The Marketing Book: Published in Association with the Chartered Institute of Marketing CIM Professional Development Series (Marketing S.) - Softcover

Softcover

ISBN 10: 0750620226 ISBN 13: 9780750620222

Verlag: Butterworth-Heinemann Ltd, 1994

Inhaltsangabe

This third edition has been extensively revised, updated and extended. In addition to the original chapters, a number of completely new chapters have been added. The book is divided into four sections. Part 1 gives particular attention to the contribution of marketing to corporate success and the factors which distinguish marketing oriented companies and underpin their above average performance. Part 2 reviews the conceptual underpinnings of corporate practice - economic, behavioural, sociological psychological - and the techniques available to translate concepts into practice. Part 3 opens with an evaluation of the concept of the marketing mix and its main constituent elements, addressing the problems inherent in uniting these into unique and distinctive combinations. Finally, part 4 evaluates the application of marketing in a variety of contexts and situations and concludes with a considered review of the current and future potential for marketing theory and practice.

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Críticas

'[The] continuous evolution of The Marketing Book will ensure that it will continue to occupy an enviable position amongst those volumes seeking to act as a source book for those from outside the confines of marketing and for those readers setting out on a career in marketing.' - Journal of Marketing Management, July 1995 '..this text certainly deserves to be on the desk of anyone who aspires to be a marketing manager, and certainly on the book shelves of anyone who is practising a significant marketing role in their organisation.' - Books for MBAs, April 1996

Reseña del editor

This third edition of the best-selling Marketing Book has been extensively revised, updated and substantially extended. All the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking and practice.
In addition, a number of completely new chapters have been added, namely: * Strategic Marketing Planning: A review of concepts and their applications - Malcolm McDonald and Linden Brown * Market Segmentation - Martin Evans * Sales Promotion - Sue and Ken Peattie * Green Marketing - Ken Peattie and Martin Charter The authoritative Chartered Institute of Marketing handbook, under the editorship of Professor Michael Baker, and with specially commissioned contributions from top UK marketing educators and writers, sets out the scope and nature of the marketing function, its managerial application and its contribution to corporate success. The Marketing Book is an indispensable reference work and textbook for students and practitioners, all over the world. It will be essential reading for those students taking CIM Certificate and Diploma, business studies management and marketing degrees, MBA, DMS, and BTEC Higher National and equivalent courses. - Connections, December 1994

third edition of the best-selling Marketing Book
revised, updated and substantially extended.
all the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking
and practice

Details zur Ausgabe

• Verlag: Butterworth-Heinemann Ltd
• Erscheinungsdatum: 1994
• Sprache: Englisch
• ISBN 10: 0750620226
• ISBN 13: 9780750620222
• Einband: Tapa blanda
• Auflage: 3
• Anzahl der Seiten: 740
• Herausgeber: Baker Michael J.
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: Nicht verfügbar