Authors:
- 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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About this book
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
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