Ebook The marketing book: Part 1

The Marketing Book


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The Marketing Book
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


Contents

List of illustrations
List of tables

List of contributors
Preface to the fifth edition
Part One Organization and Planning for Marketing
1

2

xv
xix
xxiii
xxxiii
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

3

4
5
7
8
9
11
14
15
15

Postmodern marketing: everything must go!
Stephen Brown

16

Grand opening offer
No down payment
Money back guarantee
Batteries not included
Limited time only
One careful owner
This way up
Open other side
Closing down sale
References
Further reading

16
17
18

19
22
24
25
27
28
29
31


vi

3

4

5

Contents

Relationship marketing
Lisa O’Malley and Caroline Tynan

32

Introduction
Relationship marketing defined
History of relationship marketing
Focal relationships
Models of relationship development

Critique and emerging issues
Conclusion
References

32
33
34
39
40
44
47
48

The basics of marketing strategy
Robin Wensley

53

Strategy: from formulation to implementation
The nature of the competitive market environment
The codification of marketing strategy analysis in terms of three strategies,
four boxes and five forces
The search for generic rules for success amidst diversity
Models of competition: game theory versus evolutionary ecology
Characterizing marketing strategy in terms of evolving differentiation in time and space
Research in marketing strategy: fallacies of free lunches and the nature of
answerable research questions
The recourse to processes, people and purpose in marketing as well as strategy as a whole
The new analytics: resource advantage, co-evolution and agent-based modelling
Conclusions: the limits of relevance and the problems of application

References and further reading

53
55

Strategic marketing planning: theory and practice
Malcolm McDonald
Summary
Introduction
1 The marketing planning process
2 Guidelines for effective marketing planning
3 Barriers to marketing planning
Summary
References
Further reading

Part Two The Framework of Marketing
6

58
60
62
66
70
75
80
81
82
87
87

87
90
101
109
115
116
116
117

Consumer decision making: process, level and style
Gordon R. Foxall

119

Introduction
The consumer decision process
Levels of consumer involvement

119
121
125


Contents

7

8

9

vii

Consumers’ decision styles
Implications for marketing management
Summary and conclusion
References
Further reading

127
132
138
138
140

Business-to-business marketing: organizational buying behaviour,
relationships and networks
Peter W. Turnbull and Sheena Leek

142

Introduction
The realities of business markets
Organizational buying structures
Models of organizational buying behaviour
Conclusion
References
Further reading

142

144
144
152
165
166
169

Marketing research
John Webb

171

Introduction
Definitions of the role of marketing research
Types of research
The process of marketing research
Secondary data
Quantitative primary data
Questionnaires and their design
Qualitative research methods
The research process and measurement
Attitudes and their measurement
Sampling
Analysis of the results
Presentation of the final report
Conclusion
References

171
172

173
174
175
177
180
180
184
186
189
192
194
195
195

Quantitative methods in marketing
Luiz Moutinho and Arthur Meidan

197

Introduction
Multivariate methods
Regression and forecasting techniques
Statistical decision theory or stochastic methods
Deterministic operational research methods
Causal models
Hybrid models
Network programming models

197
200

206
219
226
235
236
237


viii

10

Contents

Conclusion
References
Further reading

240
241
244

Market segmentation
Martin Evans
Chapter objectives
Introduction
Historical perspective
Segmentation criteria and categories
‘Traditional’ segmentation bases
Data-driven segmentation

Targeting
Positioning
Conclusions
Review questions
References
Further reading

246
246
246
247
248
249
258
276
278
280
280
281
282

Part Three Managing the Marketing Function

285

11

Managing the marketing mix
Peter Doyle

287

Introduction
The traditional approach to the marketing mix
The accounting approach to the marketing mix
Value-based marketing
The marketing mix and shareholder value
Making marketing mix decisions
Summary
References
Further reading

287
288
289
291
294
298
311
312
313

New product development
Susan Hart

314

Introduction
The process of developing new products
The stages of the new product development process

Usefulness of models
The multiple convergent approach
Managing the people in NPD
Summary
References
Further reading

314
314
316
322
331
333
338
338
341

12


Contents

13

14

15

16

ix

Pricing
Adamantios Diamantopoulos

342

Introduction
Is price really that important?
The drivers of profit: price, volume and cost
Price from the customer’s perspective
Understanding price sensitivity
Conclusion
References

