Waubonsee Community College

Marketing classics, a selection of influential articles, [edited by] Ben M. Enis, Keith K. Cox, Michael P. Mokwa

eng

Includes bibliographical references and index

illustrations

index present

non fiction

Marketing classics

bibliography

30353760

[edited by] Ben M. Enis, Keith K. Cox, Michael P. Mokwa

a selection of influential articles

These thirty-eight articles are regarded as having enduring significance and include new selections in topical areas such as marketing ethics, global strategy, and technology diffusion

pt. 1. Marketing philosophy -- Marketing myopia / Theodore Levitt -- The analytical framework for marketing / Wroe Alderson -- Marketing as exchange / Richard P. Bagozzi -- Broadening the concept of marketing / Philip Kotler and Sidney J. Levy -- The globalization of markets / Theodore Levitt -- Framework for analyzing marketing ethics / Gene R. Laczniak -- Marketing, strategic planning and the theory of the firm / Paul F. Anderson -- The changing role of marketing in the corporation / Frederick E. Webster -- pt. 2. Buyer and market behavior -- Rational behavior and economic behavior / George Katona -- A theory of buyer behavior / John A. Howard and Jagdish N. Sheth -- A general model for understanding organizational buying behavior / Frederick E. Webster and Yoram Wind -- Situational variables and consumer behavior / Russell W. Belk -- The experiential aspects of consumption : consumer fantasies, feelings, and fun / Morris B. Holbrook and Elizabeth C. Hirschman -- New product adoption and diffusion / Everett M. Rogers -- Competitive effects on technology diffusion / Thomas S. Robertson and Hubert Gatignon -- Benefit segmentation : a decision-oriented research tool / Russell I. Haley -- Positioning cuts through chaos in marketplace / Jack Trout and Al Riespt. 3. Marketing strategy -- Marketing orientation : the construct, research propositions, and managerial implications / Ajay K. Kohli and Bernard Jaworski -- Strategic windows / Derek F. Abell -- How competitive forces shape strategy / Michael C. Porter -- Toward strategic intelligence systems / David B. Montgomery and Charles B. Weinberg -- Customer-oriented approaches to identifying product-markets / George S. Day [and others] -- Market share : a key to profitability / Robert D. Buzzell [and others] -- A strategic perspective on product planning / George S. Day -- Evolution of global marketing strategy : scale, scope and synergy / Susan P. Douglas and C. Samuel Craig -- A model of strategy mix choice for planned social change / Jagdish N. Sheth and Gary L. Frazier -- A conceptual model of service quality and its implications for future research / A. Parasuraman, Valarie A. Zeithaml, and Leonard L. Berry -- pt. 4. Competitive marketing programs -- The concept of the marketing mix / Neil H. Borden -- Retail strategy and the classification of consumer goods / Louis P. Bucklin -- The product life cycle : a key to strategic marketing planning / John E. Smallwood -- Evolutionary processes in competitive markets : beyond the product life cycle / Mary Lambkin and George S. Day -- Consumer perceptions of price, quality, and value : a means-end model and synthesis of evidence / Valarie A. Zeithaml -- Beyond the many faces of price : an integration of pricing strategies / Gerard J. TellisA model for predictive measurements of advertising effectiveness / Robert J. Lavidge and Gary S. Steiner -- Sales force management : integrating research advances / Adrian B. Ryans and Charles B. Weinberg -- Distribution channels as political economies : a framework for comparative analysis / Louis W. Stern and Torger Reve -- Just-in-time exchange relationships in industrial markets / Gary L. Frazier [and others] -- The marketing audit comes of age / Philip Kotler [and others]