Marketing Books [Page 8 of 482]

Electronic Inspection Copy available for instructors here `I see this book as an important addition to the marketing literature. A weakness in critical approaches to marketing is that they are often not made easily accessible to undergraduate students. Chris Hackley has done a wonderful job in producing a rigorous text that remedies this situation and makes critical perspectives accessible to all' - Professor Rob Lawson, University of Otago

Does marketing really work for organizations, managers and citizens? How can marketing management be studied and practised critically?

This key text introduces the essentials of critical thinking within the field of marketing in easy to read and understandable terms. Integrating critical perspectives with the topics of the typical marketing curriculum, Chris Hackley has produced an indispensable supporting text for upper level, undergraduate and postgraduate Marketing courses. A wide range of issues are covered including:

- Historical origins and influences in marketing

- Introduction to the concepts of Critical Theory

- Marketing ‘orientation’ and the marketing ‘mix’

- Critique of marketing principles

- Marketing and strategy

- The role of research in marketing

- Marketing and managerial ideology

- Marketing ethics

Each chapter includes Chapter Review questions, Case studies reflecting issues in the chapters, along with supporting case questions and reflections, as well as stimulating practical examples.

Marketing: A Relationship Perspective is back for a second edition and continues to set a benchmark for achievement in introductory marketing courses across Europe. It is a comprehensive, broad-based, and challenging basic marketing text, which describes and analyzes the basic concepts and strategic role of marketing and its practical application in managerial decision-making. It integrates the 'new' relationship approach into the traditional process of developing effective marketing plans. The book's structure fits to the marketing planning process of a company. Consequently, the book looks at the marketing management process from the perspective of both relational and transactional approach, suggesting that a company should, in any case, pursue an integrative and situational marketing management approach. Svend Hollensen's and Marc Opresnik's holistic approach covers both principles and practices, is drawn in equal measure from research and application, and is an ideal text for students, researchers, and practitioners alike.

Contents:

• Preface to the Second Edition
• Fundamentals of Relationship Marketing
• Situational Analysis in the Marketing Planning Process
• Strategy Formulation in the Marketing Planning Process
• Marketing Mix in the Marketing Planning Process
• Implementation and Controlling in the Marketing Planning Process
• References
• About the Authors
• Subject and Companies Index

Readership: Students and professionals in the field of marketing and customer relationship management.Marketing;Relationship Marketing;Situational Analysis;Marketing Planning Process;Strategy Formulation;Marketing Mix;Implementation and Controlling0 Key Features:

• This marketing text integrates the 'new' relationship approach in the traditional process of developing effective marketing plans. Compared to other marketing management books this text will attach more importance to the following themes:
  • Buyer-seller relationships
  • Buyer-seller interaction on a global scale
  • Creating competitive advantage through relationships together with other companies
  • Cross-functionalism
• New to the Second Edition:
  • New content — There is a new chapter on marketing research with more in-depth coverage to the tools and processes in the framework of analysing data for the marketing management planning process
  • New case studies, exhibits, and examples — These include advertisements, brand-new case studies and mini cases in the form of marketing exhibits to prompt the reader to apply principles learnt
  • Supplementary materials

Endlich ein umfassendes, anspruchsvolles und dennoch knappes Marketing-Lehrbuch, bereits in vierter Auflage. Der Autor versteht es, auf nur 224 Seiten das gesamte moderne Marketing darzustellen.