著者紹介

内容

目次

Introduction - Barton A Weitz and Robin Wensley PART ONE: INTRODUCTIONMarketing's Relationship to Society - William L Wilkie and Elizabeth S MooreA History of Marketing Thought - D G Brian Jones and Eric H Shaw Role ofMarketing and the Firm - Frederick E Webster Jr PART TWO: MARKETING STRATEGYMarketing Strategy and Theories of the Firm - George S Day and Robin WensleyDetermining the Structure of Product-Markets - Allan D Shocker Practices,Issues and Suggestions Competitive Response and Market Evolution - HubertGatignon and David Soberman PART THREE: MARKETING ACTIVITIES Branding andBrand Equity - Kevin Lane Keller Product Development - Ely Dahan and John RHauser Managing a Dispersed Process Channel Management - Erin Anderson andAnne T Coughlan Structure, Governance and Relationship ManagementSalesforce Management - Sonke Albers Compensation, Motivation, Selectionand Training Pricing - Chezy Ofir and Russell S Winer Economic andBehavioral Models Marketing Communications - David W Stewart and Michael AKamins Sales Promotion - Scott A Neslin Understanding and Improving ServiceQuality - A Parasuraman and Valerie A Zeithaml A Literature Review andResearch Agenda PART FOUR: MARKETING MANAGEMENT Individual Decision-Making -J Edward Russo and Kurt A Carlson Allocating Marketing Resources - Murali KMantrala Marketing Decision Support and Intelligent Systems - Eric MEisenstein and Leonard M Lodish Precisely Worthwhile or Vaguely Worthless?PART FIVE: SPECIAL TOPICS Global Marketing - Johny K Johanson Research onForeign Entry, Local Marketing, Global Management Services Marketing andManagement - Steven M Shugan Capacity as a Strategic Marketing VariableMarketing in Business Markets - Hakan Hakansson and Ivan Snehota Marketingand the Internet - Patrick Barwise, Anita Elberse and Kathy Hammond PART SIX:CONCLUDING OBSERVATIONS Concluding Observations - Robin Wensley and Barton AWeitz