マーケティング理論：学生向けガイド（第２版） Marketing Theory : A Student Text （2 Student）

Baker, Michael J. (EDT)/ Saren, Michael (EDT)

Sage Pubns Ltd（2010/03発売）

• 製本 Paperback:紙装版/ペーパーバック版／ページ数 428 p.
• 言語 ENG
• 商品コード 9781849204668
• DDC分類 658.8001

Full Description

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.

Contents

PART ONEFunction? - Michael J Baker Marketing Theory - Michael Saren A History of Historical Research in Marketing - D G Brian Jones Marketing Ethics - Patrick 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 ORGANIZATION The Marketing Mix: A Helicopter View - Walter van Waterschoot and Thomas Foscht Marketing Strategy - Robin Wensley Target Segment Strategy 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