Verfügbarkeit: Marketing classics

Marketing classics: a selection of influential articles

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Bibliographische Detailangaben
Weitere Verfasser:	Enis, Ben M. (HerausgeberIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Boston [u.a.] Allyn and Bacon 1991
Ausgabe:	7. ed.
Schlagworte:	Marketing Aufsatzsammlung
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XII, 578 S.
ISBN:	0205129242

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MARC


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Datensatz im Suchindex

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adam_text	Contents Part One: Marketing Philosophy 1 1. Marketing Myopia 3 Theodore Levitt 2. The Analytical Framework for Marketing 22 Wroe Alderson 3. Marketing as Exchange 33 Richard P. Bagozzi 4. Broadening the Concept of Marketing 45 Philip Kotler and Sidney J. Levy 5. Marketing, Strategic Planning and the Theory of the Firm 54 Paul F. Anderson Part Two: Buyer Behavior 73 6. Rational Behavior and Economic Behavior 75 George Katona 7. A Theory of Buyer Behavior 87 John A. Howard and Jagdish N. Sheth 8. A General Model for Understanding Organizational Buying Behavior 106 Frederick E. Webster, Jr., and Yoram Wind • • vn • • • Vlll 9. Memory Factors in Consumer Choice: A Review 119 James R. Bettman 10. Situational Variables and Consumer Behavior 145 Russell W. Belk 11. A Modernized Family Life Cycle 156 Patrick E. Murphy and William A. Staples 12. New Product Adoption and Diffusion 174 Everett M. Rogers 13 The VALS Typology 192 Arnold Mitchell 14. Benefit Segmentation: A Decision-Oriented Research Tool 208 Russell I. Haley 15. Positioning Cuts through Chaos in Marketplace 216 Jack Trout and Al Ries Part Three: Marketing Strategy 235 16. Successful American Companies 237 Thomas J. Peters and Robert H. Waterman, Jr. 17. Strategic Windows 253 Derek F. Abell 18. How Competitive Forces Shape Strategy 261 Michael E. Porter 19. A Strategic Perspective on Product Planning 272 George S. Day 20. Market Share—A Key to Profitability 293 Robert D. Buzzell, Bradley T. Gale, and Ralph G.M. Sultan 21. Is Market Share All That It s Cracked Up to Be? 306 Robert Jacobson and David A. Aaker 22. Customer-Oriented Approaches to Identifying Product- Markets 324 George S. Day, Allan D. Shocker, and Rajendra K. Srivastava 23. Toward Strategic Intelligence Systems 341 David B. Montgomery and Charles B. Weinberg ix Part Four: The Marketing Program 359 24. The Concept of the Marketing Mix 361 Neil H. Borden 25. The Product Life Cycle: A Key to Strategic Marketing Planning 370 John E. Smallwood 26. New Product Management for the 80s 378 Booz, Allen Hamilton, Inc. 27. Services Marketing Is Different 392 Leonard L Berry 28. Retail Strategy and the Classification of Consumer Goods 401 Louis P. Bucklin 29. Distribution Channels as Political Economies: A Framework for Comparative Analysis 410 Louis W. Stern and Torger Reve 30. A Decision-Making Structure for Price Decisions 428 Alfred R. Oxenfeldt 31. Beyond the Many Faces of Price: A Integration of Pricing Strategies 437 Gerard J. Tellis 32. A Model for Predictive Measurements of Advertising Effectiveness 460 Robert J. Lavidge and Gary A. Steiner 33. Sales Force Management: Integrating Research Advances 465 Adrian B. Ryans and Charles B. Weinberg Part Five: Implementing and Extending Marketing 483 34. Marketing s Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework 485 Orville C. Walker, Jr., and Robert W. Ruekert 35. The Marketing Audit Comes of Age 513 Philip Kotler, William Gregor, and William Rogers 36. The Globalization of Markets 528 Theodore Levitt X 37. Looking at the Cultural Environment for International Marketing Opportunities 542 Susan Douglas and Bernard Dubois 38. Problems and Challenges in Social Marketing 550 Paul N. Bloom and William D. Novelli
