The Marketing Book
Sixth Edition
Edited by
MICHAEL J. BAKER and SUSAN HART
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Contents
List of illustration xiii
List of tables xvii
List of contributors xix
Preface to the sixth edition xxvii
Part One Organization and Planning for Marketing 1
1 One more time: what is marketing? 3
Michael J. Baker
Introduction 3
Marketing as a managerial orientation 4
Marketing myopia – a watershed 5
Life cycles and evolution 6
Marketing misunderstood 7
The marketing function 8
Relationship marketing 11 Summary 16 References 17 Further reading 18 2 Postmodern marketing 19 Stephen Brown
In the beginning was the word 20
Physician, heal thyself 21
Let there be light 22
The sweet bye and bye 24
Crying in the wilderness 26
Be fruitful and multiply 27
Behold a pale horse 28
The end is nigh 29
References 30
Further reading 31
3 Relationship marketing 33
Lisa O’Malley and Caroline Tynan
Introduction 33
History of relationship marketing 34
Focal relationships 37
Relationship marketing in consumer markets 38
Models of relationship development 41
Critique and emerging issues 45
Customer relationship managers 45
Conclusion 48
References 49
4 The basics of marketing strategy 55
Robin Wensley
Strategy: from formulation to implementation 55
The nature of the competitive market environment 56 The codification of marketing strategy analysis in terms of three strategies,
four boxes and five forces 58
The search for generic rules for success amidst diversity 60 Models of competition: game theory versus evolutionary ecology 61 Characterizing marketing strategy in terms of evolving differentiation in time and space 63 The nature of research in marketing strategy: fallacies of free lunches and the nature
of answerable research questions 66
The new analytics: resource advantage, co-evolution and agent-based modelling 74 Conclusions: the limits of relevance and the problems of application 75
References 76
5 Strategic marketing planning: theory and practice 81
Malcolm McDonald
Summary 81
Introduction 81
Part 1 The marketing planning process 83
Part 2 Guidelines for effective marketing planning 93
Part 3 Barriers to marketing planning 99
Summary 105
References 105
Further reading 105
Part Two The Framework of Marketing 107
6 Consumer behaviour 109
Mark Gabbott
Consumer behaviour underpinnings 109
Marketing and consumer behaviour 111
The individual 112
The social context of consumption 115
Situation and environmental consumption effects 116
References 118
7 Business-to-business marketing, organizational buying behaviour, interfirm
relationships and network behaviour 121
Arch G. Woodside and Kathleen R. Ferris-Costa
Introduction 121
How thinking by marketing and purchasing executives is similar
to – and departs from – thinking by household consumers 122 Deductive modelling of B2B marketing–purchasing behaviour 125 Inductive modelling of B2B marketing–purchasing behaviour 127 Innovation and diffusion decisions and strategy propositions 129 B2B network research findings and strategy implications 134
Conclusion 137
References 137
8 Marketing research 140
Alan Wilson
Introduction 140
The changing marketing research environment 140
The marketing research process 141
Managing the client/agency relationship 153
Ethics in marketing research 153
Summary 155
References 155
9 Qualitative research 156
Len Tiu Wright
Introduction 156
Definition and traditions of qualitative research 157
Theory and application 159
Autobiography and biography 160
Phenomenology 160
Grounded theory 160
Ethnography 161
Case study 161
Validity and reliability 162
Triangulation 162
Differences in research traditions: qualitative and quantitative approaches 163
Using computers in qualitative research 164
Data collection methods 165
Questionnaires types 166
Stimulus materials 167
Pushing boundaries in marketing 167
Conclusion 168
References 169
Further reading 169
10 Quantitative methods in marketing 170
Luiz Moutinho
Introduction 170
Multivariate methods 173
Regression and forecasting techniques 186
Statistical decision theory or stochastic methods 200
Deterministic operational research methods 204
Causal models 211
Hybrid models 213
Network programming models 216
Conclusion 217
References 218
Further reading 220
11 Market segmentation 222
Yoram (Jerry) Wind and David R. Bell
Use of segmentation in marketing and business strategy 223 Decisions required in implementing a segmentation strategy 226
Advances in segmentation research 232
Segmentation in the global information age 237
Extending the segmentation concept 239
Issues and associated research agenda 240
References 242
Part Three Managing the Marketing Function 245
12 The marketing mix 247
Michael J. Baker
Introduction 247
The evolution of the marketing mix concept 247
Management of the marketing mix 251
Some criticisms of the marketing mix 253
References 258
13 New product development 260
Susan Hart
Introduction 260
The process of developing new products 260
The stages of the NPD process 261
Uncertainty and information roles in NPD 266
Usefulness of models 269
Organizational design for NPD 273
Summary 278 References 278 Further reading 279 14 Pricing 281 Tony Cram Introduction 281
Pricing – customer perspective 283
Pricing – competitor perspective 287
Pricing – company perspective 288
Measuring pricing effectiveness 293
Summary 294
References 294
Further reading 295
15 Selling and sales management 296
Bill Donaldson
Introduction 296
The changing role of salespeople 296
The costs of personal selling 297
What do we expect salespeople to do? – the sales process 299
Sales management issues 301
Conclusion 304 References 304 Further reading 304 16 Brand building 306 Leslie de Chernatony Introduction 306
Spectrum of brand interpretations 306
A model for strategically building brands 316
Summary 324
References 325
Further reading 326
17 Integrated marketing communications 327
Tony Yeshin
The importance of integrated marketing communications 327 The blurring of the edges of marketing communications 327 The strategic challenges facing organizations 328
Strategic marketing communications 328
The integration of marketing communications 329
Defining IMC 329
Dimensions of IMC 332
The impact of external factors on marketing communications 333
The driving forces behind the growth of IMC 336
The impact on marketing communications 338
Relationship marketing 339
The benefits of IMC 340
The process of achieving integration 341
Organizational approaches to integration 343
The barriers to integration 346
The consumer and IMC 348
International dimensions of IMC 348
Summary 349 References 350 18 Mass communications 352 Douglas West Introduction 352 Key trends 352
Mass media strategy 354
The media 356
Summary 368
References 370
Recommendations for further reading 371
19 What do we mean by direct, data and digital marketing? 372
Derek Holder
What do we mean by direct marketing? 372
From mass marketing to digital marketing 373
Firms that deal direct 375
Multi-channel marketing 375
Direct marketing is more than selling direct 377
Direct, data and digital marketing 378
