Marketing : critical perspectives on Business and Management-Vol.II
By: Baker, Michael J.,Ed.
Material type:
BookPublisher: New York Routledge 2001Edition: Volume 2.Description: 733p.ISBN: 9780415213981.Subject(s): MarketingDDC classification: 658.8 Online resources: Click here to access online Summary: VOLUME II
3
an alternative
25
The 4P classification of the marketing mix revisited
51
the mix management paradigm reviewed
73
How to organize for new products
97
A theory of packaging in the marketing mix
119
The death and burial of sick products
127
Why new industrial products fail
140
Promotion
345
The functions of advertising in our culture
363
Interaction and influence processes in personal selling
382
a client perspective
402
PART 2
415
Are domestic and international marketing dissimilar?
435
An analysis of competition in the New Europe
462
Breaking free from product marketing
479
a decision guide for management
158
Competitive reactions to product quality improvements
202
How important is pricing in competitive strategy
223
A decisionmaking structure for price decisions
247
PART 3
260
Factors governing the development of marketing channels
263
Designing the distribution system
283
Conflict and cooperation in marketing channels
307
Postponement speculation and the structure of distribution
326
Services marketing is different
493
Classifying services to gain strategic marketing insights
518
a multipleitem scale for measuring consumer
538
a review
562
review critique research agenda
577
the case of UK retail
605
Index
627
Copyright
| Item type | Current location | Call number | Status | Date due |
|---|---|---|---|---|
Monograph
|
Indian Institute of Management Udaipur C4/4 | 658.8 (Browse shelf) | Available |
VOLUME II
3
an alternative
25
The 4P classification of the marketing mix revisited
51
the mix management paradigm reviewed
73
How to organize for new products
97
A theory of packaging in the marketing mix
119
The death and burial of sick products
127
Why new industrial products fail
140
Promotion
345
The functions of advertising in our culture
363
Interaction and influence processes in personal selling
382
a client perspective
402
PART 2
415
Are domestic and international marketing dissimilar?
435
An analysis of competition in the New Europe
462
Breaking free from product marketing
479
a decision guide for management
158
Competitive reactions to product quality improvements
202
How important is pricing in competitive strategy
223
A decisionmaking structure for price decisions
247
PART 3
260
Factors governing the development of marketing channels
263
Designing the distribution system
283
Conflict and cooperation in marketing channels
307
Postponement speculation and the structure of distribution
326
Services marketing is different
493
Classifying services to gain strategic marketing insights
518
a multipleitem scale for measuring consumer
538
a review
562
review critique research agenda
577
the case of UK retail
605
Index
627
Copyright
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