000			03319nam a22002298a 4500
001			vtls000001861
003			VRT
005			20250102222818.0
008			081111s1995 enk |be 001 0 eng d
020			_a0415093953 (hc : alk. paper)
039		9	_a202302201403 _bshakra _c201402040100 _dVLOAD _c201005290828 _dmalmash _c200811120906 _dalawaid _y200811111150 _zmalmash
050	0	0	_aHF5415 _b.C547353 1995
245	0	0	_aCompanion encyclopedia of marketing / _cedited by Michael J. Baker.
260			_aLondon ; _aNew York : _bRoutledge, _c1995.
300			_ap. cm.
504			_aIncludes bibliographical references and index.
505			_aPart 1 The nature and scope of marketing: marketing - philosophy or function?, Michael Baker; historical research in marketing, D.G. Brian Jones. Part 2 The theoretical foundations: the economics basis of marketing, Edward K. Chung and Roger M. Heeler; the psychological basis of marketing, Gordon Foxall; the sociological basis of marketing, Kjell Gronhaug; cultural aspects of marketing, Kam-Hon Lee; quantative methods in marketing, John Saunders; channels of distribution, Bert Rosenbloom; consumer behaviour, Rob W. Lawson; organizational buying behaviour, Stephen T. Parkinson; purchasing management, Lars-Erik Gadde; relationship and networks, Lars-Gunnar Mattsson. Part 3 Marketing management: marketing strategy, Robin Wensley; strategic marketing planning, John O'Shaughnessy; marketing organization and management, Nigel F. Piercy and David W. Cravens; marketing budgeting and resource allocation, Richard M.S. Wilson; information technology and marketing, Robert D. Buzzell and Rajendra S. Sisodia; environmental analysis, Douglas Brownie; marketing and public policy, Stephen A. Greyser; marketing research, Christopher West; the marketing audit, Aubrey Wilson; sales forecasting, J. Scott Armstrong; market segmentation, Yoram Wind; positioning, Graham J. Hooley. Part 4 The marketing mix: the marketing mix, Walter van Waterschoot; product policy, Susan J. Hart; new product development, Robert G. Cooper; product life cycle management, Peter Doyle; packaging and design, Peter Dart; branding and management, Mark Sherrington; pricing, Katia Campo and Els Gijsbrechts; channel management, Bert Rosenbloom; logistics and physical distribution, Donald J. Bowersox and David J. Closs; wholesaling - the role of marketing intermediaries, Adel I. El-Ansary and Louis W. Stern; retailing, Peter J. McGoldrick; direct marketing - modelling customer-marketer relationships in integrative marketing communications, Arch G. Woodside; marketing communications, Keith Crosier; advertising, Simon B
520			_aThis work examines the origins, scope and practice of marketing, from its earliest history, through its rediscovery in the mid-20th century, to the discipline that it is today. Over 50 articles provide an overview of and introduction to the practice of marketing. Each article provides a clear definition of the scope and nature of the topic, and an explanation of where the topic fits into the body of marketing knowledge. Key concepts and ideas are identified, defined and described, and current issues and potential future developments are examined.
650		0	_aMarketing _xEncyclopedias. _910418
700	1		_aBaker, Michael John. _910419
942			_2lcc _n0 _cREF
999			_c3710 _d3710