342
344
345
348
351
356
356

Selling and sales management
Bill Donaldson

360

Introduction
The changing role of salespeople

The costs of personal selling
What we expect salespeople to do – the sales process
Sales management issues
Conclusion
References
Further reading

360
360
362
363
366
369
370
370

Brand building
Leslie de Chernatony

372

Introduction
Spectrum of brand interpretations
A model for strategically building brands
Summary
References
Further reading

372
373

383
392
393
394

The integration of marketing communications
Tony Yeshin

395

The blurring of the edges of marketing communications
The strategic challenges facing organizations
Strategic marketing communications
The integration of marketing communications
Defining integrated marketing communications
The impact of external factors on marketing communications
The driving forces behind the growth of integrated marketing communications
The impact on marketing communications
Relationship marketing
The benefits of integrated marketing communications

395
396
396
397
397
400
404
405
406

407


x

17

18

Contents

The process of achieving integration
Organizational approaches to integration
The barriers to integration
The consumer and integrated marketing communications
International dimensions of integrated marketing communications
Integrated marketing communications – a summary
References

409
410
413
414
415
416
417

Promotion
Keith Crosier

419

Introduction
The promotional mix
The promotional budget
Deploying the promotional mix
Developing the message
Delivering the message
The medium and the message
A mix within a mix: synergy or counter-synergy?
Pulling it all together: the promotional plan
From the plan to the brief
The actors in the system
Working relationships
Choosing the collaborator
Remunerating the working partner
Measuring campaign effectiveness
Understanding the context
References

419
419
426
429
432
433
436
436
437
439

439
441
443
445
449
451
455

Sales promotion
Sue Peattie and Ken Peattie

458

Introduction
Sales promotion defined
Understanding sales promotion – a tale of price and prejudice
Sales promotion and advertising – the line and the pendulum
The growing importance of sales promotion
Consumers and sales promotion
Communicating through sales promotions
Building relationships through promotions
Sales promotion’s role in the marketing mix
Sales promotions – the most manageable P?
Sales promotions mismanagement
The future of sales promotion
Summary – the changing concept of sales promotion
References
Further reading

458

458
459
465
467
469
471
473
474
475
475
477
479
481
483


Contents

19

20

21

xi

Integrating customer relationship management and supply chain
management
Martin Christopher and Adrian Payne

485

Introduction
The decline of the brand: the need for integrated CRM and SCM strategies
Competing through capabilities
A strategic framework for CRM
Supply chain management
The impact of superior SCM performance
CRM and SCM: their role in improving customer service
Developing market-driven CRM and SCM strategies
Summary: changing the marketing focus
References
Further reading

485
485
487
490
494
496
497
499
501
502
502

Controlling marketing and the measurement of marketing effectiveness
Keith Ward

504

Introduction: scope and content of the chapter
Potential for conflict
A market-focused mission
A sustainable competitive advantage
Investing in developing a sustainable competitive advantage
Marketing assets: development and maintenance expenditures
The financial planning and control process
Brand-led strategies
Customer-led strategies
Product-based strategies
Organizational structures: marketing finance managers
Summary
References
Further reading

504
505
507
509
511
513
515
519
522
525
528
528
529
529

Marketing implementation, organizational change and internal
marketing strategy
Nigel F. Piercy

531

Introduction
Organizational stretch and implementation capabilities
Marketing organization and implementation capabilities
Identifying implementation problems in marketing
Implementation barriers in marketing
Marketing implementation and internal marketing strategy
Conclusions
References
Further reading

531
534
536
543
547
550
556
558
560


xii

Contents

Part Four
22

23

24

The Application of Marketing

563

What are direct marketing and interactive marketing?
Graeme McCorkell

565

Introduction
Selling direct to the end customer
Multichannel marketing
Direct marketing is more than selling direct
Direct marketing: a new definition
Direct marketing and Pareto’s principle
Principles of direct marketing
What is interactive marketing?
Ten ways in which interactive marketing is different
The direct and interactive marketer’s information system
Data warehousing, CRM and e-CRM
Limitations of the customer information system

References
Further reading

565
565
567
568
569
569
571
573
575
576
580
583
584
584

The marketing of services
Adrian Palmer

585

Introduction
The development of the service economy
Services and consumer value
What are services?
Classification of services
The services marketing mix
Managing the marketing effort