Direct marketing and Pareto’s Principle 378
Principles of direct, data and digital marketing: TICC 380
What distinguishes digital marketing? 381
10 ways in which digital marketing is different 382 Data: the direct and digital marketer’s information system 384
Data, CRM and eCRM 387
Limitations of the customer information system 389
Summary 390
20 A strategic approach to customer relationship management 391
Adrian Payne and Pennie Frow
Introduction 391
Defining CRM 392
A strategic framework for CRM 392
The strategy development process 393
The value creation process 396
The multichannel integration process 399
The information management process 402
The performance assessment process 405
Organizing for CRM implementation 409
Summary 412 References 412 Further reading 413 21 Marketing metrics 414 Tim Ambler Introduction 414 Theoretical background 415
Measuring brand equity 415
Managerial metrics evolution 417
Managerial metrics practice 418
Good and bad practice 419
Future research 422
Summary 423
References 424
22 Implementing strategic change 428
Lloyd C. Harris
Introduction 428
Problems with implementating change 429
Getting changes implemented 437
An internal marketing perspective 444
Summary and conclusions 446
References 446
Further reading 447
Part Four The Application of Marketing 449
23 Exit Services marketing – enter service marketing 451
Evert Gummesson
Introduction 451
‘There is no such thing as services marketing!’ 451
Tricks definitions play 452
Goods/services differences – reality and myth 455
When and where marketing occurs 456
Marketing and money: Quality, productivity and profitability 459
Re-casting supplier and customer roles 460
The tech and human balance: High tech/high touch – and low tech 462 The marketing mix: The 4Ps are neither 4 nor Ps 463 The core of marketing: Relationships, networks and interaction 465
Customer, dyadic or network centricity? 466
Summary 468
Epilogue 469
References 469
Recommendations for further reading 470
24 International marketing 472
Angela da Rocha and Jorge Ferreira da Silva
The international environment: challenges and opportunities 472
The international expansion of the firm 485
Selecting a foreign market 486
Choosing modes of entry and operation 489
Marketing strategy: global or local? 494
The international marketing programme 495
Final considerations 499 References 500 25 E-marketing 502 Dave Chaffey Introduction 502 What is e-marketing? 502 E-marketing planning 506 Summary 524 References 524
26 Marketing for nonprofit organizations 526
Adrian Sargeant
Introduction 526
Defining the nonprofit sector 527
Is nonprofit marketing really different? 530
Conclusions 544 References 545 Further reading 549 27 Marketing ethics 551 Andrea Prothero Introduction 551
Marketing ethics in context 551
Ethics 551
Business ethics and corporate social responsibility (CSR) 552
Marketing ethics 552 Macromarketing 553 Macromarketing sins 553 Micromarketing sins 554 Consumer sins 556 Consumer responses 556 Consumer boycotts 557 Ethical consumers 557
Marketing’s response – ethical and legal requirements, codes of practice 558
Conclusions 559
References 559
28 Green marketing 562
Ken Peattie
Introduction 562
Green marketing in context 562
Reconceputalizing the marketing environment 564
The greening of marketing strategy 569
The green consumer 570
Going green: the philosophical challenge 572
Going green: the management challenge 574
The practical challenge: greening the marketing mix 577
The future of green marketing 581
References 582
Further reading 584
29 Marketing in emerging economies 586
Piyush Kumar Sinha and Prathap Oburai
Introduction 586
Defining emerging economies 586
The nature of emerging markets 587
Cultural characteristics 590
Political environment 591
Legal framework 591
Economic status 591
Educational status 591
High rates of emigration to the developed world 592
Unofficial elements 592
Interference factors 592
Infrastructure availability 592
Distribution channels 593
Marketing communication 593
India: a case of defiance and conformity 593
Route to economic development 594
Product penetration 594
Remittance increase penetration 594
Conclusion 596 Acknowledgements 600 References 600 Further reading 600 30 Retailing 602 Leigh Sparks Introduction 602
Culture and retail consumers 603
Retail locations and outlets 607
Shopkeepers and retail managers 610
Product sourcing, branding and distribution 613
Business relationships and loyalty 615
Merchandizing and selling 618
The state of the retail world 619
Future retailing 625
Summary 626
References and further reading 627
Index 629
Illustrations
1.1 The product life cycle 6
3.1 The relational exchanges in marketing relationship 37
4.1 A scatter plot of 500 notional observations 68
4.2 A chart of the Cohort Means 68
5.1 Overview of marketing 82
5.2 The 10 steps of the strategic marketing planning process 84
5.3 Planning formalization 90
5.4 Four key outcomes 90
5.5 Hierarchy of audits 92
5.6 Strategic and operational planning 92
5.7 Business success 99
7.1 An integrative model of industrial buyer behaviour 126
7.2 Buyer–seller interaction model 127
7.3 An inductive pricing decision model for firms in a distribution channel 130 7.4 A small manufacturing firm’s purchasing contingency model for buying solvents 131 7.5 Innovation, manufacturing, B2B diffusion, adoption/rejection of superior
new product/services built on a new technological platform 132 7.6 Key participants in the diffusion and adoption of a new ET 135
8.1 The marketing research process 141
8.2 Types of research design 146
8.3 Quantitative research methods 150
10.1 The main quantitative methods in marketing – a taxonomy 172 10.2 Hierarchical clustering of variables associated with a marketing strategy for hotels 174
10.3 Procedural steps for CA 181
10.4 External perceptions of the different grade levels on the issue of identifying
customer needs 181
10.5 Plot of the OLS regression equation 187
10.6 Venn diagram representing multivariate OLS regression 188 10.7 A self-organizing map. Connections operate between all inputs and all Kohonen nodes 201
10.8 Output of logistic equation for varying 217
11.1 Focus on market-driven strategy 224
11.2 Selecting a segmentation research programme 229 11.3 An illustrative output of an AHP designed to select a portfolio of market segments 230
13.1 The Booz Allen Hamilton model of NPD 261
13.2 Stage-Gate™ process NPD process 261
13.3 Iteration in the NPD process 270
13.4 The multiple convergent process 272
13.5 NPD structure 276
14.1 Challenges in setting prices 282
14.2 Three methods for setting prices 282
14.3 Optimizing economic value 283
14.5 Pricing forces 289
14.6 Lifecycle pricing 290
16.1 Corporate versus line branding 308
16.2 A balanced perspective on brand positioning 311
16.3 Choosing a brand to match self 312
16.4 How values influence behaviour 312
16.5 The components of brand identity 314
16.6 Brand management through minimizing gaps 315
16.7 The interactive process to develop a relationship which reinforces the brand’s values 316 16.8 The process of building and sustaining brands 317
