Showing papers on "Relationship marketing published in 1971"
Book•
01 Jan 1971
TL;DR: In this paper, the authors present an overview of the current issues and trends in the field of marketing in practice and in the context of the International Organization for Standardization (IOS) and the World Meteorological Organization (WTO).
Abstract: PART 1: INTRODUCTION: THE CONTEXT OF MARKETING - The Marketing Concept - Environmental Analysis - Marketing Strategy and Management - Marketing Structure, Conduct and Performance - PART 2: THE THEORETICAL UNDERPINNINGS - Demand and Supply - Consumer Behaviour - Organisational Buying Behaviour - Market Segmentation - Patterns of Distribution - PART 3: THE MARKETING MIX - Marketing Research - Product Policy, Planning and Development - Packaging - Pricing and Pricing Policy - Distribution Policy and the Selection of Marketing Channels - Marketing Communications - Advertising - Public Relations - Sales Promotion - Personal Selling and Merchandising - PART 4: MARKETING IN PRACTICE - The Company: Organising for Marketing - Planning for Marketing - The Written Analysis of Cases - Marketing in Foreign Environments - The Marketing of Services - Current Issues and Trends
134 citations
45 citations
TL;DR: The development of a scientific discipline of marketing logistics requires a vital commitment to education in this area as mentioned in this paper, and the development of such a discipline requires a commitment from the entire world.
Abstract: The development of a scientific discipline of marketing logistics requires a vital commitment to education in this area.
27 citations
23 citations
16 citations
14 citations
11 citations
TL;DR: In this paper, the authors examined the application of marketing principles in the market of TV rental and looked at empirical data taken from a sample of 200 customers, who were all asked their opinions on the advantages and disadvantages of renting a television set.
Abstract: Examines the application of marketing principles in the market of TV rental. Looks at empirical data taken from a sample of 200 customers, who were all asked their opinions on the advantages and disadvantages of renting a television set. Provides pointers for improvement of the effectiveness of marketing the rental TV market and the maintenance of customer loyalty.
TL;DR: In this article, the authors investigate the contribution of anthropology to marketing and suggest that it is likely to play a role in international marketing, and discuss its potential as we move towards market analysis and model building strategies for marketing.
Abstract: Investigates the contribution of anthropology to marketing which has been thought of as being negligible. Reviews its potential as we move towards market analysis and model building strategies for marketing. Suggests that it is likely to play a role in international marketing.
Book•
01 Jan 1971
TL;DR: The authors presents a considered definition of conglomerates and examines the organizational and marketing problems that have faced these companies and provides some suggestions for solutions to these problems, noting the significance of individual companies and their relationship with their advertising agencies.
Abstract: Presents a considered definition of conglomerates and examines the organizational and marketing problems that have faced these companies. Provides some suggestions for solutions to these problems, noting the significance of individual companies and their relationship with their advertising agencies. Suggests that budget must play a large part in the use of these agencies for marketing to be effective.