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The marketing book

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	The marketing book/ edited by Michael J. Baker and Susan Hart.
其他作者:	Baker, Michael John.
出版者:	Oxford ;Butterworth-Heinemann, : c2008.,
面頁冊數:	xxxviii, 644 p. :ill. ; : 28 cm.;
附註:	Previous ed.: 2003.
標題:	Marketing. -
電子資源:	An electronic book accessible through the World Wide Web; click for information
ISBN:	9780750685665

The marketing book
The marketing book[electronic resource] /edited by Michael J. Baker and Susan Hart. - 6th ed. - Oxford ;Butterworth-Heinemann,c2008. - xxxviii, 644 p. :ill. ;28 cm.

Previous ed.: 2003.

Includes bibliographical references and index.

One more time: what is marketing?(Michael J. Baker);Postmodern marketing(Stephen Brown);Relationship marketing(Lisa O'Malley and Caroline Tynan);The basics of marketing strategy -- (Robin Wensley);Strategic marketing planning: theory and practice(Malcolm McDonald);Consumer behaviour(Mark Gabbott);Business-to-business marketing, organizational buying behaviour, interfirm relationships and network behaviour -- (Arch G. Woodside and Kathleen R. Ferris-Costa); -- Marketing research(Alan Wilson);Qualitative research(Len Tiu Wright);Quantitative methods in marketing(Luiz Moutinho);Market segmentation -- (Yoram (Jerry) Wind and David R. Bell);The marketing mix(Michael J. Baker);New product development(Susan Hart);Pricing(Tony Cram); Selling and sales management(Bill Donaldson); -- Brand building(Leslie de Chernatony);Integrated marketing communications(Tony Yeshin);Mass communications(Douglas West);What do we mean by direct, data and digital marketing?(Derek Holder);A strategic approach to customer relationship management(Adrian Payne and Pennie Frow);Marketing metrics(Tim Ambler); Implementing strategic change(Lloyd C. Harris); -- Exit Services marketing - enter service marketing(Evert Gummesson);International marketing(Angela da Rocha and Jorge Ferreira da Silva);E-marketing(Dave Chaffey); Marketing for nonprofit organizations(Adrian Sargeant); Marketing ethics(Andrea Prothero); -- Green marketing(Ken Peattie);Marketing in emerging economies(Piyush Kumar Sinha and Prathap Oburai);Retailing(Leigh Sparks).

The 6th 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 and the new co-editor Susan Hart have 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 looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing. .6th edition of a seminal overview of the latest thinking in Marketing .A carefully commissioned set of pieces from leaders in each major field reviewing the state of their discipline .Widely referred to by faculty and graduate students.

Electronic reproduction.
Amsterdam :
Elsevier Science & Technology,
2009.

Mode of access: World Wide Web.

ISBN: 9780750685665

Source: 141443:141587Elsevier Science & Technologyhttp://www.sciencedirect.comSubjects--Topical Terms:

73316
Marketing.
Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HF5415 / .M297455 2008

Dewey Class. No.: 658.8

The marketing book
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245 0 4 $a The marketing book $h [electronic resource] / $c edited by Michael J. Baker and Susan Hart.
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260 $a Oxford ; $a Boston : $c c2008. $b Butterworth-Heinemann,
300 $a xxxviii, 644 p. : $b ill. ; $c 28 cm.
500 $a Previous ed.: 2003.
504 $a Includes bibliographical references and index.
505 0 $a One more time: what is marketing?(Michael J. Baker);Postmodern marketing(Stephen Brown);Relationship marketing(Lisa O'Malley and Caroline Tynan);The basics of marketing strategy -- (Robin Wensley);Strategic marketing planning: theory and practice(Malcolm McDonald);Consumer behaviour(Mark Gabbott);Business-to-business marketing, organizational buying behaviour, interfirm relationships and network behaviour -- (Arch G. Woodside and Kathleen R. Ferris-Costa); -- Marketing research(Alan Wilson);Qualitative research(Len Tiu Wright);Quantitative methods in marketing(Luiz Moutinho);Market segmentation -- (Yoram (Jerry) Wind and David R. Bell);The marketing mix(Michael J. Baker);New product development(Susan Hart);Pricing(Tony Cram); Selling and sales management(Bill Donaldson); -- Brand building(Leslie de Chernatony);Integrated marketing communications(Tony Yeshin);Mass communications(Douglas West);What do we mean by direct, data and digital marketing?(Derek Holder);A strategic approach to customer relationship management(Adrian Payne and Pennie Frow);Marketing metrics(Tim Ambler); Implementing strategic change(Lloyd C. Harris); -- Exit Services marketing - enter service marketing(Evert Gummesson);International marketing(Angela da Rocha and Jorge Ferreira da Silva);E-marketing(Dave Chaffey); Marketing for nonprofit organizations(Adrian Sargeant); Marketing ethics(Andrea Prothero); -- Green marketing(Ken Peattie);Marketing in emerging economies(Piyush Kumar Sinha and Prathap Oburai);Retailing(Leigh Sparks).
520 $a The 6th 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 and the new co-editor Susan Hart have 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 looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing. .6th edition of a seminal overview of the latest thinking in Marketing .A carefully commissioned set of pieces from leaders in each major field reviewing the state of their discipline .Widely referred to by faculty and graduate students.
533 $a Electronic reproduction. $b Amsterdam : $c Elsevier Science & Technology, $d 2009. $n Mode of access: World Wide Web. $n System requirements: Web browser. $n Title from title screen (viewed on Dec. 3, 2009). $n Access may be restricted to users at subscribing institutions.
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655 7 $a Electronic books. $2 local. $3 96803
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700 1 $a Hart, Susan J. $3 292384
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