Marketing Theory and Practice

✍ Scribed by Michael J. Baker, Olivier Badot, Ken Bernard, Stephen Brown, Douglas Brownlie, Sara Carter, K. C. Chan, Bernard Cova, Keith Crosier, Adamantios Diamantopoulos, Bill Donaldson, Sean Ennis, Pervez Ghauri, Susan J. Hart, Peter Leeflang, Dale Littler, Michael C. Mcdermott, Lyn Mcgregor, Shan Rajagopal, Daniel Tixier, John Webb (eds.)

Publisher: Macmillan Education UK
Year: 1995
Tongue: English
Leaves: 454
Category: Library

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✦ Table of Contents

Front Matter....Pages i-xii
Evolution of the Marketing Concept....Pages 1-9
The Need for Theory in Marketing....Pages 10-22
Sources and Status of Marketing Theory....Pages 23-39
Consumer Behaviour....Pages 40-58
Organisational Buying Behaviour....Pages 59-89
Market Segmentation....Pages 90-103
Marketing Research....Pages 104-124
Modelling Markets....Pages 125-159
Diffusion Theory and Marketing....Pages 160-170
New Product Development....Pages 171-181
Pricing....Pages 182-197
Channel Management....Pages 198-215
Marketing Communications....Pages 216-249
Analytical Frameworks for Strategic Marketing Planning....Pages 250-291
Business to Business Marketing....Pages 292-319
Retailing....Pages 320-329
Customer Care....Pages 330-345
Consumerism....Pages 346-358
International Marketing: It’s a Mad, Mad, Mad, Mad World....Pages 359-378
Marketing to Eastern Europe....Pages 379-389
Beyond Relationship Marketing: Flexible and Intelligent Relationship Management Strategy (FIRMS)....Pages 390-415
Marketing Theory and Practice in a Postmodern Era....Pages 416-431
Back Matter....Pages 433-442

✦ Subjects

Marketing

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