16.9 The three components of a brand’s vision 318
16.10 The brand as an amalgam of category values and its own unique values 319
16.11 The three levels of culture 320
16.12 Assessing the suitability of the current culture 320
16.13 The five forces of the brandsphere 321
16.14 Brand pyramid summarizing the nature of the brand promise 322
16.15 The atomic model of the brand 323
18.1 Newspaper formats 357
18.2 Sun local and ‘Print Your Own’ daily telegraph 359
18.3 Example of BARB data 362
18.4 Ridley Scott’s Apple commercial, 1984 363
18.5 Scrolling poster 366
18.6 B-Live radio 367
18.7 Carlton screen advertising 369
18.8 Ogilvy & Mather Ford campaign 369
19.1 Percentage of all UK Internet users researching or buying products online.
Conversion rates shown in brackets 376
19.2 Real-life example of segmentation of charity donors 379 19.3 Targeting, interaction, control and continuity 380 19.4 Direct marketing is the process in which . . . 384
19.5 The customer marketing database 385
19.6 The customer marketing database answers six questions 385
19.7 The data warehouse 387
20.1 The strategic framework for CRM 393
20.2 The data repository 403
20.3 The performance linkage model 406
20.4 Key elements in organizing for CRM implementation 409
20.5 Overview audit of key CRM processes 410
22.1 The Rationales, strategies, tactics and outcomes of resistance to change 429 22.2 The barriers to successful plan formulation/implementation 430
22.3 Collective efforts to sabotage change 434
22.4 Ten levers for implementing change 438
22.5 An internal marketing perspective 445
23.1 A service encounter model showing relationships and interaction between
service providers and customers 457
23.2 The triplets at play 460
24.1 The global market pyramid 482
24.2 The dominant product–dominant country matrix 487
24.3 The global life cycle in mobile phones 488
24.4 A conceptualization of national and manager’s PD 489 24.5 Entry and operation modes: a continuum of risk, control and commitment 490 24.6 Typologies of governing strategies in international marketing decisions 495
25.1 DaveChaffey.com (www.davechaffey.com) 505
25.2 Stage model for e-channel capabilities 509
25.3 Key metrics indicating the efficiency of web marketing in attracting and converting
visitors to customers 510
25.4 Using the Internet to support different growth strategies 512
25.5 Customer lifecycle segmentation 513
25.6 Alternative buying modes 517
26.1 The role of nonprofits in society 527
26.2 Nonprofit portfolio analysis 531
26.3 Example portfolio analysis 533
26.4 Giving behaviour model 534
26.5 Societal orientation 539
28.1 The physical environment as the foundation of the marketing environment 564
28.2 Components of environmental performance 572
28.3 A washing machine’s life cycle 577
29.1 Forecast summary, 2006–2008 (%) 588
29.2 Classification and distribution of population in emerging and developed
countries in 2005 589
29.3 Consumer expenditure in emerging and developed markets in 2005 589 29.4 Sales of cosmetics and toiletries: % value 2004 590 29.5 The different routes to economic development 595
29.6 Product penetration in India 597
29.7 Million households in India using brands/products 598 30.1 Market share by organizational type in the UK (1950–2001) 611 30.2 Zara: time-based competition in the fashion market 618
30.3 The growth of e-retail sales in the UK 626
Tables
1.1 Comparison matrix of research approaches to marketing exchange relationships 12
2.1 Postmodern conditions and their main themes 23
2.2 Anything but the present 25
2.3 Hurray for Planet Hollywood 28
2.4 Modern and postmodern research approaches 28
3.1 Process models of relationship development 42
3.2 Relationship ending 43
3.3 Summary of variables of relationship success models 44
5.1 Conducting an audit 86
5.2 What should appear in a strategic marketing plan 87
5.3 Change and the challenge to marketing 93
5.4 Barriers to the integration of strategic marketing planning 100 7.1 Conditions favouring different buying strategies 128
8.1 Contents of the research brief 144
8.2 Contents of the research proposal 145
9.1 Validity types 162
9.2 Commissioned research from client sectors 166
9.3 Stimulus material 167
9.4 Examples of practitioner contributions from the MRS Conference 2006 168 10.1 Main multivariate methods and their marketing applications 180
10.2 ANOVA 188
10.3 Coefficients 189
10.4 Model, block and step data 189
10.5 Classification table for SH_TESC (the cut value is 0.50) 190
10.6 Variables in the equation 190
10.7 Regression, AD and discriminant analysis – a comparison 195 10.8 Uses of simulation and fuzzy sets in marketing (the method, advantages,
limitations and when recommended to use) 197
10.9 Applications of artificial intelligence methods in marketing (basic content, advantages,
limitations and when recommended to use) 200
10.10 Applications of statistical decision theory or stochastic methods in marketing
(approaches, advantages, limitations and when recommended to use) 205
10.11 Example of a decision table 207
10.12 Some major deterministic operational research techniques applicable in marketing
(the methods, advantages, limitations and when recommended to use) 212 10.13 Applications of causal models in marketing (the techniques, advantages,
limitations and when recommended to use) 214
10.14 Applications of dynamic, heuristic and network programming in marketing
(the methods, advantages, limitations and when recommended to use) 215
11.1 A segmentation audit 225
11.2 Variables commonly used as basis for segmentation and as descriptors of segments 228
xviii Tables
13.1 Types of uncertainty 267
13.2 The role of market information in achieving critical success factors 268 13.3 Attributes of interfunctional co-ordination mechanisms 274 15.1 Choice of communication: comparing advertising, direct marketing and
personal selling 298
16.1 Different interpretations of “Brand” 307
18.1 Total advertising expenditure by medium, 2005 354
19.1 The direct model 375
19.2 Tesco Clubcard 377
21.1 The 10 most valuable metrics according to Davidson (1999) 418 21.2 Importance of metric categories for assessing performance 419 21.3 Metrics usage reported by the Marketing Leadership Council (2001) 420
24.1 The dimensions of culture 474
24.2 Cultural clusters 475
24.3 Examples of how culture impacts marketing practices 476 24.4 Ranking of perceived effectiveness of influence strategies by countries 478
24.5 Real GDP growth (per cent) 479
24.6 Fastest- and slowest-growing economies in the world, 2006 480 24.7 Growth rates in external trade, 1990–2003 (per cent) 481
24.8 Country attractiveness for FDI 482
24.9 Marketing to the poor 484
24.10 Principal marketing intermediaries in exporting 491 24.11 Brand recognition in consumer electronics 496 24.12 Association between colour perceptions and product packaging 497 24.13 Using local salespeople versus expatriates 499 25.1 Online executions of different communications tools 515 25.2 The 7S strategic framework and its application to digital marketing
management 520
25.3 Summary of the strengths and weaknesses of different communications tools
for promoting an online presence 520
26.1 Active entities on IRS Business Master File of Tax Exempt Organizations, 1998 530
26.2 External attractiveness 532
26.3 Internal appropriateness 533
28.1 Stakeholder interest in product impacts 576
30.1 Types of shopping trips 607
30.2 Types of shopping centre development 609
30.3 Retail organizational types 611
30.4 Retailers product brand segmentation strategies in the UK food sector 614 30.5 Tesco corporate brand relationship extension 616 30.6 The UK’s largest retailers 1990/1991 and 2004/2005 620 30.7 World’s largest and fastest growing retailers 622 30.8 Multi-format and multi-brand international retailing 623
Contributors
Tim Ambleris a Senior Fellow at London Business School. His main research covers dynamic marketing capabilities, how advertising works and the evaluation of marketing performance. He is currently also researching narrative disclosures in company annual reports as well as regulation and deregulation by the EU and UK governments. His books include Marketing and the Bottom Line (2000, 2003), Doing Business in
China (2000, 2003), The SILK Road to International Marketing (2000) and Marketing from Advertising to Zen
(1996). He has published several articles in the Journal of Marketing, Journal of Marketing Research,
International Journal of Research in Marketing, Psychology & Marketing, Journal of Advertising Research and International Journal of Advertising. A member of the Journal of Marketing, International Journal of Advertising
and Psychology & Marketing Editorial Review Boards and Economics Committee of the Advertising Association, he is a Fellow of the Institute of Chartered Accountants in England and Wales and previously Joint Managing Director of International Distillers and Vintners, now part of Diageo plc. During his vari-ous marketing roles in IDV, in the UK and internationally, he was involved in the launch of Baileys, Malibu and Archers and the development of Smirnoff vodka worldwide.
