Marketing  v. 1 ~ v. 5

edited by Michael J. Baker

Parallel to the continuing growth of interest in marketing has developed a concern for the history of marketing thought and for 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. Gathering together the seminal contributions to the development of the marketing discipline, this multi-volume set combines the best of both the American and European literature on the topic covering a period of over 70 years. The most comprehensive reference work of its kind, this set includes 162 articles charting both the development and the current debates in the field. The material has been arranged thematically to help navigate the reader through the field, and includes a new introduction and a thorough index, making this set an invaluable reference tool for both academics and practitioners in the field.

「Nielsen BookData」より

[目次]

  • 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.

「Nielsen BookData」より

この本の情報

書名 Marketing
著作者等 Baker, Michael John
Baker Michael J.
シリーズ名 Critical perspectives on business and management
巻冊次 v. 1
v. 2
v. 3
v. 4
v. 5
出版元 Routledge
刊行年月 2001
ページ数 5 v.
大きさ 24 cm
ISBN 0415213975
0415213983
0415213991
0415214009
0415249880
0415213967
NCID BA51180275
※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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