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Modern Marketing Management: Selected Readings; (penguin Modern Management Readings) by R. J. Lawrence and M. J. Thomas is a book available to read on EtoBox.

What is Modern Marketing Management: Selected Readings; (penguin Modern Management Readings) about?

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)

Author

R. J. Lawrence and M. J. Thomas

Publisher

Penguin Books Ltd

Published

1971

Language

EN

ISBN

9780140802658

Subjects

Management, Business, Marketing