | Macmillan Business, |
| Year of publication | 1996. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Number of Pages | xvii, 577 pages : |
| Other physical details | illustrations ; |
| 500 ## - GENERAL NOTE | |
| General note | Includes index |
| 505 ## - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc | 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 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | Marketing. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Reference Books |
| Collection code | Home library | Current library | Shelving location | Date acquired | Source of acquisition | Cost, normal purchase price | Full call number | Accession Number | Koha item type |
|---|---|---|---|---|---|---|---|---|---|
| Reference | Main Library | Main Library | Reference | 13/10/1998 | Purchased | 2012.50 | 658.8 BAK | 004806 | Reference Books |