Contents 1
1 An introductory note 1
The role of marketing in a modern firm: a holistic approach 3
2 The marketing concept revisited 10
Marketing as a corporate attitude 11
Marketing as a function 16
3 The marketing mix 25
Marketing mix analysis 30
4 The input for effective marketing 40
How much knowledge? 41
Marketing profile analysis 46
The value of intelligence 48
The market and marketing research process 52
Methods of forecasting demand 54
5 Product policy and planning 64
The product life-cycle reviewed 68
Product portfolio management 79
Branding 87
6 Price and pricing policy 93
Supply and demand 94
Pricing in a monopoly 97
Pricing in an oligopoly 99
Different ways of looking at price 99
Pricing and costs 100
Price and the product life-cycle 103
The product portfolio 105
Price and the customer perspective 107
Pricing and image 111
The use of discounts 112
Summary 113
7 The promotional mix 118
Promotional channels 120
Promotion objectives 121
Advertising 124
Promotions 131
Direct marketing 133
Preparing the communication plan 135
8 Distribution and logistics 140
Marketing channels 141
The choice of intermediaries 143
Power in the distribution channel 144
Channel motivation 146
The logistics of distribution 147
Customer service 150
Developments in distribution 154
9 Selling 158
The sales force: its role and objectives 158
Improving the productivity of the sales force 165
Sales force size 171
The salesperson's 'profit and loss account' 172
10 Marketing planning 178
Benefits of marketing planning 179
Understanding the process 180
Aids to marketing planning 188
Formulating marketing strategies 201
11 Marketing control 208
Different types of control 208
Strategic control 210
Managerial effectiveness and efficiency control 212
Operational controls 216
12 Organizing for marketing 224
The development of organizations 224
The subactivities of an effective marketing organization 228
Types of marketing organization 231
Centralization versus decentralization 236
Marketing organizations at the integrated phase of development 237
Main considerations 239
13 Marketing integration 244
The meaning and scope of integration 246
References and further reading 256
Index 258