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Marketing Changes Paperback – 24 Apr 2003

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Product details

  • Paperback: 416 pages
  • Publisher: Cengage Learning EMEA (24 April 2003)
  • Language: English
  • ISBN-10: 1861526733
  • ISBN-13: 978-1861526731
  • Product Dimensions: 18.9 x 1.8 x 24.5 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,247,836 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description


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.

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Good textbook with good quality and fast delivery. Brand new book with information updated.
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