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Marketing Changes

Hart, Susan
Heftet / 2003 / Engelsk

Produktdetaljer

ISBN
9781861526731
Publisert
2003-04-24
Utgiver
Vendor
Cengage Learning EMEA
Vekt
704 gr
Høyde
243 mm
Bredde
187 mm
Dybde
17 mm
Aldersnivå
05, UU, UP
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
416

Forfatter
Hart, Susan

Marketing Changes

Hart, Susan
Heftet / 2003 / Engelsk
Hart, Susan
Heftet / 2003 / Engelsk
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Marketing Changes is a core text for students at undergraduate level and on specialised Marketing Masters degrees taking a Marketing Strategy course or another 'capstone' or 'honours' course in the subject. It brings the student up-to-date with current marketing thought and practice without imposing the standard and rather tired theory used in most US texts or using the inaccessible and overly critical approach adopted by alternative, specialised monographs. The first section puts current marketing thought into context and examines the most dramatic recent changes to the business and Marketing environment. Section II deals with changing approaches to marketing's role in organisations, in particular the various schools of thought which challenge the 4 Ps so beloved of standard marketing texts - relationship marketing, networks and post-modern marketing thought. The final section deals with operational changes in marketing research, communications strategies, new product development, e-marketing and performance measurement.
Les mer
This is a core text for students at undergraduate level and on specialised Marketing Masters degrees. It brings students up-to-date with marketing thought and practice without imposing the standard theory used in many texts.
Les mer
PART I: THE CHANGING CONTEXT OF MARKETING. 1. Introduction and Overview of ''Marketing Changes'', Susan Hart. 2. International Economic and Environmental Changes, Pavlos Dimitratos, Frank McDonald and Heinz Tuslemann. 3. Consumer Changes, Gillian Hogg. 4. Changes in the Supply Chain, John Fernie. PART II: CHANGING APPROACHES TO MARKETINGS ROLE IN THE ORGANISATION. 5. Market-based Organizational Learning, Rob E. Morgan. 6. Multiple Perspectives on Market Orientation''s Domain Specification: Implications for Theory Development and Knowledge Accumulation, John W. Cadogan. 7. Relationship Marketing, Lisa OMalley. 8. Marketing through Alliances and Networks, Eleanor Shaw. 9. Postmodern Marketing: Abutting for Beginners, Stephen Brown. PART III: MARKETING OPERATIONS. 10. Market Research and Knowledge, Christine Ennew. 11. Market Segmentation: Changes and Challenges, Sally Dibb. 12. New Product Development: A Marketing Agenda for Change, Nikos Tzokas, Susan Hart and Michael Saren. 13. Marketing Communications Changes, Martin Evans. 14. ''Customer-led'' Strategic Internet Marketing, Jim Hamill and Alan Stevenson. 15. Measuring Market Performance, Tim Ambler and Stefano Puntoni. References. Index.
Les mer
PART I: THE CHANGING CONTEXT OF MARKETING. 1. Introduction and Overview of 'Marketing Changes', Susan Hart. 2. International Economic and Environmental Changes, Pavlos Dimitratos, Frank McDonald and Heinz Tuslemann. 3. Consumer Changes, Gillian Hogg. 4. Changes in the Supply Chain, John Fernie. PART II: CHANGING APPROACHES TO MARKETING?S ROLE IN THE ORGANISATION. 5. Market-based Organizational Learning, Rob E. Morgan. 6. Multiple Perspectives on Market Orientation's Domain Specification: Implications for Theory Development and Knowledge Accumulation, John W. Cadogan. 7. Relationship Marketing, Lisa O?Malley. 8. Marketing through Alliances and Networks, Eleanor Shaw. 9. Postmodern Marketing: Abutting for Beginners, Stephen Brown. PART III: MARKETING OPERATIONS. 10. Market Research and Knowledge, Christine Ennew. 11. Market Segmentation: Changes and Challenges, Sally Dibb. 12. New Product Development: A Marketing Agenda for Change, Nikos Tzokas, Susan Hart and Michael Saren. 13. Marketing Communications Changes, Martin Evans. 14. 'Customer-led' Strategic Internet Marketing, Jim Hamill and Alan Stevenson. 15. Measuring Market Performance, Tim Ambler and Stefano Puntoni. References. Index.
Les mer

