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The <strong>Marketing</strong> <strong>Book</strong> Fifth Edition Edited by MICHAEL J. BAKER OXFORD AMSTERDAM BOSTON LONDON NEW YORK PARIS SAN DIEGO SAN FRANCISCO SINGAPORE SYDNEY TOKYO
Butterworth-Heinemann An imprint of Elsevier Science Linacre House, Jordan Hill, Oxford OX2 8DP 200 Wheeler Road, Burlington MA 01803 First published 1987 Reprinted 1987, 1990 (twice) Second edition, 1991 Reprinted 1992, 1993 Third edition, 1994 Reprinted 1995, 1997 Fourth edition 1999 Reprinted 2000, 2001 Fifth edition, 2003 Copyright © 2003 Michael Baker. All rights reserved Copyright © 2003 contributors of individual chapters. All rights reserved The right of Michael Baker and the individual contributors to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988 No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1T 4LP. Applications for the copyright holder’s written permission to reproduce any part of this publication should be addressed to the publisher British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloguing in Publication Data A catalogue record for this book is available from the Library of Congress ISBN 0 7506 5536 4 For information on all Butterworth-Heinemann publications visit our website at: www.bh.com Composition by Genesis Typesetting, Rochester, Kent Printed and bound in Great Britain
Page 2 and 3: The Marketing Book
Page 6 and 7: Contents List of illustrations List
Page 8 and 9: Contents vii Consumers’ decision
Page 10 and 11: Contents ix 13 Pricing 342 Adamanti
Page 12 and 13: Contents xi 19 Integrating customer
Page 14 and 15: Contents xiii 25 E-marketing 637 Da
Page 16 and 17: Illustrations 1.1 The product life
Page 18 and 19: Illustrations xvii 18.6 Promotions
Page 20 and 21: Tables 1.1 Comparison matrix of res
Page 22 and 23: Tables xxi 26.1 The 7Ps of cause-re
Page 24 and 25: Contributors Sue Adkins is the dire
Page 26 and 27: Contributors xxv responsible for Ex
Page 28 and 29: Contributors xxvii of organizations
Page 30 and 31: Contributors xxix 1981), Marketing
Page 32 and 33: Contributors xxxi for several years
Page 34 and 35: Preface to the fifth edition The fi
Page 36 and 37: Preface to the fifth edition xxxv o
Page 38 and 39: Preface to the fifth edition xxxvii
Page 40 and 41: Part One Organization and Planning
Page 42 and 43: CHAPTER 1 One more time - what is m
Page 44 and 45: One more time - what is marketing?
Page 52 and 53: feedback the marketer is active, pl
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One more time - what is marketing?
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Postmodern marketing: everything mu
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Relationship marketing 33 paid to p
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Relationship marketing 35 Contribut
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Relationship marketing 37 might als
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Relationship marketing 39 Resource
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Relationship marketing 41 Relations
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Relationship marketing 43 . . . the
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Relationship marketing 45 relations
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Relationship marketing 47 Technolog
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Relationship marketing 49 Booms, B.
