Table of Contents

Part I - Marketing Philosophy

1. Marketing Myopia / Theodore Levitt
2. The Analytical Framework for Marketing / Wroe Alderson
3. Marketing Revolution / Robert J. Keith
4. Broadening the Concept of Marketing/ Philip Kotler, Sidney J. Levy
5. The Nature and Scope of Marketing / Shelby D. Hunt
6. Marketing as Exchange / Richard P. Bagozzi
7. Marketing, Strategic Planning and the Theory of the Firm / Paul F. Anderson

Part II - Buyer Behavior

8. Rational Behavior and Economic Behavior / George Katona
9. A Theory of Buyer Behavior / John A. Howard, Jagdish N. Sheth
10. A General Model for Understanding Organizational Buying Behavior / Frederick E. Webster, Jr., Yoram Wind
11. The Industrial / Consumer Marketing Dichotomy: A Case of Insufficient Justification / Edward F. Fern, James R. Brown
12. Situational Variables and Consumer Behavior / Russell W. Belk
13. A Modernized Family Life Cycle / Patrick E. Murphy, William A. Staples
14. Consumer Socialization / Scott Ward
15. New Product Adoption and Diffusion / Everett M. Rodgers
16. Projective Techniques in Marketing Research / Mason Haire
17. Psychographics: A Critical Review / William D. Wells
18. Customer-Oriented Approaches to Identifying Product-Markets / George S. Day, Allan D. Shocker, and Rajendra K. Srivastava


Part III - Marketing Strategy

19. Strategic Windows / Derek F. Abell
20. How Competitive Forces Shape Strategy / Michael E. Porter
21. The Globalization of Markets / Theodore Levitt
22. Market Share — A Key to Profitability / Robert D. Buzzell, Bradley T. Gale, Ralph G.M. Sultan.
23. A Strategic Perspective on Product Planning / George S. Day
24. Toward Strategic Intelligence Systems, David B. Montgomery and Charles B. Weinberg
25. Decision Support Systems for Marketing Managers / John D.C. Little
26. The Marketing Audit Comes of Age / Philip Kotler, William Gregor, William Rogers
27. Product Differentiation and Market Segmentation as Alternative Marketing Strategies / Wendell R. Smith
28. Benefit Segmentation: A Decision-Oriented Research Tool / Russell I. Haley
29. Positioning Cuts Through Chaos in Marketplace / Jack Trout, Al Ries

Part IV - The Marketing Program

30. The Concept of the Marketing Mix / Neil H. Borden
31. The Product Life Cycle: A Key to Strategic Marketing Planning / John E. Smallwood
32. Services Marketing is Different / Leonard L. Berry
33. Retail Strategy and the Classification of Consumer Goods / Louis P. Bucklin
34. Distribution Channels as Political Economies: A Framework for Comparative Analysis / Louis W. Stern, Torger Reve
35. A Decision-Making Structure for Price Decisions / Alfred R. Oxenfeldt
36. A Model for Predictive Measurements of Advertising Effectiveness / Robert J. Lavidge, Gary A. Steiner
37. Advertising Research at Anheuser-Busch, Inc. (1963-68) / Russell L. Ackoff, James R. Emshoff
38. Motivation and Performance in Industrial Selling: Present Knowledge and Needed Research / Orville C. Walker, Jr., Gilbert A. Churchill, Jr., Neil M. Ford