The Marketing Book

Part 1 Organization and planning for marketing: one more time - what is marketing? Michael J. Baker; the basics of marketing strategy, Robin Wensley; strategic marketing planning - theory and practice, Malcolm McDonald. Part 2 The framework of marketing: environmental scanning, Douglas Brownlie; consumer decision making - process, involvement and style, Gordon Foxall; business-to-business marketing - organizational buying behaviour, relationships and networks, Peter W. Turnbull; marketing research, John Webb; quantitative methods in marketing, Arthur Meidan, Luiz Moutinho; market segmentation, Martin Evans; the evolution and use of communication and information technology in marketing, Keith Fletcher; developing marketing information capabilities, Nigel F. Piercy, Martin Evans. Part 3 Managing the marketing function: managing the marketing mix, Peter Doyle; new product development, susan Hart; pricing, Adamantios Diamantopoulos; selling and sales management, Bill Donaldson; branding, Peter Doyle; promotion, Keith Crosier; sales promotion, Sue Peattie, Ken Peattie; customer service and logistics strategy, Martin Christopher; controlling marketing, Keith ward; marketing implementation, organizational and internal marketing strategy, Nigel F. Piercy. Part 4 The application of marketing: organizational marketing, Dale Littler; international marketing - the issues, Stanley J. Paliwoda; marketing for non-profit organizations, Keith Blois; social marketing, Lynn MacFadyen et al; green marketing, Ken Peattie, Martin Charter; marketing for small-to-medium enterprises, david Carson; retailing, Peter McGoldrick; the marketing of services, Adrian Palmer; the internet - the direct route to growth and development, Jim Hamill, Sean Ennis.