Modern marketing management: selected readings
By: edited by R. J. Lawrence and M. J. Thomas.
Contributors: Thomas, Michael J., 1933-
Series: Penguin modern management readings
Publisher: Penguin
Published: 1971
Place of publication: Harmondsworth
Language: eng
Number of pages: 413
Subjects: Marketing -- Management.; Marketing.
Table of contents: value: Alderson, W. A marketing view of business policy.; value: Baumol, W. J. The firm and its objectives.; value: Alderson, W. The analytical framework for marketing.; value: Adler, L. Systems approach to marketing.; value: Forrester, J. W. Modelling of marketing and company interactions.; value: Thomas, D. Riddles of market research.; value: Ackoff, R. L. Management misinformation systems.; value: Sevin, C. H. Marketing-cost and profitability information.; value: Hood, P. How to mix products.; value: Levitt, T. Exploit the product life-cycle.; value: McIver, C. Prosperity comes from products.; value: Berenson, C. Pruning the product line.; value: Gabor, A. Pricing in theory and practice.; value: Evans, G. H. The product manager's job.; value: Kotler, P. Behavioural models for analysing buyers.; value: Colley, R. H. Defining advertising goals.; value: Palda, K. S. The hypothesis of a hierarchy of effects.; value: Watson, D. L. Advertising and the buyer-seller relationship.; value: Majaro, S. Advertising by objectives.; value: Lawrence, R. J. How to test advertising.; value: Le Kashman, R. and Stolle, J. F. The total cost approach to distribution.; value: Bibliography (p. 395-396)