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Marketing: Theory and Practice

  • Textbook
  • © 1995
  • Latest edition

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Editors:
  1. Michael J. Baker
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  2. Olivier Badot
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  3. Ken Bernard
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  4. Stephen Brown
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  5. Douglas Brownlie
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  6. Sara Carter
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  7. K. C. Chan
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  8. Bernard Cova
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  9. Keith Crosier
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  10. Adamantios Diamantopoulos
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  11. Bill Donaldson
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  12. Sean Ennis
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  13. Pervez Ghauri
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  14. Susan J. Hart
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  15. Peter Leeflang
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  16. Dale Littler
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  17. Michael C. Mcdermott
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  18. Lyn Mcgregor
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  19. Shan Rajagopal
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  20. Daniel Tixier
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  21. John Webb
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Table of contents (22 chapters)

  1. Front Matter

    Pages i-xii
    Download chapter PDF

  2. Evolution of the Marketing Concept

    • Michael J. Baker
    Pages 1-9

  3. The Need for Theory in Marketing

    • Michael J. Baker
    Pages 10-22

  4. Sources and Status of Marketing Theory

    • Stephen Brown
    Pages 23-39

  5. Consumer Behaviour

    • Lyn Mcgregor
    Pages 40-58

  6. Organisational Buying Behaviour

    • Shan Rajagopal
    Pages 59-89

  7. Market Segmentation

    • Dale Littler
    Pages 90-103

  8. Marketing Research

    • John Webb
    Pages 104-124

  9. Modelling Markets

    • Peter Leeflang
    Pages 125-159

  10. Diffusion Theory and Marketing

    • Michael J. Baker
    Pages 160-170

  11. New Product Development

    • Susan J. Hart
    Pages 171-181

  12. Pricing

    • Adamantios Diamantopoulos
    Pages 182-197

  13. Channel Management

    • Sean Ennis
    Pages 198-215

  14. Marketing Communications

    • Keith Crosier
    Pages 216-249

  15. Analytical Frameworks for Strategic Marketing Planning

    • Douglas Brownlie
    Pages 250-291

  16. Business to Business Marketing

    • Ken Bernard
    Pages 292-319

  17. Retailing

    • Sara Carter
    Pages 320-329

  18. Customer Care

    • Bill Donaldson
    Pages 330-345

  19. Consumerism

    • Daniel Tixier
    Pages 346-358

  20. International Marketing: It’s a Mad, Mad, Mad, Mad World

    • Michael C. Mcdermott, K. C. Chan
    Pages 359-378
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About this book

The third edition of Michael Baker's popular text again starts from the premise that the development of marketing depends on the integration of theory and practice and that if marketing is to achieve the transition from art to applied science, it must establish a sound theoretical foundation in its own right. The book has been thoroughly updated to take account of new developments and many new contributions from leading marketing academics have been added including 13 entirely new chapters covering areas such as relationship marketing, marketing and Eastern Europe and Market Segmentation. The book will be useful to students at undergraduate and MBA level seeking a thorough understanding of the development of marketing theory and practice. It makes an excellent follow-up to Michael Baker's Marketing: An Introduction.

About the authors

Michael is eminent in the field of marketing. He founded the Department of Marketing at the University of Strathclyde, UK, in 1971, the first ever Department of Marketing in the UK. He is the founding editor of the Journal of Marketing Management and Journal of Customer Behaviour. He has supervised over 80 PhD students, 18 of whom are now Professors of Marketing.

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