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Contemporary Views On Marketing Practice

Contemporary Views on Marketing Practice Full Book

Contemporary Views on Marketing Practice describes four main issues of marketing practice. Part one focuses on the marketing role in a contemporary business. Part two discusses strategic market planning and implementation. Part three addresses the marketing mix itself with product and price variables. Part four centers on the promotion and place variables. How the marketing managers within the company address these issues will cause the firm to either promote itself, or fail with its customers.


Table of Contents

Click any of the individual chapters listed below to purchase that chapter.

  1. Broadening the Concept of Marketing Still Further: The Megamarketing Concept
  2. A Normative Theory of Marketing Practice
  3. Marketing Theory and Application to the Modern Corporation
  4. Metamorphosis in Strategic Market Planning
  5. Analytic Hierarchy Process for Generation and Evaluation of Marketing Mix Strategies
  6. Examining Marketing Strategy from a Contingency Perspective
  7. Marketing Strategy Implementation
  8. Brand Leverage: Strategy for Growth in a Cost-control World
  9. How Service Needs Influence Product Strategy
  10. Toward a Theory of New-Product Pricing
  11. Push and Pull Strategies in Industrial Markets: A Normative Framework
  12. Integrated Marketing Communications
  13. The New Electronic Media “Videotex”
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.

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