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The Marketing Book 5th Edition

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  • Part One Organization and Planning for Marketing Preface to the fifth edition xxxiii

    • 1 One more time – what is marketing?

      • Introduction Michael J. Baker

      • 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!

      • Grand opening offer Stephen Brown

      • 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



    • 3 Relationship marketing vi Contents

      • Introduction Lisa O’Malley and Caroline Tynan

      • Relationship marketing defined

      • History of relationship marketing

      • Focal relationships

      • Models of relationship development

      • Critique and emerging issues

      • Conclusion

      • References



    • 4 The basics of marketing strategy

      • Strategy: from formulation to implementation Robin Wensley

      • The nature of the competitive market environment

        • four boxes and five forces The codification of marketing strategy analysis in terms of three strategies,



      • The search for generic rules for success amidst diversity

      • Models of competition: game theory versus evolutionary ecology

      • Characterizing marketing strategy in terms of evolving differentiation in time and space

        • answerable research questions Research in marketing strategy: fallacies of free lunches and the nature of



      • The recourse to processes, people and purpose in marketing as well as strategy as a whole

      • The new analytics: resource advantage, co-evolution and agent-based modelling

      • Conclusions: the limits of relevance and the problems of application

      • References and further reading



    • 5 Strategic marketing planning: theory and practice

      • Summary Malcolm McDonald

      • Introduction

      • 1 The marketing planning process

      • 2 Guidelines for effective marketing planning

      • 3 Barriers to marketing planning

      • Summary

      • References

      • Further reading





  • Part Two The Framework of Marketing

    • 6 Consumer decision making: process, level and style

      • Introduction Gordon R. Foxall

      • The consumer decision process

      • Levels of consumer involvement



    • Consumers’ decision styles Contents vii

    • Implications for marketing management

    • Summary and conclusion

    • References

    • Further reading

    • relationships and networks 7 Business-to-business marketing: organizational buying behaviour,

    • Introduction Peter W. Turnbull and Sheena Leek

    • The realities of business markets

    • Organizational buying structures

    • Models of organizational buying behaviour

    • Conclusion

    • References

    • Further reading



  • 8 Marketing research

    • Introduction John Webb

    • Definitions of the role of marketing research

    • Types of research

    • The process of marketing research

    • Secondary data

    • Quantitative primary data

    • Questionnaires and their design

    • Qualitative research methods

    • The research process and measurement

    • Attitudes and their measurement

    • Sampling

    • Analysis of the results

    • Presentation of the final report

    • Conclusion

    • References



  • 9 Quantitative methods in marketing

    • Introduction Luiz Moutinho and Arthur Meidan

    • Multivariate methods

    • Regression and forecasting techniques

    • Statistical decision theory or stochastic methods

    • Deterministic operational research methods

    • Causal models

    • Hybrid models

    • Network programming models

    • Conclusion viii Contents

    • References

    • Further reading



  • 10 Market segmentation

    • Chapter objectives Martin Evans

    • Introduction

    • Historical perspective

    • Segmentation criteria and categories

    • ‘Traditional’ segmentation bases

    • Data-driven segmentation

    • Targeting

    • Positioning

    • Conclusions

    • Review questions

    • References

    • Further reading



  • Part Three Managing the Marketing Function

  • 11 Managing the marketing mix

    • Introduction Peter Doyle

    • The traditional approach to the marketing mix

    • The accounting approach to the marketing mix

    • Value-based marketing

    • The marketing mix and shareholder value

    • Making marketing mix decisions

    • Summary

    • References

    • Further reading



  • 12 New product development

    • Introduction Susan Hart

    • The process of developing new products

    • The stages of the new product development process

    • Usefulness of models

    • The multiple convergent approach

    • Managing the people in NPD

    • Summary

    • References

    • Further reading



  • 13 Pricing Contents ix

    • Introduction Adamantios Diamantopoulos

    • Is price reallythat important?

