Marketing Theory (eBook)

A Student Text

Michael J Baker, Michael Saren (Herausgeber)

eBook Download: EPUB

2016 | 3., Third Edition
544 Seiten
SAGE Publications Ltd (Verlag)
978-1-4739-4267-7 (ISBN)

Inhalt

PART ONE: Overview of Marketing Theory
Chapter 1: Marketing – Philosophy or Function? - Michael J. Baker
Chapter 2: Marketing Theory - Michael Saren
Chapter 3: A History of Historical Research in Marketing - D. G. Brian Jones and Mark Tadajewski
Chapter 4: Marketing Ethics - Patrick E. Murphy and Kelly D. Martin
PART TWO: Disciplinary Underpinnings of Marketing Theory
Chapter 5: The Economics Basis of Marketing - Richard J. Varey
Chapter 6: The Psychological Basis of Marketing - Allan J. Kimmel
Chapter 7: The Sociological Basis of Marketing - Kjell Grønhaug and Ingeborg Astrid Kleppe
Chapter 8: Cultural Aspects of Marketing - Kam-hon Lee and Cass Shum
PART THREE: Theories of Marketing Management and Strategy
Chapter 9: The Marketing Mix: A Helicopter View - Walter van Waterschoot, Thomas Foscht, Marion Brandstaetter and Andreas B. Eisingerich
Chater 10: Marketing Strategy - Robin Wensley
Chapter 11: Market Segmentation and Segment Strategy - Sally Dibb and Lyndon Simkin
PART FOUR: Theoretical Sub-Areas of Marketing
Chapter 12: Consumer Behaviour - Margaret K. Hogg and Rob Lawson
Chapter 13: Marketing Communications in a Digital World - Julia Wolny
Chapter 14: Theories of Value and Brand Equity - Mark S. Glynn and Roderick J. Brodie
Chapter 15: Innovation and New Product Development - Susan Hart
Chapter 16: Relationships and Networks - Kristian Møller
Chapter 17: Theories of Retailing - Christopher Moore and Stephen Doyle
PART FIVE: THEORIES OF SERVICE IN MARKETING
Chapter 18: The New Service Marketing - Evert Gummesson
Chapter 19: Service-Dominant Logic - Stephen L. Vargo, Robert F. Lusch and Kaisa Koskela-Huotari
PART SIX: MARKETING THEORY, SOCIETY & THE ENVIRONMENT
Chapter 20: Social Marketing Theory - Sharyn Rundle-Thiele
Chapter 21: Sustainable Marketing - William E. Kilbourne and Anastasia Thyroff

Produkt-Details

• Erscheint lt. Verlag: 16.5.2016
• Verlagsort: London
• Sprache: englisch
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Schlagworte: Consumer behaviour • cultural aspects • economic basis • Marketing Communications • Marketing ethics • Marketing management • Marketing strategy • Marketing theory • Product Development • Research in Marketing • social marketing theory • Theories of Retailing
• ISBN-10: 1-4739-4267-5 / 1473942675
• ISBN-13: 978-1-4739-4267-7 / 9781473942677