The Dartnell marketing manager's handbook:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Chicago, Ill.
Dartnell Corp.
1994
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Nebent.: Marketing manager's handbook |
| Beschreibung: | XXII, 1432 S. graph. Darst. |
| ISBN: | 0850132037 |
Internformat
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| 246 | 1 | 3 | |a Marketing manager's handbook |
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| 264 | 1 | |a Chicago, Ill. |b Dartnell Corp. |c 1994 | |
| 300 | |a XXII, 1432 S. |b graph. Darst. | ||
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Datensatz im Suchindex
| _version_ | 1804124401426235392 |
|---|---|
| adam_text | 7
CONTENTS
Introduction xv
Acknowledgments xix
Special Acknowledgment xx
About the Editors xxi
PART ONE: THE SCOPE OF MARKETING 1
1. Modern Day Marketing: The Value Added Era
and Its Foundations 4
Dick Berry, University of Wisconsin
2. Marketing Systems: Implications for
Marketing Planning 30
Stanley F. Stasch, Loyola University of Chicago
Howard L. Gordon, GRFI Ltd.
3. Implementing the Marketing Concept: Linking
Quality, Marketing, and Value 42
Edward J. Kane, Dun and Bradstreet Software
Services, Inc.
Eugene J. Kelley, Florida Atlantic University
4. Translating Marketing Strategy: Implementation as
Managerial Communication 64
Dennis W. Rook, University of Southern California,
Los Angeles
PART TWO: ORGANIZING AND STAFFING
THE MARKETING FUNCTION 77
5. Reward Compensation: Marketing s Role 80
Michael T. Higgins, Mike Higgins Associates, Inc.
6. Staffing the Marketing Function 94
Donald W. Hendon, University of North Alabama
7. Salesperson Performance and Job Satisfaction 106
Steven Brown, Southern Methodist University
Thomas W. Leigh, University of Georgia
J. Martin Haygood, Management Psychology Group
PART THREE: ESTABLISHING
MARKETING OBJECTIVES/STRATEGIES 131
8. Setting Marketing Objectives 134
Harper W. Boyd, Jr., University of Arkansas
Jean Claude Larreche, European Institute
of Management (INSEAD)
9. Determining Consumer and Customer
Wants and Needs 150
Roger D. Blackwell, The Ohio State University,
Management Horizons, Inc.
David T. Kollat, Limited Stores, Inc.
James F. Engel, Wheaton College
10. Brand Dominance: Competitive Advantage
Through Consumer Learning 162
Gregory S. Carpenter, Northwestern University
Kent Nakamoto, University of Colorado
11. Segmenting the Market 174
Richard R. Still, University of Georgia
12. Marketing for Professionals 186
Edward W. Wheatley, East Carolina University
13. Green Marketing 220
George Fisk, Emory University
PART FOUR: MARKETING RESEARCH 235
14. What is Marketing Research? 238
Arnold Corbin, New York University
Sol Dutka, Audits Surveys
15. Communication Research: Continuous Measurement
Instruments 254
G. David Hughes, University of North Carolina
16. What is Qualitative Research? 270
Sidney J. Levy, Northwestern University
i
17. Statistical and Experimental Design 288
Bertram Schoner, Simon Fraser University
Henry H. Rodkin, Maremont Corporation
18. Survey Methods of Data Collection for Domestic
and International Marketing Research 300
Naresh K. Malhotra, Georgia Institute of Technology
19. Market Based Decisions 328
Vincent Barabba, General Motors Corporation
20. Management Science and Model Building 356
James H. Donnelly, Jr., University of Kentucky
John M. Ivancevich, University of Houston
21. Managerial Perspectives on Consumer Satisfaction,
Dissatisfaction, and Complaining Behavior 370
J. Barry Mason, The University of Alabama
William O. Bearden, The University of South Carolina
22. Advertising Research and Measurement 398
Darrell B. Lucas, New York University (Retired)
23. Database Marketing 418
Robert C. Blattberg, Northwestern University
Lynn C. Unglaub, Robert C. Blattberg Consultants
24. Sizing Markets 446
Chaim M. Ehrman, Loyola University of Chicago
25. The Marketing Campaign 462
Craig S. Rice, Marketing Dynamics
26. Information Technology in Marketing and Sales 478
Keith Fletcher, Strathclyde University
Alan Crawley, Price Waterhouse
27. Predicting Market Responses to Style Merchandise:
Sensory Panels and Sensory Segmentation 508
Russell I. Haley, University of New Hampshire
28. Marketing Theory and Practice 536
Robert Bartels, Ohio State University
Bruce E. Macnab, Kaiser Engineers, Inc.