Summary
References
Further reading

585
585
587
588
591
598
606
607
607
608

International marketing – the issues
Stanley J. Paliwoda

610

Overview
Why market abroad? What are the driving forces?
Situational or environmental analysis
Differences between domestic and international marketing
Operationalization
Continuing and future challenges
Maintaining a sustainable advantage
Conclusions
References
Further reading

Useful international marketing websites

610
610
618
621
627
629
629
630
632
634
635


Contents

25

26

27

28

xiii

E-marketing
Dave Chaffey

637

Introduction
What is e-marketing?
E-marketing planning
Summary
References

637
637
642
666
667

Cause-related marketing: who cares wins
Sue Adkins

669

Introduction
Cause-related marketing defined
Cause-related marketing in context
Models
Towards excellence
Case studies
Summary
References
Further reading

669

669
671
676
680
686
690
692
692

Social marketing
Lynn MacFadyen, Martine Stead and Gerard Hastings

694

Introduction
Why do social marketing?
The development of social marketing
Defining social marketing
Departures from commercial marketing
Segmentation in social marketing
The social marketing mix
Ethical challenges
Conclusion
References
Further reading
Websites

694
694
695

697
703
708
714
719
719
720
725
725

Green marketing
Ken Peattie and Martin Charter

726

Introduction
Green marketing in context
Reconceputalizing the marketing environment
The greening of marketing strategy
Competitive advantage and the environment
The green consumer
Eco-performance
Going green – the philosophical challenge

726
727
729
734
735
736

738
739


xiv

29

30

Contents

Going green – the management challenge
The practical challenge – greening the marketing mix
The future of green marketing
References
Further reading

742
746
752
753
755

Marketing for small-to-medium enterprises
David Carson

757

Introduction

Characteristics of SMEs
Characteristics of entrepreneurs/owners/managers
Incompatibility of marketing theory to SMEs
Nature of SME marketing
SME marketing based on strengths
Conclusion: a model of SME marketing
Acknowledgements
References
Further reading

757
758
759
760
761
765
773
774
774
775

Retailing
Peter J. McGoldrick

776

Introduction
Evolution of retailing
Types of retail organization
Major retail formats

Retailing strategy
Retail functions
Internationalization of retailing
Non-store retailing
References

776
777
779
781
785
790
799
802
804

Index

807


Illustrations

1.1
3.1
3.2
4.1
4.2
4.3
4.4

4.5
5.1
5.2
5.3
5.4
5.5
5.6
5.7
6.1
6.2
6.3
7.1
7.2
7.3
7.4
9.1
9.2
9.3
9.4
9.5
9.6
9.7
9.8
10.1
10.2

The product life cycle
Disciplinary roots of relationship marketing
The relational exchanges in marketing relationships
The early 1970s perspective on the marketing context

The marketing strategy triangle of the 3Cs
The strategic triangle
A scatter plot of 500 databases (notional observations)
Cohort means
Overview of marketing
The ten steps of the strategic marketing planning process
Planning formalization
Four key outcomes
Hierarchy of audits
Strategic and operational planning
Business success
Consumer information processing
Initiators and imitators
Decision styles of market initiators
The Sheth model of organizational buying behaviour
The Webster and Wind model of organizational buying behaviour
The main elements of the interaction model
Interconnected relationships in a simplified network
The main quantitative methods in marketing – a taxonomy
Hierarchical clustering of variables associated with a marketing strategy for hotels
Procedural steps for correspondence analysis
External perceptions of the different grade levels on the issue of identifying
customer needs
Plot of the OLS regression equation
Venn diagram representing multivariate OLS regression
A self-organizing map. Connections operate between all inputs and all
Kohonen nodes
Output of logistic equation for varying r
The use of geodemographics
Software for segmentation metrics

6
39
41
55
56
59
71
72
88
91
98
98
100
100
109
122
129
134
154
156
159
162
199
202
204
205
208
209
221

240
262
267


xvi

10.3
10.4
10.5
10.6
10.7
10.8
11.1
11.2
11.3
11.4
11.5
11.6
11.7
12.1
12.2
12.3
12.4
12.5
12.6
13.1
13.2
15.1
15.2

15.3
15.4
15.5
15.6
15.7
15.8
15.9
15.10
15.11
15.12
15.13
15.14
15.15
17.1
17.2
17.3
17.4
17.5
18.1
18.2
18.3
18.4
18.5

