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Marketing theory : a student text / edited by Michael J. Baker & Michael Saren

Contributor(s):

Material type: Text

TextPublisher: London : SAGE Publications, 2016Edition: 3rd editionDescription: xix, 520 pages : illustrationsContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9781473904019

Subject(s):

DDC classification:

658.8001

Contents:

Part one : overview of marketing theory

1. Marketing : philosophy or function?

2. Marketing theory

3. A history of historical research in marketing

4. Marketing ethics

Part two : disciplinary underpinnings of marketing theory

5. The economics basis of marketing

6. The psychological basis of marketing

7. The sociological basis of marketing

8. Cultural aspects of marketing

Part three : theories of marketing management and strategy

9. The marketing mix - a helicopter view

10. Marketing strategy

11. Market segmentation and segment strategy

Part four : theoretical sub-areas of marketing

12. Consumer behaviour

13. Marketing communications in a digital world

14. Theories of value and brand equity

15. Innovation and new product development

16. Relationships and networks

17. Theories of retailing

Part five : theories of service in marketing

18. The new service marketing

19. Service-dominant logic

Part six : marketing theory, society and the environment

20. Social marketing theory

21. Sustainable marketing

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Holdings
Item type	Current library	Collection	Call number	Status	Barcode
Book	Main Library Reference Section	Reference	R 658.8001 M345 2016 (Browse shelf(Opens below))	Room use only	50895QC

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Previous	R 658.8 K87m 2003 Marketing management	R 658.8 L193m 2005 Marketing management : text and cases	R 658.8 N552d 2013 Do it! Marketing : 77 instant-action ideas to boost sales, maximize profits, and crush your competition	R 658.8001 M345 2016 Marketing theory : a student text	R 658.802 H647m 2013 Marketing strategy : the thinking involved	R 658.802 M478m 2011 Marketing plans for services : a complete guide	R 658.81 J73s 2016 Sales force management : leadership, innovation, technology	Next

Includes bibliographical references and index.