    • The drivers of profit: price, volume and cost

    • Price from the customer’s perspective

    • Understanding price sensitivity

    • Conclusion

    • References



  • 14 Selling and sales management

    • Introduction Bill Donaldson

    • The changing role of salespeople

    • The costs of personal selling

    • What we expect salespeople to do – the sales process

    • Sales management issues

    • Conclusion

    • References

    • Further reading



  • 15 Brand building

    • Introduction Leslie de Chernatony

    • Spectrum of brand interpretations

    • A model for strategically building brands

    • Summary

    • References

    • Further reading



  • 16 The integration of marketing communications

    • The blurring of the edges of marketing communications Tony Yeshin

    • The strategic challenges facing organizations

    • Strategic marketing communications

    • The integration of marketing communications

    • Defining integrated marketing communications

    • The impact of external factors on marketing communications

    • The driving forces behind the growth of integrated marketing communications

    • The impact on marketing communications

    • Relationship marketing

    • The benefits of integrated marketing communications

    • The process of achieving integration x Contents

    • Organizational approaches to integration

    • The barriers to integration

    • The consumer and integrated marketing communications

    • International dimensions of integrated marketing communications

    • Integrated marketing communications – a summary

    • References



  • 17 Promotion

    • Introduction Keith Crosier

    • The promotional mix

    • The promotional budget

    • Deploying the promotional mix

    • Developing the message

    • Delivering the message

    • The medium and the message

    • A mix within a mix: synergy or counter-synergy?

    • Pulling it all together: the promotional plan

    • From the plan to the brief

    • The actors in the system

    • Working relationships

    • Choosing the collaborator

    • Remunerating the working partner

    • Measuring campaign effectiveness

    • Understanding the context

    • References



  • 18 Sales promotion

    • Introduction Sue Peattie and Ken Peattie

    • Sales promotion defined

    • Understanding sales promotion – a tale of price and prejudice

    • Sales promotion and advertising – the line and the pendulum

    • The growing importance of sales promotion

    • Consumers and sales promotion

    • Communicating through sales promotions

    • Building relationships through promotions

    • Sales promotion’s role in the marketing mix

    • Sales promotions – the most manageable P?

    • Sales promotions mismanagement

    • The future of sales promotion

    • Summary – the changing concept of sales promotion

    • References

    • Further reading

    • management 19 Integrating customer relationship management and supply chain

    • Introduction Martin Christopher and Adrian Payne

    • The decline of the brand: the need for integrated CRM and SCM strategies

    • Competing through capabilities

    • A strategic framework for CRM

    • Supply chain management

    • The impact of superior SCM performance

    • CRM and SCM: their role in improving customer service

    • Developing market-driven CRM and SCM strategies

    • Summary: changing the marketing focus

    • References

    • Further reading



  • 20 Controlling marketing and the measurement of marketing effectiveness

    • Introduction: scope and content of the chapter Keith Ward

    • Potential for conflict

    • A market-focused mission

    • A sustainable competitive advantage

    • Investing in developing a sustainable competitive advantage

    • Marketing assets: development and maintenance expenditures

    • The financial planning and control process

    • Brand-led strategies

    • Customer-led strategies

    • Product-based strategies

    • Organizational structures: marketing finance managers

    • Summary

    • References

    • Further reading

    • marketing strategy 21 Marketing implementation, organizational change and internal

    • Introduction Nigel F. Piercy

    • Organizational stretch and implementation capabilities

    • Marketing organization and implementation capabilities

    • Identifying implementation problems in marketing

    • Implementation barriers in marketing

    • Marketing implementation and internal marketing strategy

    • Conclusions

    • References

    • Further reading



  • Part Four The Application of Marketing xii Contents

  • 22 What are direct marketing and interactive marketing?

    • Introduction Graeme McCorkell

    • Selling direct to the end customer

    • Multichannel marketing

    • Direct marketing is more than selling direct

    • Direct marketing: a new definition

    • Direct marketing and Pareto’s principle

    • Principles of direct marketing

    • What is interactive marketing?

    • Ten ways in which interactive marketing is different

    • The direct and interactive marketer’s information system

    • Data warehousing, CRM and e-CRM

    • Limitations of the customer information system

    • References

    • Further reading



  • 23 The marketing of services

    • Introduction Adrian Palmer

    • The development of the service economy

    • Services and consumer value

    • What are services?

