Overview
- Written by two of the biggest names in marketing today
Accessible and straightforward writing style using a minimum of references and gimmicky pedagogy
Concisely presented but offering a broad coverage of key marketing topics
Reflects the current emphasis on relationship marketing and delivering value
Established record of sales of previous edition
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Table of contents (23 chapters)
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Front Matter
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Defining markets/segments and customer value
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Front Matter
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Creating the value proposition
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Front Matter
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Delivering value
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Front Matter
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Keywords
About this book
Assuming no prior marketing knowledge, Marketing: A Complete Guide provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues.
Well-written in a pragmatic and stimulating style, the text enables readers to grasp the basics of a wide range of marketing topics including business-to-business marketing, key account management, logistics and marketing planning. A strategic marketing perspective, with an emphasis on value and the management of marketing relationships, is combined with thorough analyses of the marketing mix elements.
Well-written in a pragmatic and stimulating style, the text enables readers to grasp the basics of a wide range of marketing topics including business-to-business marketing, key account management, logistics and marketing planning. A strategic marketing perspective, with an emphasis on value and the management of marketing relationships, is combined with thorough analyses of the marketing mix elements.
About the authors
MARTIN CHRISTOPHER is Professor of Marketing and Logistics at Cranfield School of Management and Deputy Director of the School with responsibility for Management Development Programmes. He is co-editor of the International Journal of Logistics Management and has numerous recent books on relationship marketing, customer service and logistics strategy. He has been a Visiting Professor at the Universities of British Columbia, New South Wales and South Florida. He is a Fellow of the Chartered Institute of Marketing and the Institute of Logistics and Transport. He has worked as a consultant for major international companies in North America, Europe, the Far East and Australasia.
MALCOLM MCDONALD is Professor of Marketing Strategy at Cranfield School of Management and is Deputy Director of the School with responsibility for e-business. He has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. Over the past twenty-five yearshe has run marketing seminars in the UK, Europe, Japan, India, the Far East, Australasia, South America, South Africa, Brazil, China and the USA. He has written thirty three books and published numerous papers. He is a Fellow of the Chartered Institute of Marketing.
MALCOLM MCDONALD is Professor of Marketing Strategy at Cranfield School of Management and is Deputy Director of the School with responsibility for e-business. He has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. Over the past twenty-five yearshe has run marketing seminars in the UK, Europe, Japan, India, the Far East, Australasia, South America, South Africa, Brazil, China and the USA. He has written thirty three books and published numerous papers. He is a Fellow of the Chartered Institute of Marketing.
Bibliographic Information
Book Title: Marketing: A Complete Guide
Authors: Malcolm McDonald, Martin Christopher, Margrit Bass
DOI: https://doi.org/10.1007/978-1-4039-3741-4
Publisher: Red Globe Press London
eBook Packages: Business and Economics, Business and Management (R0)
Copyright Information: The Editor(s) (if applicable) and The Author(s) 2003
Edition Number: 1
Number of Pages: 584
Additional Information: Previously published under the imprint Palgrave
Topics: Marketing