MySearchLab with Pearson eText -- Standalone Access Card -- for The Sixties / Edition 4

Other Format (Print)
Used and New from Other Sellers
Used and New from Other Sellers
from $62.45
Usually ships in 1-2 business days
(Save 7%)
Other sellers (Other Format)
  • All (3) from $62.45   
  • New (2) from $62.45   
  • Used (1) from $64.62   

More About This Textbook


ALERT: Before you purchase, check with your instructor or review your course syllabus to ensure that you select the correct ISBN. Several versions of Pearson's MyLab & Mastering products exist for each title, including customized versions for individual schools, and registrations are not transferable. In addition, you may need a CourseID, provided by your instructor, to register for and use Pearson's MyLab & Mastering products.


Access codes for Pearson's MyLab & Mastering products may not be included when purchasing or renting from companies other than Pearson; check with the seller before completing your purchase.

Used or rental books

If you rent or purchase a used book with an access code, the access code may have been redeemed previously and you may have to purchase a new access code.

Access codes

Access codes that are purchased from sellers other than Pearson carry a higher risk of being either the wrong ISBN or a previously redeemed code. Check with the seller prior to purchase.


Read More Show Less

Product Details

  • ISBN-13: 9780205258994
  • Publisher: Pearson
  • Publication date: 12/11/2011
  • Edition number: 4
  • Pages: 240
  • Product dimensions: 3.10 (w) x 2.90 (h) x 0.60 (d)

Table of Contents


1. Marketing Myopia, Theodore Levitt.
2. The Analytical Framework for Marketing, Wroe Alderson.
3. Marketing as Exchange, Richard P. Bagozzi.
4. Broadening the Concept of Marketing, Philip Kotler and Sidney J. Levy.
5. The Globalization of Markets, (HBR), Theodore Levitt.
6. Frameworks for Analyzing Marketing Ethics, Gene R. Laczniak.
7. Marketing, Strategic Planning and the Theory of the Firm, Paul F. Anderson.
8. The Changing Role of Marketing in the Corporation, Frederick E. Webster, Jr.


9. Rational Behavior and Economic Behavior, George Katona.
10. A Theory of Buyer Behavior, John A. Howard and Jagdish N. Sheth.
11. A General Model for Understanding Organizational Buying Behavior, Frederick E. Webster, Jr. and Yoram Wind.
12. Situational Variables and Consumer Behavior, Russell W. Belk.
13. The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun, Morris B. Holbrook and Elizabeth C. Hirschman.
14. New Product Adoption and Diffusion, Everett M. Rodgers.
15. Competitive Effects on Technology Diffusion, Thomas S. Robertson and Hubert Gatignon.
16. Benefit Segmentation: A Decision Oriented Tool, Russell I. Haley.
17. Positioning Cuts Through Chaos in the Marketplace, Jack Trout and AlRies.


18. Market Orientation: The Construct, Research Propositions and Managerial Implications, Ajay K. Kohli and Bernard J. Jaworski.
19. Strategic Windows, Derek F. Abell.
20. How Competitive Forces Shape Strategy, Michael E. Porter.
21. Toward Strategic Intelligence Systems, David B. Montgomery and Charles B. Weinberg.
22. Customer-Oriented Approaches to ldentifying Product- Markets, George S. Day, Allan D. Shocker and Rajendra K. Srivastava.
23. Market Share — A Key to Profitability, Robert D. Buzzell, Bradley T. Gale and Ralph G.M. Sultan.
24. A Strategic Perspective on Product Planning, George S. Day.
25. Evolution of Global Marketing Strategy: Scale, Scope and Synergy, Susan P. Douglas and C. Samuel Craig.
26. A Model of Strategy Mix for Planned Social Change, Jagdish N. Sheth and Gary L. Frazier.
27. A Conceptual Model of Service Quality and Its Implications for Future Research, A. Parasuraman, Valarie A. Zeithaml and Leonard L. Berry.


28. The Concept of the Marketing Mix, Neil H. Borden.
29. Retail Strategy and the Classification of Consumer Goods, Louis P. Bucklin.
30. The Product Life Cycle: A Key to Strategic Marketing Planning, John E. Smallwood.
31. Evolutionary Processes in Competitive Markets: Beyond the Product Life Cycle, Mary Lambkin and George S. Day.
32. Consumer Perceptions of Price, Quality and Value: A Means- End Model and Synthesis of Evidence, Valarie A. Zeithaml.
33. Beyond the Many Faces of Price: An Integration of Pricing Strategies, Gerard J. Tellis.
34. A Model for Predictive Measurements of Advertising Effectiveness, Robert J. Lavidge and Gary A. Steiner.
35. Sales Force Management: Integrating Research Advances, Adrian B. Ryans and Charles B. Wienberg.
36. Distribution Channels as Political Economies: A Framework for Comparative Analysis, Louis W. Stern and Torger Reve.
37. Just-in-Time Exchange Relationships in Industrial Markets, Gary L. Frazier, Robert E. Spekman and Charles R. O'Neal.
38. The Marketing Audit Comes of Age, Philip Kotler, William Gregor and William Rogers.
Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star


4 Star


3 Star


2 Star


1 Star


Your Rating:

Your Name: Create a Pen Name or

Barnes & Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation


  • - By submitting a review, you grant to Barnes & and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Terms of Use.
  • - Barnes & reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)