Illustrations

MOSAIC profiles of customers who have purchased both A and B
GIS data fusion
Data mining model
Targeted segments and differential treatment according to Offer and Creative,

together with Control Groups
Loyalty segments
Travel agencies: service needs
The marketing mix
Alternative approaches to the marketing mix
Brands within the resource-based theory of the firm
Pricing and economic value to the customer
Customized pricing
Pricing and the Prisoner’s Dilemma
How to obtain higher prices
The Booz Allen Hamilton model of new product development
The Stage–Gate process
The Galileo process
Iteration in the NPD process
The multiple convergent process
NPD structure
The determinants of profit
The road to profit
Corporate versus line branding
A balanced perspective on brand positioning
Choosing a brand to match self
How values influence behaviour
The components of brand identity
Brand management through minimizing gaps
The interactive process to develop a relationship which reinforces the brand’s values
The process of building and sustaining brands
The three components of a brand’s vision
The brand as an amalgam of category values and its own unique values
The three levels of culture
Assessing the suitability of the current culture

The five forces of the brandsphere
Brand pyramid summarizing the nature of the brand promise
The atomic model of the brand
The promotional mix
The message development process
The message delivery process
The four parties to the advertising transaction
Choosing a working partner
Sales promotion targets
Satisfaction chain
The sales promotion planning process
Promotions and the marketing mix: a sequential model
The roles of promotion in converting consumers

268
270
272
273
275
279
287
290
299
304
305
306
307
315
316
320

328
332
336
346
347
374
377
378
379
380
381
383
383
384
386
387
387
388
390
391
420
432
434
440
443
459
464
465
470
471

Illustrations

xvii

18.6
19.1
19.2
19.3
19.4
19.5
19.6
19.7
19.8
19.9
20.1
20.2

474
486
488
490
490
491
495
497
498
501
508

Promotions and the marketing mix: an integrated model
The convergence of marketing and supply chain management
Processes cut across conventional functions
The shift from functions to processes
The CRM and SCM processes
Strategic framework for CRM
The move towards trade marketing
SCM and CRM: the linkages
Better customer retention impacts long-term profitability
Customers take control in an on-line world
Risk-adjusted required rate of return
Economic value-adding strategies – utilizing a strong sustainable competitive
advantage
20.3 Use of entry barriers
20.4 Very simple business model
20.5 Potential strategic thrusts of businesses (based on the Ansoff matrix)
20.6 Diversification using the Ansoff matrix
20.7 Relationship of marketing expenditure and effectiveness
20.8 Customer-led strategies: maximizing the value of existing customers
20.9 Customer account profitability analyses: illustrative example for an FMCG
company selling through retailers
20.10 Product-led strategies: maximizing value of existing products
20.11 Direct product profitability analyses: illustrative example of a manufacturing
company’s DPP analysis
20.12 Life cycle costing techniques: strategic use of experience curves in setting prices
21.1 Organizational stretch and implementation capabilities
21.2 The process of going to market
21.3 Value processes in marketing replacing marketing departments
21.4 Strategic intent versus strategic reality

21.5 Analysing strategic gaps
21.6 Testing marketing strategies
21.7 Internal and external marketing strategy
22.1 Analysis of postal donors to charity
22.2 Targeting, interaction, control and continuity (TICC)
22.3 The process of direct marketing
22.4 The customer marketing database
22.5 The customer marketing database answers six questions
22.6 The data warehouse
23.1 An illustration of the goods–services continuum
23.2 An analysis of the output of a train service using Shostack’s ‘molecular model’
23.3 Points of convergence between the goods and services sectors
23.4 An analysis of the product offer of an insurance policy, comprising core and
secondary levels of service offer
24.1 Market internationalization
25.1 Options for on-line communications between an organization and its customers
25.2 UK rates of adoption of new media
25.3 Proportion of organizations with Internet access

509
510
515
518
519
521
523
524
525
526
527

535
538
539
544
546
550
552
570
572
577
578
578
581
592
593
594
600
613
640
643
644


xviii

25.4
25.5
25.6
25.7
25.8

25.9
25.10
25.11
25.12
26.1
27.1
27.2
27.3
27.4
28.1
28.2
28.3
29.1
29.2
29.3
29.4
30.1
30.2
30.3
30.4
30.5
30.6
30.7
30.8
30.9
30.10
30.11
30.12

