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- catalog contributor b9671152.
- catalog contributor b9671153.
- catalog contributor b9671154.
- catalog created "c1995.".
- catalog date "1995".
- catalog date "c1995.".
- catalog dateCopyrighted "c1995.".
- catalog description "A model for predictive measurements of advertising effectiveness / Robert J. Lavidge and Gary S. Steiner -- Sales force management : integrating research advances / Adrian B. Ryans and Charles B. Weinberg -- Distribution channels as political economies : a framework for comparative analysis / Louis W. Stern and Torger Reve -- Just-in-time exchange relationships in industrial markets / Gary L. Frazier [and others] -- The marketing audit comes of age / Philip Kotler [and others].".
- catalog description "Includes bibliographical references and index.".
- catalog description "pt. 1. Marketing philosophy -- Marketing myopia / Theodore Levitt -- The analytical framework for marketing / Wroe Alderson -- Marketing as exchange / Richard P. Bagozzi -- Broadening the concept of marketing / Philip Kotler and Sidney J. Levy -- The globalization of markets / Theodore Levitt -- Framework for analyzing marketing ethics / Gene R. Laczniak -- Marketing, strategic planning and the theory of the firm / Paul F. Anderson -- The changing role of marketing in the corporation / Frederick E. Webster -- pt. 2. Buyer and market behavior -- Rational behavior and economic behavior / George Katona -- A theory of buyer behavior / John A. Howard and Jagdish N. Sheth -- A general model for understanding organizational buying behavior / Frederick E. Webster and Yoram Wind -- Situational variables and consumer behavior / Russell W. Belk -- The experiential aspects of consumption : consumer fantasies, feelings, and fun / Morris B. Holbrook and Elizabeth C. Hirschman -- New product adoption and diffusion / Everett M. Rogers -- Competitive effects on technology diffusion / Thomas S. Robertson and Hubert Gatignon -- Benefit segmentation : a decision-oriented research tool / Russell I. Haley -- Positioning cuts through chaos in marketplace / Jack Trout and Al Ries.".
- catalog description "pt. 3. Marketing strategy -- Marketing orientation : the construct, research propositions, and managerial implications / Ajay K. Kohli and Bernard Jaworski -- Strategic windows / Derek F. Abell -- How competitive forces shape strategy / Michael C. Porter -- Toward strategic intelligence systems / David B. Montgomery and Charles B. Weinberg -- Customer-oriented approaches to identifying product-markets / George S. Day [and others] -- Market share : a key to profitability / Robert D. Buzzell [and others] -- A strategic perspective on product planning / George S. Day -- Evolution of global marketing strategy : scale, scope and synergy / Susan P. Douglas and C. Samuel Craig -- A model of strategy mix choice for planned social change / Jagdish N. Sheth and Gary L. Frazier -- A conceptual model of service quality and its implications for future research / A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry -- pt. 4. Competitive marketing programs -- The concept of the marketing mix / Neil H. Borden -- Retail strategy and the classification of consumer goods / Louis P. Bucklin -- The product life cycle : a key to strategic marketing planning / John E. Smallwood -- Evolutionary processes in competitive markets : beyond the product life cycle / Mary Lambkin and George S. Day -- Consumer perceptions of price, quality, and value : a means-end model and synthesis of evidence / Valarie A. Zeithaml -- Beyond the many faces of price : an integration of pricing strategies / Gerard J. Tellis.".
- catalog extent "xii, 612 p. :".
- catalog identifier "0205159885".
- catalog issued "1995".
- catalog issued "c1995.".
- catalog language "eng".
- catalog publisher "Upper Saddle River, N.J. : Prentice Hall,".
- catalog subject "658.8 20".
- catalog subject "HF5415 .M29748 1995".
- catalog subject "Marketing.".
- catalog tableOfContents "A model for predictive measurements of advertising effectiveness / Robert J. Lavidge and Gary S. Steiner -- Sales force management : integrating research advances / Adrian B. Ryans and Charles B. Weinberg -- Distribution channels as political economies : a framework for comparative analysis / Louis W. Stern and Torger Reve -- Just-in-time exchange relationships in industrial markets / Gary L. Frazier [and others] -- The marketing audit comes of age / Philip Kotler [and others].".
- catalog tableOfContents "pt. 1. Marketing philosophy -- Marketing myopia / Theodore Levitt -- The analytical framework for marketing / Wroe Alderson -- Marketing as exchange / Richard P. Bagozzi -- Broadening the concept of marketing / Philip Kotler and Sidney J. Levy -- The globalization of markets / Theodore Levitt -- Framework for analyzing marketing ethics / Gene R. Laczniak -- Marketing, strategic planning and the theory of the firm / Paul F. Anderson -- The changing role of marketing in the corporation / Frederick E. Webster -- pt. 2. Buyer and market behavior -- Rational behavior and economic behavior / George Katona -- A theory of buyer behavior / John A. Howard and Jagdish N. Sheth -- A general model for understanding organizational buying behavior / Frederick E. Webster and Yoram Wind -- Situational variables and consumer behavior / Russell W. Belk -- The experiential aspects of consumption : consumer fantasies, feelings, and fun / Morris B. Holbrook and Elizabeth C. Hirschman -- New product adoption and diffusion / Everett M. Rogers -- Competitive effects on technology diffusion / Thomas S. Robertson and Hubert Gatignon -- Benefit segmentation : a decision-oriented research tool / Russell I. Haley -- Positioning cuts through chaos in marketplace / Jack Trout and Al Ries.".
- catalog tableOfContents "pt. 3. Marketing strategy -- Marketing orientation : the construct, research propositions, and managerial implications / Ajay K. Kohli and Bernard Jaworski -- Strategic windows / Derek F. Abell -- How competitive forces shape strategy / Michael C. Porter -- Toward strategic intelligence systems / David B. Montgomery and Charles B. Weinberg -- Customer-oriented approaches to identifying product-markets / George S. Day [and others] -- Market share : a key to profitability / Robert D. Buzzell [and others] -- A strategic perspective on product planning / George S. Day -- Evolution of global marketing strategy : scale, scope and synergy / Susan P. Douglas and C. Samuel Craig -- A model of strategy mix choice for planned social change / Jagdish N. Sheth and Gary L. Frazier -- A conceptual model of service quality and its implications for future research / A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry -- pt. 4. Competitive marketing programs -- The concept of the marketing mix / Neil H. Borden -- Retail strategy and the classification of consumer goods / Louis P. Bucklin -- The product life cycle : a key to strategic marketing planning / John E. Smallwood -- Evolutionary processes in competitive markets : beyond the product life cycle / Mary Lambkin and George S. Day -- Consumer perceptions of price, quality, and value : a means-end model and synthesis of evidence / Valarie A. Zeithaml -- Beyond the many faces of price : an integration of pricing strategies / Gerard J. Tellis.".
- catalog title "Marketing classics : a selection of influential articles / [edited by] Ben M. Enis, Keith K. Cox, Michael P. Mokwa.".
- catalog type "text".