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To Ning, for taking us to new places
Paul Baines
To Karen, my loving companion in life
Chris Fill
To Olof, Alma, and Moa—my own dream team
Sara Rosengren
To Ermanno and Giuliana, for their example and support
Paolo Antonetti
Case Insights
Chapter 1: Aldoraq Water Bottling Plant
Established in 1994 by its founder and owner Khaled A. Almaimani, Aldoraq Water Bottling Plant was one of the frst water-bottling factories in Madinah, Saudi Arabia. We speak to Abdurahman Almaimani, general manager, to fnd out more about how the company seeks to compete with well-known international brands.
Chapter 2: Holdz®
Founded in 2000, Holdz® is an online climbing holds and accessories frm. We speak to its managing director, Steve Goodair, to fnd out more about how the frm meets its customers’ needs.
Chapter 3: Ipsos MORI
When Unilever wanted to develop its mediumterm innovation pipeline for four of its household cleaning brands, it turned to global market research frm, Ipsos. We speak to Ipsos’s Billie Ing, innovation engagement lead; Leora Unsdorfer, qualitative research manager; and Alex Gilby, quantitative associate director, to fnd out more.
Chapter 4: P. Rigas Packaging Material SA
P. Rigas Packaging Material SA is one of the leading wholesale companies in the Greek agricultural, livestock, and industrial packaging industry, with more than 25 years of experience. We speak to Achilleas Rigas, chief executive offcer (CEO) and chair of the board of directors, to fnd out how the company conducts its market scanning, aiming to survive in the very diffcult Greek economic environment.
Chapter 5: 3scale
Through its staff and offces in Barcelona and San Francisco, 3scale helps organizations to open, manage, and use application programming interfaces (APIs). We speak to Manfred Bortenschlager, API market development director, to fnd out how the company competes in its marketplace.
Chapter 6: Soberana
When an international beer brand took 10 per cent of the Panamanian beer market, it was time for local brand Soberana to re-evaluate its approach. We talk to Fermin Paus, brand franchise manager, to fnd out how Soberana responded.
Chapter 7: Lanson International
Founded in 1760, Champagne Lanson is one of the oldest existing champagne houses in France, making some of the world’s fnest champagnes. We speak to Paul Beavis, managing director, Lanson International, to fnd out more about how the company looks to further develop its presence in international markets, including the UK.
Chapter 8: Cheil UK
Cheil is a full-service, data-driven agency network, rooted frmly in digital innovation. Cheil UK is part of the Cheil Worldwide Network, made up of more than 6,000 people in 53 offces across fve continents. We speak to Manish Bhan, head of retail transformation, to fnd out how Cheil UK helped client Samsung to develop its retail offering.
Chapter 9: Simply Business
Founded in 2005, Simply Business is an online insurance broker. We speak to Philip Williams, director of strategy and pricing, to fnd out more about how the company has developed its pricing strategy.
Chapter 10: Åkestam Holst
How can marketing communications stay relevant for consumers increasingly avoiding marketing messages? We speak to Petronella Panérus, chief executive offcer (CEO) at the advertising agency Åkestam Holst, to fnd out how the agency works with clients to ensure that the advertising they create is relevant to consumers’ everyday life.
Chapter 11: Adnams
The Adnams brand, founded in 1872, in Southwold, Suffolk, England, is synonymous with beer and, since 2010, now gin, vodka, and whisky too. The company also owns and manages a number of pubs, inns, and retail stores. We speak to Emma Hibbert, marketing director, to fnd out how the beer at the heart of the brand has been, and continues to be, promoted.
Chapter 12: Spotify
What role do social media play and how should organizations incorporate them into their communication campaigns? We talk to Chug Abramowitz, vice president of global customer service and social media at Spotify, to fnd out more.
Chapter 13: Aston Martin
The Aston Martin brand, founded in 1913, is synonymous with hand-crafted luxury, peerless beauty, incredible performance, and international motorsport glory. We speak to Simon Sproule, director of global marketing and communications, to fnd out how the brand is promoted in China.
Chapter 14: Åhléns
As shopper behaviour turns increasingly digital, established retailers have to adapt their channel strategies. We talk to Lotta Bjurhult, business developer retail operations at Åhléns, Sweden’s largest department store chain, to fnd out what it takes to add an online channel to an existing network of department stores.
Chapter 15: Withers Worldwide
Founded in London in 1896, Withers Worldwide has global revenues of over US$200 million, 163 partners, more than 1,000 employees, and clients in more than 80 countries, and has acted for 42 per cent of the top 100 Sunday Times Rich List and 20 per cent of the top 100 of the
Forbes Rich List. We speak to Laura Boyle, head of EU marketing and business development, to explore how Withers works to improve the quality of its client relationships.
Chapter 16: Grant Thornton UK LLP
Grant Thornton UK LLP is part of Grant Thornton International Limited (GTIL), one of the world’s leading independent advisory, tax, and audit frms. In the UK, Grant Thornton traces its origins to Thornton and Thornton in Oxford in 1904. It grew through many mergers and, by 1980, had formed an alliance with US frm Alexander Grant & Co. One year later, a new international organization, GTIL, was set up. We speak to Anne Blackie, head of bids and strategic accounts at Grant Thornton UK, to fnd out how the frm manages its client relationships.
