Marketing: Theory and Practice

✍ Scribed by Michael J. Baker (eds.)

Publisher: Macmillan Education UK
Year: 1976
Tongue: English
Leaves: 185
Series: Macmillan Studies in Marketing Management
Category: Library

No coin nor oath required. For personal study only.

✦ Table of Contents

Front Matter....Pages i-xii
Front Matter....Pages 1-1
Evolution of the Marketing Concept....Pages 3-14
The Need for Theory in Marketing....Pages 15-25
The Sources of Marketing Theory....Pages 26-40
Front Matter....Pages 41-41
Towards a Theory of Consumer Behaviour....Pages 43-66
Communication Theory and Marketing....Pages 67-83
Channels of Distribution....Pages 84-118
Diffusion Theory and Marketing....Pages 119-131
Front Matter....Pages 133-133
Extending the Marketing Concept....Pages 135-147
Marketing under Attack....Pages 148-159
Back Matter....Pages 161-177

✦ Subjects

Marketing

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