The Marketing Book ^{3rd Ed.}

• The Marketing Book is an indispensable reference work and textbook for students and practitioners, all over the world
• Under the editorship of Professor Michael Baker, the book contains specially commissioned contributions from top UK marketing educators and writers. It sets out the scope and nature of the marketing function, its managerial application and its contribution to corporate success.
• The Marketing Book has been extensively revised for this third edition. All the original chapters have been reviewed and many of them have been completely rewritten to reflect changes and trends in current marketing thinking and practice.
• In addition, a number of completely new chapters have been added
• Strategic Marketing Planning: A review of concepts and their applications — Malcolm McDonald and Linden Brown
• Market Segmentation — Martin Evans
• Sales Promotion — Sue and Ken Peattie
• Green Marketing — Ken Peattie and Martin Charter
• The Marketing Book is essential reading for those students taking CIM Certificate and Diploma, Business Studies, Management and Marketing Degrees, MBA, DMS, and BTEC Higher National and equivalent courses.

• Part One: Organizing 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
• References
2. Marketing and competitive success
   John Sanders
• Introduction
• Competition, war and playing the game
• The competitive domain
• Jockeying for position
• The military analogy
• British and Japanese competitive strategies in the UK
• Conclusion
• References
• Further reading
3. Strategic marketing: a review
   Robin Wensley
• Marketing strategy: the orthodox approach
• The marketing strategy statement
• The basic analytical tools
• Marketing strategy: the new challenges
• Market segmentation
• Understanding political processes
• Customer quality
• Relationship marketing and networks
• Marketing strategy in the 1990s
• References
4. Organization for marketing
   Peter Spillard
• Introduction
• The strategy / structure issues
• The task, role and function of marketing
• Market factors and their effect on organizational design
• Structural groupings involving marketing
• Alternative locations for the marketing function
• The effects of an enterprise's history upon freedom of organizational choice
• Conflict caused by the introduction of a new organization for marketing
• Conclusion
• References
• Further reading
5. Strategic marketing planning
   Malcolm McDonald and Linden Brown
• Introduction
• Strategic analysis concepts
• The product life cycle
• The experience curve
• The growth-share portfolio model
• Attractiveness-competitiveness position models
• Product-market growth model
• Strategy experience models (PIMS)
• Industry structure models and competitive strategy
• Integration of concepts and models
• Conclusion
• Acknowledgements
• References
• Further reading
6. Developing the marketing plan
   Malcolm McDonald
• Introduction
• Strategic planning myths
• The marketing planning process
• Marketing planning systems design and implementation
• Conclusion
• Further reading
• Part Two: The Framework of Marketing
7. Environmental scanning
   Douglas Brownlie
• Introduction
• Opening polemics
• Organizational considerations
• Four important premises
• The unresolved planning dilemma
• Back to the future
• Orthodoxies
• What environmental scanning can accomplish
• Defining the environment
• State of the environmental scanning art
• Scanning procedures and problems
• Conclusion
• References
• Further reading
8. Consumer decision making
   Gordon R. Foxall
• Introduction
• Consumer-oriented management
• The decision-making process
• Levels of consumer involvement
• Styles of consumer choice
• Implications for marketing
• References
• Further reading
9. Business-to-business marketing: organizational buying behaviour
   Peter W. Turnbull
• Introduction
• Organizational buying structures
• Models of organizational buying behviour
• Conclusion
• References
10. Market research
    David F. Birks
• Introduction
• The context
• The purpose of market research
• The limitations of market research
• The market research process
• Overview of the key research techniques: the rationale behind choosing the right technique
• The rationale of secondary data collection
• The rationale of qualitative methods
• The rationale of quantitative methods
• Combining qualitative and quantitative methods
• The initiation of effective research
• Defining marketing problems — the process of diagnosis
• The stages through which the marketer and the market researcher achieve closer collaboration
• The desired skills of the effective researcher
• Conclusion
• References
• Further reading
11. Quantitative methods in marketing
    Arthur Meidan and Luiz Moutinho
• Introduction
• Multivariate methods
• Regression and forecasting techniques
• Artificial intelligence
• Statistical decision theory or stochastic methods
• Deterministic operational research methods
• Casual methods
• The hybrid models
• Network programming models
• Conclusion
• References
• Further reading
12. Market segmentation
    Martin Evans
• Introduction
• Development of segmentation and planning issues
• Segmentation bases
• Other segmentation approaches
• Conclusion
• References
• Further reading
13. The evolution and use of information technology in marketing
    Keith Fletcher
• Introduction
• IT and marketing
• IT's challenge to marketing
• Evolution of IT in marketing
• Stages of growth
• IT and marketing strategy
• Business process redesign and marketing
• Database marketing
• Conclusion
• References
14. Computers in marketing
    Stephen T. Parkinson
• Introduction
• The potential of new information technology
• The development of computer applications
• Information management and marketing roles
• Managing customer transactions
• Market profiling and targeting
• Market modelling and marketing productivity
• Approaching IT implementaion
• References
15. Developing marketing information systems
    Nigel F. Piercy and Martin Evans
• Introduction
• Why manage the information function in marketing?
• Information as a marketing panacea?
• Identifying and defining the marketing information system
• A development process for the marketing information system
• The organizational dimension
• New information technology
• Conclusion and a management agenda
• References
• Further reading
• Part Three: Managing the Marketing Function
16. Managing the marketing mix
    Peter Doyle
• Introduction
• Selection of target markets
• Developing the marketing mix
• Four key marketing principles
• Relationship marketing
