000			01697nam a2200217 a 4500
020			_a9780333663226
020			_a0333663225
020			_a9780333663233
020			_a0333663233
082			_a658.8 _bBAK
100			_aBaker, Michael J.
245			_aMarketing : an introductory text
250			_a 6th ed.
260			_aHoundmills, England : _bMacmillan Business, _c1996.
300			_axvii, 577 pages : _billustrations ;
500			_aIncludes index
505			_aPART 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			_aRevised 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			_aMarketing.
942			_cREF
999			_c36071 _d36071