000			03717cam a2200409 a 4500
001			11090287
005			20201215150705.0
008			840806s1985 maua b 001 0 eng
010			_a84018417
020			_a0205083412 (pbk.)
020			_a0205111890 (pbk) :
020			_a9780205083411
040			_aDLC _cDLC _dUKM _dPGC
049			_aTIZA _b21261
082			_a658.8
245	0	0	_aMarketing classics : _ba selection of influential articles / _c[compiled by] Ben M. Enis, Keith K. Cox.
250			_a5th ed.
260			_aBoston : _bAllyn and Bacon, _cc1985.
300			_axvii, 459 p. : _bill. ; _c24 cm.
500			_aCW011, CW012, CW100, CW101
500			_aCW906
500			_aCW916
504			_aIncludes bibliographies and index.
505	0	0	_tMarketing myopia / Theodore Levitt -- The _tanalytical framework for marketing / Wroe Alderson -- _tMarketing and economic development / Peter F. Drucker -- The _tmarketing revolution / Robert J. Keith -- _tBroadening the concept of marketing / Philip Kotler & Sidney J. Levy -- A _tgenetic concept of marketing / Philip Kotler -- _tMarketing as exchange / Richard P. Bagozzi -- The _tnature and scope of marketing / Shelby D. Hunt -- _tRational behavior and economic behavior / George Katona -- A _ttheory of buyer behavior / John A. Howard & Jagdish N. Sheth -- A _tgeneral model for understanding organizational buying behavior / Frederick E. Webster & Yoram Wind -- _tSituational variables and consumer behavior / Russell W. Belk -- _tConsumer socialization / Scott Ward -- _tNew product adoption and diffusion / Everett M. Rogers -- _tProjective techniques in marketing research / Mason Haire -- _tPsychographics : a critical review / William D. Wells --
505	0		_tTop management's concern about marketing : issues for the 1980's / Frederick E. Webster -- _tManaging our way to economic decline / Robert H. Hayes & William J. Abernathy -- _tStrategic windows / Derek F. Abell -- _tToward strategic intelligence systems / David B. Montgomery & Charles B. Weinberg -- The _tmarketing audit comes of age / Philip Kotler, William Gregor & William Rogers -- _tProduct differentiation and market segmentation as alternative marketing strategies / Wendell R. Smith -- _tBenefit segmentation : a decision-oriented research tool / Russell I. Haley -- _tPositioning cuts through chaos in the marketplace / Jack Trout & Al Ries -- _tMarket share--a key to profitability / Robert D. Buzzell, Bradley T. Gale & Ralph G.M. Sultan -- A _tstrategic perspective on product planning / George S. Day -- The _tconcept of the marketing mix / Neil H. Borden --
505	0		_aThe _tproduct life cycle : a key to strategic marketing planning / John E. Smallwood -- Breaking free from product marketing / G. Lynn Shostack -- The _twheel of retailing / Stanley C. Hollander -- _tRetail strategy and the classification of consumer goods / Louis P. Bucklin -- _tDistribution channels as political economies : a framework for comparative analysis / Louis W. Stern & Torger Reve -- _tRisk-aversive pricing policies : problems and alternatives / Joseph P. Guiltinan -- A _tmodel for predictive measurements of advertising effectiveness / Robert J. Lavidge & Gary A. Steiner -- _tAdvertising research at Anheuser-Busch, Inc. / Russell L. Ackoff & James R. Emshoff -- _tMotivation and performance in industrial selling : present knowledge and needed research / Orville C. Walker, Gilbert A. Churchill & Neil M. Ford.
590			_a15.85
650		0	_aMarketing. _938801
653			_aMarketing
700	1		_aEnis, Ben M. _915020
700	1		_aCox, Keith Kohn. _914198
902			_a140901
903			_aMARS
907			_a.b10045855 _bwgen _c-
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