ISBN:
0585459525
,
9780080496405
,
0080496407
,
9780585459523
Language:
English
Pages:
xxxviii, 834 pages
,
Illustrationen
Edition:
5th ed
Edition:
Boulder, Colo NetLibrary 2003 Online-Ressource E-Books von NetLibrary
Series Statement:
EBSCOhost eBook Collection
Parallel Title:
Print version Marketing book
Keywords:
Marketing.
;
Marketing
;
Marketing
;
Marketing.
;
Electronic books.
;
Electronic books
;
Electronic books.
;
Electronic books
;
Aufsatzsammlung
;
Marketing
;
Marketing
Abstract:
Chapter 7. Business-to-business marketing: organizational buying behaviour, relationships and networksChapter 8. Marketing research; Chapter 9. Quantitative methods in marketing; Chapter 10. Market segmentation; Part Three: Managing the Marketing Function; Chapter 11. Managing the marketing mix; Chapter 12. New product development; Chapter 13. Pricing; Chapter 14. Selling and sales management; Chapter 15. Brand building; Chapter 16. The integration of marketing communicatio
Abstract:
This fifth 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 has 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 broaches the following 'new' topics: * Channel management - management of the supply chain * Customer Relationship Management * Direct marketing * E-marketing * I
Note:
Previous ed.: 1999
,
Includes bibliographical references and index
,
Electronic reproduction, Boulder, Colo : NetLibrary, 2003
URL:
Volltext
(Deutschlandweit zugänglich)
URL:
Volltext
(Deutschlandweit zugänglich)
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