The marketing book
- 其他作者: Baker, Michael John.
- 出版: Oxford ;Boston : Butterworth-Heinemann 2003.
- 版本: 5th ed.
- 稽核項: 1 online resource (xxxviii, 834 pages) :illustrations.
- 叢書名: The marketing series
- 標題: Distribution. , Marketing. , MarketingGeneral. , Marketing , BUSINESS & ECONOMICS Distribution. , BUSINESS & ECONOMICS Marketing -- General. , Electronic books. , BUSINESS & ECONOMICS
- ISBN: 1136356916 , 9781136356919
- ISBN: 0750655364 , 9780750655361
- 試查全文@TNUA:
- 附註: Previous edition: 1999. Includes bibliographical references and index. pt. 1. Organization and planning for marketing -- pt. 2. The framework of marketing -- pt. 3. Managing the marketing function -- pt. 4. The application of marketing.
- 摘要: This fifth edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker has overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now broaches the following 'new' topics: * Channel management - management of the supply chain * Customer Relationship Management * Direct marketing * E-marketing * I.
- 電子資源: https://dbs.tnua.edu.tw/login?url=https://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&AN=86073
- 系統號: 005302498
- 資料類型: 電子書
- 讀者標籤: 需登入
- 引用網址: 複製連結
This fifth edition of the best-selling Marketing Book has been extensively updated to reflect changes and trends in current marketing thinking and practice. Taking into account the emergence of new subjects and new authorities, Michael Baker has overhauled the contents and contributor lists of the previous edition to ensure this volume addresses all the necessary themes for the modern marketer. In particular, the 'Marketing Book' now broaches the following 'new' topics: * Channel management - management of the supply chain * Customer Relationship Management * Direct marketing * E-marketing * Integrated marketing communications * measurement of marketing effectiveness * Postmodern and retro-marketing * Relationship marketing * Retailing Like its predecessors, the 'Marketing Book 5th edition' is bursting with salient articles from some of the best known academics in the field. It amounts to an all-embracing one-volume companion to modern marketing thought, ideal for all students of marketing.
來源: Google Book
來源: Google Book
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