Principles of Marketing

by Palmer, Adrian

• ISBN13: 9780198775515
• ISBN10: 0198775512
• Format: Paperback
• Copyright: 2000-11-30
• Publisher: Oxford University Press

Summary

This book provides and introduction to the principles of marketing, beginning from the underlying theoretical bases which are often borrowed from the disciplines of economics, sociology, and psychology. Practical application of theory is provided through case studies and vignettes. This booktries not to present prescriptive solutions to marketing problems, but encourages debate about causes and effects. Underlying much of the discussion in this book is the question of whether marketing should be considered a science or an art. In addition to chapters covering the traditional elements of the marketing mix, the book provides insights into issues of contemporary concern in marketing. A chapter is devoted to discussion of the social responsibility of marketing. The growing importance of direct marketing and the role ofelectronic commerce is reflected in a separate chapter. The role of information management is emphasized throughout the book. There is a separate chapter on the marketing of services, although throughout the text an attempt has been made to provide services examples, which reflect their relativeimportance in western economics. Practical applications of theory highlight shortcomings of established frameworks for the study of marketing, and the reader is encouraged to formulate alternative frameworks. Although the book has necessarily been divided into a number of chapter it recognizes that in the real world marketingcannot be neatly compartmentalized in this way. In an attempt to offer a holistic vision, each chapter closes with a summary of how that chapter relates to other chapters. Vignettes and case studies provide integrative perspectives. To encourage further study each chapter contains suggestions forfurther reading and a selection of useful websites.

Author Biography

Adrian Palmer is Professor of Tourism Marketing at the University of Ulster. Before joining academia he held marketing management positions in the tourism industry. His research interest in services marketing has led to publications in the European Journal of Marketing, Journal of Marketing Management, Journal of Services Marketing and Journal of Strategic Marketing, among others. He is a Fellow of the Chartered Institute of Marketing and a former Regional Chair of the Academy of Marketing.

Table of Contents

Preface	v
The author	vi
PART I: MARKETING: THE FUNDAMENTALS
What is marketing?	3	(28)
The marketing environment	31	(28)
Segmentation and targeting	59	(31)
Developing a brand	90	(29)
Marketing ethics	119	(24)
PART II: UNDERSTANDING CUSTOMERS
Marketing research	143	(22)
Buyer behaviour	165	(24)
Buyer-seller relationship development	189	(28)
PART III: DEVELOPING THE MARKETING MIX
The product	217	(22)
Innovation and new product development	239	(21)
Developing a sustainable competitive advantage	260	(28)
Pricing: underlying principles	288	(23)
Pricing: application	311	(26)
Channel intermediaries	337	(37)
Physical distribution and logistics	374	(39)
Principles of promotion planning	413	(25)
Advertising	438	(28)
Selling and sales management	466	(28)
Public relations and sales promotion	494	(22)
Direct marketing	516	(29)
PART IV: BRINGING IT TOGETHER
Managing the marketing effort	545	(29)
The marketing of services	574	(26)
Global marketing	600	(29)
Glossary	629	(7)
Subject index	636	(5)
Author Index	641	(2)
Organization and Brand Index	643