cover image

Marketing planning and competitive strategy [by] Eugene J. Kelley.


Englewood Cliffs, N.J., Prentice-Hall [1972] .
ISBN 0135583047, 9780135583043

Location Call Number Status Consortium Loan
George Washington
WRLC Shared Collections Facility
HF 5415.13 .K43 Off-site
Request
American
LIB stacks
HF5415.13 .K43 Available Request
Subjects Marketing -- Gestion.
Marketing -- Management.
Marketing.
Series Prentice-Hall foundations of marketing series.
Description xi, 132 pages illustrations 23 cm.
Copyright Date [1972]
Notes Includes bibliographical references.
Contents pt. 1. Marketing and The Management of Change -- Marketing Policy and Systems -- The Field of Marketing -- Marketing as a Discipline -- The Systems Approach -- Marketing's Broader Dimensions -- Metamarketing: A New Approach -- Effective Marketing Orientation-The Marketing Concept -- Information and Systems Managament in Marketing -- Marketing and Change -- Marketing in an Information Society -- Knowledge Areas Underlying Marketing Decisions -- part 2. Marketing Opportunity Assessment -- Entrepeneurial-Decision Functions -- Assessment of Marketing Opportunity -- External Environments of Marketing -- Analysis of Environmental Forces -- Market Segmentation -- Marketing Planning for the Firm -- Planning: The Basis of marketing Management -- Social System Orientation to Business Planning -- Innovation in Marketing Planning -- Trends in Planning -- Organization and Control of the Marketing Effort -- Development of Marketing Organizations in Manufacturing Firms -- From a Production to a Marketing Orientation -- A Systems View of Organization -- Control: A System View -- Organization and Control: Planning Perspectives -- part 3. Product Policy and the Market Offering -- Product Policy -- Pricing policy -- Promotion and Distribution Policies -- Promotion Policy -- Distribution Policy -- part 4. Marketing's Broader Horizons -- Integrating Marketing in Environments of Uncertainty -- Integrating the Field of Marketing -- Environmental Management and Socio-marketing -- Marketing Audit -- International Marketing -- Broadening Market Applications -- Professionalism and Marketing Education.
Network Numbers (OCoLC)216642
(OCoLC)ocm00216642
WorldCat Search OCLC WorldCat
WorldCat Identities Kelley, Eugene J.
Publication timeline, list of works, related names and subjects and other information

Services

Export citation to: RefWorks