Marketing in Evolution

Name: Marketing in Evolution
Author: Susan A Shaw

Essays in Honour of Michael J. Baker

Gebonden Engels 1996 9780333662649

182,96

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Samenvatting

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.

Specificaties

ISBN13:9780333662649

Taal:Engels

Bindwijze:gebonden

Uitgever:Palgrave Macmillan UK

Hoofdrubriek:Reclame en verkoop, Reclame en verkoop, Marketing

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Inhoudsopgave

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