Marketing: Theory and Practice

✍ Scribed by Michael J. Baker, A. J. Brown, Douglas Brownlie, Keith Crosier, Jennifer L. Drayton, Anita Kennedy, Joanna Kinsey, Stephen T. Parkinson (auth.)

Publisher: Macmillan Education UK
Year: 1983
Tongue: English
Leaves: 435
Series: Macmillan Studies in Marketing Management
Category: Library

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✦ Table of Contents

Front Matter....Pages i-xiv
Front Matter....Pages 1-1
Evolution of the marketing concept....Pages 3-13
The need for theory in marketing....Pages 14-32
The sources of marketing theory....Pages 33-51
Front Matter....Pages 53-53
Consumer behaviour....Pages 55-81
Buyer behaviour....Pages 82-114
Marketing communications....Pages 115-163
New-product development....Pages 164-183
Diffusion theory and marketing....Pages 184-195
The distributive trades....Pages 196-245
Channel management....Pages 246-291
Analytical frameworks for strategic market planning....Pages 292-356
Front Matter....Pages 357-357
Extending the marketing concept....Pages 359-370
Marketing under attack....Pages 371-381
Back Matter....Pages 383-426

✦ Subjects

Marketing

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