東華大學圖書館 |

Language: English

Help

回圖書館首頁

手機版館藏查詢

Back

Switch To: Labeled | MARC Mode | ISBD

The marketing book

Baker, Michael John.

Linked to FindBook

Google Book

Amazon

博客來

The marketing book

Record Type:	Language materials, printed : Monograph/item
Title/Author:	The marketing book/ edited by Michael J. Baker and Susan Hart.
other author:	Baker, Michael John.
Published:	Oxford ;Butterworth-Heinemann, : c2008.,
Description:	xxxviii, 644 p. :ill. ;28 cm.
Notes:	Previous ed.: 2003.
[NT 15003449]:	One more time: what is marketing?(Michael J. Baker);Postmodern marketing(Stephen Brown);Relationship marketing(Lisa O'Malley and Caroline Tynan);The basics of marketing strategy -- (Robin Wensley);Strategic marketing planning: theory and practice(Malcolm McDonald);Consumer behaviour(Mark Gabbott);Business-to-business marketing, organizational buying behaviour, interfirm relationships and network behaviour -- (Arch G. Woodside and Kathleen R. Ferris-Costa); -- Marketing research(Alan Wilson);Qualitative research(Len Tiu Wright);Quantitative methods in marketing(Luiz Moutinho);Market segmentation -- (Yoram (Jerry) Wind and David R. Bell);The marketing mix(Michael J. Baker);New product development(Susan Hart);Pricing(Tony Cram); Selling and sales management(Bill Donaldson); -- Brand building(Leslie de Chernatony);Integrated marketing communications(Tony Yeshin);Mass communications(Douglas West);What do we mean by direct, data and digital marketing?(Derek Holder);A strategic approach to customer relationship management(Adrian Payne and Pennie Frow);Marketing metrics(Tim Ambler); Implementing strategic change(Lloyd C. Harris); -- Exit Services marketing - enter service marketing(Evert Gummesson);International marketing(Angela da Rocha and Jorge Ferreira da Silva);E-marketing(Dave Chaffey); Marketing for nonprofit organizations(Adrian Sargeant); Marketing ethics(Andrea Prothero); -- Green marketing(Ken Peattie);Marketing in emerging economies(Piyush Kumar Sinha and Prathap Oburai);Retailing(Leigh Sparks).
Subject:	Marketing. -
Online resource:	http://www.sciencedirect.com/science/book/9780750685665An electronic book accessible through the World Wide Web; click for information
ISBN:	0750685662

The marketing book
The marketing book[electronic resource] /edited by Michael J. Baker and Susan Hart. - 6th ed. - Oxford ;Butterworth-Heinemann,c2008. - xxxviii, 644 p. :ill. ;28 cm.

Previous ed.: 2003.

Includes bibliographical references and index.

One more time: what is marketing?(Michael J. Baker);Postmodern marketing(Stephen Brown);Relationship marketing(Lisa O'Malley and Caroline Tynan);The basics of marketing strategy -- (Robin Wensley);Strategic marketing planning: theory and practice(Malcolm McDonald);Consumer behaviour(Mark Gabbott);Business-to-business marketing, organizational buying behaviour, interfirm relationships and network behaviour -- (Arch G. Woodside and Kathleen R. Ferris-Costa); -- Marketing research(Alan Wilson);Qualitative research(Len Tiu Wright);Quantitative methods in marketing(Luiz Moutinho);Market segmentation -- (Yoram (Jerry) Wind and David R. Bell);The marketing mix(Michael J. Baker);New product development(Susan Hart);Pricing(Tony Cram); Selling and sales management(Bill Donaldson); -- Brand building(Leslie de Chernatony);Integrated marketing communications(Tony Yeshin);Mass communications(Douglas West);What do we mean by direct, data and digital marketing?(Derek Holder);A strategic approach to customer relationship management(Adrian Payne and Pennie Frow);Marketing metrics(Tim Ambler); Implementing strategic change(Lloyd C. Harris); -- Exit Services marketing - enter service marketing(Evert Gummesson);International marketing(Angela da Rocha and Jorge Ferreira da Silva);E-marketing(Dave Chaffey); Marketing for nonprofit organizations(Adrian Sargeant); Marketing ethics(Andrea Prothero); -- Green marketing(Ken Peattie);Marketing in emerging economies(Piyush Kumar Sinha and Prathap Oburai);Retailing(Leigh Sparks).

