| Description |
xxxiv, 718 pages : illustrations ; 25 cm |
|
regular print |
| Series |
The marketing series |
|
Marketing series (London, England)
|
| Contents |
Pt. 1. Organization and Planning for Marketing. 1. One more time - what is marketing? / Michael J. Baker. 2. The basics of marketing strategy / Robin Wensley. 3. Strategic marketing planning: theory and practice / Malcolm McDonald -- Pt. 2. The Framework of Marketing. 4. Environmental scanning / Douglas Brownlie. 5. Consumer decision making: process, involvement and style / Gordon R. Foxall. 6. Business-to-business marketing: organizational buying behaviour, relationships and networks / Peter W. Turnbull. 7. Marketing research / John Webb. 8. Quantitative methods in marketing / Arthur Meidan and Luiz Moutinho. 9. Market segmentation / Martin Evans. 10. The evolution and use of communication and information technology in marketing / Keith Fletcher. 11. Developing marketing information capabilities / Nigel F. Piercy and Martin Evans -- Pt. 3. Managing the Marketing Function. 12. Managing the marketing mix / Peter Doyle. 13. New product development / Susan Hart. 14. Pricing / Adamantios Diamantopoulos. 15. Selling and sales management / Bill Donaldson. 16. Branding / Peter Doyle. 17. Promotion / Keith Crosier. 18. Sales promotion / Sue Peattie and Ken Peattie. 19. Customer service and logistics strategy / Martin Christopher. 20. Controlling marketing / Keith Ward. 21. Marketing implementation, organizational change and internal marketing strategy / Nigel F. Piercy -- Pt. 4. The Application of Marketing. 22. Organizational marketing / Dale Littler. 23. International marketing - the issues / Stanley J. Paliwoda. 24. Marketing for non-profit organizations / Keith Blois. 25. Social marketing / Lynn MacFadyen, Martine Stead and Gerard Hastings. 26. Green marketing / Ken Peattie and Martin Charter. 27. Marketing for small-to-medium enterprises / David Carson. 28. Retailing / Peter J. McGoldrick. 29. The marketing of services / Adrian Palmer. 30. The Internet: the direct route to growth and development / Jim Hamill and Sean Ennis |
| Notes |
"Published on behalf of the Chartered Institute of Marketing." |
|
Previous ed.: 1994 |
| Bibliography |
Includes bibliographies and index |
| Subject |
Marketing.
|
| Author |
Baker, Michael J. (Michael John), 1935-
|
|
Chartered Institute of Marketing.
|
| LC no. |
00500005 99494987 |
| ISBN |
0750641142 (paperback) |
|
