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1977•Journal of MarketingRequires access

Marketing Management: Text and Cases

Kendall Adams, Douglas J. Dalrymple, Leonard J. Parsons

Open publisher page 99 citations

Abstract

The Role of Marketing in Organizations and Society. Marketing Strategy. Customer Analysis. Market Segmentation and Product Differentiation. Competitive Analysis and Product Positioning. Product Development and Testing. Brand Management. Services Marketing. Pricing. Selecting Distribution Channels. Personal Selling and Sales Force Management. Direct Marketing. Designing Advertising Programs. Sales Promotion and Public Relations. International Marketing. Marketing Planning. Indexes.

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What this paper is about

The Role of Marketing in Organizations and Society. Marketing Strategy. Customer Analysis. Market Segmentation and Product Differentiation. Competitive Analysis and Product Positioning. Product Development and Testing. Brand Management. Services Marketing. Pricing. Selecting Distribution Channels. Personal Selling and Sales Force Management. Direct Marketing. Designing Advertising Programs. Sales Promotion and Public Relations. International Marketing. Marketing Planning. Indexes.

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OpenAlex reports 99 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

The Role of Marketing in Organizations and Society. Marketing Strategy. Customer Analysis. Market Segmentation and Product Differentiation. Competitive Analysis and Product Positioning. Product Development and Testing. Brand Management. Services Marketing. Pricing. Selecting Distribution Channels. Personal Selling and Sales Force Management. Direct Marketing. Designing Advertising Programs. Sales Promotion and Public Relations. International Marketing. Marketing Planning. Indexes.

Key concepts: Marketing, Marketing management, Marketing mix modeling, Business, Return on marketing investment, Marketing strategy, Digital marketing, Marketing effectiveness

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