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- catalog contributor b6339255.
- catalog created "[1964]".
- catalog date "1964".
- catalog date "[1964]".
- catalog dateCopyrighted "[1964]".
- catalog description "A Theory of Consumption -- Patterns of Conformity in Market Behavior -- Group Influences in Marketing -- Social Structure and Prediction of Customer Behavior -- The Pattern of Social Classes -- pt. 5. Marketing Panning -- Marketing Planing: Introduction -- The Sales Forecast to Your Firm -- The Business Climate and Corporate Planning -- The Logic of the General Business Conditions Forecast -- The Outlook: Optimism Dominates 1963 Forecast as Blanced Recovery Continues -- Appendix: The Problem of Economic Instability -- Appendiz: National Income and Product Flows -- pt. 6. Product Decisions -- Product as a Marketing Variable -- This Is Coca-Cola? -- Functional Features in Product Strategy -- Symbols for Sale -- Product Problems and Product Strategies -- Applying the Strategy of Market Segmentation -- Plan Products for Future Growth -- Product Classification -- Product Classification Defined -- The Distinction Between Convenience Goods, Shopping Goods, and Specially Goods -- ".
- catalog description "Advertising Expeditures by Media: 1940-1961 -- The Mass Media Mix of Selected Firms -- Promotion in Action: Two Examples -- Old-Line Selling for New Smokes Wins for Reynolds -- What IBM Found About Ways to Influence Selling -- Social and Ethical Issues in Promotion -- Ted Bates and Company, Inc. vs. the Federal Trade Commission -- pt. 10. Marketing and the Law -- pt. 11. Appendices -- The Marketing of Industrial Goods -- Case: Fraser and Logan Manufacturing Co., Inc. -- Introduction -- Products and Product Decisions -- Channels and Channel Decisions -- Promotion and Promotion Decisions -- Case: Wilson and Amherst -- Introduction -- Products and Product Decisions -- Channels and Channel Decisions -- Prices and Pricing Decisions -- Promotion and Promotion and Decisions.".
- catalog description "Bibliographical footnotes.".
- catalog description "Pricing Practice and Pricing Policies -- Distinction Between Price Theory and Pricing in Practice -- Pricing Policies of Selected Firms and Industries -- Approaches to Pricing: Economist vs. Accountant -- Pricing by Manufacturers -- Specific Pricing Problems -- Pricing New Products -- Pricing Policies for New Products -- Product-Line Pricing -- Problems of Product-Line Pricing -- Establishing Differential Prices -- Price Discrimination in the Modern Market -- Pricing to Gain Wholesalers' Selling Support -- Social and Ethical Implications of Pricing Decisions -- The Steel Pricing Issue -- pt. 9. Promotion Decisions -- Promotion Decisions -- How Much to Spend on Promotion Promotional Programs -- Clues for Advertising Strategists -- A Note on Personal Selling -- Personal Selling by the Firm -- Evaluating the Impact of Various Influences -- A Note on Advertising -- Mass Media Head into Era of Crucial Change -- Ad Roles Shifting for Agencies and Clents -- ".
- catalog description "Some Social and Ethical Implications of Product Decisions -- In Waste Makers a Hoax? Why Pachard Did It -- "Books ofthe Times" -- pt. 7. Channel Decisions -- Channel Decisions: Introduction -- Channel Organization and Structure -- Collecting, Sorting and Dispersing -- The Retailing Structure -- Profiles of the Future: retailing in the 1960's -- Growth and Variety of Discount Houses Challenge Shopper and Store Alike -- The Wholesaling Structure -- McKesson & Robbins: Salesmen -- Twenty-Five Years of Wholesaling: A Revolution in Food Wholesaling -- The Ninety-Nine Lives of Charlie Soames -- Channel Ploblems and Strategies -- Channels of Distribution-One Aspect of Marketing Strategy -- Are Channels of Distribution What the Textbooks Say? -- Social and Ethical Problems of Channel Decisions -- General Motors and Its Dealers: The Dealer's Protest -- pt. 8. Pricing Decisions -- Price as a Marketing Variable -- Market Classifications and the Demand Curve faced by the Firm -- ".
- catalog description "pt. 1. Introduction -- pt. 2. Basic Concepts and Standards in the Analysis of Marketing Choices -- The Search for Corporate Goals -- Selected Management Creeds and Philosophies -- Social Responsibility-Can Business Survive the Challenge? -- Profit Concepts and Profit Standards -- Measurment of Profits for Executive Decisions -- return-on-Investment Analysis -- Cost and Decisions -- Cost Exercises: Brown Manufacturing Company -- Sandy Hook Manufacturing Company -- Break-Even Analysis -- pt. 3. The Design of the Marketing Program -- pt. 4. Tha Nature and Behavior of Markets -- The Identification and Assessment of Market Opportunities -- Life's Study of Consumer Expenditures -- Statistical Appendix: Identification and Assessment of Market Opportunities -- The 1960 Census Findings -- An Introduction to Costumer Behavior -- The Nature of Attitudes and Expectations -- A Behavioral Model of the Individual Customer -- The March and Simon Model -- Cultural Influences on Consumption -- ".
- catalog extent "xiii, 718 p.".
- catalog hasFormat "Marketing.".
- catalog isFormatOf "Marketing.".
- catalog isPartOf "The Macmillan marketing series".
- catalog issued "1964".
- catalog issued "[1964]".
