Unread library copy. Excellent condition. Slight shelf wear.

Reflections on the Futures of Marketing : Practice and Education (Report No. 96 129)

Unknown, Author

Marketing Science Institute

Offers an overview of the field of promotions: how promotions affect sales and profits, types of sales promotions, the interaction of promotion and advertising, and future research. 
With a practical orientation grounded in rigorous scholarship, this monograph is intended to be a resource to both academics and businesspeople.

Sales Promotion (Marketing Science Institute (MSI) Relevant Knowledge Series) (Relevant knowledge series)

Business & Money

Scott A Neslin

Management & Leadership

Provides a summary of a well-researched field of top management concern written by a thought leader in the field of brands and brand management. Addresses the conceptualization and measurement of brand equity, brand building, brand extensions, and brand strategies and alliances.

Branding and Brand Equity (Relevant Knowledge Series Marketing Science Institute (MSI))

Kevin Lane Keller

Summarizes "what we know" and "what we still need to know" about service quality: how to define and measure it and how to improve service performance. Discusses the link between service quality, customer loyalty, and profitability, and the challenge of delivering service quality on the Internet.

Service Quality (Marketing Science Institute (MSI) Relevant Knowledge Series)

Valarie A. Zeithaml and A. Parasuraman

Authored by leading marketing scholars, the book addresses questions of critical enduring importance to marketing: Does marketing influence firm value or firm performance? Does marketing contribute to the development and maintenance of intangible assets such as consumers, brands, and knowledge? How can marketing contribute to greater firm efficiency? Can a firm’s marketing capabilities become a source of value? 
Offering a diverse set of approaches from stock response modeling to historical analysis, Assessing Marketing Strategy Performance aims to foster new and more effective thinking about the value of marketing and the productivity of marketing investments. It will be an invaluable resource to those seeking to better understand marketing’s role in the firm.

Assessing Marketing Strategy Performance (Marketing Science Institute (MSI))

Christine Moorman and Donald R. Lehmann eds.

A collection of abstracts of over 200 award-winning papers in marketing with chapter introductions by the editors. Abstracts are organized by research topic: innovation, brand equity, marketing metrics, managing relationships with customers and organizations, the role of marketing, research tools, marketing mix, customer insight, and strategy.

Essential Readings in Marketing (Marketing Science Institute (MSI))

Reference

Leigh McAlister

Ruth Bolton

and Ross Rizley

Writing, Research & Publishing Guides

Offers an overview of pricing research: measurement and scaling issues, behavioral response to price, pricing tactics, empirical research, game-theoretic models, pricing on the Internet, and directions for future research.

Pricing (Marketing Science Institute (MSI) Relevant Knowledge Series)

Russell S. Winer

Explores the business trends that are prompting managers to look into social network analysis, offers a conceptual "toolkit" of social network concepts, investigates "social capital" (the concept that particular positions in networks can confer particular benefits), and reviews research on consumer, intra-organizational, and inter-organizational networks.

Social Networks and Marketing (Marketing Science Institute (MSI) Relevant Knowledge Series)

Christophe Van den Bulte and Stefan Wuyts

Explores the theoretical underpinnings of relationship marketing and offers insight into important managerial issues: understanding the financial impact of relationship marketing, building and maintaining strong relationships, targeting and adapting relationship marketing strategies, and improving performance through best practices. Outlines future research directions and topics.

Relationship Marketing (Marketing Science Institute (MSI) Relevant Knowlege Series)

Robert W. Palmatier

Empirical Generalizations about Marketing Impact: What We Have Learned from Academic Research surveys academic research to determine what we know about the impact of marketing activities on product and company performance. With over 80 contributions from leading marketing scholars, it summarizes current knowledge about the impact of marketing spending in 16 topic areas.

Empirical Generalizations about Marketing Impact (Marketing Science Institute (MSI) Relevant Knowledge Series)

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