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The Oxford Textbook of Marketing By Edited by Keith John Blois

The Oxford Textbook of Marketing
by Edited by Keith John Blois

Contains chapters on topics such as: the marketing mix, relationship marketing, direct marketing, the economic environment, and marketing's interface with other departments. This title has learning aids, including chapter objectives, further reading recommendations, key terms, links to other chapters, case material, and a glossary.
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The Oxford Textbook of Marketing Summary


The Oxford Textbook of Marketing by Edited by Keith John Blois

The Oxford Textbook of Marketing provides an authoritative and comprehensive overview of the theory and practice of marketing, designed for all students of the subjects throughout the world. Unlike most other textbooks in the subject, in which two or three authors seek to cover the whole subject, this book brings together the expertise of 26 leading academics from 17 different countries, each of whom is a specialist in the chosen subject area. Under the careful editorship of Keith Blois, the text has been made an integrated whole. Each chapter is written to a common template and reading style. The text contains a wealth of learning aids, including * substantial international case material to reinforce learning * a detailed longer case study to conclude each major section of the book * over 100 figures and tables containing extra empirical detail * a system of chapter links provide in-text pointers to related discussions in other parts of the text * a thorough glossary As a discipline, marketing has been waiting for this definitive account. The Oxford Textbook of Marketing combines subject expertise, substantial learning aids and modern presentation, giving a detailed overview of the discipline at the turn of the century.

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The Oxford Textbook of Marketing Reviews


" Blois combines subject expertise, substantial learning aids, and modern presentation in providing a detailed overview of the discipline."--Business Horizons

"[Blois] combines subject expertise, substantial learning aids, and modern presentation in providing a detailed overview of the discipline."--Business Horizons


"[Blois] combines subject expertise, substantial learning aids, and modern presentation in providing a detailed overview of the discipline."--Business Horizons

"[Blois] combines subject expertise, substantial learning aids, and modern presentation in providing a detailed overview of the discipline."--Business Horizons


"[Blois] combines subject expertise, substantial learning aids, and modern presentation in providing a detailed overview of the discipline."--Business Horizons


About Edited by Keith John Blois



Keith Blois is a University Lecturer in Management Studies at the Said School of Business, University of Oxford. He is also a Fellow in Industrial Marketing and a Member of the Oxford Institute of Strategy and International Management at Templeton College, Oxford University. He has lectured and researched in a wide range of countries including: Australia, Bulgaria, China, Singapore, Thailand and the United States as well as most European Countries. He is a Past President of the European Marketing Academy. Prior to becoming an academic he was employed by Courthards plc, Central Electricity Generating Board and SKF plc. He has extensive consulting experience.

Table of Contents


PART ONE: CUSTOMERS, MARKETS AND MARKETING; 1. Introduction: What is Marketing About?; 2. Market Orientation and its Implications; 3. The Consumer in the European Union; 4. Intermediaries; 5. The Structure of EU Industry and Services; Case 1: Return; PART TWO: UNDERSTANDING AND ASSESSING BUYER BEHAVIOUR; 6. Consumer Behaviour; 7. Organizational Buying Behaviour; 8. Market Information and Research; Case 2: Newland plc; PART THREE: THE PRODUCT OFFERING; 9. The Marketing Mix as a Creator of Differentiation; 10. Pricing; 11. Marketing Channel Management; 12. Marketing Communications; 13. Sales Force Management; 14. Product Management; Case 3: Chinese Business Service Centre; PART FOUR: FORMULATING AND IMPLEMENTING MARKETING STRATEGY; 15. Offerings and Markets: the Main Elements of Strategic Marketing Decisions; 16. Market Segmentation; 17. Interdepartmental Interfaces; 18. Strategic Marketing in a Modern Economy; 19. Marketing Planning; Case 4: The Peerless Saw Company; PART FIVE: ISSUES IN IMPLEMENTING MARKETING STRATEGIES; 20. Brand Management; 21. The Marketing of Services; 22. Relationship Marketing in Consumer Markets; 23. Relationship Marketing in Organizational Markets: from Competition to Co-operation; 24. Designing and Marketing New Products and Services; 25. Marketing in Small Firms; 26. Direct Marketing; Case 5: Fieldstone Ltd; Glossary; References; Index

Additional information

GOR001600043
The Oxford Textbook of Marketing by Edited by Keith John Blois
Edited by Keith John Blois
Used - Very Good
Paperback
Oxford University Press
2000-03-16
672
0198775768
9780198775768
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.