Marketing Models - Softcover

Lilien, Gary L.; Kotler, Philip; Moorthy, K. Sridhar

Softcover

ISBN 10: 013545641X ISBN 13: 9780135456415

Publisher: Prentice Hall, 1995

Synopsis

Recent scientific and database developments have provided tools and models for improving the effectiveness of the marketing decisions. Marketing Models authored by a team of distinguished faculty that includes Philip Kotler examines the more promising scientific and database developments that assist managers in arriving at cost-effective marketing strategies and budgets. It describes some of the important developments in marketing theory which help analyses marketing issues more effectively.

Key Features:

Self-contained text with all the necessary analysis tools provided.
Considers all marketing issues such as, product, pricing, advertising, sales force and distribution.
Most chapters start with a review of the basic concepts and theory in the area, followed by in-depth analyses of a small umber of models.
Incorporates recent research findings in all aspects of marketing.
Table Of Contents:

Preface.
Theory and Models in Marketing.
Consumer Behavior.
Organizational Buying Models.
Price.
Product.
Advertising.
Promotion.
Sales Force.
Distribution.
New Product Planning.
Strategy.
Decision Support and Implementation.
Appendices.
Bibliography.
Author Index.
Subject Index.

About this edition

• Publisher: Prentice Hall
• Publication date: 1995
• ISBN 10: 013545641X
• ISBN 13: 9780135456415
• Binding: Paperback
• Edition number: 1
• Number of pages: 803