THE BAKER MICHAEL J creator SUSAN J HART text BUTTERWORTH - HEINEMANN monographic One more time – what is marketing? Marketing as a managerial orientation Marketing myopia – a watershed Life cycles and evolution Marketing misunderstood,The marketing function Relationship marketing Postmodern marketing: everything must go!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 Relationship marketing,Relationship marketing defined History of relationship marketing Focal relationships Models of relationship development Critique and emerging issues, The basics of marketing strategy Strategy: from formulation to implementation The nature of the competitive market environment The codification of marketing strategy analysis in terms of three strategies, four boxes and five forces The search for generic rules for success amidst diversity Strategy: from formulation to implementation The nature of the competitive market environment The codification of marketing strategy analysis in terms of three strategies, four boxes and five forces The search for generic rules for success amidst diversity Strategic marketing planning: theory and practice The marketing planning process Guidelines for effective marketing planning Barriers to marketing planning Consumer decision making: process, level and style Business-to-business marketing: organizational buying behaviour, relationships and networks The realities of business markets Organizational buying structures Models of organizational buying behaviour Marketing research Definitions of the role of marketing research , Types of research, The process of marketing research , Secondary data , Quantitative primary data ,Questionnaires and their design , Qualitative research methods , The research process and measurement , Attitudes and their measurement , Sampling , Analysis of the results Quantitative methods in marketing, Multivariate methods ,Regression and forecasting techniques 206 Statistical decision theory or stochastic methods , Deterministic operational research methods , Causal models , Hybrid models, Network programming models Market segmentation,Historical perspective,Segmentation criteria and categories ,‘Traditional’ segmentation bases , Data-driven segmentation , Targeting , Positioning Managing the marketing mix , Value-based marketing , The marketing mix and shareholder value Making marketing mix decisions New product development, The stages of the new product development process , Usefulness of models , The multiple convergent approach , Managing the people in NPD Selling and sales management , The changing role of salespeople , The costs of personal selling , What we expect salespeople to do – the sales process Sales management issues Brand building ,The integration of marketing communications ,Promotion The promotional mix The promotional budget Deploying the promotional mix Developing the message Delivering the message The medium and the message A mix within a mix: synergy or counter-synergy? Pulling it all together: the promotional plan From the plan to the brief 439 The actors in the system 439 Working relationships 441 Choosing the collaborator 443 Remunerating the working partner Measuring campaign effectiveness Sales promotion, Integrating customer relationship management and supply chain management Controlling marketing and the measurement of marketing effectiveness Marketing implementation, organizational change and internal marketing strategy What are direct marketing and interactive marketing? The marketing of services International marketing – the issues,E-marketing ,Cause-related marketing: who cares wins,Social marketing Green marketing,Marketing for small-to-medium enterprises,Retailing 978-0750655361