Résumé
The Oxford Textbook of Marketing is a truly international
textbook, with contributors from seventeen different
countries. Each chapter is written by an acknowledged
specialist in the field. The book contains chapters on new
topics such as : the marketing mix, relationship marketing,
direct marketing, the economic environment, and marketing's
interface with other departments. It is packed with
learning aids, including chapter objectives, further
reading recommendations, key terms, links to other
chapters, extensive case material, and a thorough glossary.
1 Keith Blois: Introduction: What is Marketing About?
2 Tevfik Dalgic: Market Orientation and its Implications
3 W. Fred van Raaij, Peter S.H. Leeflang and Gerrit Antonides: The Consumer in the European Union
4 Jonathan Reynolds: Intermediaries
5 Alan Griffiths: The Structure of EU Industry and Services
Keith Blois: Case 1: Return
Part Two: Understanding and Assessing Buyer Behaviour
6 Klaus Grunert: Consumer Behaviour
7 Bernard Cova and Robert Salle: Organisational Buying Behaviour
8 Martin Evans: Market Information and research
Keith Blois: Case 2: Newland plc
Part Three: The Product Offering
9 Walter van Waterschoot: The Marketing Mix as a Creator of Differentiation
10 Els Gijsbrechts amd Katio Campo: Pricing
11 Susan Shaw and Sean Ennis: Marketing Channel Management
12 Gustav Puth: Marketing Communications
13 Sonke Albers: Sales Force Management
14 George Avlonitis: Product Management
Pannapchr Itthiopassagul: Case 3: The Chinese Business Centre
Part Four: Formulating and implementing marketing strategy
15 Shiv Mathur: Offerings and Markets: the main elements of Strategic Marketing Decisions
16 Sally Dibb: Market Segmentation
17 Keith Blois: Interfaces with other departments
18 Mary Lambkin: Strategic Marketing in a Modern Environment
19 Malcolm McDonald: Marketing Planning
Keith Blois: Case 4: The Peerless Saw Company
Part Five: Issues in implementing marketing strategies
20 Graham Hankinson: Brand Management
21 Christian Gronroos: The Marketing of Services
22 Roderick Brodie, Richard Brookes and Nicole Coviello: Relationship Marketing in Consumer Products
23 Dave Wilson: Relationship marketing in organizational markets: from competition to co-operation
24 Ulrike de Brentani: Designing and Marketing New Products and Services
25 David Carson: Marketing in Small Firms
26 Adrian Sargeant: Direct Marketing
Keith Blois: Case 5: Fieldstone Ltd.
Glossary
References
Edited into an integrated whole by Keith Blois, this
text combines subject expertise, substantial learning aids
and modern presentation, giving a detailed overview of the
discipline at the turn of the century.
For 2/3 year undergraduates and Post-experience students
specializing in marketing and marketing management.
Contents
Part One: Customers, Markets and Marketing
1 Keith Blois: Introduction: What is Marketing About?
2 Tevfik Dalgic: Market Orientation and its Implications
3 W. Fred van Raaij, Peter S.H. Leeflang and Gerrit Antonides: The Consumer in the European Union
4 Jonathan Reynolds: Intermediaries
5 Alan Griffiths: The Structure of EU Industry and Services
Keith Blois: Case 1: Return
Part Two: Understanding and Assessing Buyer Behaviour
6 Klaus Grunert: Consumer Behaviour
7 Bernard Cova and Robert Salle: Organisational Buying Behaviour
8 Martin Evans: Market Information and research
Keith Blois: Case 2: Newland plc
Part Three: The Product Offering
9 Walter van Waterschoot: The Marketing Mix as a Creator of Differentiation
10 Els Gijsbrechts amd Katio Campo: Pricing
11 Susan Shaw and Sean Ennis: Marketing Channel Management
12 Gustav Puth: Marketing Communications
13 Sonke Albers: Sales Force Management
14 George Avlonitis: Product Management
Pannapchr Itthiopassagul: Case 3: The Chinese Business Centre
Part Four: Formulating and implementing marketing strategy
15 Shiv Mathur: Offerings and Markets: the main elements of Strategic Marketing Decisions
16 Sally Dibb: Market Segmentation
17 Keith Blois: Interfaces with other departments
18 Mary Lambkin: Strategic Marketing in a Modern Environment
19 Malcolm McDonald: Marketing Planning
Keith Blois: Case 4: The Peerless Saw Company
Part Five: Issues in implementing marketing strategies
20 Graham Hankinson: Brand Management
21 Christian Gronroos: The Marketing of Services
22 Roderick Brodie, Richard Brookes and Nicole Coviello: Relationship Marketing in Consumer Products
23 Dave Wilson: Relationship marketing in organizational markets: from competition to co-operation
24 Ulrike de Brentani: Designing and Marketing New Products and Services
25 David Carson: Marketing in Small Firms
26 Adrian Sargeant: Direct Marketing
Keith Blois: Case 5: Fieldstone Ltd.
Glossary
References
L'auteur - Keith Blois
Lecturer in Management Studies, Said School of Business,
Oxford University
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Oxford University Press |
| Auteur(s) | Keith Blois |
| Parution | 16/03/2000 |
| Nb. de pages | 650 |
| Format | 18,9 x 24,6 |
| Couverture | Broché |
| Poids | 1300g |
| Intérieur | 2 couleurs |
| EAN13 | 9780198775768 |
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