Companion encyclopedia of marketing

Abstract

Part 1 The nature and scope of marketing: marketing - philosophy or function?, Michael Baker historical research in marketing, D.G. Brian Jones. Part 2 The theoretical foundations: the economics basis of marketing, Edward K. Chung and Roger M. Heeler the psychological basis of marketing, Gordon Foxall the sociological basis of marketing, Kjell Gronhaug cultural aspects of marketing, Kam-Hon Lee quantative methods in marketing, John Saunders channels of distribution, Bert Rosenbloom consumer behaviour, Rob W. Lawson organizational buying behaviour, Stephen T. Parkinson purchasing management, Lars-Erik Gadde relationship and networks, Lars-Gunnar Mattsson. Part 3 Marketing management: marketing strategy, Robin Wensley strategic marketing planning, John O'Shaughnessy marketing organization and management, Nigel F. Piercy and David W. Cravens marketing budgeting and resource allocation, Richard M.S. Wilson information technology and marketing, Robert D. Buzzell and Rajendra S. Sisodia environmental analysis, Douglas Brownie marketing and public policy, Stephen A. Greyser marketing research, Christopher West the marketing audit, Aubrey Wilson sales forecasting, J. Scott Armstrong market segmentation, Yoram Wind positioning, Graham J. Hooley. Part 4 The marketing mix: the marketing mix, Walter van Waterschoot product policy, Susan J. Hart new product development, Robert G. Cooper product life cycle management, Peter Doyle packaging and design, Peter Dart branding and management, Mark Sherrington pricing, Katia Campo and Els Gijsbrechts channel management, Bert Rosenbloom logistics and physical distribution, Donald J. Bowersox and David J. Closs wholesaling - the role of marketing intermediaries, Adel I. El-Ansary and Louis W. Stern retailing, Peter J. McGoldrick direct marketing - modelling customer-marketer relationships in integrative marketing communications, Arch G. Woodside marketing communications, Keith Crosier advertising, Simon Broadbent sales promotion, Ken Peattie personal selling and sales management, Bill Donaldson public relations, Roger Haywood exhibitions, Gillian Rice customer care and satisfaction, David Carson developing and implementing a marketing plan, Malcolm H.B. McDonald. Part 5 Marketing in practice: commodity marketing, David H. Buisson business marketing, David T. Wilson and Kristian Moller marketing of services, Evert Gummesson Franchising, Christina Fulop and Jim Forward exporting, Philip Rosson international marketing, Susan P. Douglas and C. Samuel Craig regional trading blocks, Jim Hamill marketing ethics, N. Craig Smith strategic marketing for non-profit organizations, Philip Kotler and Alan R. Andreason. (Part contents).

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