Marketing: Critical Perspectives on Business and Management, Volume 1

Front Cover
Michael John Baker
Taylor & Francis, 2001 - Marketing - 568 pages
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Decent introductory information, particularly about the different stages of marketing, but the articles are outdated (from the 50s/60s/70s).

Contents

Introduction
1
PART
2
Projective techniques in marketing research
3
Consumer behavior as risk taking
13
Foundations of marketing theory
21
PARTI
27
The analytical framework for marketing
39
Managing the product life cycle
40
Values the key to business in 1990 and beyond
260
Benefit segmentation
292
The effect of a market orientation on business profitability
303
the basic needs
321
market
335
Concept of strategy
346
a case study
347
The changing role of marketing in the corporation
349

Forget the product life cycle concept
50
The marketing revolution
52
Marketing myopia
58
Diagnosing the product portfolio
66
A theory of buyer behavior
81
The marketing concept
83
How to organize for new products
97
a review
106
Product differentiation and market segmentation
109
Broadening the concept of marketing
110
A theory of packaging in the marketing mix
119
the furthering concept
121
Marketers1 attitudes toward the marketing concept
133
A general model for understanding organizational buying behavior
136
Why new industrial products fail
140
A generic concept of marketing
150
a decision guide for management
158
The present status of the marketing concept
166
Marketing as exchange
180
The nature and scope of marketing
194
PARTI
202
A new orientation for plotting marketing strategy 327
212
an empirical examination
214
PART 3
217
How important is pricing in competitive strategy?
223
Index 627
232
Has marketing failed or was it never really tried?
240
The formulation of a market strategy
361
The functions of advertising in our culture
363
Postmodern marketing?
379
The twostep flow of communication
380
Interaction and influence processes in personal selling
382
The wheel of retailing 439
385
Strategic windows
386
The characteristics of goods and parallel systems theories
396
Quo Vadis marketing? Toward a relationship marketing paradigm
397
a client perspective
402
The concept of the marketing mix 3
409
Marketing warfare in the 1980s
411
The commitmenttrust theory of relationship marketing
413
The contributions of marketing to strategic management
429
concepts measurement and application
453
A model for predictive measurements of advertising
460
review refinement and roadmap
469
The general theory of marketing
477
Breaking free from product marketing
479
an alternative 25
486
Political marketing and the marketing concept
490
Services marketing is different
493
Market sharea key to profitability
501
Understanding the marketing concept as organizational culture
510
a critical review
516
Classifying services to gain strategic marketing insights
518
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About the author (2001)

MICHAEL BAKER is the Regional History Curator at Museum London, and the editor of "Downtown London: Layers of Time".

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