Marketing Theory
-15%
portes grátis
Marketing Theory
A Student Text
Baker, Michael J.
SAGE Publications Ltd
05/2016
544
Mole
Inglês
9781473904019
15 a 20 dias
Introducing the histories, theories and debates of the field of marketing, this is your one-stop introduction to the development of this exciting topic.
PART ONE: Overview of Marketing Theory Chapter 1: Marketing - Philosophy or Function? - Michael J. Baker Chapter 2: Marketing Theory - Michael Saren Chapter 3: A History of Historical Research in Marketing - D. G. Brian Jones and Mark Tadajewski Chapter 4: Marketing Ethics - Patrick E. Murphy and Kelly D. Martin PART TWO: Disciplinary Underpinnings of Marketing Theory Chapter 5: The Economics Basis of Marketing - Richard J. Varey Chapter 6: The Psychological Basis of Marketing - Allan J. Kimmel Chapter 7: The Sociological Basis of Marketing - Kjell Gronhaug and Ingeborg Astrid Kleppe Chapter 8: Cultural Aspects of Marketing - Kam-hon Lee and Cass Shum PART THREE: Theories of Marketing Management and Strategy Chapter 9: The Marketing Mix: A Helicopter View - Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich Chater 10: Marketing Strategy - Robin Wensley Chapter 11: Market Segmentation and Segment Strategy - Sally Dibb and Lyndon Simkin PART FOUR: Theoretical Sub-Areas of Marketing Chapter 12: Consumer Behaviour - Margaret K. Hogg and Rob Lawson Chapter 13: Marketing Communications in a Digital World - Julia Wolny Chapter 14: Theories of Value and Brand Equity - Mark S. Glynn and Roderick J. Brodie Chapter 15: Innovation and New Product Development - Susan Hart Chapter 16: Relationships and Networks - Kristian Moller Chapter 17: Theories of Retailing - Christopher Moore and Stephen Doyle PART FIVE: THEORIES OF SERVICE IN MARKETING Chapter 18: The New Service Marketing - Evert Gummesson Chapter 19: Service-Dominant Logic - Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari PART SIX: MARKETING THEORY, SOCIETY & THE ENVIRONMENT Chapter 20: Social Marketing Theory - Sharyn Rundle-Thiele Chapter 21: Sustainable Marketing - William E. Kilbourne and Anastasia Thyroff
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
Introducing the histories, theories and debates of the field of marketing, this is your one-stop introduction to the development of this exciting topic.
PART ONE: Overview of Marketing Theory Chapter 1: Marketing - Philosophy or Function? - Michael J. Baker Chapter 2: Marketing Theory - Michael Saren Chapter 3: A History of Historical Research in Marketing - D. G. Brian Jones and Mark Tadajewski Chapter 4: Marketing Ethics - Patrick E. Murphy and Kelly D. Martin PART TWO: Disciplinary Underpinnings of Marketing Theory Chapter 5: The Economics Basis of Marketing - Richard J. Varey Chapter 6: The Psychological Basis of Marketing - Allan J. Kimmel Chapter 7: The Sociological Basis of Marketing - Kjell Gronhaug and Ingeborg Astrid Kleppe Chapter 8: Cultural Aspects of Marketing - Kam-hon Lee and Cass Shum PART THREE: Theories of Marketing Management and Strategy Chapter 9: The Marketing Mix: A Helicopter View - Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich Chater 10: Marketing Strategy - Robin Wensley Chapter 11: Market Segmentation and Segment Strategy - Sally Dibb and Lyndon Simkin PART FOUR: Theoretical Sub-Areas of Marketing Chapter 12: Consumer Behaviour - Margaret K. Hogg and Rob Lawson Chapter 13: Marketing Communications in a Digital World - Julia Wolny Chapter 14: Theories of Value and Brand Equity - Mark S. Glynn and Roderick J. Brodie Chapter 15: Innovation and New Product Development - Susan Hart Chapter 16: Relationships and Networks - Kristian Moller Chapter 17: Theories of Retailing - Christopher Moore and Stephen Doyle PART FIVE: THEORIES OF SERVICE IN MARKETING Chapter 18: The New Service Marketing - Evert Gummesson Chapter 19: Service-Dominant Logic - Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari PART SIX: MARKETING THEORY, SOCIETY & THE ENVIRONMENT Chapter 20: Social Marketing Theory - Sharyn Rundle-Thiele Chapter 21: Sustainable Marketing - William E. Kilbourne and Anastasia Thyroff
Este título pertence ao(s) assunto(s) indicados(s). Para ver outros títulos clique no assunto desejado.
