Marketing Book

Illustrations
1.1 The product life cycle 6
3.1 Disciplinary roots of relationship marketing 39
3.2 The relational exchanges in marketing relationships 41
4.1 The early 1970s perspective on the marketing context 55
4.2 The marketing strategy triangle of the 3Cs 56
4.3 The strategic triangle 59
4.4 A scatter plot of 500 databases (notional observations) 71
4.5 Cohort means 72
5.1 Overview of marketing 88
5.2 The ten steps of the strategic marketing planning process 91
5.3 Planning formalization 98
5.4 Four key outcomes 98
5.5 Hierarchy of audits 100
5.6 Strategic and operational planning 100
5.7 Business success 109
6.1 Consumer information processing 122
6.2 Initiators and imitators 129
6.3 Decision styles of market initiators 134
7.1 The Sheth model of organizational buying behaviour 154
7.2 The Webster and Wind model of organizational buying behaviour 156
7.3 The main elements of the interaction model 159
7.4 Interconnected relationships in a simplified network 162
9.1 The main quantitative methods in marketing – a taxonomy 199
9.2 Hierarchical clustering of variables associated with a marketing strategy for hotels 202
9.3 Procedural steps for correspondence analysis 204
9.4 External perceptions of the different grade levels on the issue of identifying
customer needs 205
9.5 Plot of the OLS regression equation 208
9.6 Venn diagram representing multivariate OLS regression 209
9.7 A self-organizing map. Connections operate between all inputs and all
Kohonen nodes 221
9.8 Output of logistic equation for varying r 240
10.1 The use of geodemographics 262
10.2 Software for segmentation metrics 267