gogo
Amazon cover image
Image from Amazon.com

Marketing classics : a selection of influential articles / [compiled by] Ben M. Enis, Keith K. Cox.

Contributor(s): Material type: TextTextPublication details: [Boston] : Allyn and Bacon, c1988.Edition: 6th edDescription: xii, 544 p. ; 24 cm. pbkISBN:
  • 0205113796 (pbk.)
  • 0205116450 (International ed. : pbk.)
  • 9780205113798
Subject(s): DDC classification:
  • 658.8
Contents:
Marketing myopia / Theodore Levitt -- Analytical framework for marketing / Wroe Alderson -- Marketing revolution / Robert J. Keith -- Broadening the concept of marketing / Philip Kotler & Sidney J. Levy -- Nature and scope of marketing / Shelby D. Hunt -- Marketing as exchange / Richard P. Bagozzi -- Marketing, strategic planning and the theory of the firm / Paul F. Anderson -- Rational behavior and economic behavior / George Katona -- A theory of buyer behavior / John A. Howard & Jagdish N. Sheth -- A general model for understanding organizational buying behavior / Frederick E. Webster & Yoram Wind -- The industrial / consumer marketing dichotomy: a case of insufficient justification / Edward F. Fern & James R. Brown -- Situational variables and consumer behavior / Russell W. Belk -- A modernized family life cycle / Patrick E. Murphy & William A. Staples -- Consumer socialization / Scott Ward -- New product adoption and diffusion / Everett M. Rogers -- Projective techniques in marketing research / Mason Haire -- Psychographics : a critical review / William D. Wells -- Customer-oriented approaches to identifying product-markets / George S. Day, Allan D. Shocker & Rajendra K. Srivastava -- Strategic windows / Derek F. Abell -- How competive forces shape strategy / Michael E. Porter -- The globalization of markets / Theodore Levitt -- Market share--a key to profitability / Robert D. Buzzell, Bradley T. Gale & Ralph G.M. Sultan -- A strategic perspective on product planning / George S. Day -- Toward strategic intelligence systems / David B. Montgomery & Charles B. Weinberg -- Decision support systems for marketing managers / John D.C. Little -- Marketing audit comes of age / Philip Kotler, William Gregor & William Rogers -- Product differentiation and market segmentation as alternative marketing strategies / Wendell R. Smith -- Benefit segmentation : a decision-oriented research tool / Russell I. Haley -- Positioning cuts through chaos in the marketplace / Jack Trout & Al Ries -- Concept of the marketing mix / Neil H. Borden -- Product life cycle : a key to strategic marketing planning / John E. Smallwood -- Services marketing is different / Leonard L. Berry -- Retail strategy and the classification of consumer goods / Louis P. Bucklin -- Distribution channels as political economies : a framework for comparative analysis / Louis W. Stern & Torger Reve -- A decision-making structure for price decisions / Alfred R. Oxenfeldt -- A model for predictive measurements of advertising effectiveness / Robert J. Lavidge & Gary A. Steiner -- Advertising research at Anheuser-Busch, Inc.(1963-1968) / Russell L. Ackoff & James R. Emshoff -- Motivation and performance in industrial selling : present knowledge and needed research / Orville C. Walker, Gilbert A. Churchill & Neil M. Ford.
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Reference Carlow Campus Library Reference 658.8 (Browse shelf(Opens below)) 1 Not for loan 24275
Short Loan Collection Carlow Campus Library Short Loan Collection 658.8 (Browse shelf(Opens below)) 1 Available 22102

CW011, CW012, CW100, CW101

CW906

CW916

Includes bibliographies and index.

Marketing myopia / Theodore Levitt -- Analytical framework for marketing / Wroe Alderson -- Marketing revolution / Robert J. Keith -- Broadening the concept of marketing / Philip Kotler & Sidney J. Levy -- Nature and scope of marketing / Shelby D. Hunt -- Marketing as exchange / Richard P. Bagozzi -- Marketing, strategic planning and the theory of the firm / Paul F. Anderson -- Rational behavior and economic behavior / George Katona -- A theory of buyer behavior / John A. Howard & Jagdish N. Sheth -- A general model for understanding organizational buying behavior / Frederick E. Webster & Yoram Wind -- The industrial / consumer marketing dichotomy: a case of insufficient justification / Edward F. Fern & James R. Brown -- Situational variables and consumer behavior / Russell W. Belk -- A modernized family life cycle / Patrick E. Murphy & William A. Staples -- Consumer socialization / Scott Ward -- New product adoption and diffusion / Everett M. Rogers -- Projective techniques in marketing research / Mason Haire -- Psychographics : a critical review / William D. Wells -- Customer-oriented approaches to identifying product-markets / George S. Day, Allan D. Shocker & Rajendra K. Srivastava -- Strategic windows / Derek F. Abell -- How competive forces shape strategy / Michael E. Porter -- The globalization of markets / Theodore Levitt -- Market share--a key to profitability / Robert D. Buzzell, Bradley T. Gale & Ralph G.M. Sultan -- A strategic perspective on product planning / George S. Day -- Toward strategic intelligence systems / David B. Montgomery & Charles B. Weinberg -- Decision support systems for marketing managers / John D.C. Little -- Marketing audit comes of age / Philip Kotler, William Gregor & William Rogers -- Product differentiation and market segmentation as alternative marketing strategies / Wendell R. Smith -- Benefit segmentation : a decision-oriented research tool / Russell I. Haley -- Positioning cuts through chaos in the marketplace / Jack Trout & Al Ries -- Concept of the marketing mix / Neil H. Borden -- Product life cycle : a key to strategic marketing planning / John E. Smallwood -- Services marketing is different / Leonard L. Berry -- Retail strategy and the classification of consumer goods / Louis P. Bucklin -- Distribution channels as political economies : a framework for comparative analysis / Louis W. Stern & Torger Reve -- A decision-making structure for price decisions / Alfred R. Oxenfeldt -- A model for predictive measurements of advertising effectiveness / Robert J. Lavidge & Gary A. Steiner -- Advertising research at Anheuser-Busch, Inc.(1963-1968) / Russell L. Ackoff & James R. Emshoff -- Motivation and performance in industrial selling : present knowledge and needed research / Orville C. Walker, Gilbert A. Churchill & Neil M. Ford.

18.09

Powered by Koha