    • Classification of services

    • The services marketing mix

    • Managing the marketing effort

    • Summary

    • References

    • Further reading



  • 24 International marketing – the issues

    • Overview Stanley J. Paliwoda

    • Why market abroad? What are the driving forces?

    • Situational or environmental analysis

    • Differences between domestic and international marketing

    • Operationalization

    • Continuing and future challenges

    • Maintaining a sustainable advantage

    • Conclusions

    • References

    • Further reading

    • Useful international marketing websites



  • 25 E-marketing Contents xiii

    • Introduction Dave Chaffey

    • What is e-marketing?

    • E-marketing planning

    • Summary

    • References



  • 26 Cause-related marketing: who cares wins

    • Introduction Sue Adkins

    • Cause-related marketing defined

    • Cause-related marketing in context

    • Models

    • Towards excellence

    • Case studies

    • Summary

    • References

    • Further reading



  • 27 Social marketing

    • Introduction Lynn MacFadyen, Martine Stead and Gerard Hastings

    • Why do social marketing?

    • The development of social marketing

    • Defining social marketing

    • Departures from commercial marketing

    • Segmentation in social marketing

    • The social marketing mix

    • Ethical challenges

    • Conclusion

    • References

    • Further reading

    • Websites



  • 28 Green marketing

    • Introduction Ken Peattie and Martin Charter

    • Green marketing in context

    • Reconceputalizing the marketing environment

    • The greening of marketing strategy

    • Competitive advantage and the environment

    • The green consumer

    • Eco-performance

    • Going green – the philosophical challenge

    • Going green – the management challenge xiv Contents

    • The practical challenge – greening the marketing mix

    • The future of green marketing

    • References

    • Further reading



  • 29 Marketing for small-to-medium enterprises

    • Introduction David Carson

    • Characteristics of SMEs

    • Characteristics of entrepreneurs/owners/managers

    • Incompatibility of marketing theory to SMEs

    • Nature of SME marketing

    • SME marketing based on strengths

    • Conclusion: a model of SME marketing

    • Acknowledgements

    • References

    • Further reading



  • 30 Retailing

    • Introduction Peter J. McGoldrick

    • Evolution of retailing

    • Types of retail organization

    • Major retail formats

    • Retailing strategy

    • Retail functions

    • Internationalization of retailing

    • Non-store retailing

    • References



  • Index

    • 1.1 The product life cycle Illustrations

    • 3.1 Disciplinary roots of relationship marketing

    • 3.2 The relational exchanges in marketing relationships

    • 4.1 The early 1970s perspective on the marketing context

    • 4.2 The marketing strategy triangle of the 3Cs

    • 4.3 The strategic triangle

    • 4.4 A scatter plot of 500 databases (notional observations)

    • 4.5 Cohort means

    • 5.1 Overview of marketing

    • 5.2 The ten steps of the strategic marketing planning process

    • 5.3 Planning formalization

    • 5.4 Four key outcomes

    • 5.5 Hierarchy of audits

    • 5.6 Strategic and operational planning

    • 5.7 Business success

    • 6.1 Consumer information processing

    • 6.2 Initiators and imitators

    • 6.3 Decision styles of market initiators

    • 7.1 The Sheth model of organizational buying behaviour

    • 7.2 The Webster and Wind model of organizational buying behaviour

    • 7.3 The main elements of the interaction model

    • 7.4 Interconnected relationships in a simplified network

    • 9.1 The main quantitative methods in marketing – a taxonomy

    • 9.2 Hierarchical clustering of variables associated with a marketing strategy for hotels

    • 9.3 Procedural steps for correspondence analysis

      • customer needs 9.4 External perceptions of the different grade levels on the issue of identifying



    • 9.5 Plot of the OLS regression equation

    • 9.6 Venn diagram representing multivariate OLS regression

      • Kohonen nodes 9.7 A self-organizing map. Connections operate between all inputs and all



    • 9.8 Output of logistic equation for varying r



  • 10.1 The use of geodemographics

  • 10.2 Software for segmentation metrics

  • 10.3 MOSAIC profiles of customers who have purchased both A and B xvi Illustrations

