000			01987nam a2200193 4500
008			170615b xxu||||| |||| 00| 0 eng d
020			_a9781473904019
082			_a658.8 _bMAR
245			_aMarketing Theory: A Student Text
250			_a3rd ed
260			_bSage Publications Ltd. _c2016 _aLondon
300			_a520p
500			_aPart I: Overview of Marketing Theory 1. Marketing: Philosophy or Function? / Michael J. Baker 2. Marketing Theory / Michael Saren 3. A History of Historical Research in Marketing / Mark Tadajewski 4. Marketing Ethics / Kelly D. Martin Part II: Disciplinary Underpinnings of Marketing Theory 5. The Economics Basis of Marketing / Richard J. Varey 6. The Psychological Basis of Marketing / Allan J. Kimmel 7. The Sociological Basis of Marketing / Ingeborg Astrid Kleppe 8. Cultural Aspects of Marketing / Cass Shum Part III: Theories of Marketing Management and Strategy 9. The Marketing Mix -A Helicopter View / Andreas B. Eisingerich 10. Marketing Strategy / Robin Wensley 11. Market Segmentation and Segment Strategy / Lyndon Simkin Part IV: Theoretical Sub-Areas of Marketing 12. Consumer Behaviour / Rob Lawson 13. Marketing Communications in a Digital World / Julia Wolny 14. Theories of Value and Brand Equity / Roderick J. Brodie 15. Innovation and New Product Development / Susan Hart 16. Relationships and Networks / Kristian Moller 17. Theories of Retailing / Stephen Doyle Part V: Theories of Service in Marketing 18. The New Service Marketing / Evert Gummesson 19. Service-Dominant Logic / Kaisa Koskela-Huotari Part VI: Marketing Theory, Society and the Environment 20.Social Marketing Theory / Sharyn Rundle-Thiele 21.Sustainable Marketing / Anastasia Thyroff
600			_aMarketing _914715
600			_aConsumer Behaviour _914716
700			_aBaker, Michael J. _914717 _eEditor
700			_aSaren, Michael _eEditor _914717
942			_2ddc _cLB _k658.8 _mMAR
999			_c106028 _d106028