Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Marketing.

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Technological innovations --- Product management

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

"This book features a unique blend of core concepts and brief, international case studies in marketing. Each chapter presents a set of core concepts, frameworks, and tools, followed by five or more short, lively international case studies illustrating how the concepts and tools can be applied in the real world. The case studies are specifically designed to encourage readers to pursue additional independent research and to encourage them to articulate and defend their decisions. Throughout, the emphasis is on the reader as a marketing professional in the thick of it and responsible for the decisions they make"--

Marketing --- Strategic planning. --- Management.

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

As a relatively young, applied discipline, one major challenge for marketing has been to build its own distinct body of theory. One problem for teachers of the subject is that many students find books on marketing theory dense and difficult to follow. Most are written for academics and researchers, not for undergraduates and taught postgraduates. The first edition of Marketing Theory: A Student Text aimed to fill this gap. Building on the popularity of the first edition, published in 2000, Michael J. Baker has teamed up with co-editor Michael Saren to lead a fully updated, second edition. Tackling the roots of marketing theory, and unraveling the many influences and debates that have come to define the discipline, this book is a must-have student text. Bringing together new and original chapters, together with updated seminal chapters from the popular previous edition, Marketing Theory, A Student Text, Second Edition is an authoritative introduction to the central themes of the discipline. Summary of key features: A marketing theory text written specifically for students; Provides an introduction and overview of the role of theory in marketing; Chapters cover the background and historical evolution of the topic, the current knowledge base, disciplinary underpinnings, theoretical sub-areas and future directions; Contributors are all internationally renowned leading academic experts in their marketing theory topic; NEW chapters on Sustainable Marketing, Marketing Ethics, Social Marketing, Brand Equity, Innovation and New Product Development, and Relationship Networks. This text is designed for students of marketing theory on marketing courses. All students at both undergraduate and postgraduate levels will find this book helpful.

Marketing --- Marketing. --- Consumer goods --- Domestic marketing --- Retail marketing --- Retail trade --- Industrial management --- Aftermarkets --- Selling --- History. --- Philosophy. --- History --- Philosophy

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Research --- Operations research. --- Evaluation. --- Operational analysis --- Operational research --- Industrial engineering --- Management science --- System theory --- Avaluació --- Investigació operativa --- Investigació --- Assignació de recursos --- Mètodes de simulació --- Programació (Matemàtica) --- Teoria de cues --- Enginyeria de sistemes --- Autoavaluació --- Avaluació de les feines --- Avaluació del personal --- Avaluació del risc --- Avaluació de sistemes educatius --- Avaluació educativa --- Avaluació en programes socials --- Avaluació de serveis socials --- Avaluació sensorial --- Premis --- Valoració d'empreses