목차 일부
Customer Evaluation of Products in a Global Market / Saeed Samiee ... 7
Process Expertise-A Critical Managing Fundamental / William J. Altier ... 33
The Contemporary Use of Strategy, Strategic Plann...
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목차 전체
Customer Evaluation of Products in a Global Market / Saeed Samiee ... 7
Process Expertise-A Critical Managing Fundamental / William J. Altier ... 33
The Contemporary Use of Strategy, Strategic Planning, and Planning Tools by Marketers : A Cross-national Comparison / Michael H. Morris and Leyland F. Pitt ... 39
Do Strategy Frameworks Apply in the United States and Abroad? / Michael H. Morris and Leyland F. Pitt ... 61
Standardization Versus Adaptation of International Marketing Strategy : An Empirical Investigation / David M. Szymanski, Sundar G. Bharadwaj, and P. R ... 69
Marketing Slovakian Wine to the U.S. : A Small Trading Company's Experience / Alfred C. Holden and Lara Weber ... 87
Product-Market Choices and Growth of New Business / Richard Cardozo Karen McLaughlin, Brian Harmon, P ... 93
Ethics and Services Marketing / Ellen J. Kennedy and Leigh Lawton ... 103
Strategic Alliances : Gateway to the New Europe? / Edwin A. Murray, Jr and John F. Mahon ... 115
Real-World R&D : Jumping the Product Generation Gap / Marco Iansiti ... 125
Gerontographics : A Scientific Approach to Analyzing and Targeting the Mature Market / George P. Moschis ... 135
Cross-national Evaluation of Made-in Concept Using Multiple Cues / Sadrudin A. Ahmed and Alain d'Astous ... 147
Forced Withdrawal from a Country Market : Managing Political Risk / Syed H. Akhter and Yusuf A. Choudhry ... 161
Developing a Balanced Information System : Establishing Strategic Superiority for Service Organizations / C. Bruce Kavan, Cheryl J. Frohlich and A. Coskun ... 169
Business Re-engineering-a Strategy-driven Approach / Rohit Talwar ... 179
Strategic Planning Unbound / Alexander Hiam ... 199
Gender and Attitudinal Commitment to Organizations : A Meta-Analysis / Forrest F. Aven, Jr., Barbara Parker, and Glenn M ... 205
Pacing Strategic Change : The Case of a New Venture / Connie J. G. Gersick ... 217
Brainstorming Electronically / R. Brent Gallupe and William H. Cooper ... 255
Managing Conflict Over the Perceived Progress of Working Women / B. Kay Snavely ... 265
Key Decisions in Marketing Plan Formulation for Geriatric Services / Doris C. Van Doren, Jane R. Durney, and Colleen M ... 271
Core Programs Drive International Drug Marketing / Laura Schoen ... 285
Marketing Business Services in Central Europe The Challenge : A Report of Expert Opinion / Dale A. Lunsford and Bradley C. Fussell ... 287
Attention Versus Distraction : The Interactive Effect of Program Involvement and Attentional Devices on Commercial Processing / Kenneth R. Lord and Robert E. Burnkrant ... 297
Cross-National Creative Personalities, Processes, and Agency Philosophies / Douglas C. West ... 311
Public Relations : A Rationale for Its Development and Usage within UK Fast-moving Consumer Goods Firms / Philip J. Kitchen ... 321
Does Competitive Environment Moderate the Market Orientation Performance Relationship? / Stanley F. Slater and John C. Naver ... 345
The Fall and Rise of Strategic Planning / Henry Mintzberg ... 355
Marketing's Limited Role in New Product Development in One Computer Systems Firm / John P. Workman, Jr. ... 363
National Account Management : The Lean And The Green / Kerry Rottenberger-Murtha ... 380
A New Methodological Approach to the Study of Interpersonal Influence Tactics : A 'Test Drive' of a Behavioral Scheme / Joyce Neu and John L. Graham ... 385
참고논문 ... 399
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