The Second Edition brings together revised and new, original chapters from anoutstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to thediscipline and practice of marketing. INDICE: PART ONE: OVERVIEW OF MARKETING THEORY / Michael J. Baker Marketing - Philosophy or Function? / Michael Saren Marketing Theory / D. G. Brian Jones Historical Research in Marketing / Patrick E. Murphy Marketing Ethics / PART TWO: DISCIPLINARY UNDERPINNINGS OF MARKETING THEORY / Richard Varey The Economics Basis of Marketing / Allan Kimmel The Psychological Basis of Marketing /Kjell Gronhaug and Ingeborg Astrid Kleppe The Sociological Basis of Marketing/ Kam-hon Lee and Cass shum The Cultural Basis of Marketing / PART THREE: THEORIES of MARKETING MANAGEMENT AND ORGANIZATION / Walter van Waterschoot and Thomas Foscht The Marketing Mix, (incl 7Ps) / Robin Wensley Marketing Strategy /Sally Dibb and Lyndon Simkin Market Segmentation and Positioning / PART FOUR:THEORETICAL SUB-AREAS OF MARKETING / R. W. Lawson Consumer Behaviour / Susan Hart Innovation and NPD / Kristian Moller Relationships and Networks / Gerard Hastings, Abraham Brown and Thomas Boysen Aker Theory in Social Marketing / Christopher Moore Theories of Retailing / William E Kilbourne An Institutional Approach to sustainable Marketing / Roderick J Brodie and Mark S Glynn Brand Equity and the Value of Marketing Assets
- ISBN: 978-1-84920-466-8
- Editorial: Sage Publications
- Encuadernacion: Rústica
- Páginas: 464
- Fecha Publicación: 01/03/2010
- Nº Volúmenes: 1
- Idioma: Inglés