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Marketing management; a systems perspective.

Author: William Lazer
Publisher: New York, Wiley [1971]
Series: The Wiley marketing series
Edition/Format:  Book : EnglishView all editions and formats
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Additional Physical Format: Online version:
Lazer, William.
Marketing management.
New York, Wiley [1971]
(OCoLC)778393508
Document Type: Book
All Authors / Contributors: William Lazer
ISBN: 0471519855 9780471519850
OCLC Number: 119030
Description: xiv, 720 p. illus. (part col.) 24 cm.
Contents: Part I: The marketing management system --
1. The systems perspective of marketing --
2. Marketing in a management setting --
3. Market opportunities and innovation --
4. Marketing planning and programming --
5. Marketing organization and leadership --
6. Marketing control --
Part II: Decision-making processes and techniques --
7. The marketing intelligence system --
8. Marketing decisions: processes and activities --
9. Marketing decisions: criteria and techniques --
Part III: Designing the marketing mix --
10. The product-and-service mix --
11. Product-and-service mix: pricing decisions and strategies --
12. Distribution mix: channel decisions and strategies --
13. Distribution mix: physical distribution decision and strategies --
14. Communications mix: advertising decisions and strategies --
15. Communications mix: sales management decisions and strategies --
Part IV: Understanding environments and consumer behavior --
16. Buyer behavior and consumption processes --
17. Buyer behavior and consumption: demographics and life cycle --
18. Buyer behavior and consumption: psychological considerations --
19. Buyer behavior and consumption: life style and sociological considerations --
20. Buyer behavior and consumption: life style and sociological considerations --
Part V: The broad dimensions of marketing --
21. Markets and marketing: some broader dimensions --
22. Marketing from a macro perspective: social and ethical dimensions --
23. Marketing--government relationships --
24. Marketing in an international perspective --
Part VI: The marketing discipline --
25. The marketing discipline: science models and theory --
26. The marketing discipline: behavioral and social science foundations --
27. The marketing discipline: quantitative foundations --
28. The marketing discipline in retrospect and prospect.
Series Title: The Wiley marketing series

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schema:description"Part I: The marketing management system -- 1. The systems perspective of marketing -- 2. Marketing in a management setting -- 3. Market opportunities and innovation -- 4. Marketing planning and programming -- 5. Marketing organization and leadership -- 6. Marketing control -- Part II: Decision-making processes and techniques -- 7. The marketing intelligence system -- 8. Marketing decisions: processes and activities -- 9. Marketing decisions: criteria and techniques -- Part III: Designing the marketing mix -- 10. The product-and-service mix -- 11. Product-and-service mix: pricing decisions and strategies -- 12. Distribution mix: channel decisions and strategies -- 13. Distribution mix: physical distribution decision and strategies -- 14. Communications mix: advertising decisions and strategies -- 15. Communications mix: sales management decisions and strategies -- Part IV: Understanding environments and consumer behavior -- 16. Buyer behavior and consumption processes -- 17. Buyer behavior and consumption: demographics and life cycle -- 18. Buyer behavior and consumption: psychological considerations -- 19. Buyer behavior and consumption: life style and sociological considerations -- 20. Buyer behavior and consumption: life style and sociological considerations -- Part V: The broad dimensions of marketing -- 21. Markets and marketing: some broader dimensions -- 22. Marketing from a macro perspective: social and ethical dimensions -- 23. Marketing--government relationships -- 24. Marketing in an international perspective -- Part VI: The marketing discipline -- 25. The marketing discipline: science models and theory -- 26. The marketing discipline: behavioral and social science foundations -- 27. The marketing discipline: quantitative foundations -- 28. The marketing discipline in retrospect and prospect."
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