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The marketing book / edited by Michael J. Baker.

Contributor(s): Material type: TextTextPublication details: Oxford : Butterworth-Heinemann, 2003.Edition: 5th edDescription: xxxviii, 834 p. : ill. ; 25 cm. ; pbkISBN:
  • 0750655364
  • 9780750655361:
Subject(s): DDC classification:
  • 658.8
Contents:
[PART 1 Organization and planning for marketing] One more time - what is marketing? / Michael J. Baker -- Postmodern marketing: everything must go! / 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.
[PART 2 The framework of marketing] Consumer decision making: process, level and style / Gordon R. Foxall -- Business to business marketing: organizational buying behaviour, relationships and networks / Peter W. Turnbull and Sheena Leek -- Marketing research / John Webb -- Quantitative methods in marketing / Luiz Moutinho and Arthur Meidan -- Market segmentation / Martin Evans.
[PART 3 Managing the marketing function] Managing the marketing mix / Peter Doyle -- New product development / Susan Hart -- Pricing / Adamantios Diamantopoulos -- Selling and sales management / Bill Donaldson -- Brand building / Leslie de Chernatony -- The integration of marketing communications / Tony Yeshin -- Promotion / Keith Crosier -- Sales promotion / Sue Peattie and Ken Peattie -- Integrating customer relationship management and supply chain management / Martin Christopher and Adrian Payne -- Controlling marketing and the measurement of marketing effectiveness / Keith Ward -- Marketing implementation, organizational change and internal marketing strategy / Nigel F. Piercy.
[PART 4 The application of marketing] What are direct marketing and interactive marketing? / Graeme McCorkell -- The marketing of services / Adrian Palmer -- International marketing - the issues / Stanley J. Paliwoda -- E-marketing / Dave Chaffey -- Cause-related marketing: who cares wins / Sue Adkins -- Social marketing / Lynn MacFadyen, Martine Stead and Gerard Hastings -- Green marketing / Ken Peattie and Martin Charter -- Marketing for small-to-medium enterprises / David Carson -- Retailing / Peter J. McGoldrick.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
General Lending Carlow Campus Library General Lending 658.8 (Browse shelf(Opens below)) 1 Available 46743

Previous ed.: 1999.

CW023

CW806

Includes bibliographical references and index.

[PART 1 Organization and planning for marketing] One more time - what is marketing? / Michael J. Baker -- Postmodern marketing: everything must go! / 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.

[PART 2 The framework of marketing] Consumer decision making: process, level and style / Gordon R. Foxall -- Business to business marketing: organizational buying behaviour, relationships and networks / Peter W. Turnbull and Sheena Leek -- Marketing research / John Webb -- Quantitative methods in marketing / Luiz Moutinho and Arthur Meidan -- Market segmentation / Martin Evans.

[PART 3 Managing the marketing function] Managing the marketing mix / Peter Doyle -- New product development / Susan Hart -- Pricing / Adamantios Diamantopoulos -- Selling and sales management / Bill Donaldson -- Brand building / Leslie de Chernatony -- The integration of marketing communications / Tony Yeshin -- Promotion / Keith Crosier -- Sales promotion / Sue Peattie and Ken Peattie -- Integrating customer relationship management and supply chain management / Martin Christopher and Adrian Payne -- Controlling marketing and the measurement of marketing effectiveness / Keith Ward -- Marketing implementation, organizational change and internal marketing strategy / Nigel F. Piercy.

[PART 4 The application of marketing] What are direct marketing and interactive marketing? / Graeme McCorkell -- The marketing of services / Adrian Palmer -- International marketing - the issues / Stanley J. Paliwoda -- E-marketing / Dave Chaffey -- Cause-related marketing: who cares wins / Sue Adkins -- Social marketing / Lynn MacFadyen, Martine Stead and Gerard Hastings -- Green marketing / Ken Peattie and Martin Charter -- Marketing for small-to-medium enterprises / David Carson -- Retailing / Peter J. McGoldrick.

CW936

44.95

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