Michael J. Bakeris Emeritus Professor of Marketing at the University of Strathclyde where he founded the Department of Marketing in 1971. He served as Dean of the Strathclyde Business School from 1978 to 1984, Deputy Principal of the University from 1984 to 1991 and Senior Adviser to the Principal from 1991 to 1994. He has served as Chairman of SCOTBEC, the Chartered Institute of Marketing and the Marketing Education Group, as a Governor of the CAM Foundation and Member of the ESRC and UGC. He is the author/editor of more than forty books of which the best known are Marketing (Westburn Publisher, 7th edition, 2006) and Marketing Strategy and Management (Palgrave, 4th edition, 2007) and Product strategy
and Management with Susan Hart (Pearson, 2nd edition, 2007). A member of numerous editorial boards, he
was also the Founding Editor of the Journal of Marketing Management. He has extensive international expe-rience and has held Visiting Professorships in Australia, Canada, Egypt, France, Hong Kong, New Zealand and Qatar as well as acting as a consultant to numerous international companies. He is an Honorary Professor at Aberystwyth University and Special Professor at Nottingham University.
Alan Wilsonis Professor of Marketing at the University of Strathclyde Business School. Prior to joining the University of Strathclyde, he held high level positions within leading London-based marketing research agencies and a management consultancy practice. He has written numerous articles on mar-keting research and has received a number of awards for his publications. His textbook, Marmar-keting
Research: An Integrated Approach is in its second edition. He is also a member of the executive editorial
board of the International Journal of Market Research. He regularly acts as a marketing and market research advisor to a number of public and private organizations. He is also a full member of the Chartered Institute of Marketing, a Council member of The Market Research Society and he chairs the Society’s Professional Development Advisory Board.
David Richard Bell is an Associate Professor at the Wharton School, University of Pennsylvania. He teaches marketing management and marketing strategy in the MBA and MBA for Executives programs. Bell is a recipient of the Miller-Sherrerd MBA Core Teaching Award, MBA Core Curriculum Award MBA and MBA for Executives Excellence in Teaching Awards (East and West). He also teaches in the PhD pro-gram, Advanced Management Propro-gram, and custom executive education programs for clients including AXA, AVIVA, Rohm and Haas, Shell Oil and Toyota. Previously, he taught at UCLA and was a visiting associate professor at the Sloan School of Management, MIT.
David’s research focuses on quantitative analysis of consumer behaviour, retailing practices and spa-tial diffusion. Research on these topics has appeared in Journal of Consumer Research, Journal of Marketing
California Management Review and Sloan Management Review. He is a three-time finalist for the John D.C.
Little Award for the best paper published annually in either Marketing Science or Management Science. He is also a recipient of Frank M. Bass Outstanding Dissertation Award.
David is a Senior Editor for the journal Manufacturing & Service Operations Management and on the edi-torial boards of International Journal of Research in Marketing, Journal of Marketing Research, Journal of Retailing,
Marketing Science and Foundations and Trends in Marketing. He holds a PhD from the Graduate School of
Business at Stanford University, an MS in Statistics from Stanford, an MCom (1st class honours) and BCom from the University of Auckland.
Stephen Brown is Professor of Marketing Research at the University of Ulster. Best known for
Postmodern Marketing (1995), he has written or co-edited numerous books, including Marketing Apocalypse (1996), Postmodern Marketing Two (1998) and Marketing – The Retro Revolution (2001). His
art-icles have been published in the Journal of Marketing, Harvard Business Review, Journal of Advertising,
Business Horizons, Journal of Retailing, European Management Journal and many more.
Dave Chaffey, BSc, PhD, FCIM, MIDM (www.davechaffey.com) is a specialist Internet marketing trainer, consultant and author. He specialises in helping companies improve their E-communications including digital campaign planning, e-mail marketing, search engine marketing, and web analytics. He has run training courses on Internet marketing since 1997 for training providers such as the Chartered Institute of Marketing, Institute of Direct Marketing and E-consultancy. In-company training workshop clients include 3M, BP, Euroffice, Foviance, HBOS, HSBC, Orange, Siebel and Tektronix.
Dave is Director of Marketing Insights Limited (www.marketing-insights.co.uk), a consultancy and training company offering the WebInsightsTMservice for evaluation and recommendations on e-marketing
strategy and execution. Dave has worked with companies including 3M, BP, EMI (KPM Music), HSBC, Intel Reseller Channel, NCH, Siebel and Tektronix to improve their e-marketing using this approach. He also works for cScape Strategic Internet Services (www.cscape.com) as an E-marketing consultant.
His books include: E-marketing Excellence; Total E-mail Marketing and Internet Marketing: Strategy, Implementation and Practice. He has been recognised by the CIM as one of 50 marketing gurus worldwide who has shaped the future of Marketing and by the Department of Trade and Industry as one of the leading individuals who have provided input and influence on the development and growth of E-commerce and the Internet in the UK over the last 10 years.
Leslie de Chernatony, BSc, PhD, FCIM, FMRS is Professor of Brand Marketing and Director of the Centre for Research in Brand Marketing at the Birmingham Business School, The University of Birmingham. After a career in the marketing departments of a few blue chip organizations, he completed his doctorate in brand marketing which laid the foundations for his research focus. With a substantial number of publications on brand management in American and European journals, Leslie is a regular presenter at international con-ferences. His papers have won best paper awards in journals and at concon-ferences. He has written several books on brand management, the two most recent being Creating Powerful Brands and From Brand Vision to
Brand Evaluation, both published by Butterworth–Heinemann. Winning several major research grants has
helped support his research into factors associated with high performance brands and also strategies for succeeding with services brands. Leslie was Visiting Professor at Madrid Business School and is currently Visiting Professor at Thammasat University, Bangkok and Lugano University, Switzerland. He sits on the editorial boards of several scholarly journals. A firm believer of the importance of research having applied value, he acts as an international consultant to organizations seeking more effective brand strategies and has run numerous acclaimed branding seminars throughout Europe, Asia, the Far East and North America.