Illustrations

Percentage of on-line purchasers in the six months to November 2000
Key metrics indicating the efficiency of web marketing in attracting and
converting visitors to customers
An example of objective targets for direct and indirect on-line revenue contribution
Alternative perspectives on business and revenue models
Alternative buying modes
Alternative representation locations for on-line purchases
Alternatives for balance between expenditure on e-marketing promotion
Alternative options for investment in on-line and off-line traffic building
Key metrics from the Chaffey (2001) framework for assessing e-marketing
effectiveness
An organization and its stakeholders
Definitions of social marketing
A social marketing plan for road safety
Addressing the context of social marketing – four types of social marketing activity
The social marketing product
The physical environment as the foundation of the marketing environment
Components of environmental performance
A washing machine’s life cycle
Situation specific marketing
Marketing in context – common characteristics
Marketing in context – SME hotel marketing
A model of SME marketing
The retail growth cycle
The retail life cycle
Dimensions of retail image
Determinants of international image
The value equation
Waves of emphasis in retail strategy

Widening the retailer–supplier interface
The dimensions of retail pricing
Influences of retail environments
Benefits of training
Vicious or virtuous spirals
Driving forces and impacts of e-shopping

644
648
649
652
658
659
661
662
666
673
698
701
703
705
729
740
746
764
767
768
773
777
778

786
787
788
789
792
794
797
799
801
803


Tables

1.1
2.1
2.2
2.3
2.4
3.1
3.2
5.1
5.2
5.3
5.4
6.1
6.2
7.1

Comparison matrix of research approaches to marketing exchange relationships

Postmodern conditions and their main themes
Anything but the present
Hurray for Planet Hollywood
Modern and postmodern research approaches
Process models of relationship development
Summary of variables of relationship success models
Conducting an audit
What should appear in a strategic marketing plan
Change and the challenge to marketing
Barriers to the integration of strategic marketing planning
Summary of the results
Decision styles of market segments
Percentage of respondents finding each source important by stage in the
buying process
7.2 Importance of different criteria in evaluating products
7.3 The buygrid model
7.4 Key factors affecting organizational buying decisions
8.1 Comparison of qualitative and quantitative research methods
9.1 Main multivariate methods and their marketing applications
9.2 ANOVA
9.3 Coefficients
9.4 Model, block and step data
9.5 Classification table for SH_TESC
9.6 Variables in the equation
9.7 Regression, automatic interaction detection and discriminant analysis – a comparison
9.8 Uses of simulation and fuzzy sets in marketing (the method, advantages, limitations
and when recommended to use)
9.9 Applications of artificial intelligence methods in marketing (basic content,
advantages, limitations and when recommended to use)
9.10 Applications of statistical decision theory or stochastic methods in marketing

(approaches, advantages, limitations and when recommended to use)
9.11 Example of a decision table
9.12 Some major deterministic operational research techniques applicable in marketing
(the methods, advantages, limitations and when recommended to use)

12
20
23
26
26
42
43
92
96
102
110
133
135
150
151
153
157
175
207
209
210
211
211
211
214

217
220
225
228
234


xx

9.13
9.14
10.1
10.2
10.3
10.4
10.5
10.6
10.7
10.8
11.1
11.2
11.3
11.4
11.5
12.1
12.2
12.3
12.4
12.5
13.1

13.2
14.1
15.1
17.1
17.2
17.3
17.4
17.5
18.1
18.2
18.3
20.1
20.2
20.3
21.1
21.2
21.3
22.1
22.2
25.1
25.2
25.3
25.4

Tables

Applications of causal models in marketing (the techniques, advantages,
limitations and when recommended to use)
Applications of dynamic, heuristic and network programming in marketing
(the methods, advantages, limitations and when recommended to use)

