The intention of this book is to explain the received wisdom about marketing, and
provide the counter-arguments which moderate the debate. It examines what marketing does,
and seeks to strike a balance between academic thinking and practical experience. It is
meant for students new to marketing and to business.
Over the past twenty years or so, marketing has become one of the most popular and
exciting disciplines in most business schools and universities. The reasons for this lie
in the fact that we are all consumers. Understanding how the exchanges between sellers and
buyers operate, and understanding what motivates people to buy, are subjects which all of
us can relate to.
Perhaps less creditably, marketing has been seen as a kind of magic wand for making
businesses succeed: many company directors seem to think that bringing in a top-class
marketer will make customers flock in. In fact, marketers are not magicians, and merely
drafting in someone with marketing expertise will not make any difference to a firm’s
success unless it is backed up with a real concern for, and understanding of, customer
needs.
The intention of this book is to explain the received wisdom about marketing, and at the
same time provide the counter-arguments which moderate the debate. Principles &
Practice of Marketing examines what marketing will and will not do, and seeks to strike a
balance between academic thinking and practical experience. It is an ideal introduction
for students new to marketing and to business generally, whether at undergraduate or
postgraduate level. The author writes in an engaging, student-friendly style and he
provides a wealth of interesting and relevant real world examples to show students how
practice and theory overlap.
Principles & Practice of Marketing is a full-service text both for lecturers and for
their students. It provides the most comprehensive set of ancillary material to make
learning marketing a pleasure.
Benefits
Uses the 7 P approach to marketing as a baseline but shows the limits of
theoretical pigeon-holing throughout by highlighting critical and alternate theories
Emphasis on how marketing is applied in the real world; SME coverage will make this
immediately relevant for many students
Focus on marketing successes and failures shows how marketers can learn effectively from
other companies’ mistakes
Chapter-opening case study setting the scene, revisited at the end of the chapter
Longer case at the end of each chapter. Companies include L’Oreal, McKinsey, Elf
Acquitaine, P&O Ferries, Claims Direct, Richer Sounds, the marketing of the Euro, IMG
Sports, Proctor & Gambell, TXU Energy, Norbert Dentressangle, Pronuptia, Volkswagen,
OPODO, Paradores de Espana etc
Chapter boxes on e-marketing and on global issues
Four-colour text with a wealth of product, service and topic illustrations
Full, competitive, value-added website for lecturers and students, and packaged with Web
CT
Wide range of European, South African, Asian and Australasian examples and case studies
Deliberately provocative Talking Points in each chapter to stimulate argument and class
discussion
Contributions from other disciplines, eg economics and psychology, so often overlooked in
other texts
Signposts which illustrate learning objectives, reprised at the end of each chapter
Strong communications coverage, often neglected in other texts yet it’s the area
students are most familiar with and wish to work in
Four-colour text with a wealth of product, service and topic illustrations
Full, competitive, value-added website for lecturers and students
Packaged with Web CT
Table of contents
PART I: CONCEPTS AND CONTEXTS.
1. Managing the Exchange Process.
2. The Marketing Environment.
3. Marketing Domains.
PART II: MARKETS AND PEOPLE.
4. Consumer Behaviour.
5. Organisational Buying Behaviour.
6. Segmenting and Targeting.
7. Marketing Information and Research.
8. Communications Theories.
9. International Marketing.
PART III: STRATEGY.
10. Creating Competitive Advantage.
11. Building Customer Relationships.
PART IV: MARKETING IN PRACTICE.
12. Product Portfolio.
13. New Product Development.
14. Pricing.
15. Advertising.
16. Public Relations and Sponsorship.
17. Selling and Key-Account Management.
18. Exhibitions and Sales Promotion.
19. Direct and Online Marketing.
20. Managing Channels.
21. Intermediaries.
22. People, Processes and Physical Evidence.
Paperback
735 pages
