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Nature and Goals of Marketing Science
Education of Marketing Practitioners and Marketing
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achieve activities advertising American Marketing Association analysis applied approach basic basis brand buyers buying cent centers changes characteristics competitive concerned consumer behavior consumption contribution corporate costs customers decision demand desire determine discussion distribution economic development effect emphasis ethical example existing expenditure factors firms function Harvard Business Review Homewood Ibid ideas important income increase individual industry influence innovation intervening variables Irwin Journal of Marketing keting knowledge managerial manufacturers marketing channel marketing concept marketing ethics marketing management marketing mix marketing problems marketing research marketing science marketing scientist marketing system marketing thought Markov ment method models motivation nomic operations research personal selling Pillsbury Company potential predict product development profit programs psychological purchase relationship result retail trading area Richard role salesmen social sumer techniques tend territories theory tion University Press variables wholesale York York University