• Key analyses for developing marketing strategy
• Marketing-mix decisions
• Conclusion
• References
• Further reading
17. Product development and management
    Michael J. Thomas
• Introduction
• Product development
• The product life cycle and product policy management
• Product policy and productivity analysis
• Market response function
• Control function
• The future of product/brand management
• Conclusion
• Further reading
18. Pricing
    John Winkler
• Introduction
• The effect of price upon profit
• Pricing distinctions
• Relative prices
• Pricing over the life cycle
• The psychology of pricing
• Marketing creates price inelasticity
• Taking price problems out of the market
• The next most important methods for taking price out of the equation
• Tactical ideas
• Summary
• References
• Further reading
19. Selling
    John Lidstone
• Introduction
• The marketing environment
• The role of the salesperson
• Selling satisfaction
• Techniques of selling
• Interviewing techniques
• Managing a salesforce
• Motivating the salesforce through tailored reward systems
• Conclusion
• Further reading
20. Branding
    Peter Doyle
• Introduction
• The successful brand
• How brands work
• The value of a successful brand
• The creation of successful brands
• Buying brands versus building brands
• Brand-extension strategies
• Conclusion
• References
• Further reading
21. Promotion
    Keith Crosier
• Introduction
• Promotional strategy decisions
• Above, below and through the line
• Interactions within the marketing mix
• The promotional plan
• The promotional system
• Advertising agencies
• Working relationships
• Delivering the promotional brief
• Advertising media
• Media selection
• Vocabulary
• The promotional budget
• Assessing campaign effectiveness
• The context of promotional practice
• References
22. Sales promotion
    Sue and Ken Peattie
• Introduction
• Sales promotion defined
• Understanding sales promotion
• The sales promotion planning process
• Sales promotion and advertising — the line and the pendulum
• The growing importance of sales promotion
• Consumers and sales promotion
• Communicating through sales promotions
• Building relationships through promotions
• Sales promotion's role in the marketing mix
• Sales promotion — the most manageable P?
• Sales promotion mismanagement
• The future of sales promotion
• Summary — the changing concept of sales promotion
• References
• Further reading
23. Customer service and logistics
    Martin Christopher
• Introduction
• The decline of the brand
• Developing a customer franchise
• The impact of superior supply-chain performance
• Broadening the concept of customer service
• Time-based competition
• Competing through capabilities
• Changing the marketing focus
• References
• Further reading
24. Controlling marketing
    James R. Bureau
• Introduction
• Corporate vulnerability to marketing failure
• Marketing decisions are speculative in nature
• Marketing decisions are high-risk decisions
• Many marketing expenditures may be at once large, discretionary and of uncertain effect
• Marketing activities have high public visibility
• Marketing is a cross-functional trespasser
• Control mechanisms
• Introduction
• Corporate strategic planning
• Tactical marketing planning
• Tactical progress review systems
• New product development control
• Price-cost-profit monitoring
• Departmental liaison systems
• Marketing information control systems
• Conclusion
25. Marketing implementation and internal marketing strategy
    Nigel F. Piercy
• Introduction
• Identifying implementation problems in marketing
• Implementation barriers in marketing
• Marketing implementation and internal marketing strategy
• Conclusions
• References
• Further reading
• Part Four: The Application of Marketing
26. Organizational marketing
    Dale Littler
• Introduction
• Organizational products and services
• Organizational markets
• Features of organizational markets
• Demand for organizational products and services
• Management implications
• References
• Further reading
27. International marketing — the main issues
    Simon Majaro
• Introduction
• The 'knowledge' needs for international marketing
• International marketing as a corporate attitude
• The benefits of international marketing
• International marketing and the organization
• The main issues
• Standardization and differentiation in international marketing
• Conclusion
• Further reading
28. International marketing — getting started
    Stan Paliwoda
• Introduction
• Why go abroad?
• Reasons for being abroad?
• Where are you now?
• Where do you want to be?
• Risk
• Effect of culture
• Market research of markets abroad
• Psychic or psychological distance
• Segmentation
• Modes of market entry
• Corporate competitive response
• If we have only foru Ps to worry about…
• Conclusion
• Appendix: research assistance on international markets
• Further reading
29. Marketing of services
    Donald W. Cowell
• Introduction
• Classification of services
• The marketing mix for services
• Consumer behaviour and services
• Quality of services
• Conclusion
• References
• Further reading
30. Marketing and non-profit organizations
    Keith Blois
• Introduction
• What is a non-profit organization?
• Managerial implications of being a non-profit organization
• Who are the customers of non-profit organizations?
• Marketing activities of non-profit organizations
• Is a marketing perspective of any other value in non-profit organizations?
• Conclusions
• Further reading
31. Green marketing
    Ken Peattie and Martin Charter
• Introduction
• Green marketing in context
• Green driving forces
• A new perspective on business: eco-performance
• Why the environment and environmental performance count
• Going green — the philosophical challenge
• Creating a holistic green philosophy
• An environmental policy in action: B&Q
• Going green — the practical challenge
• Towards holism — broadening the scope of marketing in practice
• Stakeholder involvement
• Informational issues
• A new timeframe
• Developing a green marketing strategy
• Key issues in managing the green marketing mix
• Going green — the organizational challenge
• The future of green marketing
• References
• Further reading
32. The pursuit of quality
    Michael J. Baker
• Introduction
• Evolutionary cycles
• A second renaissance
• Synthesis and progress
• Maslow's hierarchy of needs
• Socioeconomic evolution
• Managerial orientations
• Coalescing trends
• Where to now?
• References

If you need one book about marketing, you have found it. Contains eveything plus a bit more. An unknown classic.