The Marketing Book

ISBN-13: 9780415703765 / Angielski / Twarda / 2016 / 616 str.

Michael Baker; Susan Hart

Opis

The Marketing Book is everything you need to know but were afraid to ask about marketing. Divided into 25 chapters, each written by an expert in their field, it's a crash course in marketing theory and practice. From planning, strategy and research through to getting the marketing mix right, branding, promotions and even marketing for small to medium enterprises.

This classic reference from renowned professors Michael Baker and Susan Hart was designed for student use, especially for professionals taking their CIM qualifications. Nevertheless, it is also invaluable for practitioners due to its modular approach. Each chapter is set out in a clean and concise way with plenty of diagrams and examples, so that you don't have to dig for the information you need. Much of this long-awaited seventh edition contains brand new chapters and a new selection of experts to bring you bang up to date with the latest in marketing thought. Also included are brand new content in direct, data and digital marketing, and social marketing.

If you're a marketing student or practitioner with a question, this book should be the first place you look.

Spis treści

1. What is Marketing? (Michael J. Baker)  2. Postmodern Marketing: Dead and Buried or Alive and Kicking? (Stephen Brown)  3. Marketing Theory (Lisa O’Malley and Maria Lichrou)  4. The Basics of Marketing Strategy (Robin Wensley)  5. Strategic Marketing Planning: Theory and practice (Malcolm McDonald)  6.Consumer Behaviour (Mark Gabbott and Gill Hogg)  7. Marketing Research (David F. Birks)  8. Qualitative Research (Len Tiu Wright and Rose Wright)  9. Quantitative Methods in Marketing (Steve Baron and Rachel Ashman)  10. Segmentation (Lyndon Simkin)  11. The Marketing Mix (Michael J. Baker)  12.New Product Development (Susan Hart)  13. Pricing (Mark Billige and David Smith)  14. Sales Management (Spiros Gounaris)  15. The roles of brands revisited (Francesca Dall’Olmo Riley)  16.The End of Marketing as Usual: ‘Be Social: Be Digital’ (Jim Hamill)  17. Customer Relationship Management: Strategy and Implementation (Adrian Payne and Pennie Frow)  18. Implementing Strategic Change (Lloyd C. Harris and Kate L. Daunt)  19. Services Marketing Chapter (Toni Hilton)  20.International Marketing (Anne Marie Doherty)  21.Social Marketing (Rebekah Russell-Bennett)  22. Marketing for Nonprofit Organisations (Adrian Sargeant and Ian MacQuillin)  23. Marketing Ethics (Andrea Prothero) 24. Green Marketing (Ken Peattie)  25. Retailing (Leigh Sparks)