adam_txt	Contents Part One: Marketing Philosophy 1 1. Marketing Myopia 3 Theodore Levitt 2. The Analytical Framework for Marketing 22 Wroe Alderson 3. Marketing as Exchange 33 Richard P. Bagozzi 4. Broadening the Concept of Marketing 45 Philip Kotler and Sidney J. Levy 5. Marketing, Strategic Planning and the Theory of the Firm 54 Paul F. Anderson Part Two: Buyer Behavior 73 6. Rational Behavior and Economic Behavior 75 George Katona 7. A Theory of Buyer Behavior 87 John A. Howard and Jagdish N. Sheth 8. A General Model for Understanding Organizational Buying Behavior 106 Frederick E. Webster, Jr., and Yoram Wind • • vn • • • Vlll 9. Memory Factors in Consumer Choice: A Review 119 James R. Bettman 10. Situational Variables and Consumer Behavior 145 Russell W. Belk 11. A Modernized Family Life Cycle 156 Patrick E. Murphy and William A. Staples 12. New Product Adoption and Diffusion 174 Everett M. Rogers 13 The VALS Typology 192 Arnold Mitchell 14. Benefit Segmentation: A Decision-Oriented Research Tool 208 Russell I. Haley 15. Positioning Cuts through Chaos in Marketplace 216 Jack Trout and Al Ries Part Three: Marketing Strategy 235 16. Successful American Companies 237 Thomas J. Peters and Robert H. Waterman, Jr. 17. Strategic Windows 253 Derek F. Abell 18. How Competitive Forces Shape Strategy 261 Michael E. Porter 19. A Strategic Perspective on Product Planning 272 George S. Day 20. Market Share—A Key to Profitability 293 Robert D. Buzzell, Bradley T. Gale, and Ralph G.M. Sultan 21. Is Market Share All That It's Cracked Up to Be? 306 Robert Jacobson and David A. Aaker 22. Customer-Oriented Approaches to Identifying Product- Markets 324 George S. Day, Allan D. Shocker, and Rajendra K. Srivastava 23. Toward Strategic Intelligence Systems 341 David B. Montgomery and Charles B. Weinberg ix Part Four: The Marketing Program 359 24. The Concept of the Marketing Mix 361 Neil H. Borden 25. The Product Life Cycle: A Key to Strategic Marketing Planning 370 John E. Smallwood 26. New Product Management for the 80s 378 Booz, Allen Hamilton, Inc. 27. Services Marketing Is Different 392 Leonard L Berry 28. Retail Strategy and the Classification of Consumer Goods 401 Louis P. Bucklin 29. Distribution Channels as Political Economies: A Framework for Comparative Analysis 410 Louis W. Stern and Torger Reve 30. A Decision-Making Structure for Price Decisions 428 Alfred R. Oxenfeldt 31. Beyond the Many Faces of Price: A Integration of Pricing Strategies 437 Gerard J. Tellis 32. A Model for Predictive Measurements of Advertising Effectiveness 460 Robert J. Lavidge and Gary A. Steiner 33. Sales Force Management: Integrating Research Advances 465 Adrian B. Ryans and Charles B. Weinberg Part Five: Implementing and Extending Marketing 483 34. Marketing's Role in the Implementation of Business Strategies: A Critical Review and Conceptual Framework 485 Orville C. Walker, Jr., and Robert W. Ruekert 35. The Marketing Audit Comes of Age 513 Philip Kotler, William Gregor, and William Rogers 36. The Globalization of Markets 528 Theodore Levitt X 37. Looking at the Cultural Environment for International Marketing Opportunities 542 Susan Douglas and Bernard Dubois 38. Problems and Challenges in Social Marketing 550 Paul N. Bloom and William D. Novelli
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edition	7. ed.
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title	Marketing classics a selection of influential articles
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topic	Marketing Marketing (DE-588)4037589-4 gnd
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