Modern Marketing Management: Selected Readings; edited by R. J. Lawrence and M. J. Thomas.
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TextSeries: Penguin modern management readingsPublication details: Harmondsworth, Penguin, 1971Description: 413 p. illus. 18 cmISBN: 0140802657Subject(s): Marketing -- Management | MarketingDDC classification: 658/.8/008 LOC classification: HF5415.13 | .L38| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
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Karen | HF5415.13 .L38 1071 (Browse shelf(Opens below)) | 1 | Not for loan | 006642 |
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| HF5415.13 .K64 2013 Marketing Management | HF5415.13 .K64 2013 Marketing Management | HF5415.13 .K64 2013 Marketing Management | HF5415.13 .L38 1071 Modern Marketing Management: Selected Readings; | HF5415.13 .M33 1980 Handbook of Marketing Planning | HF5415.13 .M352324 2008 Marketing Management : | HF5415.13 .M369 2002 Basic Marketing : A Global-managerial Approach |
Alderson, W. A marketing view of business policy.--Baumol, W. J. The firm and its objectives.--Alderson, W. The analytical framework for marketing.--Adler, L. Systems approach to marketing.--Forrester, J. W. Modelling of marketing and company interactions.--Thomas, D. Riddles of market research.--Ackoff, R. L. Management misinformation systems.--Sevin, C. H. Marketing-cost and profitability information.--Hood, P. How to mix products.--Levitt, T. Exploit the product life-cycle.--McIver, C. Prosperity comes from products.--Berenson, C. Pruning the product line.--Gabor, A. Pricing in theory and practice.--Evans, G. H. The product manager's job.--Kotler, P. Behavioural models for analysing buyers.--Colley, R. H. Defining advertising goals.--Palda, K. S. The hypothesis of a hierarchy of effects.--Watson, D. L. Advertising and the buyer-seller relationship.--Majaro, S. Advertising by objectives.--Lawrence, R. J. How to test advertising.--Le Kashman, R. and Stolle, J. F. The total cost approach to distribution.--Bibliography (p. 395-396)
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