Marketing Classics: A Selection of Influential Articles

Ben M. Enis, etc., Keith K. Cox et Michael P. Mokwa

ISBN 10: 0205159885 / ISBN 13: 9780205159888

Published by Pearson Education (US), 1994

About this Item

Ancien livre de bibliothèque avec équipements. Edition 1994. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Former library book. Edition 1994. Ammareal gives back up to 15% of this item's net price to charity organizations.

Seller Inventory # G-907-727

Bibliographic Details

• Title: Marketing Classics: A Selection of Influential Articles
• Publisher: Pearson Education (US)
• Publication Date: 1994
• Language: English
• ISBN 10: 0205159885
• ISBN 13: 9780205159888
• Binding: Softcover
• Condition: Bon

About this title

Synopsis

This 25th-anniversary-edition of "Marketing Classics" represents a culmination of the most important articles published in the field. Each article has been selected for the contribution it has made, and the impact it has had in bringing a new way of thinking into marketing theory and practice. Eleven new articles have been added in such topical areas as marketing ethics, global marketing strategy, service quality and technology diffusion. Articles of enduring interest by noted marketing minds like Wroe Anderson, George Katona, Theodore Levitt, George Day, John Howard, Frederick Webster Jr, Sidney J. Levy, Jagdish Sheth and Philip Kotler are retained. The articles are divided into four parts: "Marketing Philosophy"; "Buyer and Market Behaviour"; "Marketing Strategy"; and "Competitive Marketing Programmes".

From the Publisher

This 25th Anniversary edition of the MARKETING CLASSICS represents a culmination of the most interesting and most influential articles published in the field of Marketing. Each article was selected by the authors for the important contribution it has made to the field and for the impact it has had in bringing a new way of thinking into marketing theory and practice. This eighth edition retains articles of enduring interest by noted marketing minds like Wroe Alderson, George Katona, Theodore Levitt, George Day, John Howard, Frederick Webster, Jr., Sidney J. Levy, Jagdish Sheth, and Philip Kotler. The articles are divided into four parts: I. Marketing Philosophy; II. Buyer and Market Behavior; III. Marketing Strategy; IV. Competitive Marketing Programs; with each part covering a wide range of perspectives and topic areas.