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Marketing in Evolution: Essays in Honour of Michael J. Baker

Editat de Susan A Shaw, Neil Hood Autor Neil Hoodd
en Limba Engleză Hardback – iul 1996
This book honours the contributions of Professor Michael J. Baker to marketing thought and practise in his twenty-fifth year as a Professor of Marketing at the University of Strathclyde and in the 25th year of Strathclyde University's Department of Marketing, which he founded. It contains a series of essays by distinguished colleagues of Michael, addressing the theme of evolution of marketing thought and practice. Contributions examine the nature of modern marketing in relation to international business, channel management, innovation and marketing education.
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Specificații

ISBN-13: 9780333662649
ISBN-10: 0333662644
Pagini: 227
Ilustrații: XII, 227 p.
Dimensiuni: 140 x 216 x 18 mm
Greutate: 0.45 kg
Ediția:1998
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Locul publicării:London, United Kingdom

Cuprins

Introduction; S.A.Shaw & N.Hood - The Rise and Fall of Modern Marketing, and Its Rebirth; C.Gronroos - Another Oxymoron in Marketing: Marketing Strategy; R.Wensley - The Evolution of Consumer Distribution Channels; S.A.Shaw & J.A.Dawson - Using Relationship Marketing and Organisational Learning for Competitive Advantage During Innovation; P.W.Meyers & G.A.Athaide - The Measurement, Methodologies and Models of New Product Success Studies; S.J.Hart - Rejecting Superior, New Technologies; A.Woodside - The Evolution of International Business and International Marketing Thought; N.Hood & S.Young - The Changing Nature of the Marketing Profession and Implications for Requirements in Marketing Education; M.J.Thomas - Star of Marketing Academe: The Person, the Place, the Nation, the World, the Universe and Everything; J.Saunders