Marketing

An Introductory Text

  • Martin Christopher
  • Malcolm McDonald
Book

Table of contents

  1. Front Matter
    Pages i-xiii
  2. The Role of Marketing in Business

    1. Front Matter
      Pages 1-1
    2. Martin Christopher, Malcolm McDonald
      Pages 3-23
    3. Martin Christopher, Malcolm McDonald
      Pages 24-39
    4. Martin Christopher, Malcolm McDonald
      Pages 40-52
  3. Understanding Customers and Markets

    1. Front Matter
      Pages 53-53
    2. Martin Christopher, Malcolm McDonald
      Pages 55-71
    3. Martin Christopher, Malcolm McDonald
      Pages 72-82
    4. Martin Christopher, Malcolm McDonald
      Pages 83-99
    5. Martin Christopher, Malcolm McDonald
      Pages 100-112
    6. Martin Christopher, Malcolm McDonald
      Pages 113-122
  4. Managing the Offer

    1. Front Matter
      Pages 125-125
    2. Martin Christopher, Malcolm McDonald
      Pages 127-141
    3. Martin Christopher, Malcolm McDonald
      Pages 142-164
  5. Positioning the Offer

    1. Front Matter
      Pages 165-165
    2. Martin Christopher, Malcolm McDonald
      Pages 167-182
    3. Martin Christopher, Malcolm McDonald
      Pages 183-199
    4. Martin Christopher, Malcolm McDonald
      Pages 200-214
  6. Managing Marketing Relationships

    1. Front Matter
      Pages 215-215
    2. Martin Christopher, Malcolm McDonald
      Pages 217-235

About this book

Introduction

The role that marketing plays in guiding corporate strategy is crucial and yet it is still the weak link for so many companies in the process that bind the customer to the organization. This book looks at the marketing assets of a business, from corporate image brand names, sales and distribution networks to supplier and customer relations and shows how marketing becomes a powerful machine for developing these crucial assets. Written in an accessible fashion by two leading Professors of Marketing, this rigorous textbook will be equally helpful for experienced professionals or those entering business for the first time.

Keywords

brand branding communication Distribution market segmentation marketing pricing product management relationship marketing

Authors and affiliations

  • Martin Christopher
    • 1
  • Malcolm McDonald
    • 1
  1. 1.Cranfield University School of ManagementUK

Bibliographic information

Industry Sectors
Pharma
Automotive
Chemical Manufacturing
Biotechnology
Telecommunications
Consumer Packaged Goods