Tony Cram is Programme Director at Ashridge Business School, one of Europe’s leading centres for Management Development. Tony designs and delivers executive programmes on business strategy and market innovation. A particular interest is in understanding Customer Value, developing brands and the dynamics of long term business relationships. He works internationally with experience in Europe, Asia and the Americas and has taught at Swedish Institute of Management, Vlerick Leuven Gent Management School, Stockholm School of Economics, PEF University, Vienna and University of Michigan, USA. He is Fellow of the Chartered Institute of Marketing.
Before joining Ashridge, Tony held a general management position with Manpower. As Director of Marketing Services at TSB Bank, he controlled £20 million marketing expenditure. Earlier, he spent 8 years with Grand Metropolitan at operating company board level. As a Marketing Director, he played a key part in the launch of Foster’s Draught Lager into the UK. For two years, he had executive respon-sibility for 500 licensed retail outlets. His early career was spent with Andre Jamet, a French company in the leisure industry and in the motor industry with Unipart. He gained an MBA from Cranfield School of Management in 1980 (including study at the University of Washington, USA).
Tony has presented on competitive marketing and innovation at public conferences and company conventions in Buenos Aires, Budapest, Gothenburg, Istanbul, London, Paris, Stockholm and Warsaw. His publications include:
• Smarter Pricing – how to capture more value in your market, published by Financial Times/Prentice Hall, 2006.
Available in four languages.
• The Financial Times Handbook of Management, 2004, contributor.
• Customers that Count –How to build living relationships with your most valuable customers, published by Financial
Times/ Prentice Hall, 2001.Available in six languages.
• Mastering Risk: Part One Concepts, published by Financial Times, 2001. Contributor.
• The Financial Times Handbook of Management 2000. Contributor.
• The Power of Relationship Marketing, published by Pitman in 1996, Paperback edition, 2002.
• Marketing Managers’ Yearbook, published by Chartered Institute of Marketing,1992. Contributor.
Bill Donaldsonis Professor of Marketing at Aberdeen Business School, The Robert Gordon University. He is responsible for research within the Marketing Division and is author of Sales Management: Philosophy,
Process and Practice, 3rd edition, Palgrave (2007); Strategic Market Relationships, with Tom O’Toole, 2nd
edi-tion, John Wiley & Sons (2007) and The Busy Manager’s Guide to Marketing Juridical (2007).
Pennie Frow is Senior Lecturer in Marketing at the University of Sydney and Visiting Fellow in the Marketing Group at Cranfield School of Management at Cranfield University. Pennie is a psychologist with a special interest in assisting organizations undergoing change. She worked for many years in The Cranfield Marketing Planning Centre. This work included all aspects of strategic planning, marketing planning and implementation. Before joining academia, Pennie was Managing Director of a distribution and manufacturing company in the USA and Chief Marketing Officer of a major British charity. Her research interests are in marketing planning, customer relationship management (CRM), customer reten-tion, internal marketing and developing customer-centric organizations. She has extensive experience of consulting with clients such as Mercedes-Benz, Royal Mail, Cable & Wireless, The National Health Service and many professional service firms.
Mark Gabbottgraduated from the University of Essex with a BA (Hons) in Economics followed by an MSc in Technology Management from Imperial College, University of London. After working in govern-ment for 6 years in consumer policy and protection, he joined the University of Stirling as a Research Fellow and completed a PhD in Marketing. He was Lecturer and then Senior Lecturer at Stirling research-ing and teachresearch-ing in the areas of Electronic and Direct Marketresearch-ing, Services Marketresearch-ing, Consumer Behaviour and Consumer Policy. Mark joined Monash University in 1997 as Professor and was appointed Head of Department in 2000. He took up the position of Deputy Dean of the Faculty of Business and Economics in 2006.
Mark’s current research interests are in services marketing, knowledge management, CRM, con-sumer behaviour and customer value. Mark has published four books and has published research in a variety of academic journals including the Journal of Business Research, Journal of Public Policy and
Marketing, European Journal of Marketing, Journal of Marketing Management and Journal of Healthcare Marketing. He currently sits on the editorial boards of three international marketing journals. Mark is a
member of the European Marketing Academy, The UK Academy of Marketing, past Chair of the American Marketing Associations Services Interest Group and President of ANZMAC.
Evert Gummessonis Professor of Marketing at the Stockholm University School of Business, Sweden. His interests embrace services, quality management, relationship marketing and CRM, and currently a network approach to a new logic of marketing, reflected in his latest book Many-to-Many Marketing. His article (with Christopher Lovelock) ‘Whither Services Marketing?’, in the Journal of Service Research, won the American Marketing Association’s Award for Best Article on Services in 2004. He is the author of several articles on methodology and theory generation in marketing and the book Qualitative Methods
in Management Research. He has also spent 25 years in business.
Lloyd C. Harrisis Professor of Marketing and Strategy at Warwick Business School, Warwick University. Past research has focused on market orientation, the organizational culture/marketing interface, the initiation of strategic marketing, professional services marketing and other exploratory projects. Currently, he is working on variety of projects including studies on dysfunctional customer behaviour, some new surveys of market orientation, as well as a number of other culture-orientated projects. Over one hundred peer-reviewed pieces have been disseminated via a range of marketing, strategy, HRM and general management journals, including the Journal of Retailing, Journal of the Academy of Marketing
Science, Journal of Service Research, Human Resources, Human Resource Management, British Journal of Industrial Relations and the Journal of Management Studies. He serves on the editorial boards of a number
of journals and reviews papers in a wide field of disciplines.
Susan Hart is Professor of Marketing and Vice Dean (Research) of Marketing at the University of Strathclyde. After working in industry in France and the UK, she joined the University of Strathclyde as a researcher. She completed her PhD on the subject of product management and has published widely on subjects such as the contribution of marketing to competitive success, and product design and devel-opment in the manufacturing industry. Current research interests are in the develdevel-opment of new products and innovation, the contribution of marketing to company success, loyalty marketing and accounting for marketing performance.
Derek Holderis Founder and Managing Director, Institute of Direct Marketing. After graduating from Manchester University, Derek worked in marketing for two major multi-nationals – Ford and British Airways. He, then, held senior marketing positions at McGraw-Hill and Reader’s Digest, where he gained wide experience in both consumer and business-to-business direct marketing. A consultant and trainer for multinationals around the world, Derek has developed undergraduate and postgraduate programmes in direct marketing. In 1981, he created the world’s first Diploma in Direct and Interactive Marketing and has subsequently designed Certificates in Direct and Interactive Marketing, e-marketing and CRM. Recently, he pioneered the introduction of a Certificate and Diploma in Digital Marketing. He is also Co-Editor of the internationally recognized Journal of Direct, Data and Digital Marketing. He was voted the third most influential person in direct marketing over the past 15 years by the readership of Precision Marketing.
Piyush Kumar Sinha, Professor, Marketing, and Chairperson, Centre for Retailing, Indian Institute of Management Ahmedabad (IIMA), has over two decades of academic and Industry experience. He has also served as Dean, Mudra Institute of Communications, Ahmedabad (MICA), and has taught at leading business schools in India.
