عنوان

Modern marketing management: selected readings

Country Code

IR

Number

21483

.Language of Text, Soundtrack etc

انگلیسی

Country of publication

IR

Title Proper

Modern marketing management: selected readings

General Material Designation

[Book]

First Statement of Responsibility

/ edited by R. J. Lawrence and M. J. Thomas

Place of Publication, Distribution, etc.

Harmondsworth

Date of Publication, Distribution, etc.

, 1971.

Specific Material Designation and Extent of Item

413 p.

Other Physical Details

:illus.

Series Title

(Penguin modern management readings)

Text of Note

Print

Text of Note

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)

Marketing - Management

Marketing

Number

Class number

Book number

Lawrence, Raymond John,comp.

Thomas, Michael J.,1933-

Country

ایران

Agency

Central Library and Documentation Center

old catalog

p

BL

1

a

Y