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Title Handbook of marketing / edited by Barton Weitz and Robin Wensley
Published London : SAGE, 2002

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Location Call no. Vol. Availability
 MELB  658.8 Wei/Hom  AVAILABLE
Description vi, 582 pages : illustrations ; 26 cm
Contents Introduction / Barton Weitz and Robin Wensley -- 1. Marketing's Relationship to Society / William L. Wilkie and Elizabeth S. Moore -- 2. A History of Marketing Thought / D. G. Brian Jones and Eric H. Shaw -- 3. The Role of Marketing and the Firm / Frederick E. Webster, Jr. -- 4. Market Strategies and Theories of the Firm / George S. Day and Robin Wensley -- 5. Determining the Structure of Product-Markets: Practices, Issues, and Suggestions / Allan D. Shocker -- 6. Competitive Response and Market Evolution / Hubert Gatignon and David Soberman -- 7. Branding and Brand Equity / Kevin Lane Keller -- 8. Product Development - Managing a Dispersed Process / Ely Dahan and John R. Hauser -- 9. Channel Management: Structure, Governance, and Relationship Management / Erin Anderson and Anne T. Coughlan -- 10. Salesforce Management - Compensation, Motivation, Selection and Training / Sonke Albers -- 11. Pricing: Economic and Behavioral Models / Chezy Ofir and Russell S. Winer -- 12. Marketing Communications / David W. Stewart and Michael A. Kamins -- 13. Sales Promotion / Scott A. Neslin -- 14. Understanding and Improving Service Quality: A Literature Review and Research Agenda / A. Parasuraman and Valarie A. Zeithaml -- 15. Individual Decision-making / J. Edward Russo and Kurt A. Carlson -- 16. Allocating Marketing Resources / Murali K. Mantrala -- 17. Marketing Decision Support and Intelligent Systems: Precisely Worthwhile or Vaguely Worthless? / Eric M. Eisenstein and Leonard M. Lodish -- 18. Global Marketing: Research on Foreign Entry, Local Marketing, Global Management / Johny K. Johansson -- 19. Service Marketing and Management: Capacity as a Strategic Marketing Variable / Steven M. Shugan -- 20. Marketing in Business Markets / Hakan Hakansson and Ivan Snehota -- 21. Marketing and the Internet / Patrick Barwise, Anita Elberse and Kathy Hammond -- Concluding Observations / Robin Wensley and Barton Weitz
Summary This book presents a retrospective and prospective overview of research on marketing management issues, for advanced undergraduates, graduate students, academics, and practitioners in marketing. Organized in sections on marketing strategy, activities, and management and special topics, chapters look at areas such as the role of marketing and the firm, competitive response and market evolution, branding and brand equity, marketing communications, and global marketing
Analysis Marketing
Notes Includes bibliographical references and index
Bibliography Includes bibliographical references and index
Subject Marketing -- Handbooks, manuals, etc.
Marketing.
Author Wensley, Robin, 1944-
Weitz, Barton A.
LC no. 2003268088
ISBN 0761956824