Marketing Control and Pricing in Inflation

  • Peter Doyle


The marketing environment deteriorated sharply during the 1970s. The feeling of optimism and progress which characterised the 1960s was replaced by one of uncertainty and pessimism. The twin causes of this change were economic stagnation and accelerating inflation.


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  1. 1.
    See W. Fruhan, ‘Pyrrhic Victories in Fights for Market Share’, Harvard Business Review (Oct 1972).Google Scholar
  2. 2.
    For a full discussion of the effects of inflation on company accounts see Accounting for Inflation Sandilands Report (London: HMSO, 1975).Google Scholar
  3. 3.
    Accountancy Age, 18 Sept 1975.Google Scholar
  4. 4.
    Marketing: Inflation and Stagnation published by Ogilvy, Benson and Mather Ltd (London, 1975).Google Scholar
  5. 5.
    H. Buckner, How British Industry Buys ( London: Hutchinson, 1967 ).Google Scholar
  6. 6.
    P. J. Robinson, C. W. Farris and Y. Wind, Industrial Buying and Creative Marketing ( Boston: Allyn and Bacon, 1967 ).Google Scholar
  7. 7.
    Marketing: Inflation and Stagnation op. cit.Google Scholar
  8. 8.
    J. A. Howard and J. N. Sheth, The Theory of Buyer Behaviour ( New York: Wiley, 1969 ).Google Scholar
  9. 9.
    T. Levitt, ‘Marketing Myopia’, Harvard Business Review (Oct 1975) p. 180.Google Scholar
  10. 10.
    J. H. Davidson, Offensive Marketing (Harmondsworth, Middx: Penguin Books, 1975) p. 104. See also Davidson’s apt definition of Marketing: ‘Marketing involves balancing the company need for profit against the benefits required by consumers, so as to maximize long-term earnings per share’ (p. 22).Google Scholar
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    A. J. Merrett and A. Sykes, ‘The Doomsday Machine’, Financial Times, 30 Sept 1974, p. 17.Google Scholar
  12. 12.
    Sales Management 21 Jan 1974, p. 27.Google Scholar
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    G. S. Day, ‘A Strategic Perspective on Product Planning’, Journal of Contemporary Business (Spring 1975).Google Scholar
  14. 14.
    P. Doyle, ‘Market Planning in the Multiproduct Firm’, Industrial Marketing Management (Nov 1975).Google Scholar
  15. 15.
    W. H. Haynes, Managerial Economics (Georgetown: Irwin—Dorsey, pp. 214–36)Google Scholar

Copyright information

© Macmillan Publishers Limited 1976

Authors and Affiliations

  • Peter Doyle

There are no affiliations available

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