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    Michael, J.
    Marketing an Introductory Text [Текст] : fifth edition / J. Michael. - Hampshire : Macmillan Press, 1994. - 646 с. - ISBN 0-333-55685-2 : Б. ц.
    Содержание:
List of figures xv
List of tables xvii
Preface xx
Acknowledgements xxii
PART I INTRODUCTION - THE CONTEXT OF MARKETING
The marketing concept . - С .3
What is 'marketing' ? . - С .3
Problems of definition . - С .4
Marketing definitions . - С .4
Marketing: art or science? . - С .6
Fundamental problems of an 'economy . - С .8
Economic evolution of a theory of consumption . - С .9
The development of craft industry . - С .9
The division of labour . - С .10
The industrial revolution . - С .11
International trade and industrialisation . - С .11
The creation of 'excess' supply . - С .12
The marketing concept in an era of acceleratingchange . - С .15
The challenge of the population explosion . - С .17
The role of marketing . - С .18
Marketing functions . - С .19
2 Environmental analysis . - С .22
Introduction . - С .23
Plotting the future . - С .24
Uncertainty and assumptions . - С .29
Weak signal management . - С .31
QUEST . - С .32
Environmental analysis . - С .34
Summary . - С .36
3 Marketing strategy and management . - С .37
Introduction . - С .38
Strategy and strategic planning . - С .39
The product life-cycle concept . - С .41
Organisational culture . - С .45
Determining competitive advantage . - С .47
The marketing audit . - С .50
The marketing mix . - С .51
Limited strategic alternatives . - С .53
Positioning . - С .57
Summary . - С .58
4 Market structure, conduct and performance . - С .60
The structure of industry . - С .61
Causes of structural change . - С .63
Industrial concentration . - С .66
Concentration and organisational structure . - С .73
Theories of competition . - С .74
Supply: firm and product . - С .76
Demand . - С .85
Competition and market structure . - С .87
PART II THE THEORETICAL UNDERPINNINGS
5 Demand and supply . - С .93
Introduction . - С .93
Needs, wants and choice . - С .94
Determinants of demand . - С .95
Socio-economic factors . - С .96
Psychological factors . - С .101
Supply: products and services . - С .102
The 'product' in theory and practice . - С .102
Competition and the provision of choice . - С .104
Branding . - С .105
Classification of products . - С .108
Consumer goods . - С .109
Industrial goods . - С .110
Services . - С .111
6 Consumer behaviour . - С .112
Introduction . - С .113
The buying-decision process . - С .114
Psychological influences . - С .115
Social influences . - С .130
Composite models of consumer behaviour . - С .138
Paradigms of consumer behaviour . - С .141
A composite model of buying behaviour . - С .142
Summary . - С .145
7 Organisational buying behaviour . - С .146
Models of organisational buying behaviour . - С .147
Organisational buying behaviour as an interactiveprocess . - С .154
The composition of the buying group . - С .157
The role of the purchasing function . - С .158
Buy-phases . - С .161
Summary . - С .163
8 Market segmentation . - С .164
Introduction . - С .164
The concept of market segmentation . - С .165
Bases for segmentation . - С .168
Industrial segmentation . - С .183
International segmentation . - С .184
Methods of segmentation . - С .184
Selecting a segmentation approach . - С .187
Using segmentation techniques . - С .189
9 Patterns of distribution . - С .190
The distribution of raw materials . - С .192
The distribution of industrial goods . - С .203
The distribution of consumer goods . - С .210
PART III THE MARKETING MIX
10 Marketing research . - С .235
Definitions . - С .236
The scope of marketing research . - С .236
Organising for marketing research . - С .238
Role and function of the department . - С .241
Organisational positioning . - С .242
The role and function of the marketing researchmanager . - С .243
The planning and execution of research . - С .243
Primary and secondary data . - С .244
Desk research . - С .244
Field research . - С .246
The collection of primary data . - С .247
Census versus sample . - С .248
Sampling . - С .248
Establishing contact with respondents . - С .249
Questionnaires . - С .250
Question design . - С .251
Attitude scales . - С .253
Scaling methods in marketing . - С .254
Multidimensional scaling . - С .256
Presentation of findings . - С .256
The role of marketing research agencies . - С .258
Database marketing . - С .261
The application of Bayesian techniques to marketingresearch . - С .263
11 Product policy, planning and development . - С .265
Product policy . - С .266
The concept of the product life cycle . - С .267
What is a 'new' product? . - С .269
The role of new product development . - С .271
The importance of new products . - С .272
Alternative new product strategies . - С .274
New product development . - С .276
The location and screening of new product ideas . - С .277
Financial considerations . - С .279
Testing the product concept . - С .282
Product testing . - С .283
Test marketing . - С .284
Organising for new product development . - С .287
Product portfolio analysis . - С .288
12 Packaging . - С .292
Basic packaging functions . - С .293
Distributor requirements . - С .294
Consumer requirements . - С .294
Legal requirements . - С .296
The resolution of conflict between distributor/userrequirements . - С .298
The package as a marketing variable . - С .299
Future trends in packaging . - С .303
Environmental concerns . - С .305
13 Pricing and price policy . - С .308
Introduction . - С .309
External price determinants . - С .314
Internal price determinants . - С .315
