Marketing Theory

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Contemporary Views On Marketing Practice

Chapter 7: Marketing Strategy Implementation

Chapter 7

Marketing Strategy Implementation proposes a framework for using and studying marketing implementation. The goal is to provide a supplemental tool for managerial thinking. The details of the framework’s progression, as well as the benefits of its employment, are fully discussed.

Contemporary Views On Marketing Practice

Chapter 9: How Service Needs Influence Product Strategy

Chapter 9

How Service Needs Influence Product Strategy focuses on the service needs of the marketing mix, examining the implications of the changes in service needs and technologies for product strategy. A framework for categorizing products is proposed, which identifies four categories of product design strategies. Furthermore, the impact of changes in service support technology and customer expectations is thoroughly discussed.

Toward A Theory Of New Product Pricing

Chapter 10: Toward a Theory of New-Product Pricing

Chapter 10

Toward a Theory of New-Product Pricing establishes three objectives: first, when pricing a new product, determining the value provided to the customer is essential; second, a theory of new-product pricing must consider how price influences a customer’s judgment; and lastly, the value of a product changes over time. The chapter proposes that a more appropriate theory can be developed by recognizing the evolutionary process of demand and price.