Revised February Revised December Revised November Revised October Revised September Revised May Revised August Other Publications and Materials. Journal Articles Silk, Alvin J. He has conducted econometric studies of the effects of scale and scope on the operating costs of U. He has also investigated how institutional arrangements and practices have changed over time including, policies governing conflicts in advertising agency-client relations arising from competing clients being served by a common agency Silk and Berndt , Silk and the unbundling of advertising agency services Arzaghi et al.
Finally, he done a series of longitudinal studies relating to changes in the structure and organization of the U. King, Silk, and Ketelhohn , and concentration levels and the size structure of: a establishments and firms in the various sectors comprising the advertising and marketing services industry, and b holding companies that own and operate networks of such firms Silk and King Professor Silk has published research on several other advertising topics including the inter-media substitutability in national advertising Silk, Klein, and Berndt , the position of the internet as an advertising medium Silk, Klein, and Berndt and consumer and physician reaction to direct-to-consumer drug advertising Weisman et al.
His earlier work had focused on two areas: a developing model and measurement systems to support decisions in the areas of new product development and marketing communications; and b methodological issues affecting the reliability and validity of data collection procedures widely used in research on consumer and organizational buying behavior. Kuritsky, J. Little and E. See all 18 - All listings for this product.
Ratings and Reviews Write a review. Most relevant reviews. Good material, but very dry reading. Best Selling in Textbooks See all.
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Preview — What Is Marketing? What Is Marketing? This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers.
The book is organized according to the design of the first-year marketing course in the two-year MBA program at the Harvard Business School. Each chapter of the book is written by HBS faculty and used by MBA students in preparation for clas This book explores what marketing is and how an enterprise can differentiate itself from others in attracting and retaining customers.
Each chapter of the book is written by HBS faculty and used by MBA students in preparation for classroom participation. The book consists of three parts: the analysis of marketing opportunities, the formulation of marketing strategy, and the execution of that strategy. Get A Copy. Paperback , pages. More Details Original Title.
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