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The marketing book (2016)

Baker, Michael J., [edt] 1935- ; Hart, Susan J. [edt]

Abingdon, UK : Routledge

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UID:

kobvindex_INT0003304

Umfang: xxi, 655 pages , illustrations , 24.5 x 19 cm

Ausgabe: 7th edition

ISBN: 9780415703765 , 9780415703772 , 9781134506057 , 041570376X , 0415703778 , 1134506058

Inhalt: "The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises. This classic reference from renowned professors Michael Baker and Susan Hart was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing. If you're a marketing student or practitioner with a question, this book should be the first place you look."

Anmerkung: EDITORIAL NOTE: previous edition: Oxford, UK : Butterworth-Heinemann, 2008 , ORGANISATION AND PLANNING : What is marketing? (Michael J. Baker) -- Postmodern marketing : dead and buried or alive and kicking? (Stephen Brown) -- Marketing theory (Lisa O'Malley and Maria Lichrou) -- The basics of marketing strategy (Robin Wensley) -- Strategic marketing planning : theory and practice (Malcolm McDonald) -- Consumer behaviour (Mark Gabbott and Gill Hogg) -- THE FRAMEWORK OF MARKETING : Marketing research (David F. Birks) -- Qualitative research (Len Tiu Wright and Rose Wright) -- Quantitative methods in marketing (Steve Baron and Rachel Ashman) -- Segmentation (Lyndon Simkin) -- The marketing mix (Michael J. Baker) - MANAGING MARKETING IN PRACTICE : New product development (Susan Hart) -- Pricing (Mark Billige and David Smith) -- Sales management (Spiros Gounaris) -- The roles of brands revisited (Francesca Dall'Olmo Riley) -- The end of marketing as usual : 'be social : be digital' (Jim Hamill) -- Customer relationship management : strategy and implementation (Adrian Payne and Pennie Frow) -- Implementing strategic change (Lloyd C. Harris and Kate L. Daunt) -- MARKETING APPLICATIONS AND CONTEXTS OF MARKETING : Services marketing chapter (Toni Hilton) -- International marketing (Anne Marie Doherty) -- Social marketing (Rebekah Russell-Bennett) -- Marketing for nonprofit organisations (Adrian Sargeant and Ian MacQuillin) -- Marketing ethics (Andrea Prothero) -- Green marketing (Ken Peattie) -- Retailing (Leigh Sparks) -- Index

Sprache: Englisch

Schlagwort(e): Edited volumes ; Handbooks and manuals

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Bibliothek	Standort	Signatur	Band/Heft/Jahr	Verfügbarkeit

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Fernleihwunsch

Berlin International

Online-Ressource

The marketing book (2016)

Baker, Michael J. [Sonstige] 1935- ; Hart, Susan J. [Sonstige]

Milton Park, Abingdon, Oxon ; New York, NY : Routledge, Taylor & Francis Group

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Details

UID:

b3kat_BV047024974

Umfang: 1 Online-Ressource (xxi, 655 Seiten)

Ausgabe: Seventh edition

ISBN: 9781134506057 , 1134506058 , 9781315890005 , 1315890003 , 9781134506194 , 1134506198 , 9781134506125 , 1134506120

Inhalt: Divided into 30 chapters, each written by an expert in their field, this is a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises, this classic reference from renowned professor Michael Baker was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach

Anmerkung: Originally published: London : Butterworth-Heinemann, an imprint of Elsevier, 1987 , pt. 1. Organisation and planning -- pt. 2. The framework of marketing -- pt. 3. Managing marketing in practice -- pt. 4. Marketing applications and contexts of marketing

Weitere Ausg.: Print version Marketing book London ; New York : Routledge, Taylor & Francis Group, 2016 ISBN 9780415703765

Sprache: Englisch

Fachgebiete: Wirtschaftswissenschaften

RVK:

QP 600

Schlagwort(e): Marketing ; Aufsatzsammlung

URL: ProQuest Ebook Central

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Bibliothek	Standort	Signatur	Band/Heft/Jahr	Verfügbarkeit

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Online-Ressource

HNE Eberswalde

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