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Book cover
  • Textbook
  • © 1995

Marketing

An Introductory Text

Authors:

  1. Martin Christopher

    1. Cranfield University School of Management, UK

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    You can also search for this author in PubMed   Google Scholar

  2. Malcolm McDonald

    1. Cranfield University School of Management, UK

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    You can also search for this author in PubMed   Google Scholar

Sections

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Table of contents (21 chapters)

  1. Front Matter

    Pages i-xiii
    PDF

  2. The Role of Marketing in Business

    1. Front Matter

      Pages 1-1
      PDF

    2. Introduction: Marketing’s Role in the Organisation

      • Martin Christopher, Malcolm McDonald
      Pages 3-23

    3. Managing Marketing

      • Martin Christopher, Malcolm McDonald
      Pages 24-39

    4. Relationship Marketing

      • Martin Christopher, Malcolm McDonald
      Pages 40-52

  3. Understanding Customers and Markets

    1. Front Matter

      Pages 53-53
      PDF

    2. Buyer Behaviour

      • Martin Christopher, Malcolm McDonald
      Pages 55-71

    3. Market Segmentation

      • Martin Christopher, Malcolm McDonald
      Pages 72-82

    4. Scanning the Environment

      • Martin Christopher, Malcolm McDonald
      Pages 83-99

    5. Competitive Analysis and Strategy

      • Martin Christopher, Malcolm McDonald
      Pages 100-112

    6. The Marketing Audit

      • Martin Christopher, Malcolm McDonald
      Pages 113-122

  4. Managing the Offer

    1. Front Matter

      Pages 125-125
      PDF

    2. Product Management

      • Martin Christopher, Malcolm McDonald
      Pages 127-141

    3. Product Strategy

      • Martin Christopher, Malcolm McDonald
      Pages 142-164

  5. Positioning the Offer

    1. Front Matter

      Pages 165-165
      PDF

    2. Branding

      • Martin Christopher, Malcolm McDonald
      Pages 167-182

    3. Pricing Strategy

      • Martin Christopher, Malcolm McDonald
      Pages 183-199

    4. Communications Strategy

      • Martin Christopher, Malcolm McDonald
      Pages 200-214

  6. Managing Marketing Relationships

    1. Front Matter

      Pages 215-215
      PDF

    2. Sales Force Strategy

      • Martin Christopher, Malcolm McDonald
      Pages 217-235
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About this book

The role that marketing plays in guiding corporate strategy is crucial and yet it is still the weak link for so many companies in the process that bind the customer to the organization. This book looks at the marketing assets of a business, from corporate image brand names, sales and distribution networks to supplier and customer relations and shows how marketing becomes a powerful machine for developing these crucial assets. Written in an accessible fashion by two leading Professors of Marketing, this rigorous textbook will be equally helpful for experienced professionals or those entering business for the first time.
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Keywords

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Authors and Affiliations

  • Cranfield University School of Management, UK

    Martin Christopher, Malcolm McDonald

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About the authors

Author Malcolm McDonald: Until 2003, Malcolm was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.
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Bibliographic Information

  • Book Title: Marketing

  • Book Subtitle: An Introductory Text

  • Authors: Martin Christopher, Malcolm McDonald

  • DOI: https://doi.org/10.1007/978-1-349-23858-3

  • Publisher: Red Globe Press London

  • eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)

  • Copyright Information: Martin Christopher and Malcolm McDonald 1995

  • Edition Number: 1

  • Number of Pages: XIII, 336

  • Additional Information: Previously published under the imprint Palgrave

  • Topics: Marketing

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