The Marketing Book 5th Edition

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CHAPTER 1 One more time – what is marketing? MICHAEL J. BAKER The enigma of marketing is that it is one of man’s oldest activiti ...

4 The Marketing Book and much of the output of service industries is dependent upon manufactured products for its continued exis ...

One more time – what is marketing? 5 self-interest. Given the enormity and self-evi- dent nature of unsatisfied demand and the d ...

Introduction Growth Maturity Decline Sales (cumulative) 6 The Marketing Book Building upon the trenchant statement ‘The history ...

One more time – what is marketing? 7 risk seen in any innovation. As a consequence, a contagion or bandwagon effect will be init ...

8 The Marketing Book stable limit or, under different circumstances, slowly decline to nothing. Over time, therefore, civilizati ...

One more time – what is marketing? 9 approach to managing production and dis- tribution in response to major environmental chang ...

10 The Marketing Book While much more elaborate formulations con- taining a dozen or more elements are to be found in the market ...

One more time – what is marketing? 11 competition is strongly associated with most West European economies, and also with Japan ...

Table 1.1 Comparison matrix of research approaches to marketing exchange relationships Research tradition Characteristics Databa ...

feedback the marketer is active, plans the offers and communications on the basis of customer status (profile) and feedback. Rel ...

14 The Marketing Book following a market perspective, the latter a network/systemic perspective. In identifying two distinct str ...

One more time – what is marketing? 15 outsourcing of manufacturing by the wealthier economies to the newly industrializing coun- ...

CHAPTER 2 Postmodern marketing: everything must go! STEPHEN BROWN Grand opening offer What on earth does ‘postmodern’ mean? A ve ...

Postmodern marketing: everything must go! 17 and consumption to be central to the post- modern condition (e.g. Bocock, 1993; Fal ...

18 The Marketing Book The postmodern condition Paralleling the transformations that are taking place in the aesthetic and econom ...

Postmodern marketing: everything must go! 19 (ads that cite other cultural forms – soap operas, movies etc.) and made with stagg ...

20 The Marketing Book Table 2.1 Postmodern conditions and their main themes Hyperreality Fragmentation Reversal of production an ...

Postmodern marketing: everything must go! 21 Fragmentation Consumption in postmodernity is unfailingly fast, furious, frenetic, ...