Marketing Book

Contents
ix
13 Pricing 342
Adamantios Diamantopoulos
Introduction 342
Is price really that important? 344
The drivers of profit: price, volume and cost 345
Price from the customer’s perspective 348
Understanding price sensitivity 351
Conclusion 356
References 356
14 Selling and sales management 360
Bill Donaldson
Introduction 360
The changing role of salespeople 360
The costs of personal selling 362
What we expect salespeople to do – the sales process 363
Sales management issues 366
Conclusion 369
References 370
Further reading 370
15 Brand building 372
Leslie de Chernatony
Introduction 372
Spectrum of brand interpretations 373
A model for strategically building brands 383
Summary 392
References 393
Further reading 394
16 The integration of marketing communications 395
Tony Yeshin
The blurring of the edges of marketing communications 395
The strategic challenges facing organizations 396
Strategic marketing communications 396
The integration of marketing communications 397
Defining integrated marketing communications 397
The impact of external factors on marketing communications 400
The driving forces behind the growth of integrated marketing communications 404
The impact on marketing communications 405
Relationship marketing 406
The benefits of integrated marketing communications 407