Chapter 17: City of London Police
Founded in 1839, the City of London Police (CoLP) police London’s ‘Square Mile’ fnancial district, with a national responsibility for fraud and economic crime. Because they also police many high-profle public events, they also focus on the prevention of terrorism and crime. We speak to Superintendent Helen Isaac to fnd out how the CoLP uses social marketing to support law enforcement.
Chapter 18: One Bag Habit
Many sustainability initiatives require new thinking and new partners. Sometimes, they require collaboration with your competitors. We talk to Anna-Karin Dahlberg (Corporate Sustainability Manager, Lindex), Felicia Reuterswärd (Sustainability Manager, H&M Sweden), and Fredrika Klarén (Sustainability Manager, KappAhl) to understand the challenges involved in working on initiatives targeted at stimulating more sustainable consumption behaviours together with your closest competitors.
BriefMarketContentsInsights
1.1 V&D Goes Bust!
1.2 Servitization at Rolls-Royce
1.3 Harrods: Time for (Thai) Tea
1.4 Google: World-Changing Innovations
1.5 Where Now, Autonomous Car?
2.1 The Threat of Showrooming for Brick-and-Mortar Retailers
2.2 Helping Consumers to Turn Electric
2.3 Jameson: A Cut above the Rest
2.4 On Yer Bike!
2.5 The Iftar Market
3.1 Using Marketing Metrics in a State Monopoly
3.2 Circularity Customer Insight: The Brief
3.3 Circularity Customer Insight: The Proposal
3.4 Research Biases: Don’t Kid Yourself
3.5 Why Ask?
4.1 Changing Politics; Changing Borders: What Should Companies Do?
4.2 Health Issues Slim Down Product Sales
4.3 L’Oréal Advances Beauty through Technology
4.4 Tuenti: To Be or Not to Be?
5.1 Making a (Values) Statement
5.2 KBC Bank: ‘The Bank of You’
5.3 Targeting the Bottom of the Pyramid
5.4 Airlines: Fight and Flight
5.5 A Tale of Two Tech Companies
6.1 Differentiating Medical Devices
6.2 Microtargeting Controversy during the US Presidential Election
6.3 Logistical Nightmare: Regaining Defectors
6.4 Positioning Premium Beer
6.5 Exploring C–D Maps for Strategic Positioning
7.1 LEGO®: To Translate or Localize?
7.2 Dolce & Gabbana’s Luxury Hijab Collection
7.3 Go West! Chinese Car Manufacturers Internationalize
7.4 Primark Extends Its Growth by Entering the US Market
7.5 Ad-Apt in São Paulo?
8.1 Chanel No.5: Iconic on So Many Levels
8.2 Battle of the Superjumbos
8.3 Fast Fashion: Tailoring the Life Cycle
8.4 Minecraft: The Gamer’s Proposition
8.5 Streaming Wars: Apple versus Spotify
9.1 Sugar Tax: Paying Sweetly?
9.2 Price Discount Illusions
9.3 Masstige Pricing at MED
9.4 Electrical Price Promises
9.5 Stripe: Revolutionizing Online Payments
10.1 On the Watch for a New Kind of Watch
10.2 Becoming a YouTube Superstar
10.3 Celebrity Endorsements Gone Wrong
10.4 Advertising ‘Like a Girl’
10.5 Advertising, Arabic Style
11.1 Variable Mixes
11.2 What’s in a Name?
11.3 Damart Modernizes Its Welcome Programme
11.4 EY Uses Art to Distinguish Itself
11.5 Super Bowl Advertising: More than Meets the Eye
12.1 Who’s in Charge?
12.2 Play It Forward
12.3 What’s in a Click?
12.4 Searching the Amazon
12.5 The World in Your Pocket
13.1 Restitching a Heritage Brand
13.2 Owning the Brand
13.3 Musicians Dying for Success
13.4 The Mashing of Peppa Pig
13.5 Sintex Is the Name
14.1 Channelling Motorbikes
14.2 Packaged Goods Companies Look Online
14.3 Fashioning a Circular Supply Chain
14.4 Enhancing Channel Experiences
14.5 Retail App-reciation
15.1 Contactless: Speedy and Effcient Service Encounters
15.2 Alliances in the Sky
15.3 Co-creating the Zoo Experience
15.4 Mercadona: Loyalty without the Card
15.5 Doing Customer Engagement: Experiences from Start-ups and Market Leaders
16.1 Translating the World: TRSB Style
16.2 Marketing the Big League
16.3 KPMG Engages through Social Media
16.4 Groupon: KAM Gone Wrong
17.1 Red Nose Day: Coming to America
17.2 Whetting Appetites for Welsh Water
17.3 Shell Develops Room to Breathe
17.4 Midwife or Marketer?
17.5 No Means No! Get It!
18.1 Collaborative Consumption Surely Glitters . . . But Is It Gold?
18.2 Surviving a Food Scandal
18.3 Volkswagen: Up in Smoke?
18.4 Forex Fixing
18.5 Drug Money in China
Author Profiles
Paul Baines is Professor of Political Marketing and Associate Dean (External Relations) at the University of Leicester, and Visiting Professor at Cranfield University. For more than two decades, Paul’s research has particularly focused on political marketing, public opinion, and propaganda. He is a Fellow of the Market Research Society (MRS) and the Institute of Directors. Paul’s work has been published, among other places, in the Journal of the American Statistical Association, Psychology & Marketing, European Journal of Marketing, and Journal of Business Research. Paul’s consultancy work includes experience working with government departments on strategic communication research projects, as well as with many small, medium, and large private enterprises, including Glassolutions Saint-Gobain, IBM, 3M, and many more. Paul is director of Baines Associates Limited, a strategic marketing/research consultancy.
