Companion Encyclopedia of Marketing

Companion Encyclopedia of Marketing

by Michael John Baker
     
 

Product Details

ISBN-13:
9780415093958
Publisher:
Cengage Learning
Publication date:
01/28/1995
Pages:
1070
Product dimensions:
6.54(w) x 9.38(h) x 1.45(d)

Table of Contents

Preface
The contributors
1Marketing - philosophy or function?3
2Historical research in marketing23
3The economics basis of marketing47
4The psychological basis of marketing68
5The sociological basis of marketing85
6Cultural aspects of marketing102
7Quantitative methods in marketing115
8Channels of distribution137
9Consumer behaviour155
10Organizational buying behaviour173
11Purchasing management187
12Relationships and networks202
13Marketing strategy215
14Strategic marketing planning234
15Marketing organization and management249
16Marketing budgeting and resource allocation277
17Information technology and marketing301
18Environmental analysis318
19Marketing and public policy337
20Marketing research343
21The marketing audit362
22Sales forecasting378
23Market segmentation394
24Positioning420
25The marketing mix433
26Product policy449
27New product development462
28Product life cycle management480
29Packaging and design498
30Branding and brand management509
31Pricing528
32Channel management551
33Logistics and physical distribution571
34Wholesaling: the role of marketing intermediaries588
35Retailing605
36Direct marketing: modelling customer-marketer relationships in integrative marketing communications628
37Marketing communications655
38Advertising666
39Sales promotion683
40Personal selling and sales management702
41Public relations722
42Exhibitions737
43Customer care and satisfaction750
44Developing and implementing a marketing plan767
45Commodity marketing787
46Business marketing803
47Marketing of services818
48Franchising831
49Exporting845
50International marketing865
51Regional trading blocs884
52Marketing ethics905
53Strategic marketing for non-profit organizations930
54Total quality management (TQM)953
55Green marketing979
56The future of marketing1003
Index1019

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