Marketing: A Complete Guide

by McDonald, Malcolm; Christopher, Martin

• ISBN13: 9780333994375
• ISBN10: 033399437X
• Format: Paperback
• Copyright: 2003-07-04
• Publisher: Palgrave Macmillan

Summary

Assuming no prior marketing knowledge, Marketing: A Complete Guide provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues.

Author Biography

Martin Christopher is Professor of Marketing and Logistics, Cranfield School of Management and Deputy Director of the School with responsibility for Management Development Programmes.

Malcolm McDonald is Professor of Marketing Strategy, Cranfield School of Management and is Deputy Director of the School with responsibility for e-business.

Table of Contents

List of Figures	vii
List of tables	xii
List of case studies	xiv
Preface and acknowledgements	xv
Overview	xvii
Module 1 Defining markets/segments and customer value	1	(104)
1 Consumer buyer behaviour	3	(19)
2 Organizational buyer behaviour	22	(19)
3 Market segmentation	41	(25)
4 Marketing research	66	(23)
5 Competitive analysis	89	(16)
Module 2 Creating the value proposition	105	(182)
6 Marketing planning	107	(25)
7 Defining marketing objectives and strategies	132	(25)
8 Product strategy	157	(36)
9 Brands	193	(22)
10 Pricing strategy	215	(20)
11 Communication strategy	235	(32)
12 Key account strategy	267	(20)
Module 3 Delivering value	287	(162)
13 Managing marketing relationships	289	(26)
14 Customer retention strategy	315	(35)
15 Sales force strategy	350	(29)
16 Channel strategy	379	(30)
17 Distribution and logistics strategy	409	(21)
18 Customer service strategy	430	(19)
Module 4 Monitoring value	449	(38)
19 Marketing information and control	451	(26)
20 Evaluating marketing performance	477	(10)
Module 5 Enhancing value	487	(36)
21 Organizational structure and culture	489	(20)
22 Corporate ethos and ethics	509	(14)
Conclusion	523	(10)
Index	533