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Marketing masters.

Author: American Marketing Association.
Publisher: Chicago, Ill. : American Marketing Association, ©1991.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
Summary:

Presents a collection of articles from the "Journal of Marketing". This book contains articles, which cover topics such as advertising, distribution, marketing management, marketing theory, products,  Read more...

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Additional Physical Format: Online version:
Marketing masters.
Chicago, Ill. : American Marketing Association, ©1991
(OCoLC)760054293
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: American Marketing Association.
ISBN: 0877572194 9780877572190 0324226500 9780324226508
OCLC Number: 24379631
Description: viii, 274 pages : illustrations ; 28 cm
Contents: The dilemma of creative advertising / Alfred Politz --
A psychological view of advertising effectiveness / Ernest Dichter --
Defining and estimating a trading area / David L. Huff --
A formula for measuring productivity in distribution / Wroe Alderson --
Marketing and economic development / Peter F. Drucker --
A marketing view of competition / Wroe Alderson --
Towards a theory of marketing / Wroe Alderson, Reavis Cox --
The concept and application of life style segmentation / Joseph T. Plummer --
Benefit segmentation : a decision-oriented research tool / Russell I. Haley --
The major tasks of marketing management / Philip Kotler --
Product differentiation and market segmentation as alternative marketing strategies / Wendell R. Smith --
Marketing snags and fallacies / Leo Burnett --
Some criteria for judging the quality of surveys / W. Edwards Deming --
Forecasting : issues & challenges for marketing management / Spyros Makridakis, Steven C. Wheelwright --
The multivariate revolution in marketing research / Jagdish N. Sheth --
Seven tenets of creative research / Ernest Dichter. Putting the marketing research department on the executive level / William A. Marsteller --
Marketing principles / Robert D.W. Bartels --
Broadening the concept of marketing / Philip Kotler, Sidney J. Levy --
Marketing as exchange / Richard P. Bagozzi --
Marketing, strategic planning and the theory of the firm / Paul F. Anderson --
Effectiveness in sales interactions : a contingency framework / Barton A. Weitz --
Communications and industrial selling / Theodore Levitt --
Interpersonal communication and salesman effectiveness / Frederick E. Webster, Jr. --
The wheel of retailing / Stanley C. Hollander --
Non-price competition and the measurement of prices / Reavis Cox --
An operational approach to product pricing / Bill R. Darden --
The product life cycle : analysis and applications issues / George S. Day --
Diagnosing the product portfolio / George S. Day --
Benefit structure analysis : a new tool for product planning / James H. Myers --
A conceptual model of service quality and its implications for future research / A. Parasuraman, Valarie A. Zeithaml, Leonard L. Berry. The strategy of consumer motivation / Steuart Henderson Britt --
The relationships between preference and purchase of brands / Seymour Banks --
Statistical techniques and international trade / W. Edwards Deming.

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