This 25th-anniversary-edition of "Marketing Classics" represents a culmination of the most important articles published in the field. Each article has been selected for the contribution it has made, and the impact it has had in bringing a new way of thinking into marketing theory and practice. Eleven new articles have been added in such topical areas as marketing ethics, global marketing strategy, service quality and technology diffusion. Articles of enduring interest by noted marketing minds like Wroe Anderson, George Katona, Theodore Levitt, George Day, John Howard, Frederick Webster Jr, Sidney J. Levy, Jagdish Sheth and Philip Kotler are retained. The articles are divided into four parts: "Marketing Philosophy"; "Buyer and Market Behaviour"; "Marketing Strategy"; and "Competitive Marketing Programmes".
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Editorial Reviews
From the Publisher
This 25th Anniversary edition of the MARKETING CLASSICS represents a culmination of the most interesting and most influential articles published in the field of Marketing. Each article was selected by the authors for the important contribution it has made to the field and for the impact it has had in bringing a new way of thinking into marketing theory and practice. This eighth edition retains articles of enduring interest by noted marketing minds like Wroe Alderson, George Katona, Theodore Levitt, George Day, John Howard, Frederick Webster, Jr., Sidney J. Levy, Jagdish Sheth, and Philip Kotler. The articles are divided into four parts: I. Marketing Philosophy; II. Buyer and Market Behavior; III. Marketing Strategy; IV. Competitive Marketing Programs; with each part covering a wide range of perspectives and topic areas.
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5.0 out of 5 stars
Must Read for all Marketing Professionals and Students,
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This review is from: Marketing Classics: A Selection of Influential Articles (Paperback)
This is a must-read book for all marketing professionals and students. It brings the finest articles ever published by great authors like Theodore Levitt and Philip Kotler. Inludes the all-time classic "Marketing Myopia ".
3.0 out of 5 stars
Doing it by the book,
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This review is from: Marketing Classics: A Selection of Influential Articles (Paperback)
All business managers should read this book so as not to reinvent the marketing wheel. Great, classic marketing insights.
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