Marketing classics: A selection of influential articles

578 pages. Light tanning This 25th-anniversary-edition of Marketing Classics represents a culminatio n of the most important articles published in the field. Each article has been s elected 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 ha ve been added in such topical areas as marketing ethics, global marketing strate gy, service quality and technology diffusion. Articles of enduring interest by n oted 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 Marketing Philosophy; Buyer and Market Behaviour; Marketing Strategy; and Competitive Marketing Programmes.