  • 10.4 GIS data fusion

  • 10.5 Data mining model

    • together with Control Groups 10.6 Targeted segments and differential treatment according to Offer and Creative,



  • 10.7 Loyalty segments

  • 10.8 Travel agencies: service needs

  • 11.1 The marketing mix

  • 11.2 Alternative approaches to the marketing mix

  • 11.3 Brands within the resource-based theory of the firm

  • 11.4 Pricing and economic value to the customer

  • 11.5 Customized pricing

  • 11.6 Pricing and the Prisoner’s Dilemma

  • 11.7 How to obtain higher prices

  • 12.1 The Booz Allen Hamilton model of new product development

  • 12.2 The Stage–Gateprocess

  • 12.3 The Galileo process

  • 12.4 Iteration in the NPD process

  • 12.5 The multiple convergent process

  • 12.6 NPD structure

  • 13.1 The determinants of profit

  • 13.2 The road to profit

  • 15.1 Corporate versus line branding

  • 15.2 A balanced perspective on brand positioning

  • 15.3 Choosing a brand to match self

  • 15.4 How values influence behaviour

  • 15.5 The components of brand identity

  • 15.6 Brand management through minimizing gaps

  • 15.7 The interactive process to develop a relationship which reinforces the brand’s values

  • 15.8 The process of building and sustaining brands

  • 15.9 The three components of a brand’s vision

  • 15.10 The brand as an amalgam of category values and its own unique values

  • 15.11 The three levels of culture

  • 15.12 Assessing the suitability of the current culture

  • 15.13 The five forces of the brandsphere

  • 15.14 Brand pyramid summarizing the nature of the brand promise

  • 15.15 The atomic model of the brand

  • 17.1 The promotional mix

  • 17.2 The message development process

  • 17.3 The message delivery process

  • 17.4 The four parties to the advertising transaction

  • 17.5 Choosing a working partner

  • 18.1 Sales promotion targets

  • 18.2 Satisfaction chain

  • 18.3 The sales promotion planning process

  • 18.4 Promotions and the marketing mix: a sequential model

  • 18.5 The roles of promotion in converting consumers

  • 18.6 Promotions and the marketing mix: an integrated model Illustrations xvii

  • 19.1 The convergence of marketing and supply chain management

  • 19.2 Processes cut across conventional functions

  • 19.3 The shift from functions to processes

  • 19.4 The CRM and SCM processes

  • 19.5 Strategic framework for CRM

  • 19.6 The move towards trade marketing

  • 19.7 SCM and CRM: the linkages

  • 19.8 Better customer retention impacts long-term profitability

  • 19.9 Customers take control in an on-line world

  • 20.1 Risk-adjusted required rate of return

    • advantage 20.2 Economic value-adding strategies – utilizing a strong sustainable competitive



  • 20.3 Use of entry barriers

  • 20.4 Very simple business model

  • 20.5 Potential strategic thrusts of businesses (based on the Ansoff matrix)

  • 20.6 Diversification using the Ansoff matrix

  • 20.7 Relationship of marketing expenditure and effectiveness

  • 20.8 Customer-led strategies: maximizing the value of existing customers

    • company selling through retailers 20.9 Customer account profitability analyses: illustrative example for an FMCG



  • 20.10 Product-led strategies: maximizing value of existing products

    • company’s DPP analysis 20.11 Direct product profitability analyses: illustrative example of a manufacturing



  • 20.12 Life cycle costing techniques: strategic use of experience curves in setting prices

  • 21.1 Organizational stretch and implementation capabilities

  • 21.2 The process of going to market

  • 21.3 Value processes in marketing replacing marketing departments

  • 21.4 Strategic intent versus strategic reality

  • 21.5 Analysing strategic gaps

  • 21.6 Testing marketing strategies

  • 21.7 Internal and external marketing strategy

  • 22.1 Analysis of postal donors to charity

  • 22.2 Targeting, interaction, control and continuity (TICC)

