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Marketing

An Introductory Text

  • Textbook
  • © 1995

Overview

Authors:
  1. Martin Christopher

    1. Cranfield University School of Management, UK

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    You can also search for this author in PubMed   Google Scholar

  2. Malcolm McDonald

    1. Cranfield University School of Management, UK

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    You can also search for this author in PubMed   Google Scholar

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Table of contents (21 chapters)

  1. Managing Marketing Relationships

    1. Managing the Sales Force

      • Martin Christopher, Malcolm McDonald
      Pages 236-248

    2. Marketing Channel Strategy

      • Martin Christopher, Malcolm McDonald
      Pages 249-259

    3. Distribution and Logistics Strategy

      • Martin Christopher, Malcolm McDonald
      Pages 260-268

    4. Customer Retention Strategies

      • Martin Christopher, Malcolm McDonald
      Pages 269-280

    5. Customer Service Strategy

      • Martin Christopher, Malcolm McDonald
      Pages 281-290

  2. Planning and Control

    1. Front Matter

      Pages 291-291
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    2. Marketing Planning

      • Martin Christopher, Malcolm McDonald
      Pages 293-311

    3. Organisation and Control of Marketing

      • Martin Christopher, Malcolm McDonald
      Pages 312-325

  3. Back Matter

    Pages 326-336
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Keywords

About this book

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.

Authors and Affiliations

  • Cranfield University School of Management, UK

    Martin Christopher, Malcolm McDonald

About the authors

Author Malcolm McDonald: Until 2003, Malcolm was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.

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