Marketing classics; a selection of influential articles [by] Ben M. Enis and Keith K. Cox.

; Cox, Keith Kohn, compiler
Boston, Allyn and Bacon [1969] .

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Other Authors Cox, Keith Kohn,
Subjects Marketing.
Description 481 pages illustrations 22 cm
Copyright Date [1969]
Notes Includes bibliographical references.
Contents The analytical framework for marketing / Wroe Anderson -- Consumer convenience and the retail structure of cities / Reavis Cox -- Marketing and economic development / Peter F. Drucker -- The value added concept as a measurement of output / Theodore N. Beckman -- Marketing from the producer's point of view / P.J. Verdoorn -- What is the marketing management concept? / J.B. McKitterick -- The marketing revolution / Robert J. Keith -- Rational behavior and economic behavior / George Katona -- Motivation, cognition, learning--basic factors in consumer behavior / James A. Bayton -- Consumer behavior as risk taking / Raymond A. Bauer -- Cognitive dissonance / Leon Festinger -- Consumer brand choice--a learning process? / Alfred A. Kuehn -- Projective techniques in marketing research / Mason Haire -- Group influence in marketing / Foundation for Research on Human Behavior -- The two-step flow of communications: an up-to-date report on an hypothesis / Elihu Katz -- Social classes and spending behavior / Pierre Martineau -- The adoption process / Foundation for Research on Human Behavior -- The role of research in marketing management / Harry V. Roberts -- Pricing objectives in large companies / Robert F. Lanzillotti -- An experimental method for estimating demand / Edgar A. Pessemier -- Retail strategy and the classification of consumer goods / Louis P. Bucklin -- Parallel systems of promotion and distribution / Leo V. Aspinwall -- Are channels of distribution what the textbooks say? / Phillip McVey -- A model for predictive measurements of advertising effectiveness / Robert J. Lavidge and Gary A. Steiner -- Advertising: a problem in industrial dynamics / Jay W. Forrester -- The wheel of retailing / Stanley G. Hollander -- Marketing myopia / Theodore Levitt -- The concept of the marketing mix / Neil H. Bordon -- Product differentiation and market segmentation as alternative marketing strategies / Wendell R. Smith -- Multi-stage approach to pricing / Alfred R. Oxenfeldt -- The logistics of distribution / John F. Magee -- Does advertising belong in the capital budget? / Joel Dean -- Decision theory and marketing management / Robert D. Buzzell and Charles C. Slater -- Bayesian statistics and product decisions / Paul E. Green.
Genre Aufsatzsammlung.
Network Numbers (OCoLC)6755
(OCoLC)ocm00006755
WorldCat Search OCLC WorldCat
WorldCat Identities Enis, Ben M.,
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