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  • Textbook
  • © 1976

Marketing

Theory and Practice

Editors:

  1. Michael J. Baker
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Part of the book series: Studies in Marketing Management (STMM)

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Table of contents (9 chapters)

  1. Front Matter

    Pages i-xii
    PDF

  2. The Foundations of Marketing

    1. Front Matter

      Pages 1-1
      PDF

    2. Evolution of the Marketing Concept

      • Michael J. Baker
      Pages 3-14

    3. The Need for Theory in Marketing

      • Michael J. Baker
      Pages 15-25

    4. The Sources of Marketing Theory

      • Michael J. Baker
      Pages 26-40

  3. Evolution of Marketing Thought

    1. Front Matter

      Pages 41-41
      PDF

    2. Towards a Theory of Consumer Behaviour

      • Michael J. Baker
      Pages 43-66

    3. Communication Theory and Marketing

      • Michael J. Baker
      Pages 67-83

    4. Channels of Distribution

      • Michael J. Baker
      Pages 84-118

    5. Diffusion Theory and Marketing

      • Michael J. Baker
      Pages 119-131

  4. New Directions in Marketing

    1. Front Matter

      Pages 133-133
      PDF

    2. Extending the Marketing Concept

      • Michael J. Baker
      Pages 135-147

    3. Marketing under Attack

      • Michael J. Baker
      Pages 148-159

  5. Back Matter

    Pages 161-177
    PDF
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