085994596  

The marketing book / edited by Michael J. Baker

5th ed

Englisch

Oxford ; Boston : Butterworth-Heinemann, 2003

xxxviii, 834 pages : Illustrationen

Previous ed.: 1999

Includes bibliographical references and index

Electronic reproduction, Boulder, Colo : NetLibrary, 2003

Print version: Marketing book

0-585-45952-5 electronic bk.

978-0-08-049640-5

0-08-049640-7 electronic bk.

978-0-585-45952-3 : electronic bk.

Weitere Ausgaben: 0-7506-5536-4 (Druckausgabe)

*Marketing

*Marketing

*Marketing. ; Electronic books. ; Marketing ; Electronic books ; Marketing ; Marketing. ; Electronic books.

*Electronic books

Klassifikation der Library of Congress: HF5415

Dewey Dezimal-Klassifikation: 658.8;

Regensburger Verbund-Klassifikation: QP 600: Q Wirtschaftswissenschaften / QP Allgemeine Betriebswirtschaftslehre / QP 410-QP 890 Aufbauelemente des Unternehmens / QP 600-QP 690 Absatz / Allgemeines

bisacsh: BUS043000

bisacsh: BUS078000

Chapter 7. Business-to-business marketing: organizational buying behaviour, relationships and networksChapter 8. Marketing research; Chapter 9. Quantitative methods in marketing; Chapter 10. Market segmentation; Part Three: Managing the Marketing Function; Chapter 11. Managing the marketing mix; Chapter 12. New product development; Chapter 13. Pricing; Chapter 14. Selling and sales management; Chapter 15. Brand building; Chapter 16. The integration of marketing communicatio

This fifth edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker has overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now broaches the following 'new' topics: * Channel management - management of the supply chain * Customer Relationship Management * Direct marketing * E-marketing * I

 

Boulder, Colo : NetLibrary, 2003

Boulder, Colo : NetLibrary

Online-Ressource

Vervielfältigungen (z.B. Kopien, Downloads) sind nur von einzelnen Kapiteln oder Seiten und nur zum eigenen wissenschaftlichen Gebrauch erlaubt. Die Weitergabe an Dritte sowie systematisches Downloaden sind untersagt.