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• catalog contributor b3830735.
• catalog created "c1991.".
• catalog date "1991".
• catalog date "c1991.".
• catalog dateCopyrighted "c1991.".
• catalog description "Includes bibliographical references.".
• catalog description "Putting the marketing research department on the executive level / William A. Marsteller -- Marketing principles / Robert D.W. Bartels -- Broadening the concept of marketing / Philip Kotler, Sidney J. Levy -- Marketing as exchange / Richard P. Bagozzi -- Marketing, strategic planning and the theory of the firm / Paul F. Anderson -- Effectiveness in sales interactions : a contingency framework / Barton A. Weitz -- Communications and industrial selling / Theodore Levitt -- Interpersonal communication and salesman effectiveness / Frederick E. Webster, Jr. -- The wheel of retailing / Stanley C. Hollander -- Non-price competition and the measurement of prices / Reavis Cox -- An operational approach to product pricing / Bill R. Darden -- The product life cycle : analysis and applications issues / George S. Day -- Diagnosing the product portfolio / George S. Day -- Benefit structure analysis : a new tool for product planning / James H. Myers -- A conceptual model of service quality and its implications for future research / A. Parasuraman, Valarie A. Zeithaml, Leonard L. Berry.".
• catalog description "The dilemma of creative advertising / Alfred Politz -- A psychological view of advertising effectiveness / Ernest Dichter -- Defining and estimating a trading area / David L. Huff -- A formula for measuring productivity in distribution / Wroe Alderson -- Marketing and economic development / Peter F. Drucker -- A marketing view of competition / Wroe Alderson -- Towards a theory of marketing / Wroe Alderson, Reavis Cox -- The concept and application of life style segmentation / Joseph T. Plummer -- Benefit segmentation : a decision-oriented research tool / Russell I. Haley -- The major tasks of marketing management / Philip Kotler -- Product differentiation and market segmentation as alternative marketing strategies / Wendell R. Smith -- Marketing snags and fallacies / Leo Burnett -- Some criteria for judging the quality of surveys / W. Edwards Deming -- Forecasting : issues & challenges for marketing management / Spyros Makridakis, Steven C. Wheelwright -- The multivariate revolution in marketing research / Jagdish N. Sheth -- Seven tenets of creative research / Ernest Dichter.".
• catalog description "The strategy of consumer motivation / Steuart Henderson Britt -- The relationships between preference and purchase of brands / Seymour Banks -- Statistical techniques and international trade / W. Edwards Deming.".
• catalog extent "viii, 274 p. :".
• catalog hasFormat "Marketing masters.".
• catalog identifier "0877572194 :".
• catalog isFormatOf "Marketing masters.".
• catalog issued "1991".
• catalog issued "c1991.".
• catalog language "eng".
• catalog publisher "Chicago, Ill. : American Marketing Association,".
• catalog relation "Marketing masters.".
• catalog subject "658.8 20".
• catalog subject "HF5415 .M2997 1991".
• catalog subject "Marketing Management.".
• catalog subject "Marketing.".
• catalog tableOfContents "Putting the marketing research department on the executive level / William A. Marsteller -- Marketing principles / Robert D.W. Bartels -- Broadening the concept of marketing / Philip Kotler, Sidney J. Levy -- Marketing as exchange / Richard P. Bagozzi -- Marketing, strategic planning and the theory of the firm / Paul F. Anderson -- Effectiveness in sales interactions : a contingency framework / Barton A. Weitz -- Communications and industrial selling / Theodore Levitt -- Interpersonal communication and salesman effectiveness / Frederick E. Webster, Jr. -- The wheel of retailing / Stanley C. Hollander -- Non-price competition and the measurement of prices / Reavis Cox -- An operational approach to product pricing / Bill R. Darden -- The product life cycle : analysis and applications issues / George S. Day -- Diagnosing the product portfolio / George S. Day -- Benefit structure analysis : a new tool for product planning / James H. Myers -- A conceptual model of service quality and its implications for future research / A. Parasuraman, Valarie A. Zeithaml, Leonard L. Berry.".
• catalog tableOfContents "The dilemma of creative advertising / Alfred Politz -- A psychological view of advertising effectiveness / Ernest Dichter -- Defining and estimating a trading area / David L. Huff -- A formula for measuring productivity in distribution / Wroe Alderson -- Marketing and economic development / Peter F. Drucker -- A marketing view of competition / Wroe Alderson -- Towards a theory of marketing / Wroe Alderson, Reavis Cox -- The concept and application of life style segmentation / Joseph T. Plummer -- Benefit segmentation : a decision-oriented research tool / Russell I. Haley -- The major tasks of marketing management / Philip Kotler -- Product differentiation and market segmentation as alternative marketing strategies / Wendell R. Smith -- Marketing snags and fallacies / Leo Burnett -- Some criteria for judging the quality of surveys / W. Edwards Deming -- Forecasting : issues & challenges for marketing management / Spyros Makridakis, Steven C. Wheelwright -- The multivariate revolution in marketing research / Jagdish N. Sheth -- Seven tenets of creative research / Ernest Dichter.".
• catalog tableOfContents "The strategy of consumer motivation / Steuart Henderson Britt -- The relationships between preference and purchase of brands / Seymour Banks -- Statistical techniques and international trade / W. Edwards Deming.".
• catalog title "Marketing masters.".
• catalog type "text".