PART FIVE: DEVELOPING THE
MARKETING PLAN 549
29. Market Position Analysis 552
Paul E. Green, University of Pennsylvania
John L. McMennamin, The Carnation Company
Shahrzad Amirani, University of Texas at Arlington
30. Developing the Organization s Marketing Mix 570
William Lazer, Michigan State University,
William Lazer Associates, International
M. Bixby Cooper, Michigan State University
31. The Marketing Decision 588
William E O Dell, Market Facts, Inc.
David K. Hardin, Market Facts, Inc.
32. Marketing Strategy 598
Robert A. Lynn, Clark Atlanta University
33. Fostering Ethical Marketing Decisions 606
Gene R. Laczniak, Marquette University
Patrick E. Murphy, University of Notre Dame
34. Ethics in Marketing 626
James M. Hulbert, Columbia University
Bernd Schmitt, Columbia University
35. Government Regulation and the Marketing Manager:
Developing a Perspective 636
H. Keith Hunt, Brigham Young University
36. Substantive and Procedural Changes in Antitrust Law:
Implications for Marketing Management 644
William L. Trombetta, Fairleigh Dickinson University
37. Managing the Market Planning Process:
The Search for Continuous Competitive
Renewal 660
Nigel F. Piercy, University of Wales,
Texas Christian University
William D. Giles, Strategic Management Resource
Centre, Ltd.
38. Marketing to Nonexistent Markets 686
John K. Ryans, Jr., Kent State University
William L. Shanklin, Kent State University
39. Marketing Technology and Consumer Scanning 698
John C. Totten, Nielsen Marketing Research
Mike Duffy, Kraft General Foods, Inc.
40. Evaluating and Controlling Marketing
Performance 738
Philip Kotler, Northwestern University
PART SIX: PUTTING THE MARKETING
PLAN INTO ACTION FOR CONSUMER
PRODUCTS/SERVICES 771
41. The Diffusion of Innovations 774
George R. Frerichs, GRFI, Ltd.
42. Prescription For a Service Quality Revolution
in America 786
Leonard L. Berry, Texas A M University
A. Parasuraman, Texas A M University
43. Developing and Implementing an Effective
Customer Service Strategy 802
Barry Berman, Hofstra University
44. Social Marketing 824
Karen F. A. Fox, Santa Clara University
45. Strategic Pricing 834
Michael H. Morris, University of Central Florida
George A. Siragusa, Mobil Oil Corporation
46. Pricing 856
Donald V. Harper, University of Minnesota
Jack L. Caldwell, Glenwood Inglewood Company
47. Getting Things Done:
Customer Driven Distribution Systems 868
Louis W. Stern, Northwestern University
Frederick D. Sturdivant, The MAC Group, Inc.
48. Product Cannibalism 880
Roger A. Kerin, Southern Methodist University
Dwight R. Riskey, Frito Lay, Inc.
49. Strategic Planning in Retailing:
Understanding and Responding to a
Dynamic Environment 896
Joel R. Evans, Hofstra University
50. Franchising—A Marriage of System Members 918
Norman D. Axelrad, The Franchising Board, LTD
Your Own Business, Inc.
Robert E. Weigand, University of Illinois at Chicago
51. Yield Management:
New Pricing Strategy 936
James C. Makens, Wake Forest University
PART SEVEN: PUTTING THE MARKETING
PLAN INTO ACTION FOR BUSINESS
PRODUCTS/SERVICES 943
52. Marketing to Business 946
Thomas V. Bonoma, Harvard University Graduate
School of Business Administration
Robert A. Garda, McKinsey Company, Inc.
Sara M. Roche, McKinsey Company, Inc.
