Marketing: Theory And Practice (macmillan Studies In Marketing Management)

Front Matter....Pages i-xii Front Matter....Pages 1-1 Evolution of the Marketing Concept....Pages 3-14 The Need for Theory in Marketing....Pages 15-25 The Sources of Marketing Theory....Pages 26-40 Front Matter....Pages 41-41 Towards a Theory of Consumer Behaviour....Pages 43-66 Communication Theory and Marketing....Pages 67-83 Channels of Distribution....Pages 84-118 Diffusion Theory and Marketing....Pages 119-131 Front Matter....Pages 133-133 Extending the Marketing Concept....Pages 135-147 Marketing under Attack....Pages 148-159 Back Matter....Pages 161-177