Dr. Sinha is active in research in the area of retailing and consumer behaviour. He is involved in qualitative research in the area of marketing in India and has several international publications to his credit.
Malcolm McDonaldis Professor of Marketing and Deputy Director of the Cranfield School of Management. He is a graduate in English Language and Literature from Oxford University, in Business Studies from Bradford University Management Centre, has a PhD from Cranfield University and an honorary Doctorate of Letters from Bradford University. He has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. During the past 20 years, he has run seminars and workshops on mar-keting planning in the UK, Europe, India, the Far East, Australasia and the USA. He has written thirty-seven books, including the best-seller Marketing Plans: How to Prepare Them, How to Use Them (Butterworth-Heinemann, 5th edition, 2002) and many of his papers have been published. His current interests centre around IT in marketing, the development of expert systems in marketing and key account management.
Luiz Moutinhois Professor of Marketing, University of Glasgow Business School. He completed his PhD at the University of Sheffield in 1982 and held posts at Cardiff Business School, University of Wales College of Cardiff, Cleveland State University, Ohio, USA, Northern Arizona University, USA and California State University, USA, as well as visiting Professorship positions in New Zealand and Brazil. Between 1987 and 1989, he was Director of the Doctoral Programmes at the Confederation of Scottish Business Schools and at the Cardiff Business School between 1993 and 1996. He has been Director of the Doctoral Programme at the University of Glasgow Department of Business and Management. In addi-tion to publishing nineteen books and presenting papers at many internaaddi-tional conferences, he also has had a vast number of articles published in international journals. He is also a member of the Editorial Board of several international academic journals. He has been a full-time Professor of Marketing since 1989 and was appointed in 1996 to the Foundation Chair of Marketing at the University of Glasgow.
Prathap Oburaiis a faculty member of the Marketing area at IIM Ahmedabad. Prior to joining IIMA, Prathap taught at IIM Bangalore and worked as a tutor at the University of Strathclyde in Glasgow. Professor Oburai served as Visiting Professor at Asian Institute of Management, Manila, Philippines; Multimedia University, Cyberjaya, Malaysia; MICA, India and NID, India. He has been awarded several teaching excellence awards including the IIMA Poll of the Year 2006 and Poll of the Year 2007 awards.
Dr Oburai has a PhD in Marketing and an MSc in International Marketing from the Department of Marketing, University of Strathclyde, where he held a Commonwealth Scholarship from the Association of Commonwealth Universities, London. He has a graduate degree in computer science engineering from Jawaharlal Nehru Technological University, Hyderabad, and a Post-Graduate Diploma in Management from Indian Institute of Management, Ahmedabad.
Prof. Oburai, who believes in the pursuit of scholarship rooted in practice and application, has 7 years of managerial experience His research interests include Business-to-Business Marketing; Cooperative Marketing Strategies; Industrial Clusters and Policies; International Business Strategies; International Marketing; Marketing Research and Relationship Marketing.
Dr. Oburai presented research work at several major European and Indian conferences, and has published in journals, and in leading books such as The Encyclopaedia of Marketing. He is a member of the European Marketing Academy and the Academy of Marketing.
Lisa O’Malley is senior Lecturer in Marketing at the University of Limerick. Lisa’s main teaching and research interests are in the areas of marketing theory, direct marketing and relationship marketing. She has published widely on relationship marketing including articles in the Journal of Marketing Management, the
European Journal of Marketing, Service Industries Journal, Journal of Business Research and Interactive Marketing.
These include critical works on RM in mass consumer markets as well as investigations on the role of rela-tionships in professional services.
Adrian Payne is Professor of Marketing at the University of New South Wales in Australia and an adjunct Professor at the Cranfield School of Management in the UK. He has practical experience in mar-keting, market research, corporate planning and general management. His previous appointments include positions as chief executive for a manufacturing company and he has also held senior appoint-ments in corporate planning and marketing. His is an author of six books on Relationship Marketing and CRM. His research interests are in Customer Retention Economics; the impact of IT on CRM and Marketing Strategy and Planning in Service Businesses. Adrian is a frequent keynote speaker at public and in-company seminars and conferences around the world. He also acts as a consultant and educator to many service organizations, professional service firms and manufacturing companies.
Ken Peattieis a Professor of Marketing and Strategy at Cardiff Business School, which he joined in 1986 following practical experience in marketing and information systems in the paper and electronics indus-tries. His research interests are focussed on the implications of sustainability for business and business education, and on its impact on marketing strategies, theories and practices in particular. He is the author of two books and numerous book chapters on these topics, and has published in a range of journals including California Management Review, Journal of Business Research, Journal of Public Policy and Marketing,
Journal of Marketing Management, Industrial Marketing Management and European Management Journal.
In 2001, he became Director of the ESRC-funded BRASS Research Centre, which specialises in researching issues relating to business sustainability and corporate social responsbility.
Angela da Rocha holds a PhD in Management from IESE Business School, University of Navarra, Barcelona, Spain. She received her MBA in Business Administration and her bachelor’s degree in Economics from the Federal University of Rio de Janeiro. She is Professor of Marketing and International Business at the Coppead Graduate School of Business, The Federal University of Rio de Janeiro. She served as Dean of the School for two terms. Her research interests include the internationalization of firms from Emerging Economies and cross-cultural management.
Adrian Sargeantjoined Indiana University as the Robert F Hartsook Professor of Fundraising in 2006. He is currently Visiting Professor of Non-profit Marketing at Bristol Business School and Henley Management College in the UK. He is also Adjunct Professor of Philanthropy at the Centre of Philanthropy and Non-profit Studies at Queensland University of Technology, Australia, where he won a Myer Fellowship in the Summer of 2005. Professor Sargeant is the Managing Editor of the International Journal of
Non-profit and Voluntary Sector Marketing and a member of the Editorial Boards of the Journal of Non-profit and Public Sector Marketing and Non-profit and Voluntary Sector Quarterly. He has acted as a guest editor for New Directions for Philanthropic Fundraising and the leading Journal of Business Research. He has published
58 peer reviewed academic articles, 7 books and made over 100 conference appearances in the past 10 years. The majority of this output has focused on the topic of non-profit marketing and within that, fundraising management. He is the author of Marketing Management for Non-profit Organizations and
Fundraising Management, published by Oxford University Press and Routledge, respectively.
Jorge Ferreirada Silva holds a PhD in Industrial Engineering from the Pontifical Catholic University of Rio de Janeiro and an MSc in Electronics from the Air Force Technological Institute. He also holds an MBA in Business Administration and a bachelor’s degree in Electric Engineering from the Pontifical Catholic University of Rio de Janeiro, and a bachelor’s degree in Statistics from the National School of Statistics. He is presently an Associate Professor of Strategy at the IAG Business School, The Pontifical Catholic University of Rio de Janeiro, after holding a number of top positions in large Brazilian corpor-ations. He presently serves as Director of Graduate Studies at his school. His research interests are corporate strategy, including the impacts of strategy on business performance and strategic alliances.
