Introduction
1
CRITICAL PERSPECTIVES
2
PART2
7
Foundations of marketing theory
21
PART1
27
The analytical framework for marketing
39
The marketing revolution
52
Marketing myopia
58
Product differentiation and market segmentation
285
a strategic management tool
302
The effect of a market orientation on business profitability
303
the basic needs
321
Rational behavior and economic behavior
332
market
335
a case study
347
The changing role of marketing in the corporation
349

Concept of strategy
80
The marketing concept
83
beyond
108
Broadening the concept of marketing
110
the furthering concept
121
Competitive reactions to product quality improvements
133
A general model for understanding organizational buying behavior
136
A generic concept of marketing
150
The present status of the marketing concept
166
Marketing as exchange
180
The nature and scope of marketing
194
PART1
202
Price
213
an empirical examination
214
Techniques for pricing new products and services
232
Has marketing failed or was it never really tried?
240
Values the key to business in 1990 and beyond
260
How communication works
357
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
The characteristics of goods and parallel systems theories
396
Quo Vadis marketing? Toward a relationship marketing paradigm
397
a client perspective
402
The concept of the marketing mix
409
Marketing warfare in the 1980s
411
The commitmenttrust theory of relationship marketing
413
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
Copyright