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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
LIB stacks
HF5415.13 .K43 Available Request
Subjects Marketing -- Gestion.
Marketing -- Management.
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
WorldCat Search OCLC WorldCat
WorldCat Identities Kelley, Eugene J.
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