The Marketing Book (Record no. 36643)

MARC details
000 -LEADER
fixed length control field 02957nam a2200229 a 4500
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 9788176490931
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 8176490938
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 9780750641142
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN 0750641142
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8
Item number MAR
245 #4 - TITLE STATEMENT
Title The Marketing Book
250 ## - EDITION STATEMENT
Edition statement 4th Edition
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication New Delhi:
-- Oxford :
Name of publisher Vikas Publishing House,
-- Butterworth Heinemann,
Year of publication c1999, 2000.
300 ## - PHYSICAL DESCRIPTION
Number of Pages xxxiv, 718 p.
490 ## - SERIES STATEMENT
Series statement The marketing series
500 ## - GENERAL NOTE
General note Including Index.
505 ## - FORMATTED CONTENTS NOTE
Formatted contents note 1. One more time - what is marketing?--<br/>2. The basics of marketing strategy.--<br/>3. Strategic marketing planning theory and practice.--<br/>4. Environmental scanning.--<br/>5. Consumer decision making : process, involvement and style.--<br/>6. Business-to-business marketing : organizational buying behaviour, relationships.--<br/>7. Marketing research.--<br/>8. Quantitative methods in marketing.--<br/>9. Market segmentation.--<br/>10. The evolution and use of communication and information technology in marketing.--<br/>11. Developing marketing information capabilities.--<br/>12. Managing the marketing mix.--<br/>13. New product development.--<br/>14. Pricing.--<br/>15. Selling and sales management.--<br/>16. Branding.--<br/>17. Promotion.--<br/>18. Sales promotion.--<br/>19. Customer service and logistics strategy.--<br/>20. Controlling marketing.--<br/>21. Marketing implementation, organizational change and internal marketing strategy.--<br/>22. Organizational marketing.--<br/>23. International marketing - the issues.--<br/>24. Marketing for non-profit organizations.--<br/>25. Social marketing.--<br/>26. Green marketing.--<br/>27. Marketing for small-to-medium enterprises.--<br/>28. Retailing.--<br/>29. The marketing of services.--<br/>30. The internet : the direct route to growth and development.
520 ## - SUMMARY, ETC.
Summary, etc This fourth edition of the best-selling Marketing Book has been extensively revised, updated and substantially extended. All the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking and practice. <br/><br/><br/>Professor Michael Baker, with specially commissioned contributions from top UK marketing educators and writers, sets out the scope and nature of the marketing function, its managerial application and its contribution to corporate success. The Marketing Book is an indispensable reference work and textbook for students and practitioners, all over the world. It will be essential reading for those students taking CIM Certificate and Diploma, business studies management and marketing degrees, MBA, DMS, and BTEC Higher National and equivalent courses. <br/><br/>Fourth edition of the best-selling Marketing Book <br/>Fully revised, updated and substantially extended. <br/>All the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking <br/>and practice
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term Marketing - Manuals.
700 ## - ADDED ENTRY--PERSONAL NAME
Personal name Baker, Michael J.(Editor)
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Koha item type Reference Books
Holdings
Collection code Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Full call number Accession Number Koha item type
Reference Main Library Main Library Reference 03/02/2001 Purchased 1086.00 658.8 MAR 005696 Reference Books

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