Re-issuing 40 volumes from 1960 - 1999 this set covers the growth of this important sub-discipline of Business Studies.Volumes authored by specialists in marketing from across the globe discuss diverse topics such as:
By R. Bigelow Lockwood
November 24, 2015
This book provides a detailed explanation of the basic principles that underlie the writing of industrial advertising copy, written at a time of tremendous expansion in industrial advertising, in the early part of the twentieth century. This is a practical textbook of its time, covering facts which...
By Nicholas Stacey, Aubrey Wilson
November 24, 2015
The book provides a comprehensive analysis of the techniques and mechanics of the research process, and the management implications of industrial marketing research. It reveals not only how to do marketing research, but also the full range of its profitable applications, and shows how to develop an...
By David F. Midgley
November 24, 2015
This volume formulates and presents a general theory of innovative behaviour which is applicable to diverse market situations. Having provided some support for the theory, the author demonstrates how it can be usefully applied by indicating which management techniques are relevant to new product ...
By Nigel Piercy, Martin Evans
November 24, 2015
A good marketing information system is an essential ingredient of all successful marketing. This book provides a comprehensive introduction to this key subject. This book not only covers market research techniques but also shows how research techniques should fit into a broader market information ...
By Arnold K. Weinstein
November 24, 2015
Drawing from the behavioural sciences, management theory, quantitative decision theory and marketing theory, this book presents a comprehensive approach to marketing decision-making and illustrates why a marketing orientation is necessary for corporate survival....
By Nigel Piercy
November 24, 2015
This book represents a radical departure from the established theory in taking an organisational view of resource allocation in marketing, which stresses the importance of structure and process rather than just budgeting technique. The book describes and analyses marketing organisation and ...
By Nigel Piercy
November 24, 2015
Aimed primarily at the MBA student or those preparing for professional qualifications in the marketing field, this book analyses the process of decision making in marketing and the role of organisation. It examines: The study of the organisational location and positioning of the marketing ...
By J. L. Sewell
November 24, 2015
This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be ...
Edited
By G. Kindra
November 24, 2015
The articles in this collection discuss the role of marketing in development, and include case studies from various developing countries. They consider state enterprises, marketing education, birth control and comparative marketing models....
By Simon Majaro
November 24, 2015
This book provides a stimulating perspective on a wide range of important topics and major challenges which confronted marketing management in the 1980s and are still of relevance today. The author applies a critical knowledge of modern theory and practice to pinpoint the crucial importance of ...
By Peter Spillard
November 24, 2015
Taking as its starting point the nature of marketing tasks, this book draws on organizational theories and makes its own contribution to generate insights and understanding about some of the concerns that need to be deal with if marketing success is to be achieved. The book surveys developments in ...
By Gordon Foxall
November 24, 2015
This book considers marketing management within the overall corporate system of business policy-making, strategic planning and the implementation and control of effective plans. The information requirements of marketing management are highlighted and the marketing information system concept is ...