  • 22.3 The process of direct marketing

  • 22.4 The customer marketing database

  • 22.5 The customer marketing database answers six questions

  • 22.6 The data warehouse

  • 23.1 An illustration of the goods–services continuum

  • 23.2 An analysis of the output of a train service using Shostack’s ‘molecular model’

  • 23.3 Points of convergence between the goods and services sectors

    • secondary levels of service offer 23.4 An analysis of the product offer of an insurance policy, comprising core and



  • 24.1 Market internationalization

  • 25.1 Options for on-line communications between an organization and its customers

  • 25.2 UK rates of adoption of new media

  • 25.3 Proportion of organizations with Internet access

  • 25.4 Percentage of on-line purchasers in the six months to November xviii Illustrations

    • converting visitors to customers 25.5 Key metrics indicating the efficiency of web marketing in attracting and



  • 25.6 An example of objective targets for direct and indirect on-line revenue contribution

  • 25.7 Alternative perspectives on business and revenue models

  • 25.8 Alternative buying modes

  • 25.9 Alternative representation locations for on-line purchases

  • 25.10 Alternatives for balance between expenditure on e-marketing promotion

  • 25.11 Alternative options for investment in on-line and off-line traffic building

    • effectiveness 25.12 Key metrics from the Chaffey (2001) framework for assessing e-marketing



  • 26.1 An organization and its stakeholders

  • 27.1 Definitions of social marketing

  • 27.2 A social marketing plan for road safety

  • 27.3 Addressing the context of social marketing – four types of social marketing activity

  • 27.4 The social marketing product

  • 28.1 The physical environment as the foundation of the marketing environment

  • 28.2 Components of environmental performance

  • 28.3 A washing machine’s life cycle

  • 29.1 Situation specific marketing

  • 29.2 Marketing in context – common characteristics

  • 29.3 Marketing in context – SME hotel marketing

  • 29.4 A model of SME marketing

  • 30.1 The retail growth cycle

  • 30.2 The retail life cycle

  • 30.3 Dimensions of retail image

  • 30.4 Determinants of international image

  • 30.5 The value equation

  • 30.6 Waves of emphasis in retail strategy

  • 30.7 Widening the retailer–supplier interface

  • 30.8 The dimensions of retail pricing

  • 30.9 Influences of retail environments

  • 30.10 Benefits of training

  • 30.11 Vicious or virtuous spirals

  • 30.12 Driving forces and impacts of e-shopping

  • 1.1 Comparison matrix of research approaches to marketing exchange relationships Tables

  • 2.1 Postmodern conditions and their main themes

  • 2.2 Anything but the present

  • 2.3 Hurray for Planet Hollywood

  • 2.4 Modern and postmodern research approaches

  • 3.1 Process models of relationship development

  • 3.2 Summary of variables of relationship success models

  • 5.1 Conducting an audit

  • 5.2 What should appear in a strategic marketing plan

  • 5.3 Change and the challenge to marketing

  • 5.4 Barriers to the integration of strategic marketing planning

  • 6.1 Summary of the results

  • 6.2 Decision styles of market segments

    • buying process 7.1 Percentage of respondents finding each source important by stage in the



  • 7.2 Importance of different criteria in evaluating products

  • 7.3 The buygrid model

  • 7.4 Key factors affecting organizational buying decisions

  • 8.1 Comparison of qualitative and quantitative research methods

  • 9.1 Main multivariate methods and their marketing applications

  • 9.2 ANOVA

  • 9.3 Coefficients

  • 9.4 Model, block and step data

  • 9.5 Classification table for SH_TESC

  • 9.6 Variables in the equation

  • 9.7 Regression, automatic interaction detection and discriminant analysis – a comparison

    • and when recommended to use) 9.8 Uses of simulation and fuzzy sets in marketing (the method, advantages, limitations

    • advantages, limitations and when recommended to use) 9.9 Applications of artificial intelligence methods in marketing (basic content,

    • (approaches, advantages, limitations and when recommended to use) 9.10 Applications of statistical decision theory or stochastic methods in marketing



  • 9.11 Example of a decision table

    • (the methods, advantages, limitations and when recommended to use) 9.12 Some major deterministic operational research techniques applicable in marketing



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