Showing papers on "Marketing management published in 1973"
TL;DR: In this article, the formulation of international marketing strategies is requiring more sophisticated management approaches due to the increasing importance of international business operations, and the authors examine the impact of such approaches on international marketing.
Abstract: The formulation of international marketing strategies is requiring more sophisticated management approaches due to the increasing importance of international business operations. The authors examin...
206 citations
TL;DR: In this paper, eight different marketing tasks can be divided into four types: marketing, advertising, marketing, marketing management, and marketing problem solving, which are not carefully distinguished in the literature but are radically different in the problems they pose.
Abstract: Marketers engage in a variety of tasks which are not carefully distinguished in the literature but which are radically different in the problems they pose. Eight different marketing tasks can be di...
156 citations
Posted Content•
109 citations
TL;DR: This report explores the application of marketing technology in family planning through the lens of social marketing, especially in the most controversial area of “social marketing.”
Abstract: Marketing is a field in transition. In recent years, its spectrum has broadened to involve marketing of social causes. So far, we have been flooded with literature and discussions of the theoretica...
42 citations
39 citations
TL;DR: Although many different kinds of techniques can aid in the more effective allocation of marketing effort, renewed interest has recently been shown in the possible contribution of tools developed in the USA.
Abstract: Although many different kinds of techniques can aid in the more effective allocation of marketing effort, renewed interest has recently been shown in the possible contribution of tools developed in
34 citations
Book•
01 Jan 1973
TL;DR: This is completely revised edition of our 1963 book marketing management and administrative action as discussed by the authors, with a completely revised version of the 1963 book management management management and action, which is available online.
Abstract: This is completely revised edition of our 1963 book marketing management and administrative action.
28 citations
TL;DR: In this paper, the authors used behavioral and quantitative tools to improve the marketing communication efforts of a business through proper application of behavioral and quantifiable tools, and found that these tools have been used to improve marketing communications.
Abstract: The promotional and marketing communication efforts of a business can be greatly improved through proper application of behavioral and quantitative tools What tools have been used to improve marke
TL;DR: In the early 1970's, institutional change in marketing, which originates in events as diverse as declining importance of assembly markets for price discovery, and the redesign of marketing within trading blocs such as the European Common Market, led to increased interest in marketing as mentioned in this paper.
Abstract: Three distinctive schools present diverse interpretations of agricultural marketing. One of these derives from the economics of the farm business and casts marketing as all that happens to products past the farm. A second centres on marketing's co-ordinative role. A third is in allegiance to market development. Contemporary problems, beginning with those of the 1920 price reductions in the United States and accentuated by the worldwide depression of the 1930's, primarily explain the periods of heightened interest in marketing. In the early 1970's the common thread is institutional change in marketing, which originates in events as diverse as declining importance of assembly markets for price discovery, and the redesign of marketing within trading blocs such as the European Common Market.
TL;DR: The authors looked at the marketing strategies of companies in different countries and found that countries with similar levels of development or cultural patterns did not tend to have similar practices, suggesting that the assumption of a typical pattern of marketing practice is questionable.
Abstract: Looks at the marketing strategies of companies in different countries. Suggests that there is no direct relationship between environmental‐factors and marketing practices. Reveals that countries with similar levels of development or cultural patterns did not tend to have similar practices, suggesting that the assumption of a typical pattern of marketing practice is questionable.
Book•
01 Jan 1973
TL;DR: In this paper, the authors define financial services as: advice; deposits and savings; loans; leasing; investment; insurance; payments and debt settlement; factoring; and money is a store value, an instrument of value transfer.
Abstract: Money is a store value, an instrument of value transfer, and a criterion by which the value of all scarce economic real resources are measured. Therefore, human beings, acting personally or as corporate bodies, have certain needs in relation to the money commodity. Those needs are met by those who offer financial services. Broadly, these services are: advice; deposits and savings; loans; leasing; investment; insurance; payments and debt settlement; factoring. The institutions which offer these various services are not segregated into distinct groups. The various banks, finance services companies and professional practitioners all overlap in competing to offer financial services, so that any group of institutions, say the hire purchase and finance companies, are competing among themselves and with
Book•
01 Jan 1973
TL;DR: In this paper, an introduction to marketing management text and cases is presented, together with a text-and-case approach for text-based marketing management, and a case study is presented.
Abstract: Introduction to marketing management: text and cases , Introduction to marketing management: text and cases , مرکز فناوری اطلاعات و اطلاع رسانی کشاورزی
TL;DR: In this paper, the authors suggest an alternative, integrative approach to the management and supply of markets based upon the recognition of the role of distribution in the company's marketing effort and by the development of a total systems approach.
TL;DR: In this paper, the authors assess the present stage of marketing development in Egypt and identify the basic factors responsible for the development or underdevelopment of marketing, and conclude that economic growth is directly related to marketing development which grows to fulfil the need of its economy.
Abstract: Assesses the present stage of marketing development in Egypt. Identities the basic factors responsible for the development or underdevelopment of marketing. Concludes that economic growth is directly related to marketing development which grows to fulfil the need of its economy. Reveals that in Egypt marketing is underdeveloped, which is a reflection of the economic and social setting.
TL;DR: The 3M Problem as discussed by the authors is defined as "how much money should be devoted to measurement and control relative to direct marketing activities" and it has been identified as a major obstacle to progress in marketing.
Abstract: Various reasons for the comparative lack of success of management science in marketing are examined in general, but provocative, terms. There are the basic complexity of the market, the volumes of often unreliable data, the division between the various measurement and control professionals involved in marketing. There are the different perspectives, time scales, rewards and objectives of the brand manager and the management scientist. Some similarity of intellectual approach, perhaps even arrogance, does little to improve common understanding. But the central obstacle to progress is the “3M Problem”: how much Money should be devoted to Measurement and control relative to direct Marketing activities? A general increase in educational and professional standards is called for, with a clear division of roles between the generalist, the specialist and the academic management scientist. The 3M Problem is thrown out as a challenge to the academic.
TL;DR: In this paper, the authors define comparative marketing as a type of analysis which describes and interprets the differences and similarities between varying marketing practices and systems in two or more different countries or societies.
Abstract: Defines the term “comparative marketing” as a type of analysis which describes and interprets the differences and similarities between varying marketing practices and systems in two or more different countries or societies. Looks at the growth of international marketing and then goes on to examine various models of marketing. Provides a framework for comparative analysis, suggesting that effective comparative marketing analysis extends our knowledge of the interaction between social and business values and this helps to provide a more relevant marketing concept.