Caroline Tynan is Professor of Marketing and Head of the Marketing Division at Nottingham University Business School, Chair of the Academy of Marketing, a member of the Academic Senate of the Chartered Institute of Marketing and Visiting Professor of Marketing at the University of Ljubljana, Slovenia. Her research interests include relationship marketing, particularly regarding issues related to its application within business-to-consumer and cross-cultural contexts, services marketing and mar-keting in transition economies. She has published in a number of journals, including Journal of Business
Research, European Journal of Marketing, Journal of Marketing Management and Journal of Strategic Marketing, and she currently edits The Marketing Review.
Douglas Westis Professor of Marketing at the University of Birmingham and Visiting Professor at Henley Management College. His interests include creative marketing, risk and strategic and high-tech marketing. His business experience includes market research at a subsidiary advertising agency of a leading multina-tional agency group and as an assistant marketing director at an internamultina-tional toy company. He has acted as a marketing consultant for a variety of companies in Britain and Canada and has taught executive pro-grammes for a variety of companies. Amongst others his publications have appeared in the European
Journal of Marketing, the International Journal of Advertising, the International Marketing Review, the Journal of Advertising, the Journal of Advertising Research, the Journal of Business Research, the Journal of Forecasting and
the Journal of Marketing Management. He holds positions on several journal editorial boards and is Editor of the International Journal of Advertising. He is co-author of Direct and Interactive Marketing (Oxford University Press, 2001) and Marketing Strategy: Creating Competitive Advantage (Oxford University Press, 2006).
Robin Wensley is Professor of Strategic Management and Marketing and Deputy Dean at Warwick Business School. He was Chair of the School from 1989 to 1994 and Chair of the Faculty of Social Studies from
1997 to 1999. He was previously with RHM Foods, Tube Investments and London Business School, and was Visiting Professor twice at UCLA and once at the University of Florida. He is a Council member of the ESRC, having been a member of the Research Grants Board from 1991 to 1995. He is also Chair of the Council of the Tavistock Institute of Human Relations. His research interests include the long-term evolution of competitive markets and structures, the process of strategic decision making and the nature of sustainable advantages, and he has published a number of books, most recently the Handbook of Marketing, and articles in the Harvard Business Review, the Journal of Marketing and the Strategic Management Journal, and has worked closely with other academics both in Europe and the USA. He is joint editor of the Journal of
Management Studies and has twice won the annual Alpha Kappa Psi Award for the most influential article
in the US Journal of Marketing, as well as the Journal of Marketing Management Millennium Article award.
Yoram (Jerry) Windis the Lauder Professor and Professor of Marketing at The Wharton School. He joined the Wharton faculty in 1967, with a doctorate from Stanford University. He is the founding director of The SEI Center for Advanced Studies in Management, the founding academic director of The Wharton Fellows Program and founding editor of Wharton School Publishing. From 1995 to 1997, he led the development of the Wharton globalization strategy. Dr. Wind led the reinvention of the Wharton MBA curriculum (1991–1993) and the creation of the Wharton Executive MBA Program (1974). Dr. Wind was the founding director of the Joseph H. Lauder Institute (1983–1988) and the Wharton International Forum (1987). He has served in editorial positions for many top marketing journals. He has published over 250 papers and art-icles and more than 20 books. Dr. Wind has consulted and conducted research for over 100 companies and has served as an expert witness in several intellectual property and antitrust cases. He is a member of the advisory boards for various entrepreneurial ventures and a trustee of the Philadelphia Museum of Art. He received all the major marketing awards including The Charles Coolidge Parlin Award (1985), AMA/Irwin Distinguished Educator Award (1993), the Paul D. Converse Award (1996) and the Elsevier Science Distinguished Scholar Award of the Society of Marketing Advances (2003). Dr. Wind is former Chancellor of the International Academy of Management, and co-founder of the Interdisciplinary Center, Herzliya (IDC) and chair of its academic council and university appointment and promotion committee.
Len Tiu Wrightis Professor of Marketing and Research Professor at De Montfort University, Leicester and Visiting Professor at the University of Keele. She has held full-time appointments at the universities of Keele, Birmingham and Loughborough and visiting lecturing positions with institutions in the UK, for example Cambridge University and overseas. Len Tiu has consultancy and industrial experience and has researched in the Far East, Europe and North America. Her writings have appeared in books, in American and European academic journals, and at conferences where some have gained best paper awards. She is on the editorial boards of a number of leading marketing journals. She is Founding Editor of the Qualitative Market Research, An International Journal, an Emerald publication.
Tony Yeshinis currently Senior Lecturer in Marketing at the University of Greenwich. Prior to joining the University, his entire career was spent in the field of marketing communications, predominantly within advertising and Sales Promotion. In 1972, with a colleague, he started a company – The Above and Below Group – specifically designed to create integrated marketing communications (IMC) pro-grammes for its diverse clients. Having worked on a wide range of both domestic and international accounts, his practical experience of developing and implementing marketing communications pro-grammes is now combined with a solid academic background. He is the author of several books. His first, Inside Advertising, was published by the professional body, the Institute of Practitioners in Advertising. He is the co-author of the Chartered Institute of Marketing Postgraduate Coursebook on
Integrated Marketing Communications, and the author of the text Integrated Marketing Communications: The Holistic Approach (Butterworth-Heinemann, 1998). He has recently written two in-depth texts on specific
areas of marketing communications – Advertising (2005) and Sales promotion (2006).
Leigh Sparks has been professor at Stirling University since 1992. He has also been Head of the Department of Marketing, Director of the Institute for Retail Studies and Dean of the Faculty of Management. From July 2000 to July 2001, Leigh was Visiting Professor at Florida State University in Tallahassee, and from June to December, 2006 he was Visiting Professor at the University of Tennessee at Knoxville. He is Co-editor of the leading European retail journal, The International Review of Retail,
xxvi Contributors
Distribution and Consumer Research, published by Taylor and Francis. Since January 2002, Leigh has been
Director of the SHEFC funded Centre for the Study of Retailing in Scotland, a research centre based at the Institute for Retail Studies at the University of Stirling, but combining with excellence in retailing in other Scottish universities. In 2002–2004, he was the only academic member of the UK Department of Trade and Industry’s Retail Strategy Group.
Andrea Protherois Senior Lecturer in Marketing at University College Dublin, Ireland. Prior to this, she worked at universities in Soctland and Wales and also enjoyed a sabbatical period at Arizona State University in the USA. Dr Prothero’s research interests focus on marketing’s impact in society, and she has published widely in this area.
Arch G. Woodside (PhD in Business Administration, Pennsylvania State University) is Professor of Marketing, Carroll School of Management, Boston College. He is a Fellow of the American Psychological Association, American Psychological Society, Royal Society of Canada, the Society for Marketing Advances, and the International Academy for the Study of Tourism. His research reports include articles in the Journal of Travel Research, Annals of Tourism Research, Tourism Management, Canadian Journal of
Administrative Sciences, Tourism Analysis, Journal of Applied Psychology, Journal of Marketing, Psychology & Marketing, Journal of Marketing Research, Journal of Social Psychology, and 32 additional research journals.
