Marketing Book

Tables
1.1 Comparison matrix of research approaches to marketing exchange relationships 12
2.1 Postmodern conditions and their main themes 20
2.2 Anything but the present 23
2.3 Hurray for Planet Hollywood 26
2.4 Modern and postmodern research approaches 26
3.1 Process models of relationship development 42
3.2 Summary of variables of relationship success models 43
5.1 Conducting an audit 92
5.2 What should appear in a strategic marketing plan 96
5.3 Change and the challenge to marketing 102
5.4 Barriers to the integration of strategic marketing planning 110
6.1 Summary of the results 133
6.2 Decision styles of market segments 135
7.1 Percentage of respondents finding each source important by stage in the
buying process 150
7.2 Importance of different criteria in evaluating products 151
7.3 The buygrid model 153
7.4 Key factors affecting organizational buying decisions 157
8.1 Comparison of qualitative and quantitative research methods 175
9.1 Main multivariate methods and their marketing applications 207
9.2 ANOVA 209
9.3 Coefficients 210
9.4 Model, block and step data 211
9.5 Classification table for SH_TESC 211
9.6 Variables in the equation 211
9.7 Regression, automatic interaction detection and discriminant analysis – a comparison 214
9.8 Uses of simulation and fuzzy sets in marketing (the method, advantages, limitations
and when recommended to use) 217
9.9 Applications of artificial intelligence methods in marketing (basic content,
advantages, limitations and when recommended to use) 220
9.10 Applications of statistical decision theory or stochastic methods in marketing
(approaches, advantages, limitations and when recommended to use) 225
9.11 Example of a decision table 228
9.12 Some major deterministic operational research techniques applicable in marketing
(the methods, advantages, limitations and when recommended to use) 234