000			04064nam a2200121Ia 4500
999			_c99 _d99
020			_a978-0750655361
100			_aBAKER MICHAEL J
245		4	_aTHE MARKETING BOOK
260			_bBUTTERWORTH - HEINEMANN
650			_aOne 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, _aThe 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 _aStrategy: 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 _aStrategic marketing planning: theory and practice _vThe marketing planning process Guidelines for effective marketing planning Barriers to marketing planning _vConsumer decision making: process, level and style _vBusiness-to-business marketing: organizational buying behaviour, relationships and networks The realities of business markets Organizational buying structures Models of organizational buying behaviour, _vMarketing 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 _vQuantitative 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 _vMarket segmentation,Historical perspective,Segmentation criteria and categories ,‘Traditional’ segmentation bases , Data-driven segmentation , Targeting , Positioning _vManaging the marketing mix , Value-based marketing , The marketing mix and shareholder value Making marketing mix decisions _vNew product development, The stages of the new product development process , Usefulness of models , The multiple convergent approach , Managing the people in NPD _vSelling 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 _vBrand building ,The integration of marketing communications ,Promotion _vThe 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 _vSales promotion, Integrating customer relationship management and supply chain management, _vControlling marketing and the measurement of marketing effectiveness, _vMarketing implementation, organizational change and internal marketing strategy _vWhat are direct marketing and interactive marketing? The marketing of services, _vInternational marketing – the issues,E-marketing ,Cause-related marketing: who cares wins,Social marketing ,, _vGreen marketing,Marketing for small-to-medium enterprises,Retailing
700			_aSUSAN J HART
942			_cBK