Chapter 3: Marketing Theory and Application to the Modern Corporation

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Chapter 3

Marketing Theory and Application to the Modern Corporation pursues two objectives: one is to describe a theory of marketing that focuses on the market; the second is to illustrate application of the theory by presenting an example of modern manufacturing industry. The ultimate goal is to make clear the environment in which marketers must operate.

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Book Information

Pages: 32
Published: 1987
New Copyright: 2011
ISBN: 9781613110676
Categories:, ,
Authors:,

Author information


Francis J. Honn Francis J. Honn

Francis J. Honn is the distinguished Alfred E. Driscoll Chair and Professor of Pharmaceutical-Chemical Studies at the Silberman College of Business at Farleigh Dickinson University. He has held the position since 1988, when he retired from his position on the executive committee for BASF (US). He earned his B.S. from John Carroll University, and his Ph.D. from the Unvierstiy of Pittsburgh.


John A. Howard John A. Howard

John A. Howard was the George E. Warren Professor Emeritus of Business at Columbia University and was a recognized innovator in the application of basic research in marketing, consumer and buyer behavior. His numerous marketing texts and articles contributed to the development of the profession for nearly 40 years before his death in 1999. Howard also taught at the Universities of Illinois, Chicago, Pittsburgh, Western Ontario and Stanford. His leadership in directing doctoral candidates through the dissertation process influenced both the quality of the research and the preparation of current marketing faculty across the country.

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