Classification of segmentation variables
Examples of lifestyle statements
Toothpaste consumer benefit segments
Person–situation segmentation
ACORN ‘segments’
Type 8.22 academic centres, students and young professionals
Contemporary ‘lifestyle’ research
People UK
Baker Company: shareholder value analysis
Relative importance of brands and other assets
Valuing the brand
An illustration of skimming vs penetration pricing and shareholder value
The effect of cutting the advertising budget
Launch strategy decisions
Analysis of the NPD process based on Booz Allen Hamilton (1982)
Types of uncertainty
The role of market information in achieving critical success factors
Attributes of interfunctional co-ordination mechanisms
Effects on profit of a 10 per cent improvement
Impact of price elasticity on sales revenue
Choice of communication: comparing advertising, direct marketing and personal selling
Different interpretations of ‘brand’
The promotional mix: shares of UK total annual expenditure, 1997–2000
Methods for determining the promotional appropriation
A promotional mix checklist
Structure and content of the promotional plan
The hierarchy-of-effects model of promotion
Major forms of consumer promotions
Recent trends and expenditure in US sales promotions
The ‘compete using promotions’ checklist

Shareholder value creation
Field salesforce cost structure
Share of voice (SOV) compared to share of market (SOM)
Customer relationship management at IBM
Internal marketing in a financial services organization
Internal marketing in a computer company
The direct model
Tesco Clubcard
Variations in on-line revenue contribution
A stage model for e-business development
On-line executions of different communications tools
Summary of the strengths and weaknesses of different communications tools
for promoting an on-line presence

236
238
249
254
257
257
259
261
264
265
295
299
302
304
310
323

324
326
330
334
346
351
363
373
425
428
430
438
450
462
468
478
508
517
521
540
554
555
567
568
645
647
660
660

xxi

Tables

26.1
27.1
27.2
27.3
28.1
28.2
30.1
30.2
30.3
30.4
30.5
30.6
30.7
30.8
30.9
30.10
30.11
30.12
30.13

The 7Ps of cause-related marketing
Types of social change, by time and level of society
Major segmentation approaches
The social marketing mix
The evolution of environmental concern
Stakeholder interest in product impacts

Share held by top three multiples
Concentration of retail trade
Examples of voluntary (symbol) groups
Co-operatives’ share of food trade
Shopping centre space in Europe
Department and variety stores
Superstore/hypermarket shares of food sales
Discounters and hypermarkets: financial models
Retailer brand shares in Europe
EDLP vs high–low pricing
Major retail advertisers
Major retailers with international involvement
Home shopping shares of non-food sales

682
702
710
714
728
745
779
780
780
781
782
783
784
785
792
795

795
800
802


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Contributors
Sue Adkins is the director and founder of the Cause Related Marketing Campaign at Business in
the Community. Sue’s responsibility has been to define Cause Related Marketing and put it on the
map in the UK. Sue and the Business in the Community Cause Related Marketing Campaign is
acknowledged for having been fundamental in raising the awareness and understanding of Cause
Related Marketing leading to its development in the UK. Sue is recognised as an international
expert in this area and has spoken around the world at events ranging from national and
international conferences, to sharing platforms with Government ministers and lecturing at
universities and business schools, whilst acting as consultant to a variety of companies. She is the
author of Cause Related Marketing: Who Cares Wins (Butterworth-Heinemann, 1999) and has
contributed to numerous books and written hundreds of articles on the subject.
Before joining Business in the Community, Sue worked for Sampson Tyrrell (now Enterprise IG),
part of the WPP Group, and prior to this Sue was in marketing for InterCity, responsible for its
business products portfolio, and worked for Boots plc in both buying and marketing.
In her spare time, Sue is a school governor, the trustee of a charity and an obsessive Milliner.
Michael J. Baker, TD, BA, BSc(Econ), Cert ITP, DBA, Hon. LL.D., DipM, FCIM, FCAM, FRSA,
FSCOTVEC, FRSE, FAM is Emeritus Professor of Marketing at the University of Strathclyde where
he founded the Department of Marketing in 1971. He served as Dean of the Strathclyde Business
School from 1978 to 1984, Deputy Principal of the University from 1984 to 1991 and Senior Adviser
to the Principal 1991–1994. He has served as Chairman of SCOTBEC, the Chartered Institute of
Marketing and the Marketing Education Group, as a Governor of the CAM Foundation and
Member of the ESRC and UGC. He is the author/editor of more than twenty books of which the

