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