Routledge Library Editions: Marketing (27 vols)
This set covers books originally published between 1925 and 1995, written and edited by authors from both sides of the Atlantic. The set covers marketing theory, strategy, and organization, budgeting and market research. Particular volumes focus on specific industries such as tourism and pharmaceuticals, whilst other volumes are devoted to specific sub-fields of marketing such as advertising. A solid collection covering 70 years of marketing literature, showing how the discipline has evolved.
Table of Contents
1. The marketing environment 2. Corporate Innovation: Marketing and Strategy 3. Strategic marketing management 4. Masters of Advertising Copy 5. Tourism marketing and management in the Caribbean 6. Marketing management in air transport.7. Adding Value 8. The advertising agency 9. Marketing in developing countries 10. The Early Advertising Scene 11. Advertising for Account Holders 12. Industrial advertising Copy 13. Marketing in perspective 14. Planning the Corporate Reputation 15. Innovation and new product marketing 16. Competitive marketing : a strategic approach 17. Managing marketing information 18. Export strategy : markets and competition 19. Marketing budgeting : a political and organisational model 20. Marketing organisation : an analysis of information processing power and politics 21. Marketing and market assessment.22. Competition and marketing strategies in the pharmaceutical industry 23. Organization and marketing 24. Industrial Marketing Research. 25. The rise and fall of mass marketing 26. Marketing: the management way 27. Marketing for the developing company
Multivolume collection by leading authors in the field