Marketing management and strategy : a reader
著者
書誌事項
Marketing management and strategy : a reader
Prentice-Hall, c1988
4th ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
This collection of 39 articles provides a broad overview of various marketing situations drawn from real businesses and companies, introduces readers to analytical techniques, and illustrates the use of both behavioral and quantitative concepts.
目次
I. UNDERSTANDING MARKETING MANAGEMENT.
1. Marketing Myopia, Theodore Levitt.
2. Marketing Muscle, Edward G. Micheals.
3. The Misuse of Marketing: An American Tragedy, Roger C. Bennett, Robert G. Cooper.
4. Strategic Thinking, Benjamin B. Tregoe, John W. Zimmerman.
5. Key Options in Market Selection and Product Planning, E. Raymond Corey.
6. Strategic Windows, Derek F. Abell.
7. Planning Gains in Market Share, C. Davis Fogg.
8. Make Your Annual Marketing Plan Must Reading, F. Beavine Ennis.
II. ANALYZING MARKETING OPPORTUNITIES.
9. Decision Support Systems for Marketing Managers, John D. C. Little.
10. New Way to Measure Consumers' Judgments, Paul E. Green, Yoram Wind.
11. Information Power.
12. Psyching Out List Overlays, Jim Mammerella.
13. Confronting the Crisis in Mass Marketing, Stephen P. Arbeit.
14. A Model of Industrial Buyer Behavior, Jagdish N. Sheth.
15. Industrial Structure and Competitive Strategy: Key to Profitability, Michael E. Porter.
III. RESEARCHING AND SELECTING TARGET MARKET.
16. Putting the Four to Work.
17. Market Segmentation: A Strategic Management Tool, Richard M. Johnson.
18. Industrial Market Segmentation, Yorum Wind, Richard Cardozo.
19. Rubbermaid Stretches Its Product Mix to Fit Changing Life Styles.
IV. DESIGNING MARKETING STRATEGIES.
20. The Importance of the Product Life Cycle to the Industrial Marketer, Chester R. Wasson.
21. Strategic Segmentation: How to Carve Niches for Growth in Industrial Markets, Robert A. Garda.
22. How to Attack the Industry Leader, Michael E. Porter.
23. Black and Decker's Gamble on Globalization, Bill Saporito.
V. PLANNING MARKETING PROGRAMS.
24. New Products Management for the 1980s, Booz, Allen, and Hamilton.
25. Services Marketing Is Different, Leonard L. Berry.
26. The Changing Relationship, David Martindale.
27. Pricing as Creative Marketing, Thomas Nagle.
28. Turn Your Industrial Distributors into Partners, James A. Narus, James C. Anderson.
29. Telemarketing in Distribution Channels, Roy Voorhees, John Coppett.
30. A Remedy for Maldistribution, Stephen B. Oresman, Charles D. Scudder.
31. How Leading Retailers Stay on Top, Max L. Densmore, Sylvia Kaufman.
32. An Attitudinal Framework for Advertising Strategy, Harper W. Boyd, Jr., Michael L. Ray, Edward C. Strong.
33. 12 Basic Promotion Techniques: Their Advantages - and Pitfalls, William A. Robinson.
34. Xerox's Sales Force Learns a New Game, Thayer C. Taylor.
35. An Essential Strategy, or Prima Donna Selling? Philip Maher.
VI. ORGANIZING, IMPLEMENTING AND CONTROLLING MARKETING EFFORT.
36. The Changing Role of the Product Manager in Consumer Goods Companies, Victor P. Buell.
37. Epson America's Sly Distribution Switch, Arthur Bragg.
38. Profitability Analysis by Market Segments, Leland L. Beik, Stephen L. Buzby.
39. Improving Sales Force Productivity, William P. Hall.
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