Marketing Changes

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Marketing Changes

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  • 製本 Paperback:紙装版/ペーパーバック版／ページ数 416 p.
  • 言語 ENG
  • 商品コード 9781861526731
  • DDC分類 658.8

基本説明

It brings readers up-to-date with contemporary marketing thought and practice without imposing the standard theory used in many texts or using the inaccessible and overly critical approach adopted by alternative, specialised monographs.

Full Description

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.

Contents

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.