The Marketing Book, Sixth Edition

The Marketing Book This page intentionally left blank The Marketing Book Sixth Edition Edited by MICHAEL J. BAKER and SUSAN HART AMSTERDAM • BOSTON • HEIDELBERG • LONDON • NEW YORK • OXFORD PARIS • SAN DIEGO • SAN FRANCISCO • SINGAPORE • SYDNEY • TOKYO Butterworth-Heinemann is an imprint of Elsevier Butterworth-Heinemann is an imprint of Elsevier Linacre House, Jordan Hill, Oxford OX2 8DP, UK 30 Corporate Drive, Suite 400, Burlington, MA 01803, USA First edition 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 Sixth edition 2008 Copyright © 2008 Elsevier Ltd. All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher Permissions may be sought directly from Elsevier’s Science & Technology Rights Department in Oxford, UK: phone (44) (0) 1865 843830; fax (44) (0) 1865 853333; e-mail: [email protected] Alternatively you can submit your request online by visiting the Elsevier web site at http://elsevier.com/locate/permissions, and selecting Obtaining permission to use Elsevier material Notice No responsibility is assumed by the publisher for any injury and/or damage to persons or property as a matter of products liability, negligence or otherwise, or from any use or operation of any methods, products, instructions or ideas contained in the material herein. British Library Cataloguing in Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data A catalog record for this book is available from the Library of Congress ISBN: 978-0-7506-8566-5 For information on all Butterworth-Heinemann publications visit our web site at books.elsevier.com Printed and bound in Great Britain 08 09 10 10 9 8 7 6 Contents List of illustration List of tables List of contributors Preface to the sixth edition xiii xvii xix xxvii Part One Organization and Planning for Marketing 1 1 One more time: what is marketing? Michael J. Baker 3 Introduction Marketing as a managerial orientation Marketing myopia – a watershed Life cycles and evolution Marketing misunderstood The marketing function Relationship marketing Summary References Further reading 2 Postmodern marketing Stephen Brown In the beginning was the word Physician, heal thyself Let there be