Title: Marketing: the firm's viewpoint
Authors: Otteson, Schuyler F. 1917-
Publisher: Macmillan
Year: 1964
Subjects: Marketing
Contents: pt. 1. Introduction -- pt. 2. Basic Concepts and Standards in the Analysis of Marketing Choices -- The Search for Corporate Goals -- Selected Management Creeds and Philosophies -- Social Responsibility-Can Business Survive the Challenge? -- Profit Concepts and Profit Standards -- Measurment of Profits for Executive Decisions -- return-on-Investment Analysis -- Cost and Decisions -- Cost Exercises: Brown Manufacturing Company -- Sandy Hook Manufacturing Company -- Break-Even Analysis -- pt. 3. The Design of the Marketing Program -- pt. 4. Tha Nature and Behavior of Markets -- The Identification and Assessment of Market Opportunities -- Life's Study of Consumer Expenditures -- Statistical Appendix: Identification and Assessment of Market Opportunities -- The 1960 Census Findings -- An Introduction to Costumer Behavior -- The Nature of Attitudes and Expectations -- A Behavioral Model of the Individual Customer -- The March and Simon Model -- Cultural Influences on Consumption --^