Marketing Classics 25th Anniversary A Selection of Influential Articles

ISBN-10: 0205159885

ISBN-13: 9780205159888

Edition: 8th 1995 (Anniversary)

Authors: Ben M. Enis

List price: $63.00
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Book details

List price: $63.00
Edition: 8th
Copyright year: 1995
Publisher: Prentice Hall PTR
Publication date: 8/3/1994
Binding: Paperback
Pages: 578
Size: 7.00" wide x 9.25" long x 1.00" tall
Weight: 1.892
Language: English

Marketing Philosophy
Marketing Myopia
The Analytical Framework for Marketing
Marketing as Exchange
Broadening the Concept of Marketing
The Globalization of Markets, (HBR)
Frameworks for Analyzing Marketing Ethics
Marketing, Strategic Planning and the Theory of the Firm
The Changing Role of Marketing in the Corporation
Buyer and Market Behavior
Rational Behavior and Economic Behavior
A Theory of Buyer Behavior
A General Model for Understanding Organizational Buying Behavior
Situational Variables and Consumer Behavior
The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun
New Product Adoption and Diffusion
Competitive Effects on Technology Diffusion
Benefit Segmentation: A Decision Oriented Tool
Positioning Cuts Through Chaos in the Marketplace
Marketing Strategy
Market Orientation: The Construct, Research Propositions and Managerial Implications
Strategic Windows
How Competitive Forces Shape Strategy
Toward Strategic Intelligence Systems
Customer-Oriented Approaches to ldentifying Product- Markets
Market Share — A Key to Profitability
A Strategic Perspective on Product Planning
Evolution of Global Marketing Strategy: Scale, Scope and Synergy
A Model of Strategy Mix for Planned Social Change
A Conceptual Model of Service Quality and Its Implications for Future Research
Competitive Marketing Programs
The Concept of the Marketing Mix
Retail Strategy and the Classification of Consumer Goods
The Product Life Cycle: A Key to Strategic Marketing Planning
Evolutionary Processes in Competitive Markets: Beyond the Product Life Cycle
Consumer Perceptions of Price, Quality and Value: A Means- End Model and Synthesis of Evidence
Beyond the Many Faces of Price: An Integration of Pricing Strategies
A Model for Predictive Measurements of Advertising Effectiveness
Sales Force Management: Integrating Research Advances
Distribution Channels as Political Economies: A Framework for Comparative Analysis
Just-in-Time Exchange Relationships in Industrial Markets
The Marketing Audit Comes of Age
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