xxxiv Preface to the fifth edition
are completely new and are evidence of the way in which the subject of marketing is developing,
while others mirror the incorporation of what were emerging areas into mainstream marketing. All
these chapters are, of course, still available in the fourth edition.
A number of chapters remain much the same as they appeared in the fourth edition. These
are:
Chapter 1 ‘One more time – what is marketing?’ by Michael J. Baker
Chapter 4 ‘The basics of marketing strategy’ by Robin Wensley
Chapter 5 ‘Strategic marketing planning: theory and practice’ by Malcolm McDonald
Chapter 6 ‘Consumer decision making: process, level and style’ by Gordon R. Foxall
Chapter 8 ‘Marketing research’ by John Webb
Chapter 12 ‘New product development’ by Susan Hart
Chapter 13 ‘Pricing’ by Adamantios Diamantopoulos
Chapter 14 ‘Selling and sales management’ by Bill Donaldson
Chapter 18 ‘Sales promotion’ by Sue and Ken Peattie
Chapter 20 ‘Controlling marketing and the measurement of marketing effectiveness’ by Keith
Wa rd
Chapter 23 ‘The marketing of services’ by Adrian Palmer
Chapter 24 ‘International marketing – the issues’ by Stanley J. Paliwoda
Chapter 27 ‘Social marketing’ by Lynn MacFadyen, Martine Stead and Gerard Hastings
Chapter 28 ‘Green marketing’ by Ken Peattie and Martin Charter
Chapter 29 ‘Marketing for small-to-medium enterprises’ by David Carson
Chapter 30 ‘Retailing’ by Peter J. McGoldrickAll these chapters have been updated with some new material, some quite radically, and more
recent references where appropriate. They all meet the criteria that they give a clear and
authoritative overview of their subject matter.
Given the strictures of my good friend and Publisher Tim Goodfellow not to exceed the limit
of 450 000 words for this edition, I shall confine my comments on the content of this edition mainly
to the new contributions or to those chapters that have been radically rewritten. That said, I should
explain why my own first chapter has been changed very little from earlier editions.
Chapter 1 is intended to provide an overview of the evolution of the modern marketing
concept as a foundation for the detailed examination of the more important topics associated with
the theory and practice of the discipline covered in the succeeding chapters. As it stands, the
content is little changed from earlier editions. Some might claim, with justification, that it represents
a conservative and conventional treatment of the subject. In my defence, I would argue that it still
provides essential background to a question – What is marketing? – that many marketers, both
academics and practitioners, regard as rhetorical. In doing so, and by failing to define clearly and
explicitly what are the origins, scope, nature and boundaries of our discipline, we then express
surprise when others claim ownership of theories and practices that marketers consider their own.
Obviously, the remainder of the book provides a detailed response to the question, but some kind
of general introduction is still seen as necessary.
Chapter 2 – ‘Postmodern marketing’ by Stephen Brown – is new to this edition and identifies
an important new trend in marketing thought. Since the Enlightenment of the eighteenth century,
the dominant model for research has been positivistic. The defining characteristic of positivism has
been a belief in the existence of an objective reality that can be defined, explained and understood
through the application of scientific methods. In turn, this belief has given rise to ‘modern’ society,