- catalog language "eng".
- catalog publisher "New York, Macmillan".
- catalog relation "Marketing.".
- catalog subject "658.8".
- catalog subject "HF5415 .O83 1964".
- catalog subject "Marketing.".
- catalog tableOfContents "A Theory of Consumption -- Patterns of Conformity in Market Behavior -- Group Influences in Marketing -- Social Structure and Prediction of Customer Behavior -- The Pattern of Social Classes -- pt. 5. Marketing Panning -- Marketing Planing: Introduction -- The Sales Forecast to Your Firm -- The Business Climate and Corporate Planning -- The Logic of the General Business Conditions Forecast -- The Outlook: Optimism Dominates 1963 Forecast as Blanced Recovery Continues -- Appendix: The Problem of Economic Instability -- Appendiz: National Income and Product Flows -- pt. 6. Product Decisions -- Product as a Marketing Variable -- This Is Coca-Cola? -- Functional Features in Product Strategy -- Symbols for Sale -- Product Problems and Product Strategies -- Applying the Strategy of Market Segmentation -- Plan Products for Future Growth -- Product Classification -- Product Classification Defined -- The Distinction Between Convenience Goods, Shopping Goods, and Specially Goods -- ".
- catalog tableOfContents "Advertising Expeditures by Media: 1940-1961 -- The Mass Media Mix of Selected Firms -- Promotion in Action: Two Examples -- Old-Line Selling for New Smokes Wins for Reynolds -- What IBM Found About Ways to Influence Selling -- Social and Ethical Issues in Promotion -- Ted Bates and Company, Inc. vs. the Federal Trade Commission -- pt. 10. Marketing and the Law -- pt. 11. Appendices -- The Marketing of Industrial Goods -- Case: Fraser and Logan Manufacturing Co., Inc. -- Introduction -- Products and Product Decisions -- Channels and Channel Decisions -- Promotion and Promotion Decisions -- Case: Wilson and Amherst -- Introduction -- Products and Product Decisions -- Channels and Channel Decisions -- Prices and Pricing Decisions -- Promotion and Promotion and Decisions.".
- catalog tableOfContents "Pricing Practice and Pricing Policies -- Distinction Between Price Theory and Pricing in Practice -- Pricing Policies of Selected Firms and Industries -- Approaches to Pricing: Economist vs. Accountant -- Pricing by Manufacturers -- Specific Pricing Problems -- Pricing New Products -- Pricing Policies for New Products -- Product-Line Pricing -- Problems of Product-Line Pricing -- Establishing Differential Prices -- Price Discrimination in the Modern Market -- Pricing to Gain Wholesalers' Selling Support -- Social and Ethical Implications of Pricing Decisions -- The Steel Pricing Issue -- pt. 9. Promotion Decisions -- Promotion Decisions -- How Much to Spend on Promotion Promotional Programs -- Clues for Advertising Strategists -- A Note on Personal Selling -- Personal Selling by the Firm -- Evaluating the Impact of Various Influences -- A Note on Advertising -- Mass Media Head into Era of Crucial Change -- Ad Roles Shifting for Agencies and Clents -- ".
- catalog tableOfContents "Some Social and Ethical Implications of Product Decisions -- In Waste Makers a Hoax? Why Pachard Did It -- "Books ofthe Times" -- pt. 7. Channel Decisions -- Channel Decisions: Introduction -- Channel Organization and Structure -- Collecting, Sorting and Dispersing -- The Retailing Structure -- Profiles of the Future: retailing in the 1960's -- Growth and Variety of Discount Houses Challenge Shopper and Store Alike -- The Wholesaling Structure -- McKesson & Robbins: Salesmen -- Twenty-Five Years of Wholesaling: A Revolution in Food Wholesaling -- The Ninety-Nine Lives of Charlie Soames -- Channel Ploblems and Strategies -- Channels of Distribution-One Aspect of Marketing Strategy -- Are Channels of Distribution What the Textbooks Say? -- Social and Ethical Problems of Channel Decisions -- General Motors and Its Dealers: The Dealer's Protest -- pt. 8. Pricing Decisions -- Price as a Marketing Variable -- Market Classifications and the Demand Curve faced by the Firm -- ".
- catalog tableOfContents "pt. 1. Introduction -- pt. 2. Basic Concepts and Standards in the Analysis of Marketing Choices -- The Search for Corporate Goals -- Selected Management Creeds and Philosophies -- Social Responsibility-Can Business Survive the Challenge? -- Profit Concepts and Profit Standards -- Measurment of Profits for Executive Decisions -- return-on-Investment Analysis -- Cost and Decisions -- Cost Exercises: Brown Manufacturing Company -- Sandy Hook Manufacturing Company -- Break-Even Analysis -- pt. 3. The Design of the Marketing Program -- pt. 4. Tha Nature and Behavior of Markets -- The Identification and Assessment of Market Opportunities -- Life's Study of Consumer Expenditures -- Statistical Appendix: Identification and Assessment of Market Opportunities -- The 1960 Census Findings -- An Introduction to Costumer Behavior -- The Nature of Attitudes and Expectations -- A Behavioral Model of the Individual Customer -- The March and Simon Model -- Cultural Influences on Consumption -- ".
- catalog title "Marketing: the firm's viewpoint [by] Schuyler F. Otteson, William G. Panchar [and] James M. Patterson.".
- catalog type "text".