Pricing objectives . - С .316
Pricing 'formulas . - С .318
Pricing strategies . - С .324
Perception and pricing . - С .331
A strategic pricing framework . - С .334
An alternative model of pricing behaviour . - С .334
14 Distribution policy and the selection of marketingchannels . - С .339
Distribution: a neglected subject . - С .339
The function of the distributive channel . - С .340
Major determinants of channel policy . - С .344
The channel decision . - С .346
15 Marketing communications . - С .348
Introduction . - С .349
Communication defined . - С .349
How advertising works . - С .352
Diffusion theories . - С .354
Opinion leadership and the two-step flow ofcommunication . - С .358
Source effect . - С .360
Consonance and dissonance . - С .362
The message and the medium . - С .363
The role of communication in the marketing mix . - С .364
Marketing communications as information processing . - С .365
16 Advertising . - С .368
Definitions . - С .369
Objectives . - С .369
The evolution of advertising . - С .370
Industry statistics . - С .373
The structure of advertising . - С .379
The role of advertising in the marketing mix - theadvertiser's viewpoint . - С .380
Organisation for advertising within the firm . - С .381
The advertising agency . - С .383
Agency remuneration . - С .385
Agency selection . - С .386
The media . - С .390
Campaign planning . - С .412
Setting the advertising appropriation . - С .414
The measurement of advertising effectiveness . - С .416
Laboratory techniques for pre-testing advertisements . - С .421
Advertising case histories . - С .423
Argos . - С .423
Swatch Quartz . - С .426
Economic and ethical aspects of advertising . - С .430
17 Sales promotion . - С .435
Introduction . - С .435
Definition and objectives . - С .436
Determination of the appropriation . - С .439
Promotions in current usage . - С .440
How to decide whether to run a promotion and whichpromotion to choose . - С .443
Problems and an indication of the consumer promotionsmost likely to help in solving them . - С .445
Points which may arise in connection with anypromotion . - С .446
Sampling . - С .448
Picking a promotion . - С .453
18 Personal selling and merchandising . - С .457
The evolution of the salesman . - С .459
The salesman's role . - С .460
The economics of personal selling . - С .461
Deploying the field sales force . - С .463
Selling situations classified . - С .464
The recruitment, selection and training of salesmen . - С .465
Salesman compensation . - С .469
Evaluation of salesmen . - С .471
Merchandising . - С .471
Telemarketing . - С .474
PART IV MARKETING IN PRACTICE
19 The company: organising for marketing . - С .479
Basic organisational structures . - С .480
Organisation of the marketing department . - С .481
The product manager concept . - С .483
Market managers . - С .485
The impact of marketing on organisational structure . - С .487
Corporate resources . - С .490
Summary . - С .491
20 Planning for marketing . - С .494
The concept of corporate strategy . - С .495
Appreciation: the marketing audit . - С .496
Planning . - С .500
Implementation . - С .501
The preparation of a marketing plan . - С .501
Marketing arithmetic . - С .503
Standard costing and budgetary control . - С .506
Ratio analysis . - С .508
21 The written analysis of cases . - С .510
Objectives . - С .510
Problem definition . - С .511
Analysis . - С .514
The internal audit . - С .515
The external audit . - С .516
The quantity and quality of information . - С .519
Presentation . - С .521
22 Marketing in foreign environments . - С .523
Stages of economic development . - С .524
Marketing and economic growth . - С .527
International trade . - С .533
Factors which predispose the firm to enterinternational markets . - С .536
The location of market opportunity . - С .537
Sources of information . - С .538
Field research . - С .539
Globalisation versus segmentation . - С .539
Approaches to marketing in foreign environments . - С .541
Other alternatives . - С .545
The marketing challenge of . - С .547
23 The marketing of services . - С .553
Introduction . - С .553
Growth of services . - С .555
Types of services . - С .556
The nature and characteristics of services . - С .556
Managing services marketing - the seven Ps . - С .560
Conclusion . - С .570
References . - С .570
24 Current issues and trends . - С .573
Introduction . - С .573
Marketing - a new philosophy of management . - С .574
References . - С .580
Consumerism . - С .580
The consumerism-marketing interface . - С .582
Consumerism - threat or opportunity? . - С .582
Marketing as a social process . - С .583
The company as a brand . - С .586
Epilogue . - С .588
Appendix . - С .590
Review questions and problems . - С .599
Supplementary reading list . - С .657
Index . - С .691
УДК

Кл.слова (ненормированные):
Маркетинг -- Marketing -- Маркетинг -- Менеджмент -- Management -- Менеджмент -- Споживач -- Consumer -- Потребитель -- Дослідження ринку -- Market research -- Исследование рынка -- Ціноутворення -- Pricing -- Ценообразование -- Реклама -- Advertisement -- Реклама
Аннотация: The enigma of marketing is that it is one of humankind's oldest activities and yet it is widely regarded as the most recent of the business disciplines. In this book Michael Baker provides a clear and comprehensive introduction to the theory and practice of marketing. The author has written a rigorous treatment of the theoretical foundations of marketing so that its practice may be related in a more meaningful way to the disciplines of economics and the behavioural sciences.

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