The Oxford textbook of marketing
Material type: TextPublication details: Oxford ; New York : Oxford University Press, 2000Description: x i, 658 pages : illustrationsISBN: 9780198775768; 0198775768 Subject(s): MarketingDDC classification: 658.8Item type | Current library | Collection | Call number | Status | Date due | Barcode | Item holds |
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Lending Books | Main Library Stacks | Reference | 658.8 OXF (Browse shelf(Opens below)) | Available | 005980 | ||
Reference Books | Main Library Reference | Reference | 658.8 OXF (Browse shelf(Opens below)) | Available | 005794 |
Browsing Main Library shelves, Shelving location: Reference, Collection: Reference Close shelf browser (Hides shelf browser)
658.8 NOR Marketing management : a European perspective | 658.8 OLD Marketing Environment 1999-2000 | 658.8 OLD Marketing environment 2007-2008 | 658.8 OXF The Oxford textbook of marketing | 658.8 PAL Principles of marketing / | 658.8 PAY The Essence of Services Marketing. | 658.8 PRI Principles of marketing: A South Asian Perspective |
Index annexed
PART ONE: CUSTOMERS, MARKETS AND MARKETING; 1. Introduction: What is Marketing About?; 2. Market Orientation and its Implications; 3. The Consumer in the European Union; 4. Intermediaries; 5. The Structure of EU Industry and Services; Case 1: Return; PART TWO: UNDERSTANDING AND ASSESSING BUYER BEHAVIOUR; 6. Consumer Behaviour; 7. Organizational Buying Behaviour; 8. Market Information and Research; Case 2: Newland plc; PART THREE: THE PRODUCT OFFERING; 9. The Marketing Mix as a Creator of Differentiation; 10. Pricing; 11. Marketing Channel Management; 12. Marketing Communications; 13. Sales Force Management; 14. Product Management; Case 3: Chinese Business Service Centre; PART FOUR: FORMULATING AND IMPLEMENTING MARKETING STRATEGY; 15. Offerings and Markets: the Main Elements of Strategic Marketing Decisions; 16. Market Segmentation; 17. Interdepartmental Interfaces; 18. Strategic Marketing in a Modern Economy; 19. Marketing Planning; Case 4: The Peerless Saw Company; PART FIVE: ISSUES IN IMPLEMENTING MARKETING STRATEGIES; 20. Brand Management; 21. The Marketing of Services; 22. Relationship Marketing in Consumer Markets; 23. Relationship Marketing in Organizational Markets: from Competition to Co-operation; 24. Designing and Marketing New Products and Services; 25. Marketing in Small Firms; 26. Direct Marketing; Case 5: Fieldstone Ltd; Glossary; References; Index
In this overview of the theory and practice of marketing, each chapter is written to a common template and reading style, and uses international case material to reinforce learning, with a longer case study in each major section.
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