Marketing management and strategy : a reader /
Marketing management and strategy : a reader /
edited by Philip Kotler, Keith K. Cox.
- 4th ed.
- Prentice-Hall International, c1988.
- x,406 p. ; 23cm. ; pbk.
[Understanding marketing management] Marketing myopia / Theodore Levitt -- Marketing muscle / Edward G. Micheals -- The misuse of marketing: an American tragedy / Roger C. Bennett and Robert G. Cooper -- Strategic thinking / Benjamin B. Tregoe, John W. Zimmerman -- Key options in market selection and product planning / E. Raymond Corey -- Strategic windows / Derek F. Abell -- Planning gains in market share / C. Davis Fogg -- Make your annual marketing plan must reading / F. Beaven Ennis. [Analyzing marketing opportunities] Decision support systems for marketing managers / John D. C. Little -- New way to measure consumers' judgments / Paul E. Green and Yoram Wind -- Information power -- Psyching out list overlays / Jim Mammerella -- Confronting the crisis in mass marketing / Stephen P. Arbeit -- A model of industrial buyer behavior / Jagdish N. Sheth -- Industrial structure and competitive strategy: keys to profitability / Michael E. Porter. [Researching and selecting target market] Putting the four to work -- Market segmentation: a strategic management tool / Richard M. Johnson -- Industrial market segmentation / Yorum Wind and Richard Cardozo -- Rubbermaid stretches its product mix to fit changing life styles. [Designing marketing strategies] The importance of the product life cycle to the industrial marketer / Chester R. Wasson -- Strategic segmentation: how to carve niches for growth in industrial markets / Robert A. Garda -- How to attack the industry leader / Michael E. Porter -- Black and Decker's gamble on globalization / Bill Saporito. [Planning marketing programs] New product management for the 1980s / Booz, Allen, and Hamilton Inc. -- Services marketing is different / Leonard L. Berry -- The changing relationship / David Martindale -- Pricing as creative marketing / Thomas Nagle -- Turn your industrial distributors into partners / James A. Narus and James C. Anderson -- Telemarketing in distribution channels / Roy Voorhees and John Coppett -- A remedy for maldistribution / Stephen B. Oresman and Charles D. Scudder -- How leading retailers stay on top / Max L. Densmore and Sylvia Kaufman -- An attitudinal framework for advertising strategy / Harper W. Boyd, Jr., Michael L. Ray and Edward C. Strong -- Basic promotion techniques: their advantages - and pitfalls / William A. Robinson -- Xerox's sales force learns a new game / Thayer C. Taylor -- An essential strategy, or prima donna selling? / Philip Maher. [Organizing, implementing, and controlling marketing effort] The changing role of the product manager in consumer goods companies / Victor P. Buell -- Epson America's sly distribution switch / Arthur Bragg -- Profitability analysis by market segments / Leland L. Beik and Stephen L. Buzby -- Improving sales force productivity / William P. Hall.
0135573653 (pbk) : No price 9780135573655: No price
Marketing--Management
Marketing.
Business strategy
Sales & marketing management
Marketing
658.8
[Understanding marketing management] Marketing myopia / Theodore Levitt -- Marketing muscle / Edward G. Micheals -- The misuse of marketing: an American tragedy / Roger C. Bennett and Robert G. Cooper -- Strategic thinking / Benjamin B. Tregoe, John W. Zimmerman -- Key options in market selection and product planning / E. Raymond Corey -- Strategic windows / Derek F. Abell -- Planning gains in market share / C. Davis Fogg -- Make your annual marketing plan must reading / F. Beaven Ennis. [Analyzing marketing opportunities] Decision support systems for marketing managers / John D. C. Little -- New way to measure consumers' judgments / Paul E. Green and Yoram Wind -- Information power -- Psyching out list overlays / Jim Mammerella -- Confronting the crisis in mass marketing / Stephen P. Arbeit -- A model of industrial buyer behavior / Jagdish N. Sheth -- Industrial structure and competitive strategy: keys to profitability / Michael E. Porter. [Researching and selecting target market] Putting the four to work -- Market segmentation: a strategic management tool / Richard M. Johnson -- Industrial market segmentation / Yorum Wind and Richard Cardozo -- Rubbermaid stretches its product mix to fit changing life styles. [Designing marketing strategies] The importance of the product life cycle to the industrial marketer / Chester R. Wasson -- Strategic segmentation: how to carve niches for growth in industrial markets / Robert A. Garda -- How to attack the industry leader / Michael E. Porter -- Black and Decker's gamble on globalization / Bill Saporito. [Planning marketing programs] New product management for the 1980s / Booz, Allen, and Hamilton Inc. -- Services marketing is different / Leonard L. Berry -- The changing relationship / David Martindale -- Pricing as creative marketing / Thomas Nagle -- Turn your industrial distributors into partners / James A. Narus and James C. Anderson -- Telemarketing in distribution channels / Roy Voorhees and John Coppett -- A remedy for maldistribution / Stephen B. Oresman and Charles D. Scudder -- How leading retailers stay on top / Max L. Densmore and Sylvia Kaufman -- An attitudinal framework for advertising strategy / Harper W. Boyd, Jr., Michael L. Ray and Edward C. Strong -- Basic promotion techniques: their advantages - and pitfalls / William A. Robinson -- Xerox's sales force learns a new game / Thayer C. Taylor -- An essential strategy, or prima donna selling? / Philip Maher. [Organizing, implementing, and controlling marketing effort] The changing role of the product manager in consumer goods companies / Victor P. Buell -- Epson America's sly distribution switch / Arthur Bragg -- Profitability analysis by market segments / Leland L. Beik and Stephen L. Buzby -- Improving sales force productivity / William P. Hall.
0135573653 (pbk) : No price 9780135573655: No price
Marketing--Management
Marketing.
Business strategy
Sales & marketing management
Marketing
658.8