Contemporary Views on Marketing Practice Full Book

$35.00

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”
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Book Information

Pages: 282
Published: 1987
New Copyright: 2011
ISBN: 9781613110782
Categories:, , , ,
Authors:,

Author information


Gary L. Frazier Gary L. Frazier

Gary L. Frazier, DBA, is the Richard and Jarda Hurd Professor of Distribution Management, School of Business Administration, University of Southern California, Los Angeles. Prior to joining USC in 1984, he was on the marketing faculty at the University of Illinois, Champaign-Urbana.


Jagdish N. Sheth Jagdish N. Sheth

Dr. Jagdish (Jag) N. Sheth is the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School at Emory University. Prior positions include the University of Southern California, the University of Illinois, the faculty of Columbia University and the Massachusetts Institute of Technology. Dr. Sheth is well known for his scholarly contributions in consumer behavior, relationship marketing, competitive strategy and geopolitical analysis.

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