CHARPTER 1:THEORY AND MODELS IN MARKETING

CHARPTER 1:THEORY AND MODELS IN MARKETING ; by KASAMA


THE COMPLEXITY OF MARKETING
1.SALES RESPONSE TO A SINGLE MARKETING INSTRUMENT.
2.MARKETING MIX INTERACTIONS.
3.DELAYED RESOURCE.
4.MULTIPLE TERRITORIES.
5.MULTIPLE PRODUCTS.
6.FUNCTIONAL INTERACTION
7.MULTIPLE GOALS.


MODELS
1.METHODOLOGY
 1.1.VERBAL MODELS
 1.2.MATHEMATICAL MODELS
2.PURPOSE
 2.1.MEASUREMENT MODELS
 2.2.DICISCION SUPPORT MODELS
 2.3.THEORETICCAL MODELS


FRAMEWORKS:
1.PERFORMANCE IMPLICATIONS OF MARKETING ORIENTATION,MARKETING RESOURCES,AND MAKETING CAPABILITIES / EBSCO


2.APPROACHING GLOBAL INDUSTRIAL MARKETING FROM A MANAGERIAL COGNITION PERSPECTIVE