TY  - BOOK
AU  - BAKER MICHAEL J
AU  - SUSAN J HART
TI  - THE MARKETING BOOK
SN  - 978-0750655361
PB  - BUTTERWORTH - HEINEMANN
KW  - One more time – what is marketing? Marketing as a managerial orientation  Marketing myopia – a watershed Life cycles and evolution  Marketing misunderstood,The marketing function  Relationship marketing Postmodern marketing: everything must go!Grand opening offer  No down payment  Money back guarantee  Batteries not included  Limited time only  One careful owner This way up  Open other side  Closing down sale  Relationship marketing,Relationship marketing defined  History of relationship marketing  Focal relationships  Models of relationship development  Critique and emerging issues
KW  - The basics of marketing strategy Strategy: from formulation to implementation  The nature of the competitive market environment  The codification of marketing strategy analysis in terms of three strategies, four boxes and five forces  The search for generic rules for success amidst diversity
KW  - Strategy: from formulation to implementation The nature of the competitive market environment The codification of marketing strategy analysis in terms of three strategies, four boxes and five forces  The search for generic rules for success amidst diversity
KW  - Strategic marketing planning: theory and practice
KW  - The marketing planning process Guidelines for effective marketing planning Barriers to marketing planning
KW  - Consumer decision making: process, level and style
KW  - Business-to-business marketing: organizational buying behaviour, relationships and networks The realities of business markets  Organizational buying structures Models of organizational buying behaviour
KW  - Marketing research Definitions of the role of marketing research , Types of research, The process of marketing research , Secondary data , Quantitative primary data ,Questionnaires and their design , Qualitative research methods , The research process and measurement , Attitudes and their measurement , Sampling , Analysis of the results
KW  - Quantitative methods in marketing, Multivariate methods ,Regression and forecasting techniques 206 Statistical decision theory or stochastic methods , Deterministic operational research methods , Causal models , Hybrid models, Network programming models
KW  - Market segmentation,Historical perspective,Segmentation criteria and categories ,‘Traditional’ segmentation bases , Data-driven segmentation , Targeting , Positioning
KW  - Managing the marketing mix , Value-based marketing , The marketing mix and shareholder value  Making marketing mix decisions
KW  - New product development, The stages of the new product development process , Usefulness of models , The multiple convergent approach , Managing the people in NPD
KW  - Selling and sales management , The changing role of salespeople , The costs of personal selling , What we expect salespeople to do – the sales process  Sales management issues
KW  - Brand building ,The integration of marketing communications ,Promotion
KW  - The promotional mix  The promotional budget  Deploying the promotional mix Developing the message  Delivering the message  The medium and the message  A mix within a mix: synergy or counter-synergy?  Pulling it all together: the promotional plan From the plan to the brief 439 The actors in the system 439 Working relationships 441 Choosing the collaborator 443 Remunerating the working partner  Measuring campaign effectiveness
KW  - Sales promotion, Integrating customer relationship management and supply chain management,
KW  - Controlling marketing and the measurement of marketing effectiveness,
KW  - Marketing implementation, organizational change and internal marketing strategy
KW  - What are direct marketing and interactive marketing? The marketing of services
KW  - International marketing – the issues,E-marketing ,Cause-related marketing: who cares wins,Social marketing
KW  - Green marketing,Marketing for small-to-medium enterprises,Retailing
ER  -