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Relationship marketing 51 Lovelock,
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CHAPTER 4 The basics of marketing s
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The basics of marketing strategy 55
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CHAPTER 5 Strategic marketing plann
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Strategic marketing planning: theor
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Part Two The Framework of Marketing
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CHAPTER 6 Consumer decision making:
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Consumer decision making: process,
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Business-to-business marketing: org
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⎩ ⎧ ⎨ ⎩ ⎧ ⎨ Business-to
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CHAPTER 8 Marketing research JOHN W
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Marketing research 173 situation un
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Marketing research 175 Table 8.1 Qu
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Marketing research 177 Quantitative
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Marketing research 179 Data sources
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Marketing research 181 Gordon and L
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Marketing research 183 therefore, a
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Marketing research 185 research pro
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Marketing research 187 investigatio
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Marketing research 189 scores may
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Marketing research 191 they are sam
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Marketing research 193 Luck and Rub
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Marketing research 195 Conclusion M
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CHAPTER 9 Quantitative methods in m
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Quantitative methods Multivariate M
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Quantitative methods in marketing 2
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Market segmentation 247 segmented i
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Market segmentation 249 One of the
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Market segmentation 251 these are t
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Market segmentation 253 bachelor st
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Market segmentation 255 segments, i
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Market segmentation 257 Table 10.3
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Market segmentation 263 Because geo
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Market segmentation 267 Although CR
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Market segmentation 269 with Experi
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Market segmentation 271 (b) Figure
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Market segmentation 273 Figure 10.6
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Market segmentation 275 High Relati
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Market segmentation 277 1 Industry
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Market segmentation 279 market that
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Market segmentation 281 4 Does incr
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Market segmentation 283 benefits, p
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Part Three Managing the Marketing F
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CHAPTER 11 Managing the marketing m
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Managing the marketing mix 289 An e
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Managing the marketing mix 291 rep
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Managing the marketing mix 293 cash
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Managing the marketing mix 295 Tabl
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Managing the marketing mix 297 mark
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Managing the marketing mix 299 Tabl
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Managing the marketing mix 301 choi
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Managing the marketing mix 303 are
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Managing the marketing mix 305 Pric
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Managing the marketing mix 307 prof
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Managing the marketing mix 309 3 De
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Managing the marketing mix 311 A go
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Managing the marketing mix 313 Hame
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New product development 315 Machine
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New product development 317 chapter
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New product development 319 Once th
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New product development 321 far. Th
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New product development 323 Table 1
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New product development 325 shows t
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New product development 327 beta si
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New product development 329 in at a
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New product development 331 Informa
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New product development 333 The adv
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New product development 335 depart
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New product development 337 product
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New product development 339 Acceler
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New product development 341 Von Hip
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Pricing 343 Thus, the field of pric
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Pricing 345 Not only does pri
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Pricing 347 Price Sales volume Sale
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Pricing 349 includes not only the m
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Pricing 351 transaction size, timin
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Pricing 353 The conventional anal
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Pricing 355 a reduction in buyer
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Pricing 357 No. 67, American Manage
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Pricing 359 Shapiro, B. P. and Jack
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Selling and sales management 361 sy
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Selling and sales management 363 Ta
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Selling and sales management 365 qu
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Selling and sales management 367 sh
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Selling and sales management 369 se
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Selling and sales management 371 Do
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Brand building 373 is then explaine
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Brand building 375 over time. New s
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Brand building 377 large amounts of
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Brand building 379 Culture Peer gro
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Brand building 381 the five compone
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Brand building 383 Identify brand
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Brand building 385 surfaced about t
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Brand building 387 Organizational c
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Brand building 389 If a brand goes
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Brand building 391 Huczynski, 1997)
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Brand building 393 rapidly refine t
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CHAPTER 16 The integration of marke
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The integration of marketing commun
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CHAPTER 17 Promotion KEITH CROSIER
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Promotion 421 television, radio and
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Promotion 423 2001, Chapters 4 and
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Promotion 425 Table 17.1 The promot
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Promotion 427 In fact, a budget is
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Promotion 429 buying a pig in a pok
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Promotion 431 reaching the target a
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Promotion 433 is by no means invari
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Promotion 435 media consumption hab
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Promotion 437 Turning to price, and
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Promotion 439 rising sun. The impor
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Promotion 441 It is a less common c
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Promotion 443 degree of stimulation
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Promotion 445 brought with it more
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Promotion 447 that it is in fact st
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Promotion 449 The commission elemen
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Promotion 451 logically be rather d
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Promotion 453 The charge that promo
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Promotion 455 possibility is that p
