Marketing : Critical Perspectives on Business and Management

ISBN-13: 9780415213967 / Angielski / Twarda / 2001 / 3080 str.

Michael Baker

Opis

With the continuing growth of interest in marketing there has developed a parallel concern for the history of marketing thought and the evolution of marketing theory. This concern is mirrored by the introduction of many courses at both undergraduate and graduate level which address these topics. However, the relevant sources themselves remain difficult to access, especially those that are over fifteen years old.

Spis treści

Coverage includes: The Evolution of the Marketing Concept; The Historical Perspective; Foundations of Marketing Theory; Buyer Behaviour; Marketing Strategy; Analytical Frameworks - Tools and Techniques for the Analysis of Marketing Problems; Differentiation and Segmentation; Branding and Positioning; The Marketing Mix; International Marketing and Services Marketing.