The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing. .6th edition of a seminal overview of the latest thinking in Marketing .A carefully commissioned set of pieces from leaders in each major field reviewing the state of their discipline .Widely referred to by faculty and graduate students.

Electronic reproduction.
Amsterdam :
Elsevier Science & Technology,
2009.

Mode of access: World Wide Web.

ISBN: 0750685662

Source: 141443:141587Elsevier Science & Technologyhttp://www.sciencedirect.comSubjects--Topical Terms:

536353
Marketing.
Index Terms--Genre/Form:

542853
Electronic books.

LC Class. No.: HF5415 / .M297455 2008

Dewey Class. No.: 658.8

The marketing book
LDR:03923cam 2200325 a 45 001 893411
003 OCoLC
005 20101126
006 m d
007 cr cn|||||||||
008 101126s2008 enka ob 001 0 eng d
020 $a 0750685662
020 $a 9780750685665
035 $a (OCoLC)474952080
035 $a ocn474952080
037 $a 141443:141587 $b Elsevier Science & Technology $n http://www.sciencedirect.com
040 $a OPELS $b eng $c OPELS
049 $a TEFA
050 1 4 $a HF5415 $b .M297455 2008
082 0 4 $a 658.8 $2 22
245 0 4 $a The marketing book $h [electronic resource] / $c edited by Michael J. Baker and Susan Hart.
250 $a 6th ed.
260 $a Oxford ; $a Boston : $c c2008. $b Butterworth-Heinemann,
300 $a xxxviii, 644 p. : $b ill. ; $c 28 cm.
500 $a Previous ed.: 2003.
504 $a Includes bibliographical references and index.
505 0 $a One more time: what is marketing?(Michael J. Baker);Postmodern marketing(Stephen Brown);Relationship marketing(Lisa O'Malley and Caroline Tynan);The basics of marketing strategy -- (Robin Wensley);Strategic marketing planning: theory and practice(Malcolm McDonald);Consumer behaviour(Mark Gabbott);Business-to-business marketing, organizational buying behaviour, interfirm relationships and network behaviour -- (Arch G. Woodside and Kathleen R. Ferris-Costa); -- Marketing research(Alan Wilson);Qualitative research(Len Tiu Wright);Quantitative methods in marketing(Luiz Moutinho);Market segmentation -- (Yoram (Jerry) Wind and David R. Bell);The marketing mix(Michael J. Baker);New product development(Susan Hart);Pricing(Tony Cram); Selling and sales management(Bill Donaldson); -- Brand building(Leslie de Chernatony);Integrated marketing communications(Tony Yeshin);Mass communications(Douglas West);What do we mean by direct, data and digital marketing?(Derek Holder);A strategic approach to customer relationship management(Adrian Payne and Pennie Frow);Marketing metrics(Tim Ambler); Implementing strategic change(Lloyd C. Harris); -- Exit Services marketing - enter service marketing(Evert Gummesson);International marketing(Angela da Rocha and Jorge Ferreira da Silva);E-marketing(Dave Chaffey); Marketing for nonprofit organizations(Adrian Sargeant); Marketing ethics(Andrea Prothero); -- Green marketing(Ken Peattie);Marketing in emerging economies(Piyush Kumar Sinha and Prathap Oburai);Retailing(Leigh Sparks).
520 $a The 6th edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker and the new co-editor Susan Hart have overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now looks at broader range of international issues with a broader group of international contributors. Based, as in previous editions, on seminal articles form thought leaders in each subject the 'Marketing Book 6th edition' is bursting with salient articles. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing. .6th edition of a seminal overview of the latest thinking in Marketing .A carefully commissioned set of pieces from leaders in each major field reviewing the state of their discipline .Widely referred to by faculty and graduate students.
533 $a Electronic reproduction. $b Amsterdam : $c Elsevier Science & Technology, $d 2009. $n Mode of access: World Wide Web. $n System requirements: Web browser. $n Title from title screen (viewed on Dec. 3, 2009). $n Access may be restricted to users at subscribing institutions.
650 0 $a Marketing. $3 536353
655 7 $a Electronic books. $2 lcsh $3 542853
700 1 $a Baker, Michael John. $3 671101
700 1 $a Hart, Susan J. $3 1068950
710 2 $a ScienceDirect (Online service) $3 848416
856 4 0 $3 ScienceDirect $u http://www.sciencedirect.com/science/book/9780750685665 $z An electronic book accessible through the World Wide Web; click for information
994 $a C0 $b TEF