Marketing theory: a student text
Gespeichert in:
| Weitere Verfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angeles
Sage
[2016]
|
| Ausgabe: | 3rd edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xix, 520 Seiten |
| ISBN: | 9781473904002 9781473904019 |
Internformat
MARC
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Datensatz im Suchindex
| _version_ | 1804176327086964736 |
|---|---|
| adam_text | LIST OF CONTRIBUTORS
PREFACE
VIA
XVIII
PART ONE: OVERVIEW OF MARKETING THEORY
1 MARKETING: PHILOSOPHY OR FUNCTION?
MICHAEL J. BAKER
2 MARKETING THEORY
MICHAEL SAREN
3 A HISTORY OF HISTORICAL RESEARCH IN MARKETING
D.G. BRIAN JONES AND MARK TADAJEWSKI
4 MARKETING ETHICS
PATRICK E. MURPHY AND KELLY D. MARTIN
1
3
31
60
90
PART TWO: DISCIPLINARY UNDERPINNINGS OF
MARKETING THEORY
5 THE ECONOMICS BASIS OF MARKETING
RICHARD]. VAREY
109
111
VI MARKETING THEORY: A STUDENT TEXT
6 THE PSYCHOLOGICAL BASIS OF MARKETING 137
ALLAN J. KIMMEL
7 THE SOCIOLOGICAL BASIS OF MARKETING 160
KJELL GMNHAUG AND INGEBORG ASTRID KLEPPE
8 CULTURAL ASPECTS OF MARKETING 180
KAM-HON LEE AND CASS SHUM
PART THREE: THEORIES OF MARKETING MANAGEMENT
AND STRATEGY 197
9 THE MARKETING MIX - A HELICOPTER VIEW 199
WALTER VAN WATERSCHOOT, THOMAS FOSCHT, MARION BRANDSTAETTER
AND ANDREAS B. EISINGERICH
10 MARKETING STRATEGY 224
ROBIN WENSLEY
11 MARKET SEGMENTATION AND SEGMENT STRATEGY 251
SALLY DIBB AND LYNDON SIMKIN
PART FOUR: THEORETICAL SUB-AREAS OF MARKETING 283
12 CONSUMER BEHAVIOUR 285
MARGARET K. HOGG AND ROB LAIVSON
13 MARKETING COMMUNICATIONS IN A DIGITAL WORLD 318
JULIA WOLNY
14 THEORIES OF VALUE AND BRAND EQUITY 344
MARK S. GLYNN AND RODERICK J. BRODIE
15 INNOVATION AND NEW PRODUCT DEVELOPMENT 36L
SUSAN HART
16 RELATIONSHIPS AND NETWORKS 387
KRISTIAN MB LLER
17 THEORIES OF RETAILING 415
CHRISTOPHER MOORE AND STEPHEN DOYLE
CONTENTS VII
PART FIVE: THEORIES OF SERVICE IN MARKETING 433
18 THE NEW SERVICE MARKETING . 435
EVERT GUMMESSON
19 SERVICE-DOMINANT LOGIC 458
STEPHEN L. VARGO, ROBERT F. LUSCH AND KAISA KOSKELA-HUOTARI
PART SIX: MARKETING THEORY, SOCIETY AND
THE ENVIRONMENT 477
20 SOCIAL MARKETING THEORY 479
SHARYN RUNDLE-THIELE
21 SUSTAINABLE MARKETING 492
WILLIAM E. KILBOUME AND ANASTASIA THYROFF
INDEX
|
| any_adam_object | 1 |
| author2 | Baker, Michael John 1935- Saren, Michael |
| author2_role | edt edt |
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| author_GND | (DE-588)128372443 (DE-588)133101878 |
| author_facet | Baker, Michael John 1935- Saren, Michael |
| building | Verbundindex |
| bvnumber | BV043590504 |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)951536413 (DE-599)BVBBV043590504 |
| discipline | Wirtschaftswissenschaften |
| edition | 3rd edition |
| format | Book |
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| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:30:25Z |
| institution | BVB |
| isbn | 9781473904002 9781473904019 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029004927 |
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| physical | xix, 520 Seiten |
| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| publisher | Sage |
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| spelling | Marketing theory a student text edited by Michael J. Baker & Michael Saren 3rd edition Los Angeles Sage [2016] © 2016 xix, 520 Seiten txt rdacontent n rdamedia nc rdacarrier Marketingtheorie (DE-588)4168911-2 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketingtheorie (DE-588)4168911-2 s DE-604 Baker, Michael John 1935- (DE-588)128372443 edt Saren, Michael (DE-588)133101878 edt SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029004927&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Marketing theory a student text Marketingtheorie (DE-588)4168911-2 gnd |
| subject_GND | (DE-588)4168911-2 (DE-588)4143413-4 |
| title | Marketing theory a student text |
| title_auth | Marketing theory a student text |
| title_exact_search | Marketing theory a student text |
| title_full | Marketing theory a student text edited by Michael J. Baker & Michael Saren |
| title_fullStr | Marketing theory a student text edited by Michael J. Baker & Michael Saren |
| title_full_unstemmed | Marketing theory a student text edited by Michael J. Baker & Michael Saren |
| title_short | Marketing theory |
| title_sort | marketing theory a student text |
| title_sub | a student text |
| topic | Marketingtheorie (DE-588)4168911-2 gnd |
| topic_facet | Marketingtheorie Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029004927&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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