Marketing classics a selection of influential articles
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| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Boston [u.a.]
Allyn and Bacon
1991
|
| Ausgabe: | 7. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
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Datensatz im Suchindex
| _version_ | 1819648495004418048 |
|---|---|
| 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
|
| any_adam_object | 1 |
| author2 | Enis, Ben M. |
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| building | Verbundindex |
| bvnumber | BV023505324 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.M29748 1991 |
| callnumber-search | HF5415.M29748 1991 |
| callnumber-sort | HF 45415 M29748 41991 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)611044784 (DE-599)BVBBV023505324 |
| dewey-full | 658.820 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 20 |
| dewey-search | 658.8 20 |
| dewey-sort | 3658.8 220 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 7. ed. |
| format | Book |
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| indexdate | 2024-12-23T21:16:12Z |
| institution | BVB |
| isbn | 0205129242 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016830506 |
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| physical | XII, 578 S. |
| publishDate | 1991 |
| publishDateSearch | 1991 |
| publishDateSort | 1991 |
| publisher | Allyn and Bacon |
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| spellingShingle | Marketing classics a selection of influential articles Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4143413-4 |
| title | Marketing classics a selection of influential articles |
| title_auth | Marketing classics a selection of influential articles |
| title_exact_search | Marketing classics a selection of influential articles |
| title_full | Marketing classics a selection of influential articles Ben M. Enis ... |
| title_fullStr | Marketing classics a selection of influential articles Ben M. Enis ... |
| title_full_unstemmed | Marketing classics a selection of influential articles Ben M. Enis ... |
| title_short | Marketing classics |
| title_sort | marketing classics a selection of influential articles |
| title_sub | a selection of influential articles |
| topic | Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Aufsatzsammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016830506&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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