Textbook of Marketing Book by Keith Blois - Bookswagon
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Textbook of Marketing

Textbook of Marketing


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About the Book

Under the careful editorship of Keith Blois , the text has been made an integrated whole. Each chapter is written to a common template and reading style. Textbook of Marketing provides an authoritative, comprehensive, and global overview of the theory and practice of marketing, designed for all students of the subject throughout the World. Unlike most other textbooks on the subject, in which two or three authors seek to cover the whole subject,this book brongs together the expertise of 33 leading academics from 17 different countries and 4 continents,each of whom is a specialist in the chosen subject area.

Table of Contents:
Part One: Customers, Markets, and Marketing Introduction: What is Marketing About ? Market Orientation and its Implications The Consumer in the European Union Intermediaries The Structure of EU Industry and Services Case 1. Return Part Two: Understanding and Assessing Buyer Behaviour Consumer Behaviour Organizational Buying Behaviour Market Information and Research Case 2. Newland plc Part Three: The Product offering The Marketing Mix as a Creator of Differentiation Pricing Marketing-Channel Management Marketing Communications Sales-force Management Product Management Case 3. Chinese Business Service Centre Part Four: Formulating and Implementing Marketing Strategy Offerings and Markets : The main Elements of Strategic Marketing Decisions Market Segmentation Interdepartmental Interfaces Strategic Marketing in a Modern Economy Marketing Planning Case 4. The Peerless Saw Company Part Five: Issues in Implementing Marketing Strategies Brand Management The Marketing of Services Relationship Marketing in Consumer Markets Relationship Marketing in Organizational Markets : From Competition to Cooperation Designing and Marketing New Products Direct Marketing Case 5. Fieldstone Ltd Glossary References Index


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Product Details
  • ISBN-13: 9780195687170
  • Publisher: Oxford University Press
  • Publisher Imprint: Oxford University Press
  • Language: English
  • ISBN-10: 0195687175
  • Publisher Date: 2008
  • Binding: Paperback
  • Weight: 1061.41 gr

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