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Promotion 457 Strong, E. K. (1925)
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Sales promotion 459 TRADE PROMOTION
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Sales promotion 461 Perhaps because
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Piggy-back premiums Packaged goods
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Sales promotion 465 ENVIRONMENTAL A
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Sales promotion 467 line activity,
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Sales promotion 469 to react to con
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Sales promotion 471 1 Conversion. P
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Sales promotion 473 Building relati
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Sales promotion 475 take one exampl
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Sales promotion 477 themselves in h
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Sales promotion 479 Perhaps the mos
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Sales promotion 481 coupons, ‘one
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Sales promotion 483 Peattie, K. and
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CHAPTER 19 Integrating customer rel
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Integrating customer relationship m
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Controlling marketing and the measu
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CHAPTER 21 Marketing implementation
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Marketing implementation, organizat
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Table 21.3 Internal marketing in a
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Part Four The Application of Market
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CHAPTER 22 What are direct marketin
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What are direct marketing and inter
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CHAPTER 23 The marketing of service
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The marketing of services 587 becam
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The marketing of services 589 which
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The marketing of services 591 custo
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The marketing of services 593 A fur
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The marketing of services 595 refle
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The marketing of services 597 invol
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The marketing of services 599 to sa
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The marketing of services 601 struc
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The marketing of services 603 may n
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The marketing of services 605 As re
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The marketing of services 607 Marke
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The marketing of services 609 Palme
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International marketing - the issue
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CHAPTER 25 E-marketing DAVE CHAFFEY
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E-marketing 639 patterns (seeing
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E-marketing 641 ads, direct mail or
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E-marketing 643 1 Have access to di
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E-marketing 645 It is also importan
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E-marketing 647 Table 25.2 A stage
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E-marketing 649 Specific objectives
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E-marketing 651 that the commitment
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E-marketing 653 3 Commercial arrang
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E-marketing 655 as technology leade
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E-marketing 657 Extended product al
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E-marketing 659 Transactions at int
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E-marketing 661 1 Mix. E-marketers
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E-marketing 663 Of course, staff ne
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E-marketing 665 Control Without con
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E-marketing 667 negative consumer r
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CHAPTER 26 Cause-related marketing:
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Cause-related marketing: who cares
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Social marketing 695 social, as wel
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Social marketing 697 with social ma
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Social marketing 699 Case 1 A consu
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Social marketing 701 Situation Anal
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Social marketing 703 Immediate Envi
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Social marketing 705 Idea Belief At
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Social marketing 707 infrequently,
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Social marketing 709 Case 4 ‘5-a-
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Social marketing 711 established. H
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Social marketing 713 Case 6 The imm
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Social marketing 715 clarify their
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Social marketing 717 (Kotler and Ro
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Social marketing 719 Health promote
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Social marketing 721 Currence, C. (
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Social marketing 723 of a Multi-com
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Social marketing 725 Walsh, D. C.,
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Green marketing 727 new social zeit
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Green marketing 729 practice away f
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Green marketing 731 Although issues
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Green marketing 733 number of pro
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Green marketing 735 additional cost
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Green marketing 737 results, and th
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Green marketing 739 hype, and to a
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Green marketing 741 addresses an
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Green marketing 743 Marketers are
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Green marketing 745 Table 28.2 Stak
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Green marketing 747 companies, whet
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Green marketing 749 difficult to ex
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Green marketing 751 terms of provid
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Green marketing 753 agenda. Some en
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Green marketing 755 Peattie, K. (19
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CHAPTER 29 Marketing for small-to-m
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Marketing for small-to-medium enter
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Retailing 777 Retail strategy is th
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Retailing 779 Types of retail organ
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Retailing 781 1 The manufacturer-re
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Retailing 783 Retail parks are more
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Retailing 785 Table 30.8 Discounter
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Retailing 787 excluded from a shopp
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Retailing 789 identification of gap
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Retailing 791 Although no self-resp
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Retailing 793 premium position. For
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Retailing 795 Table 30.10 EDLP vs h
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Retailing 797 Retail environment De
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Retailing 799 Ability to reinvest I
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Retailing 801 from a very modest in
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Retailing 803 DRIVING FORCES TECHNO
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Retailing 805 Ibrahim, M. F. and Mc
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Index AA see Automobile Association
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Index 809 Best practice, 317, 416 B
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Index 811 Communications: see also
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Index 813 Customer-to-customer (C2C
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Index 815 Ducoffe, R., 415 Dugdale,
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Index 817 Four Ps (product, price,
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Index 819 price analyses, 344 syste
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Index 821 Lillien, G. L., 352 Lind,
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Index 823 Metcalf, L. E., 160 Metho
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Index 825 PA see Path analysis Pack
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Index 827 service marketing mix, 59
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Index 829 Sales, 5, 294-6, 360-71 a
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Index 831 Stern, L. W., 38 Stevenso
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Index 833 brand risk, 376 Dempster-
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