The Marketing Book (Hardcover, 7 ed)

1. What is Marketing? (Michael J. Baker)  2. Postmodern Marketing: Dead and Buried or Alive and Kicking? (Stephen Brown)  3. Marketing Theory (Lisa O’Malley and Maria Lichrou)  4. The Basics of Marketing Strategy (Robin Wensley)  5. Strategic Marketing Planning: Theory and practice (Malcolm McDonald)  6.Consumer Behaviour (Mark Gabbott and Gill Hogg)  7. Marketing Research (David F. Birks)  8. Qualitative Research (Len Tiu Wright and Rose Wright)  9. Quantitative Methods in Marketing (Steve Baron and Rachel Ashman)  10. Segmentation (Lyndon Simkin)  11. The Marketing Mix (Michael J. Baker)  12.New Product Development (Susan Hart)  13. Pricing (Mark Billige and David Smith)  14. Sales Management (Spiros Gounaris)  15. The roles of brands revisited (Francesca Dall’Olmo Riley)  16.The End of Marketing as Usual: ‘Be Social: Be Digital’ (Jim Hamill)  17. Customer Relationship Management: Strategy and Implementation (Adrian Payne and Pennie Frow)  18. Implementing Strategic Change (Lloyd C. Harris and Kate L. Daunt)  19. Services Marketing Chapter (Toni Hilton)  20.International Marketing (Anne Marie Doherty)  21.Social Marketing (Rebekah Russell-Bennett)  22. Marketing for Nonprofit Organisations (Adrian Sargeant and Ian MacQuillin)  23. Marketing Ethics (Andrea Prothero) 24. Green Marketing (Ken Peattie)  25. Retailing (Leigh Sparks)