Marketing : theory and practice

By: Baker, Michael JMaterial type: TextTextPublication details: London : Macmillan, 1995Edition: 3rd edDescription: xi, 442 pages : illustrationsISBN: 9780333641828; 0333641825 ; 9780333641811; 0333641817 Subject(s): MarketingDDC classification: 658.8
Contents:
Acknowledgements - Preface - List of Tables - List of Figures - Evolution of the Marketing Concept; M.J.Baker - The Need for Theory in Marketing; M.J.Baker - Sources and Status of Marketing Theory; S.Brown - Consumer Behaviour; L.McGregor - Organisational Buying Behaviour; S.Rajagopa l - Market Segmentation; D.Littler - Marketing Research; J.Webb - Modelling Markets; P.Leeflang - Diffusion Theory & Marketing; M.J.Baker - New Product Development; S.Hart - Pricing; A.Diamantopoulos - Channel Management; S.Ennis - Marketing Communications; K.Crosier - Analytical Frameworks for Strategic Marketing Planning; D.Brownlie - Business to Business Marketing; K.Bernard - Retailing; S.Carter - Customer Care; B.Donaldson - Consumerism; D.Tixier - International Marketing; M.McDermott & Chan - Marketing and Eastern Europe; P.Ghauri - Relationship Marketing; Chan & M.McDermott - Marketing, Theory and Practice in a Post-modern Era; Cova & Badot - Notes and References - Index
Summary: This third edition starts from the premise that the development of marketing depends on the integration of theory and practice and that if marketing is to achieve the transition from art to applied science, it must establish a sound theoretical foundation in its own right.
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Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.8 MAR (Browse shelf(Opens below)) Available 004742
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Includes index

Acknowledgements - Preface - List of Tables - List of Figures - Evolution of the Marketing Concept; M.J.Baker - The Need for Theory in Marketing; M.J.Baker - Sources and Status of Marketing Theory; S.Brown - Consumer Behaviour; L.McGregor - Organisational Buying Behaviour; S.Rajagopa l - Market Segmentation; D.Littler - Marketing Research; J.Webb - Modelling Markets; P.Leeflang - Diffusion Theory & Marketing; M.J.Baker - New Product Development; S.Hart - Pricing; A.Diamantopoulos - Channel Management; S.Ennis - Marketing Communications; K.Crosier - Analytical Frameworks for Strategic Marketing Planning; D.Brownlie - Business to Business Marketing; K.Bernard - Retailing; S.Carter - Customer Care; B.Donaldson - Consumerism; D.Tixier - International Marketing; M.McDermott & Chan - Marketing and Eastern Europe; P.Ghauri - Relationship Marketing; Chan & M.McDermott - Marketing, Theory and Practice in a Post-modern Era; Cova & Badot - Notes and References - Index

This third edition starts from the premise that the development of marketing depends on the integration of theory and practice and that if marketing is to achieve the transition from art to applied science, it must establish a sound theoretical foundation in its own right.

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