Baines P. Marketing / P.Baines, C.Fill, K.Page. - 2nd ed. - Oxford; New York: Oxford univ. press, 2011. - xxxiii, 756 p.: ill. - Incl. bibl. ref. - Ind.: p.748-756. - Пер. загл.: Маркетинг. - ISBN 978-0-19-957961-7  Место хранения:   02 | Отделение ГПНТБ СО РАН | Новосибирск

Оглавление / Contents

Detailed Contents .............................................. ix Case Insights .................................................. xx Author Profiles .............................................. xxii Acknowledgements ............................................ xxiii Preface ....................................................... xxv How To Use This Book ....................................... xxviii The Online Resource Centre .................................... xxx Walkthrough of the DVD Resource ............................. xxxii Part 1: Marketing Fundamentals .................................. 1 1 Marketing Principles and Society ............................. 3 2 The Marketing Environment ................................... 41 3 Consumer Buying Behaviour ................................... 78 4 Marketing Research ......................................... 117 Part 2: Principles of Marketing Management .................... 155 5 Marketing Strategy ......................................... 157 6 Market Segmentation and Positioning ........................ 204 7 International Market Development ........................... 245 Part 3: The Marketing Mix Principle ........................... 285 8 Developing Products and Brands ............................. 287 9 Price Decisions ............................................ 328 10 An Introduction to Marketing Communications ................ 366 11 Marketing Communications: Tools, Media, and Planning ....... 402 12 Retailing and Channel Management ........................... 437 Part 4: Principles of Relational Marketing .................... 475 13 Services Marketing ......................................... 477 14 Business-to-Business Marketing ............................. 513 15 Relationship Marketing ..................................... 552 16 Not-For-Profit Marketing ................................... 589 Part 5: Contemporary Marketing Practice ....................... 623 17 Digital Marketing .......................................... 625 18 Postmodern Marketing ....................................... 662 19 Marketing, Sustainability, and Ethics ...................... 691 Glossary ...................................................... 726 Index ......................................................... 748