The Marketing Book

[Pages:875]The Marketing Book

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The Marketing Book

Fifth Edition

Edited by MICHAEL J. BAKER

OXFORD AMSTERDAM BOSTON LONDON NEW YORK PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO

Butterworth-Heinemann An imprint of Elsevier Science Linacre House, Jordan Hill, Oxford OX2 8DP 200 Wheeler Road, Burlington MA 01803

First published 1987 Reprinted 1987, 1990 (twice) Second edition, 1991 Reprinted 1992, 1993 Third edition, 1994 Reprinted 1995, 1997 Fourth edition 1999 Reprinted 2000, 2001 Fifth edition, 2003

Copyright ? 2003 Michael Baker. All rights reserved Copyright ? 2003 contributors of individual chapters. All rights reserved

The right of Michael Baker and the individual contributors to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988

No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder's written permission to reproduce any part of this publication should be addressed to the publisher

British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library

Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress

ISBN 0 7506 5536 4

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Composition by Genesis Typesetting, Rochester, Kent Printed and bound in Great Britain

Contents

List of illustrations List of tables List of contributors Preface to the fifth edition

Part One Organization and Planning for Marketing

1 One more time ? what is marketing? Michael J. Baker Introduction Marketing as a managerial orientation Marketing myopia ? a watershed Life cycles and evolution Marketing misunderstood The marketing function Relationship marketing Summary References Further reading

2 Postmodern marketing: everything must go! Stephen Brown Grand opening offer No down payment Money back guarantee Batteries not included Limited time only One careful owner This way up Open other side Closing down sale References Further reading

xv xix xxiii xxxiii

1

3

3 4 5 7 8 9 11 14 15 15

16

16 17 18 19 22 24 25 27 28 29 31

vi

Contents

3 Relationship marketing

32

Lisa O'Malley and Caroline Tynan

Introduction

32

Relationship marketing defined

33

History of relationship marketing

34

Focal relationships

39

Models of relationship development

40

Critique and emerging issues

44

Conclusion

47

References

48

4 The basics of marketing strategy

53

Robin Wensley

Strategy: from formulation to implementation

53

The nature of the competitive market environment

55

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

62

Characterizing marketing strategy in terms of evolving differentiation in time and space 66

Research in marketing strategy: fallacies of free lunches and the nature of

answerable research questions

70

The recourse to processes, people and purpose in marketing as well as strategy as a whole 75

The new analytics: resource advantage, co-evolution and agent-based modelling

80

Conclusions: the limits of relevance and the problems of application

81

References and further reading

82

5 Strategic marketing planning: theory and practice

87

Malcolm McDonald

Summary

87

Introduction

87

1 The marketing planning process

90

2 Guidelines for effective marketing planning

101

3 Barriers to marketing planning

109

Summary

115

References

116

Further reading

116

Part Two The Framework of Marketing

117

6 Consumer decision making: process, level and style

119

Gordon R. Foxall

Introduction

119

The consumer decision process

121

Levels of consumer involvement

125

Contents

vii

Consumers' decision styles

127

Implications for marketing management

132

Summary and conclusion

138

References

138

Further reading

140

7 Business-to-business marketing: organizational buying behaviour,

relationships and networks

142

Peter W. Turnbull and Sheena Leek

Introduction

142

The realities of business markets

144

Organizational buying structures

144

Models of organizational buying behaviour

152

Conclusion

165

References

166

Further reading

169

8 Marketing research

171

John Webb

Introduction

171

Definitions of the role of marketing research

172

Types of research

173

The process of marketing research

174

Secondary data

175

Quantitative primary data

177

Questionnaires and their design

180

Qualitative research methods

180

The research process and measurement

184

Attitudes and their measurement

186

Sampling

189

Analysis of the results

192

Presentation of the final report

194

Conclusion

195

References

195

9 Quantitative methods in marketing

197

Luiz Moutinho and Arthur Meidan

Introduction

197

Multivariate methods

200

Regression and forecasting techniques

206

Statistical decision theory or stochastic methods

219

Deterministic operational research methods

226

Causal models

235

Hybrid models

236

Network programming models

237

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