Marketing theory : a student text

edited by Michael J. Baker & Michael Saren

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; and provides full, in-depth coverage of all topics, with recommended further readings.

「Nielsen BookData」より

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; and provides full, in-depth coverage of all topics, with recommended further readings.

「Nielsen BookData」より

[目次]

  • 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

「Nielsen BookData」より

[目次]

  • 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

「Nielsen BookData」より

この本の情報

書名 Marketing theory : a student text
著作者等 Baker, Michael John
Saren Michael
出版元 Sage
刊行年月 2010
版表示 2nd ed
ページ数 xvii, 428 p.
大きさ 24 cm
ISBN 9781849204668
9781849204651
NCID BB01627124
※クリックでCiNii Booksを表示
言語 英語
出版国 イギリス
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