Includes bibliographical references and index.

Introduction / Barton Weitz, Robin Wensley -- PART I. INTRODUCTION -- Marketing's relationship to society / William L. Wilkie, Elizabeth S. Moore -- History of marketing thought / D.G. Brian Jones, Eric H. Shaw -- Role of marketing and the firm / Frederick E. Webster, Jr. -- PART II. MARKETING STRATEGY -- Market strategies and theories of the firm / George S. Day, Robin Wensley -- Determining the structure of product-markets : practices, issues, and suggestions / Allan D. Shocker -- Competitive response and market evolution / Hubert Gatignon, David Soberman -- PART III. MARKETING ACTIVITIES -- Branding and brand equity / Kevin Lane Keller -- Product development - managing a dispersed process / Ely Dahan, John R. Hauser -- Channel management : structure, governance, and relationship management / Erin Anderson, Anne T. Coughlan -- Salesforce management - compensation, motivation, selection and training / Sönke Albers -- Pricing : economic and behavioral models / Chezy Ofir, Russell S. Winer -- Marketing communications / David W. Stewart, Michael A. Kamins -- Sales promotion / Scott A. Neslin -- Understanding and improving service quality : a literature review and research agenda / A. Parasuraman, Valarie A. Zeithaml -- PART IV. MARKETING MANAGEMENT -- Individual decision-making / J. Edward Russo, Kurt A. Carlson -- Allocating marketing resources / Murali K. Mantrala -- Marketing decision support and intelligent systems : precisely worthwhile or vaguely worthless? / Eric M. Eisenstein, Leonard M. Lodish -- PART V. SPECIAL TOPICS -- Global marketing : research on foreign entry, local marketing, global management / Johny K. Johansson -- Service marketing and management : capacity as a strategic marketing variable / Steven M. Shugan -- Marketing in business markets / Håkan Håkansson, Ivan Snehota -- Marketing and the Internet / Patrick Barwise, Anita Elberse, Kathy Hammond -- PART VI. -- Concluding observations / Robin Wensley, Barton Weitz.

1 2