He is the author, co-author, and editor of 32 books on research in culture, tourism, advertising, management, and marketing—Market-Driven Thinking (2005), Brand Choice (2006), Innovation and Diffusion of Software
Technology (2008), and Tourism Management (2008) are example of these works. He teaches research methods
workshops and courses for faculty members and Ph.D. students annually as an invited professor in Australia, South America, Europa and Asia; in 1997 this work includes a Ph.D. research methods course at Feng Chiu University, Taiwan; University of Innsbruck; and Auckland University of Technology.
Kathleen Ferris-Costais a PhD student in marketing, at the University of Rhode Island College of Business Administration. In addition to Chapter 7 she has also co-authored several B2B chapters and articles in the industrial marketing and purchasing literature. Her research interests include word-of-mouth communications, behavioural science applications in marketing, and business-to-business marketing. One focus of her research is on the building of case-based reasoning models that move empirical positivists versus existential phenomenologists to a rapprochement via system dynamics modeling and mixed methods research strategies in B2B settings.
Preface to the sixth edition
The sixth edition of The Marketing Book is a testimony to both the continuing demand for an authorita-tive overview of the marketing discipline and the constantly changing nature of its subject matter. First published in 1987 to coincide with the Michael Baker’s appointment as the first academic National Chairman of the Institute of Marketing, the original concept was:
To produce an authoritative handbook setting out the scope and nature of the marketing function, its mana-gerial applications and its contribution to corporate success.
To implement this concept, contributing authors were advised: ‘The Marketing Book should serve as first point of reference for experienced practitioners and managers from other functions, and as an introduction to those embarking on a career in marketing. In short, the kind of book which every mem-ber and student of the Chartered Institute of Marketing will find relevant and useful.’
The fact that the book has been continuously in print for 20 years and is now in its sixth edition is clear evidence that there is a continuing need for such a publication. However, at least two significant factors have influenced the preparation of this new edition. First, the original editor has retired from full-time involvement in the marketing academy and is now an Emeritus Professor. So, to ensure both continuity and currency, Professor Susan Hart, Professor of Marketing and Vice Dean Research in the Strathclyde Business School, has been invited to act as co-editor. Second, the international success of the book and its translation into other languages, together with the impact of globalization, have resulted in a reconsideration of the original remit which was that the contributors be drawn exclusively from the UK marketing community. For this edition, the publishers have encouraged us to include contributions from leading international experts and this we have done. As the majority of contributors are based in the UK, the current collection reflects a British view of what is important and relevant in the theory and practice of marketing. Obviously, this view recognizes and reflects international perspectives but, in a subject where so much published work is written from a purely American point of view, I consider it important that an alternative, albeit similar, interpretation be available. That said, there can be no doubt that this has been enhanced by the views of our international experts.
While it is unlikely that anyone other than the Editors and Publisher would wish to make an analy-sis of the content of successive editions, such a review would reveal that while some contributions have changed very little, others have been extensively updated, a few topics have been dropped and a signifi-cant number of new ones added. In parallel, the list of contributing authors has also changed markedly over the years. However, the present roll of contributors shares a common feature with all the preced-ing editions – the authors are all leadpreced-ing experts in their fields. All have published widely on the topics for which they are responsible and many of them have written one or more definitive and widely used textbooks on the subject of their contribution.
Four chapters have been dropped from the last edition, twelve chapters have new authors and four new chapters have been added. In every case, the reason for omitting these chapters is that their content is covered by other entries. Some of these 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 fifth edition.
A number of chapters remain much the same as they appeared in the fifth edition. These are:
Chapter 1 ‘One more time – what is marketing?’ by Michael J. Baker Chapter 2 ‘Postmodern marketing’ by Stephen Brown
Chapter 3 ‘Relationship marketing’ by O’Malley and Tynan Chapter 4 ‘The basics of marketing strategy’ by Robin Wensley
Chapter 5 ‘Strategic marketing planning: theory and practice’ by Malcolm McDonald Chapter 10 ‘Quantitative methods for research in marketing’ by Luiz Mouthino Chapter 13 ‘New product development’ by Susan Hart
Chapter 15 ‘Selling and sales management’ by Bill Donaldson Chapter 28 ‘Green marketing’ by Ken Peattie
All 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 our good friend and Publisher, Tim Goodfellow, not to exceed the limit of 450 000 words for this edition, we will restrict our comments on the content of this edition to a min-imum necessary to give you a foretaste of the content.
Chapter 1: One more time – what is marketing? Right from the start, Baker’s chapter robustly asserts that marketing as practised in British Industry bears as little relationship to professional market-ing as over the counter potions of alternative therapies do to professional medical disciplines and prac-tice. Having stated the position that marketing is, as medicine before, in a process of transition from an art to a profession with strong theoretical foundations, the chapter goes on to trace some of the under-lying theories behind marketing as both managerial orientation and a business function. As managerial orientation, marketing is allied to the notion of product differentiation as a means of gaining competi-tive advantage, with a customer orientation as the driver of the distinguishing feature of the product or service. The chapter, then, goes on to outline the history of the function of marketing and its much reported (and greatly exaggerated) ‘death’. In so doing, the advent of the Internet with its implications for marketing is discussed. There follows an expanded discussion regarding the nature of competition, draw-ing comparisons between the Anglo-Saxon models of capitalism and the Alpine Germanic, wherein the latter, adopting a long-term perspective, is the link to a more relational perspective on marketing. The der-ivation, diagnosis and prognosis for relationship marketing are considered before a direct comparison between the transactional and relational view of marketing is made. In the final section of the chapter, attention is turned to the debate surrounding ‘a new model of marketing’. In reviewing the article by Vargo and Lusch (2004), the chapter concludes that the concept of marketing management may have paid insufficient attention to consumers wants, but it has done much in catering for their needs.
Chapter 2 ‘Postmodern marketing’ by Stephen Brown was new to the last edition and discusses 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, of which mass production, mass consumption and modern marketing are major manifestations. It would seem, there-fore, that ‘postmodern’ must refer to the nature of society that has or is likely to evolve out of the ‘mod-ern’ state. To establish, if this is or is not the case, we invited one of the most widely published and cited authorities on the subject – Stephen Brown – to contribute a chapter on the subject. Its positioning immediately after my own attempts to define modern marketing is deliberate.
It would be facile to try and summarize Stephen’s chapter. However, in our view it provides one of the clearest expositions of what postmodern marketing is or is perceived to be. (It is also written in his own distinctive and entertaining style.) Whether or not you are converted to this perspective of market-ing, it is important that you are aware of its defining characteristics as with the more traditional views contained in Chapter 1.
Chapter 3 deals with a topic – ‘Relationship marketing’ – that has been widely referred to in earlier editions (and in this edition). Several pages were given to the topic in Baker’s introductory chapter in