Relaterte produkter

Marketing Changes is a core text for students at undergraduate level and on specialised Marketing Masters degrees taking a Marketing Strategy course or another 'capstone' or 'honours' course in the subject. It brings the student up-to-date with current marketing thought and practice without imposing the standard and rather tired theory used in most US texts or using the inaccessible and overly critical approach adopted by alternative, specialised monographs. The first section puts current marketing thought into context and examines the most dramatic recent changes to the business and Marketing environment. Section II deals with changing approaches to marketing's role in organisations, in particular the various schools of thought which challenge the 4 Ps so beloved of standard marketing texts - relationship marketing, networks and post-modern marketing thought. The final section deals with operational changes in marketing research, communications strategies, new product development, e-marketing and performance measurement.
Les mer
This is a core text for students at undergraduate level and on specialised Marketing Masters degrees. It brings students up-to-date with marketing thought and practice without imposing the standard theory used in many texts.
Les mer
PART I: THE CHANGING CONTEXT OF MARKETING. 1. Introduction and Overview of ''Marketing Changes'', Susan Hart. 2. International Economic and Environmental Changes, Pavlos Dimitratos, Frank McDonald and Heinz Tuslemann. 3. Consumer Changes, Gillian Hogg. 4. Changes in the Supply Chain, John Fernie. PART II: CHANGING APPROACHES TO MARKETINGS ROLE IN THE ORGANISATION. 5. Market-based Organizational Learning, Rob E. Morgan. 6. Multiple Perspectives on Market Orientation''s Domain Specification: Implications for Theory Development and Knowledge Accumulation, John W. Cadogan. 7. Relationship Marketing, Lisa OMalley. 8. Marketing through Alliances and Networks, Eleanor Shaw. 9. Postmodern Marketing: Abutting for Beginners, Stephen Brown. PART III: MARKETING OPERATIONS. 10. Market Research and Knowledge, Christine Ennew. 11. Market Segmentation: Changes and Challenges, Sally Dibb. 12. New Product Development: A Marketing Agenda for Change, Nikos Tzokas, Susan Hart and Michael Saren. 13. Marketing Communications Changes, Martin Evans. 14. ''Customer-led'' Strategic Internet Marketing, Jim Hamill and Alan Stevenson. 15. Measuring Market Performance, Tim Ambler and Stefano Puntoni. References. Index.
Les mer
PART I: THE CHANGING CONTEXT OF MARKETING. 1. Introduction and Overview of 'Marketing Changes', Susan Hart. 2. International Economic and Environmental Changes, Pavlos Dimitratos, Frank McDonald and Heinz Tuslemann. 3. Consumer Changes, Gillian Hogg. 4. Changes in the Supply Chain, John Fernie. PART II: CHANGING APPROACHES TO MARKETING?S ROLE IN THE ORGANISATION. 5. Market-based Organizational Learning, Rob E. Morgan. 6. Multiple Perspectives on Market Orientation's Domain Specification: Implications for Theory Development and Knowledge Accumulation, John W. Cadogan. 7. Relationship Marketing, Lisa O?Malley. 8. Marketing through Alliances and Networks, Eleanor Shaw. 9. Postmodern Marketing: Abutting for Beginners, Stephen Brown. PART III: MARKETING OPERATIONS. 10. Market Research and Knowledge, Christine Ennew. 11. Market Segmentation: Changes and Challenges, Sally Dibb. 12. New Product Development: A Marketing Agenda for Change, Nikos Tzokas, Susan Hart and Michael Saren. 13. Marketing Communications Changes, Martin Evans. 14. 'Customer-led' Strategic Internet Marketing, Jim Hamill and Alan Stevenson. 15. Measuring Market Performance, Tim Ambler and Stefano Puntoni. References. Index.
Les mer

Produktdetaljer

ISBN
9781861526731
Publisert
2003-04-24
Utgiver
Vendor
Cengage Learning EMEA
Vekt
704 gr
Høyde
243 mm
Bredde
187 mm
Dybde
17 mm
Aldersnivå
05, UU, UP
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
416

Forfatter
Hart, Susan

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