best known are Marketing (Macmillan, 6th edition, 1996), Dictionary of Marketing and Advertising
(Macmillan, 3rd edition, 1998), and Marketing Strategy and Management (Macmillan, 3rd edition,
1999). A member of numerous editorial boards he was also the Founding Editor of the Journal of
Marketing Management. He has extensive international experience and has held Visiting Professorships in Australia, Canada, Egypt, France, Hong Kong, New Zealand and Qatar as well as acting
as a consultant to numerous international companies.
Stephen Brown is Professor of Marketing Research at the University of Ulster. Best known for
Postmodern Marketing (1995), he has written or co-edited twelve other books, including Marketing
Apocalypse (1996), Postmodern Marketing Two (1998) and Marketing – The Retro Revolution (2001). His
articles have been published in the Journal of Marketing, Harvard Business Review, Journal of
Advertising, Business Horizons, Journal of Retailing, European Management Journal and many more.
David Carson is Professor of Marketing at the University of Ulster, Northern Ireland. His research
interests lie in marketing for SMEs and quality of marketing in service industries. He has published
widely in both of these areas. He has wide business experience both in consultancy and directorship
roles. He is joint editor of the European Journal of Marketing, a category one international academic


xxiv

Contributors

journal with a world-wide circulation. He is Vice President of the Academy of Marketing UK, the
foremost representative body of marketing academics in the UK and Ireland. He is also a Fellow of the
Chartered Institute of Marketing (CIM) and a member of the CIM Academic Senate. He has been a
Visiting Professor at numerous universities in Australia, New Zealand, Hong Kong and Bahrain.
Dave Chaffey, BSc, PhD, MCIM has been course director for Chartered Institute of Marketing
seminars in e-marketing since 1997 and has delivered over 50 seminars on all aspects of e-marketing.
He is Director of Marketing Insights Limited (www.marketing-insights.co.uk), a consultancy and
training company offering the WebInsights service for evaluation and recommendation of
organizations’ e-marketing strategy and execution. Between 1988 and 1995, he worked in industry as
a business analyst/project manager, developing marketing solutions for companies such as Ford

Europe, WH Smith and the Halifax. Between 1995 and 2001, he was Senior Lecturer in the Business
School at the University of Derby, where his research specialism was approaches to measuring and
improving e-marketing performance. He was involved in the development of the BA (Hons) Internet
Marketing and MSc in Electronic Commerce, and also taught on the MBA and MA Marketing
Management Programmes. He continues to lecture on e-marketing at universities including
Cranfield, Derby, Leeds and Warwick. He was involved in the development of the Chartered Institute
of Marketing e-marketing professional development award, for which he is an examiner. He also
writes the E-marketing Insights column for the monthly CIM Newsletter What’s New in Marketing
(www.wnim.com). He is author of five successful business books, including Internet Marketing:
Strategy, Implementation and Practice; E-business and E-commerce Management and eMarketing eXcellence
(with PR Smith). He has compiled a regularly updated website of Internet marketing resources at
www.marketing-online.co.uk to support the seminars and books.
Martin Charter is the Director and Visiting Professor of Sustainable Product Design at The Centre
for Sustainable Design at the Surrey Institute of Art & Design, University College. Since 1988, he has
worked at director level in 'business and environment' issues in consultancy, leisure, publishing,
training, events and research. Prior to this he held a range of management positions in strategy,
research and marketing in gardening, construction, trade exhibitions, financial services and
consultancy, including being a launch Director of Greenleaf Publishing and Marketing Director at
the Earth Centre.
Martin is the former co-ordinator of one of the UK's first green business clubs for SMEs and
presently also directs a regional network focused on 'producer responsibility' issues. Martin is
presently editor of the Journal of Sustainable Product Design and was the previous editor of The Green
Management Letter and Greener Management International (where he retains Editorial Board
involvement). Other responsibilities include a member of the Judging Panels of Design Sense and
ACCA's corporate environmental reporting awards, member of ISO and BSI groups on 'Integrating
Environmental Aspects into Product Development' (ISO14062) and member of international
advisory board of CARE electronics network. He is the author, editor and joint editor of various books
and publications including Greener Marketing (1992 and 1999), The Green Management Gurus (1996)
(e-book), Managing Eco-design (1997), Sustainable Solutions (2001) and Sustainable Value (2002). Martin
has an MBA from Aston Business School in the UK, and has academic and business interests in

sustainable product design, eco-product development, e-publishing, and creativity and innovation.
Martin Christopher is Professor of Marketing and Logistics at Cranfield School of Management,
where he is Head of the Marketing and Logistics Faculty and Chairman of the Cranfield Centre for
Logistics and Transportation. In addition, he is Deputy Director of the School of Management