Marketing: Critical Perspectives on Business and ManagementMichael John Baker Taylor & Francis, 2001 - 568 sider |
Indhold
Introduction | 1 |
Projective techniques in marketing research | 3 |
Marketing strategy | 7 |
Consumer behavior as risk taking | 13 |
Foundations of marketing theory | 21 |
Behavioral models for analyzing buyers | 22 |
Evolution of the marketing concept including orientation | 27 |
The analytical framework for marketing | 39 |
Index 627 | 232 |
Has marketing failed or was it never really tried? | 240 |
Values the key to business in 1990 and beyond | 260 |
Benefit segmentation | 292 |
The effect of a market orientation on business profitability | 303 |
the basic needs | 321 |
market | 335 |
Concept of strategy | 346 |
The marketing revolution | 52 |
A theory of buyer behavior | 81 |
The marketing concept | 83 |
How to organize for new products | 97 |
a review | 106 |
Product differentiation and market segmentation | 109 |
Broadening the concept of marketing | 110 |
A theory of packaging in the marketing mix | 119 |
the furthering concept | 121 |
A general model for understanding organizational buying behavior | 136 |
Why new industrial products fail | 140 |
A generic concept of marketing | 150 |
a decision guide for management | 158 |
The present status of the marketing concept | 166 |
Marketing as exchange | 180 |
The nature and scope of marketing | 194 |
The marketing mix 1 | 202 |
A new orientation for plotting marketing strategy 327 | 212 |
The economic effects of advertisement 345 | 213 |
an empirical examination | 214 |
How important is pricing in competitive strategy? | 223 |
a case study | 347 |
The changing role of marketing in the corporation | 349 |
The formulation of a market strategy | 361 |
The functions of advertising in our culture | 363 |
Postmodern marketing? | 379 |
The twostep flow of communication | 380 |
Interaction and influence processes in personal selling | 382 |
Strategic windows | 386 |
| 396 | |
Quo Vadis marketing? Toward a relationship marketing paradigm | 397 |
a client perspective | 402 |
The concept of the marketing mix 3 | 409 |
Marketing warfare in the 1980s | 411 |
The commitmenttrust theory of relationship marketing | 413 |
The contributions of marketing to strategic management | 429 |
concepts measurement and application | 453 |
review refinement and roadmap | 469 |
Political marketing and the marketing concept | 490 |
Understanding the marketing concept as organizational culture | 510 |
Almindelige termer og sætninger
action advertising American Marketing Association analysis areas basic brand buyers commodity businesses competition competitors concept of marketing concern conflict consumer coordination corporate costs customer orientation decisions defined discipline distribution economic educators effective emphasis employees ethical problems example exchange factors firms focus growth Harvard Business Review important industry innovation issues Journal of Marketing keting Kotler major managerial manufacturing market intelligence market orientation marketing activities marketing concept marketing department marketing function Marketing Management marketing mix Marketing Myopia marketing research Marketing Strategy marketing's marketplace mass customization needs organization organizational paradigm performance permission to reprint perspective Philip Kotler philosophy Pillsbury Company planning political position postmodern profit reference as footnote relationship commitment relationship marketing response result retail role seller social suggests sumer suppliers tion top management transactions unethical behavior variables Westburn Publishers Ltd York