The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. - A high calibre collection compiled by an international and extremely distinguished advisory board of marketing academics - With contributions from leading scholars in the field, each covering the latest research issues in particular areas of expertise - Each chapter provides the necessary background for study and research of…mehr
The Handbook of Marketing presents a major retrospective and prospective overview of the field of marketing, and provides a landmark reference at a time when many of the traditional boundaries and domains within the marketing discipline have been subject to change. - A high calibre collection compiled by an international and extremely distinguished advisory board of marketing academics - With contributions from leading scholars in the field, each covering the latest research issues in particular areas of expertise - Each chapter provides the necessary background for study and research of specific empirical and theoretical topics in marketing. The Handbook of Marketing will be invaluable to advanced undergraduates, graduate students and academics in marketing.Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.
Introduction - Barton A Weitz and Robin Wensley PART ONE: INTRODUCTION Marketing¿s Relationship to Society - William L Wilkie and Elizabeth S Moore A History of Marketing Thought - D G Brian Jones and Eric H Shaw Role of Marketing and the Firm - Frederick E Webster Jr PART TWO: MARKETING STRATEGY Marketing Strategy and Theories of the Firm - George S Day and Robin Wensley Determining the Structure of Product-Markets - Allan D Shocker Practices, Issues and Suggestions Competitive Response and Market Evolution - Hubert Gatignon and David Soberman PART THREE: MARKETING ACTIVITIES Branding and Brand Equity - Kevin Lane Keller Product Development - Ely Dahan and John R Hauser Managing a Dispersed Process Channel Management - Erin Anderson and Anne T Coughlan Structure, Governance and Relationship Management Salesforce Management - Sönke Albers Compensation, Motivation, Selection and Training Pricing - Chezy Ofir and Russell S Winer Economic and Behavioral Models Marketing Communications - David W Stewart and Michael A Kamins Sales Promotion - Scott A Neslin Understanding and Improving Service Quality - A Parasuraman and Valerie A Zeithaml A Literature Review and Research Agenda PART FOUR: MARKETING MANAGEMENT Individual Decision-Making - J Edward Russo and Kurt A Carlson Allocating Marketing Resources - Murali K Mantrala Marketing Decision Support and Intelligent Systems - Eric M Eisenstein and Leonard M Lodish Precisely Worthwhile or Vaguely Worthless? PART FIVE: SPECIAL TOPICS Global Marketing - Johny K Johanson Research on Foreign Entry, Local Marketing, Global Management Services Marketing and Management - Steven M Shugan Capacity as a Strategic Marketing Variable Marketing in Business Markets - Håkan Håkansson and Ivan Snehota Marketing and the Internet - Patrick Barwise, Anita Elberse and Kathy Hammond PART SIX: CONCLUDING OBSERVATIONS Concluding Observations - Robin Wensley and Barton A Weitz
Introduction - Barton A Weitz and Robin Wensley PART ONE: INTRODUCTION Marketing¿s Relationship to Society - William L Wilkie and Elizabeth S Moore A History of Marketing Thought - D G Brian Jones and Eric H Shaw Role of Marketing and the Firm - Frederick E Webster Jr PART TWO: MARKETING STRATEGY Marketing Strategy and Theories of the Firm - George S Day and Robin Wensley Determining the Structure of Product-Markets - Allan D Shocker Practices, Issues and Suggestions Competitive Response and Market Evolution - Hubert Gatignon and David Soberman PART THREE: MARKETING ACTIVITIES Branding and Brand Equity - Kevin Lane Keller Product Development - Ely Dahan and John R Hauser Managing a Dispersed Process Channel Management - Erin Anderson and Anne T Coughlan Structure, Governance and Relationship Management Salesforce Management - Sönke Albers Compensation, Motivation, Selection and Training Pricing - Chezy Ofir and Russell S Winer Economic and Behavioral Models Marketing Communications - David W Stewart and Michael A Kamins Sales Promotion - Scott A Neslin Understanding and Improving Service Quality - A Parasuraman and Valerie A Zeithaml A Literature Review and Research Agenda PART FOUR: MARKETING MANAGEMENT Individual Decision-Making - J Edward Russo and Kurt A Carlson Allocating Marketing Resources - Murali K Mantrala Marketing Decision Support and Intelligent Systems - Eric M Eisenstein and Leonard M Lodish Precisely Worthwhile or Vaguely Worthless? PART FIVE: SPECIAL TOPICS Global Marketing - Johny K Johanson Research on Foreign Entry, Local Marketing, Global Management Services Marketing and Management - Steven M Shugan Capacity as a Strategic Marketing Variable Marketing in Business Markets - Håkan Håkansson and Ivan Snehota Marketing and the Internet - Patrick Barwise, Anita Elberse and Kathy Hammond PART SIX: CONCLUDING OBSERVATIONS Concluding Observations - Robin Wensley and Barton A Weitz
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