Sisällysluettelo:
“…Brian Jones -- Marketing Ethics / Patrick E. Murphy -- SECTION B: DISCIPLINARY UNDERPINNINGS OF MARKETING THEORY -- The Economics Basis of Marketing / Richard Varey -- The Psychological Basis of Marketing / Allan Kimmel -- The Sociological Basis of Marketing / Kjell Grønhaug and Ingeborg Astrid Kleppe -- The Cultural Basis of Marketing / Kam-hon Lee and Cass Shum -- SECTION C: THEORIES of MARKETING MANAGEMENT AND ORGANIZATION -- The Marketing Mix / Walter van Waterschoot and Thomas Foscht -- Marketing Strategy / Robin Wensley -- Market Segmentation and Positioning / Sally Dibb and Lyndon Simkin -- SECTION D: THEORETICAL SUB-AREAS OF MARKETING -- Consumer Behaviour / R. …”