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Marketing Control and Pricing in Inflation

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Marketing in Adversity

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Abstract

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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References

  1. See W. Fruhan, ‘Pyrrhic Victories in Fights for Market Share’, Harvard Business Review (Oct 1972).

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  2. For a full discussion of the effects of inflation on company accounts see Accounting for Inflation Sandilands Report (London: HMSO, 1975).

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  3. Accountancy Age, 18 Sept 1975.

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  4. Marketing: Inflation and Stagnation published by Ogilvy, Benson and Mather Ltd (London, 1975).

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  5. H. Buckner, How British Industry Buys ( London: Hutchinson, 1967 ).

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  6. P. J. Robinson, C. W. Farris and Y. Wind, Industrial Buying and Creative Marketing ( Boston: Allyn and Bacon, 1967 ).

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  7. Marketing: Inflation and Stagnation op. cit.

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  8. J. A. Howard and J. N. Sheth, The Theory of Buyer Behaviour ( New York: Wiley, 1969 ).

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  9. T. Levitt, ‘Marketing Myopia’, Harvard Business Review (Oct 1975) p. 180.

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  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).

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  11. A. J. Merrett and A. Sykes, ‘The Doomsday Machine’, Financial Times, 30 Sept 1974, p. 17.

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  12. Sales Management 21 Jan 1974, p. 27.

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  13. G. S. Day, ‘A Strategic Perspective on Product Planning’, Journal of Contemporary Business (Spring 1975).

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  14. P. Doyle, ‘Market Planning in the Multiproduct Firm’, Industrial Marketing Management (Nov 1975).

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  15. W. H. Haynes, Managerial Economics (Georgetown: Irwin—Dorsey, pp. 214–36)

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Authors
  1. Peter Doyle
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Editor information

Editors and Affiliations

  1. University of Strathclyde, UK

    Michael J. Baker (Professor and Head of the Department of Marketing) (Professor and Head of the Department of Marketing)

Copyright information

© 1976 Macmillan Publishers Limited

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Doyle, P. (1976). Marketing Control and Pricing in Inflation. In: Baker, M.J. (eds) Marketing in Adversity. Palgrave, London. https://doi.org/10.1007/978-1-349-02956-3_5

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