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Marketing Theory Michael John Baker

Marketing Theory von Michael J Baker

Marketing Theory Michael John Baker

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Zusammenfassung

Building on the popularity of the first edition published in 2000, Michael J Baker has teamed up with co-editor Michael Saren to produce a fully updated Second Edition of the marketing theory text.

Marketing Theory Zusammenfassung

Marketing Theory: A Student Text Michael John Baker

Electronic Inspection Copy available for instructors here

Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing.

Summary of key features:

- A marketing theory text written specifically for students

- Provides an introduction and overview of the role of theory in marketing

- Contributors are leading, well-established authorities in their fields

- Explains key concepts for students in a clear, readable and concise manner.

- Provides full, in-depth coverage of all topics, with recommended further readings

Über Michael John Baker

Michael J Baker is Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. He is the Author/Editor of more than fifty books, most recently the Fifth edition of Marketing Strategy and Management (2014), and over 150 academic Chapters and Articles. He is the Founding Editor of the Journal of Marketing Management and currently Editor of the Journal of Customer Behaviour and the new journal Social Business. Mike Saren previously held chairs in marketing at the universities of Stirling and Strathclyde and was awarded an Honorary Fellowship of the UK Academy of Marketing in July 2007. He was a convener of the marketing streams at the Critical Management Studies Conferences, 1999-2011; and one of the founding editors in 2001 of the journal `Marketing Theory'' (Sage Publications). Also co-editor of books on Rethinking Marketing, (Brownlie et al, 1999, Sage) and Critical Marketing: Defining the Field (Saren et al, Elsevier, 2007). His introductory text is Marketing Graffiti: The View from the Street (Saren, 2006, Butterworth Heinemann).

Inhaltsverzeichnis

PART ONE: OVERVIEW OF MARKETING THEORY Marketing: Philosophy or Function? - Michael J Baker Marketing Theory - Michael Saren A History of Historical Research in Marketing - D G Brian Jones Marketing Ethics - Patrick E Murphy PART TWO: DISCIPLINARY UNDERPINNINGS OF MARKETING THEORY The Economics Basis of Marketing - Richard J Varey The Psychological Basis of Marketing - Allan J Kimmel The Sociological Basis of Marketing - Kjell Gronhaug and Ingeborg Astrid Kleppe Cultural Aspects of Marketing - Kam-hon Lee and Cass Shum PART THREE: THEORIES OF MARKETING MANAGEMENT AND ORGANIZATION The Marketing Mix: A Helicopter View - Walter van Waterschoot and Thomas Foscht Marketing Strategy - Robin Wensley Target Segment Strategy - Sally Dibb and Lyndon Simkin PART FOUR: THEORETICAL SUBAREAS OF MARKETING Consumer Behaviour - Rob Lawson Innovation and New Product Development - Susan Hart Relationships and Networks - Kristian Moller Theory in Social Marketing - Gerard Hastings, Abraham Brown and Thomas Boysen Anker Theories of Retailing - Christopher Moore An Institutional Approach to Sustainable Marketing - William E Kilbourne Brand Equity and the Value of Marketing Assets - Roderick J Brodie and Mark S Glynn POSTSCRIPT The New Service Marketing - Evert Gummesson

Zusätzliche Informationen

GOR005814344
9781849204668
1849204667
Marketing Theory: A Student Text Michael John Baker
Michael John Baker
Gebraucht - Sehr Gut
Broschiert
SAGE Publications Ltd
2010-03-18
448
N/A
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Dies ist ein gebrauchtes Buch. Es wurde schon einmal gelesen und weist von der früheren Nutzung Gebrauchsspuren auf. Wir gehen davon aus, dass es im Großen und Ganzen in einem sehr guten Zustand ist. Sollten Sie jedoch nicht vollständig zufrieden sein, setzen Sie sich bitte mit uns in Verbindung.