The Marketing Book 5th Edition

xx Tables 9.13 Applications of causal models in marketing (the techniques, advantages, limitations and when recommended to use) ...

Tables xxi 26.1 The 7Ps of cause-related marketing 682 27.1 Types of social change, by time and level of society 702 27.2 Major ...

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Contributors Sue Adkinsis the director and founder of the Cause Related Marketing Campaign at Business in the Community. Sue’s r ...

xxiv Contributors journal with a world-wide circulation. He is Vice President of the Academy of Marketing UK, the foremost repre ...

Contributors xxv responsible for Executive Development Programmes. His interests in marketing and logistics strategy are reflect ...

xxvi Contributors Adamantios Diamantopoulos, BA, MSc, PhD, FCIM, FBAM, MMRS is Professor of Marketing and Business Research at L ...

Contributors xxvii Gordon R. Foxallis Distinguished Research Professor at Cardiff University. He has a first degree from the Uni ...

xxviii Contributors Sheena Leekis a Research Associate at Birmingham Business School. She is currently working with Peter W. Tur ...

Contributors xxix 1981),Marketing Applications of Operational Research Techniques(MCB University Press, 1981), Bank Marketing Ma ...

xxx Contributors Adrian Palmer is Professor of Marketing at the University of Gloucestershire. Before joining academia he held m ...

Contributors xxxi for several years the Sir Julian Hodge Chair in Marketing and Strategy at Cardiff University. Prior to an acad ...

xxxii Contributors Financial Director of Sterling International). He then joined Cranfield School of Management and progressed t ...

Preface to the fifth edition The fifth edition of The Marketing Bookis a testimony to both the continuing demand for an authorit ...

xxxiv Preface to the fifth edition are completely new and are evidence of the way in which the subject of marketing is developin ...

Preface to the fifth edition xxxv of which mass production, mass consumption and modern marketing are major manifestations. It w ...

xxxvi Preface to the fifth edition now made it possible to target individual customers with pinpoint accuracy, leading to more p ...

Preface to the fifth edition xxxvii through the use of sustained and integrated marketing communication campaigns will manu- fac ...

xxxviii Preface to the fifth edition dotcom companies in recent years, there is a need for a critical appraisal of the potential ...

Part One Organization and Planning for Marketing ...