The Marketing Book
[Pages:875]The Marketing Book
This Page Intentionally Left Blank
The Marketing Book
Fifth Edition
Edited by MICHAEL J. BAKER
OXFORD AMSTERDAM BOSTON LONDON NEW YORK PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO
Butterworth-Heinemann An imprint of Elsevier Science Linacre House, Jordan Hill, Oxford OX2 8DP 200 Wheeler Road, Burlington MA 01803
First published 1987 Reprinted 1987, 1990 (twice) Second edition, 1991 Reprinted 1992, 1993 Third edition, 1994 Reprinted 1995, 1997 Fourth edition 1999 Reprinted 2000, 2001 Fifth edition, 2003
Copyright ? 2003 Michael Baker. All rights reserved Copyright ? 2003 contributors of individual chapters. All rights reserved
The right of Michael Baker and the individual contributors to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988
No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder's written permission to reproduce any part of this publication should be addressed to the publisher
British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library
Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress
ISBN 0 7506 5536 4
For information on all Butterworth-Heinemann publications visit our website at:
Composition by Genesis Typesetting, Rochester, Kent Printed and bound in Great Britain
Contents
List of illustrations List of tables List of contributors Preface to the fifth edition
Part One Organization and Planning for Marketing
1 One more time ? what is marketing? Michael J. Baker Introduction Marketing as a managerial orientation Marketing myopia ? a watershed Life cycles and evolution Marketing misunderstood The marketing function Relationship marketing Summary References Further reading
2 Postmodern marketing: everything must go! Stephen Brown Grand opening offer No down payment Money back guarantee Batteries not included Limited time only One careful owner This way up Open other side Closing down sale References Further reading
xv xix xxiii xxxiii
1
3
3 4 5 7 8 9 11 14 15 15
16
16 17 18 19 22 24 25 27 28 29 31
vi
Contents
3 Relationship marketing
32
Lisa O'Malley and Caroline Tynan
Introduction
32
Relationship marketing defined
33
History of relationship marketing
34
Focal relationships
39
Models of relationship development
40
Critique and emerging issues
44
Conclusion
47
References
48
4 The basics of marketing strategy
53
Robin Wensley
Strategy: from formulation to implementation
53
The nature of the competitive market environment
55
The codification of marketing strategy analysis in terms of three strategies,
four boxes and five forces
58
The search for generic rules for success amidst diversity
60
Models of competition: game theory versus evolutionary ecology
62
Characterizing marketing strategy in terms of evolving differentiation in time and space 66
Research in marketing strategy: fallacies of free lunches and the nature of
answerable research questions
70
The recourse to processes, people and purpose in marketing as well as strategy as a whole 75
The new analytics: resource advantage, co-evolution and agent-based modelling
80
Conclusions: the limits of relevance and the problems of application
81
References and further reading
82
5 Strategic marketing planning: theory and practice
87
Malcolm McDonald
Summary
87
Introduction
87
1 The marketing planning process
90
2 Guidelines for effective marketing planning
101
3 Barriers to marketing planning
109
Summary
115
References
116
Further reading
116
Part Two The Framework of Marketing
117
6 Consumer decision making: process, level and style
119
Gordon R. Foxall
Introduction
119
The consumer decision process
121
Levels of consumer involvement
125
Contents
vii
Consumers' decision styles
127
Implications for marketing management
132
Summary and conclusion
138
References
138
Further reading
140
7 Business-to-business marketing: organizational buying behaviour,
relationships and networks
142
Peter W. Turnbull and Sheena Leek
Introduction
142
The realities of business markets
144
Organizational buying structures
144
Models of organizational buying behaviour
152
Conclusion
165
References
166
Further reading
169
8 Marketing research
171
John Webb
Introduction
171
Definitions of the role of marketing research
172
Types of research
173
The process of marketing research
174
Secondary data
175
Quantitative primary data
177
Questionnaires and their design
180
Qualitative research methods
180
The research process and measurement
184
Attitudes and their measurement
186
Sampling
189
Analysis of the results
192
Presentation of the final report
194
Conclusion
195
References
195
9 Quantitative methods in marketing
197
Luiz Moutinho and Arthur Meidan
Introduction
197
Multivariate methods
200
Regression and forecasting techniques
206
Statistical decision theory or stochastic methods
219
Deterministic operational research methods
226
Causal models
235
Hybrid models
236
Network programming models
237
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