The marketing book
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London
Routledge
[2016]
|
| Ausgabe: | Seventh edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
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| 100 | 1 | |a Baker, Michael John |d 1935- |0 (DE-588)128372443 |4 edt | |
| 245 | 1 | 0 | |a The marketing book |c edited by Michael J. Baker and Susan Hart |
| 250 | |a Seventh edition | ||
| 264 | 1 | |a London |b Routledge |c [2016] | |
| 300 | |a xxi, 655 Seiten |b Illustrationen, Diagramme | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 650 | 4 | |a Marketing | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 655 | 7 | |0 (DE-588)4143413-4 |a Aufsatzsammlung |2 gnd-content | |
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-028970427 | |
Datensatz im Suchindex
| DE-19_call_number | 0500/QP 600 B168 M3(7) |
|---|---|
| DE-19_location | 70 |
| DE-BY-UBM_katkey | 5307960 |
| DE-BY-UBM_media_number | 41624555030012 |
| _version_ | 1823055943172096000 |
| adam_text | Titel: The marketing book
Autor: Baker, Michael John
Jahr: 2016
Contents
List of figures
List of tables
List of contributors
PART I
Organisation and planning
1 What is marketing?
MICHAEL J. BAKER
2 Postmodern marketing: dead and buried or alive and kicking?
STEPHEN BROWN
3 Marketing theory
USA O MALLEY AND MARIA LICHROU
4 The basics of marketing strategy
ROBIN WENSLEY
5 Strategic marketing planning: theory and practice
MALCOLM MCDONALD
6 Implementing strategic change
LLOYD C. HARRIS AND KATE L. DAUNT
PART II
The framework of marketing
7 Consumer behaviour
MARK C.ABBOTT AND GILL HOGG
8 Marketing research
DAVID F. BIRKS
viii
xi
xiii
1
3
21
37
53
86
121
149
151
166
9 Qualitative research 191
ISM T1U WRIGHT AND ROSE WRIGHT
10 Quantitative methods in marketing 211
STEVE BARON AND RACHEL ASHMAN
11 Segmentation 271
LYNDON SIMKIN
PART III
Managing marketing in practice 295
12 The marketing mix 297
MICHAEL J. BAKER
13 New product development 314
SUSAN HART
14 Pricing 337
MARK BILLIGE AND DAVID SMITH
15 Sales management 362
SPIROS C.OUNARIS
16 The roles of brands revisited 394
FRANCESCA DALL OLMO RILEY
17 The end of marketing as usual: be social: be digital 415
JIM HAMILL
18 Customer relationship management: strategy and implementation 439
ADRIAN PAYNE AND I ENNIE FROW
PART IV
Marketing applications and contexts of marketing 467
19 Services marketing 469
TONl HILTON
20 International marketing 494
ANNE MARIE DOHERTY
21 Social marketing 508
REBEKAH RUSSELL-BENNETT
22 Marketing for nonprofit organisations 533
ADRIAN SARGEANT AND IAN MACQUILLIN
23 Marketing ethics 555
ANDREA PROTHERO
24 Green marketing 573
KEN PEATTIE
25 Retailing 598
LEIGH SPARKS
Index 627
|
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| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | Seventh edition |
| format | Book |
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| id | DE-604.BV043555259 |
| illustrated | Illustrated |
| indexdate | 2025-02-03T17:41:49Z |
| institution | BVB |
| isbn | 9780415703765 9780415703772 |
| language | English |
| lccn | 015039752 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-028970427 |
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| owner | DE-188 DE-1050 DE-19 DE-BY-UBM DE-573 |
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| physical | xxi, 655 Seiten Illustrationen, Diagramme |
| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| publisher | Routledge |
| record_format | marc |
| spellingShingle | The marketing book Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4143413-4 |
| title | The marketing book |
| title_auth | The marketing book |
| title_exact_search | The marketing book |
| title_full | The marketing book edited by Michael J. Baker and Susan Hart |
| title_fullStr | The marketing book edited by Michael J. Baker and Susan Hart |
| title_full_unstemmed | The marketing book edited by Michael J. Baker and Susan Hart |
| title_short | The marketing book |
| title_sort | the marketing book |
| topic | Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=028970427&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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