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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 Abstract This 25th-anniversary-edition of "Marketing Classics" represents a culmination of the most important articles published in the field. Each article has been selected for the contribution it has made, and the impact it has had in bringing a new way of thinking into marketing theory and practice. Eleven new articles have been added in such topical areas as marketing ethics, global marketing strategy, service quality and technology diffusion.
Índice:I – Marketin 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 ldentifying Product- Markets; 23. Market Share — A 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.
Topical name Marketing
Marketing - Gestão
CDU 658.8
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Holdings
Item type Current location Call number Status Date due Barcode Item holds
Book Biblioteca Universidade Europeia
658.8 MAR 4437 Depósito 4437
Book IPAM Porto
658.8 MAR 1978 Available 1978
Total holds: 0

25th Anniversary Edition

This 25th-anniversary-edition of "Marketing Classics" represents a culmination of the most important articles published in the field. Each article has been selected for the contribution it has made, and the impact it has had in bringing a new way of thinking into marketing theory and practice. Eleven new articles have been added in such topical areas as marketing ethics, global marketing strategy, service quality and technology diffusion.

Índice:I – Marketin 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 ldentifying Product- Markets; 23. Market Share — A 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.

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