53. Partnering as a Focused Market Strategy 1010
James C. Anderson, Northwestern University
James A. Narus, Wake Forest University
54. Marketing Raw Materials 1030
H. Robert Dodge, Eastern Michigan University
55. Research on Industrial Products and Services 1042
Richard M. Hill, University of Illinois
at Urbana Champaign
56. Business to Business Selling and the Organizational
Buying Process 1066
Joseph A. Bellizzi, Arizona State University
PART EIGHT: PROMOTING PRODUCTS
AND SERVICES 1O81
57. Customer Contacts in an Integrated Marketing
Communications Environment 1084
Ronald B. Kaatz, Northwestern University
58. Attack on Many Fronts:
Business Communications ». 1106
Frances B. Emerson, Honeywell Inc.
59. Imagery and Symbolism 1136
Sidney J. Levy, Northwestern University
Ira O. Glick, Ira O. Glick Associates, Inc.
60. Setting Promotional Marketing Objectives 1146
Joseph P. Flanagan, IMPACT
61. Developing Advertising Message Strategy 1156
S. Watson Dunn, University of Missouri Columbia
Arnold M. Barban, University of Alabama
Dean M. Krugman, University of Georgia
Leonard N. Reid, University of Georgia
62. Contemporary Advertising Media Planning 1186
Jack Z. Sissors, Northwestern University
James Surmanek, McCann Erickson
63. Public Relations 1196
Harold A. Bergen, Ruder Finn Inc.
64. Direct Marketing: Modelling Customer Marketer
Relationships in Integrative Marketing
Communications 1204
Arch G. Woodside, Tulane University
65. Advertising to the Other Culture:
Women s Use of Language and Language s
Use of Women 1232
Barbara B. Stern, Rutgers, The State University
of New Jersey
PART NINE: GLOBAL MARKETING 1249
66. International Marketing Concepts 1252
Illka A. Ronkainen, Georgetown University
Helsinki School of Economics
67. Researching Global Markets 1276
Susan P. Douglas, New York University
C. Samuel Craig, New York University
68. Export Marketing 1300
Philip R. Cateora, University of Colorado
Linda J. Shea, University of Massachusetts
69. International Distribution and Selling 1318
Gerald S. Albaum, University of Oregon
Gordon E. Miracle, Michigan State University
70. Barter and Buybacks—Doing Business the
Old Fashioned Way 1344
Robert E. Weigand, University of Illinois at Chicago
71. Unraveling the Mystique of Export Pricing 1356
5. Tamer Cavusgil, Michigan State University
Index 1375
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| indexdate | 2024-07-09T17:45:05Z |
| institution | BVB |
| isbn | 0850132037 |
| language | English |
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| spelling | The Dartnell marketing manager's handbook Sidney J. Levy Marketing manager's handbook 3. ed. Chicago, Ill. Dartnell Corp. 1994 XXII, 1432 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Nebent.: Marketing manager's handbook Marketing Handbooks, manuals, etc Marketing Management Handbooks, manuals, etc Marketingmanagement (DE-588)4168907-0 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketingmanagement (DE-588)4168907-0 s DE-604 Levy, Sidney J. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=006644537&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The Dartnell marketing manager's handbook Marketing Handbooks, manuals, etc Marketing Management Handbooks, manuals, etc Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 (DE-588)4143413-4 |
| title | The Dartnell marketing manager's handbook |
| title_alt | Marketing manager's handbook |
| title_auth | The Dartnell marketing manager's handbook |
| title_exact_search | The Dartnell marketing manager's handbook |
| title_full | The Dartnell marketing manager's handbook Sidney J. Levy |
| title_fullStr | The Dartnell marketing manager's handbook Sidney J. Levy |
| title_full_unstemmed | The Dartnell marketing manager's handbook Sidney J. Levy |
| title_short | The Dartnell marketing manager's handbook |
| title_sort | the dartnell marketing manager s handbook |
| topic | Marketing Handbooks, manuals, etc Marketing Management Handbooks, manuals, etc Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Handbooks, manuals, etc Marketing Management Handbooks, manuals, etc Marketingmanagement Aufsatzsammlung |
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