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TitleThe marketing book / edited by Michael J. Baker and Susan Hart
Imprint Amsterdam ; Boston : Elsevier / Butterworth-Heinemann, c2008
Edition 6th ed
Descript xxxviii, 644 p. : ill. ; 28 cm

CONTENT

One more time: what is marketing? -- Postmodern marketing -- Relationship marketing -- The basics of marketing strategy -- Strategic marketing planning: theory and practice -- Consumer behavior -- Basiness-to-business marketing, organizations buying behaviour, interfirm relationship and network behaviour -- Marketing research -- Qualitative research -- Quantitative methods in marketing -- Market segmentation -- The marketing mix -- New product development -- Pricing -- Selling and sales management -- Brand building -- Integrated marketing communications -- Mass communications -- What do we mean by direct, data and digital marketing? -- A strategic approach to customer relationship management -- Marketing metrics -- Implementing strategic change -- Exit services marketing-enter service marketing -- International marketing -- E-marketing -- Marketing for nonprofit organizations -- Marketing ethics -- Green marketing -- Marketing in emerging economies -- Retailing


Marketing

LOCATIONCALL#STATUS
Chula Business School Library658.8 M345 2008DUE 30-12-20



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