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| Barton A Weitz | University of Florida, USA |
| Robin Wensley | University of Warwick, UK |
| © 2002 | 582 pages | SAGE Publications Ltd |
| Instructors | ||||
| Sixty Day Exam Copy | ||||
| Individual Purchasers | ||||
| Paperback | ISBN: | 9781412921206 | $66.00 | |
| Hardcover | ISBN: | 9780761956822 | $150.00 | |
| 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 |
