Handbook of Modern Marketing

Claus C. Sinai · Victor P. Buell · Carl Heyel

71 citations0/0 files storedJournal of Marketing

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Marketing and Advertising Strategies Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

The broad scope and practical input from more than l00 recognized marketing authorities nationwide have made the Handbook of Modern Marketing an invaluable reference for all levels of marketing managers. This revised and updated edition covers recent developments in all areas of marketing, including globilization of major industries, innovations in the marketing of services, and technology's effect on marketing strategies. Explores consumer, industrial, services, and government markets.

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1999A Review of the ‘Value’ Literature and Implications for Relationship Marketing 1995Customer complaint situations: An equity theory perspective 2020Toward a comprehensive framework of value proposition development: From strategy to implementation 1991Pricing of Services: An Interdisciplinary Review 2007Quality and value network marketing travel clubs 1991Perceptions of Gender Stereotypic Behavior: An Exploratory Study of Women in Selling 1984Criteria for Advertising Agency Selection: An Objective Appraisal 2007Advance Demand and a Critical Analysis of Revenue Management

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