Marketing planning 107 Defining marketing objectives and strategies 132 Product strategy 157 Brands 193 Pricing strategy 215 Communication strategy 235 Key account strategy 267 Module 2 Creating the value proposition 105 6 7 8 9 10 11 12 List of Figures vii List of tables xii List of case studies xiv Preface and acknowledgements xv Overview xvii Module 1 Defining markets/segments and customer value 1 1 2 3 4 5Ĭonsumer buyer behaviour 3 Organizational buyer behaviour 22 Market segmentation 41 Marketing research 66 Competitive analysis 89 Printed and bound in Great Britain by Creative Print & Design (Wales), Ebbw Vale A catalogue record for this book is available from the British Library. Palgrave is a registered trademark in the European Union and other countries. Macmillan® is a registered trademark in the United States, United Kingdom and other countries.

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10010 Companies and representatives throughout the world PALGRAVE MACMILLAN is the global academic imprint of the Palgrave Macmillan division of St. First published 2003 by PALGRAVE MACMILLAN Houndmills, Basingstoke, Hampshire RG21 6XS and 175 Fifth Avenue, New York, N.Y. The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act 1988. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. No paragraph of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, 90 Tottenham Court Road, London W1T 4LP.

No reproduction, copy or transmission of this publication may be made without written permission. © Malcolm McDonald and Martin Christopher 2003 All rights reserved. Marketing a complete guide Malcolm McDonald & Martin Christopher with Margrit Bass and contributions from Susan Baker, Simon Knox & Hugh Wilson

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