Marketing: Critical Perspectives on Business and Management

Voorkant
Michael John Baker
Taylor & Francis, 2001 - 568 pagina's
1 Reviewen
Reviews worden niet geverifieerd, maar Google checkt wel op nepcontent en verwijdert zulke content als die wordt gevonden.
 

Wat mensen zeggen - Een review schrijven

We hebben geen reviews gevonden op de gebruikelijke plaatsen.

Inhoudsopgave

Introduction
1
CRITICAL PERSPECTIVES
2
Marketing strategy
7
Foundations of marketing theory
21
PART 1
27
The analytical framework for marketing
39
The marketing revolution
52
The marketing concept
83
The effect of a market orientation on business profitability
303
the basic needs
321
market
335
Concept of strategy
346
a case study
347
The changing role of marketing in the corporation
349
The formulation of a market strategy
361
The functions of advertising in our culture
363

Product differentiation and market segmentation
109
Broadening the concept of marketing
110
the furthering concept
121
A generic concept of marketing
150
The present status of the marketing concept
166
Marketing as exchange
180
The nature and scope of marketing
194
A new orientation for plotting marketing strategy 327
212
The economic effects of advertisement 345
213
an empirical examination
214
PART 1
216
How important is pricing in competitive strategy?
223
Index 627
232
Has marketing failed or was it never really tried?
240
Values the key to business in 1990 and beyond
260
Benefit segmentation
292
Postmodern marketing?
379
The twostep flow of communication
380
Interaction and influence processes in personal selling
382
Strategic windows
386
The characteristics of goods and parallel systems theories
396
Quo Vadis marketing? Toward a relationship marketing paradigm
397
a client perspective
402
The marketing mix 1
405
Marketing warfare in the 1980s
411
The commitmenttrust theory of relationship marketing
413
The contributions of marketing to strategic management
429
concepts measurement and application
453
review refinement and roadmap
469
Political marketing and the marketing concept
490
Understanding the marketing concept as organizational culture
510
Copyright

Veelvoorkomende woorden en zinsdelen

Verwijzingen naar dit boek

Bibliografische gegevens