Normal view MARC view ISBD view

Marketing classics : a selection of influential articles / Ben M. Enis, Keith K. Cox, Michael P. Mokwa

Secondary Author Enis, Ben M.
Cox, Keith K.
Mokwa, Michael P.
Edition 8th ed. Publication New Jersey : Prentice Hall, 1995 Description xii, 612 p. ISBN 0205159885 Topical name Marketing
Marketing - Gestão
CDU 658.8
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia (QBN)
658.8 MAR 4437 Depósito 4437
Book Biblioteca IPAM Porto
658.8 MAR 1978 Available 1978
Total holds: 0

Contents

I. Marketing Philosophy

1. Marketing Myopia, Theodore Levitt
2. The Analytical Framework for Marketing
3. Marketing as Exchange
4. Broadening the Concept of Marketing
5. The Globalization of Markets, (HBR)
6. Frameworks for Analyzing Marketing Ethics
7. Marketing, Strategic Planning and the Theory of the Firm
8. The Changing Role of Marketing in the Corporation

II. Buyer and Market Behavior

9. Rational Behavior and Economic Behavior
10. A Theory of Buyer Behavior
11. A General Model for Understanding Organizational Buying Behavior
12. Situational Variables and Consumer Behavior
13. The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun
14. New Product Adoption and Diffusion
15. Competitive Effects on Technology Diffusion
16. Benefit Segmentation: A Decision Oriented Tool
17. Positioning Cuts Through Chaos in the Marketplace

III. Marketing Strategy

18. Market Orientation: The Construct, Research Propositions and Managerial Implications
19. Strategic Windows
20. How Competitive Forces Shape Strategy
21. Toward Strategic Intelligence Systems
22. Customer-Oriented Approaches to Identifying Product-Markets
23. Market Share. Key to Profitability
24. A Strategic Perspective on Product Planning
25. Evolution of Global Marketing Strategy: Scale, Scope and Synergy
26. A Model of Strategy Mix for Planned Social Change
27. A Conceptual Model of Service Quality and Its Implications for Future Research

IV. Competitive marketing programs

28. The Concept of the Marketing Mix
29. Retail Strategy and the Classification of Consumer Goods
30. The Product Life Cycle: A Key to Strategic Marketing Planning
31. Evolutionary Processes in Competitive Markets: Beyond the Product Life Cycle
32. Consumer Perceptions of Price, Quality and Value: A Means- End Model and Synthesis of Evidence
33. Beyond the Many Faces of Price: An Integration of Pricing Strategies
34. A Model for Predictive Measurements of Advertising Effectiveness
35. Sales Force Management: Integrating Research Advances
36. Distribution Channels as Political Economies: A Framework for Comparative Analysis
37. Just-in-Time Exchange Relationships in Industrial Markets
38. The Marketing Audit Comes of Age

There are no comments for this item.

Log in to your account to post a comment.