Chris Fill is director of Fillassociates, which develops and delivers learning materials related to marketing and corporate communications (see https://www.chrisfill.com). Formerly principal lecturer at the University of Portsmouth, Chris now works with a variety of private and not-for-profit organizations, including several publishers. He is a Fellow of the Chartered Institute of Marketing (CIM), where he was the senior examiner responsible for the marketing communications modules and, more recently, the Professional Postgraduate Diploma module ‘Managing Corporate Reputation’. In addition to numerous papers published in a range of academic journals, Chris has written or contributed to more than 40 books, including his market-leading and internationally recognized textbook, Marketing Communications, now in its seventh edition.
Sara Rosengren is Professor of Marketing and Retailing at Stockholm School of Economics, where she is also Head of the Centre for Retailing. Sara is a board member of the European Advertising Academy (EAA). Her research on creative marketing communications has been published in leading academic journals such as the Journal of Advertising, Journal of Advertising Research, and Journal of Brand Management. She is especially renowned for her work on advertising equity. Sara is passionate about bridging the gap between marketing academy and practice. She is frequently invited to speak at academic institutions, industry seminars, and company get-togethers, and regularly comments on marketing- and retail-related phenomena in the Swedish media.
Paolo Antonetti is Associate Professor of Marketing at Neoma Business School, Rouen Campus (France). He is also Visiting Professor at the School of Business and Management, Queen Mary University of London. His research focuses on the role of consumer emotions in a range of marketing and business contexts, with a specific focus on how emotions influence consumers’ reactions to corporate social responsibility. Paolo’s articles have appeared in several leading international publications and examine a wide range of marketing, business ethics, and general management topics. Research results have been disseminated in the British Journal of Management, Journal of Service Research, Journal of Business Research, Journal of Business Ethics, and the European Journal of Marketing, among others. Paolo is on the editorial board of the European Journal of Marketing, International Journal of Market Research, and Frontiers Psychology
Acknowledgements
Course textbooks constitute major writing and research projects, resulting from the combined efforts of many people, not only in the design, development, and production phases, but also in the sales, marketing, and distribution phases of a ‘book’ writing project. I say ‘book’, because our endeavour really encompasses an entire learning system, with both physical and electronic elements, including the substantial online resources that accompany the (e-)book. Producing the textbook is therefore one small component of the entire endeavour.
This fifth edition builds on the work undertaken by many people who have contributed to the development of previous editions. Many more people, and some of our previous contributors, also contributed to this fifth edition and its online resources. As ever, most of those people are acknowledged below, but there are many others whose contributions deserve to be acknowledged anonymously. We thank them for their selfless help in evaluating and contributing to the development of this project.
We would like to thank our colleagues and former colleagues at our various respective universities over the years for their support and discussions, all of which have in some way made their way into the book in some form. We would also like to thank Yanjun Gao, a PhD student at Cranfield University, for her contribution to the online resources for the fifth edition.
As with any large textbook project, this work is the result of a co-production between the academic authors and Oxford University Press editors and staff. For the fifth edition, we would like to thank Nicola Hartley, our commissioning editor, for making the commissioning and development processes run so smoothly and for her constant positivity. Thanks are also due to Kate Gilks, our publishing editor, for her help in incorporating the comments of the very many reviewers, managing the development process (including the video production) so efficiently, and for her considerable help in polishing the final manuscript. Her steady guidance and wisdom have been invaluable in producing this revised edition to what has been a very challenging production cycle. We would like to thank Joe Matthews, senior production editor, for his role in shaping the final design of the book and bringing it out on schedule with the help of designers Anna Scully and Claire Dickinson. The media team at Oxford Digital Media—particularly, James Tomalin, Nikisha McIntosh, Matt Greetham, and Jose Silver—have, as ever, improved our online resources proposition with great video production work.
Unless our customers, students, and lecturers want to use this book, there’s little point in writing and producing it. It’s due to the efforts of the marketing team—Marianne Lightowler, head of marketing, and Jen Crawley, marketing manager—that the book hits the shops, gets clicked on, and appears in your hands. Their openness to the authors’ (sometimes mad) marketing ideas is refreshing and we know, as marketers, that we cannot be the easiest people to work with (that is, too many chefs spoil the broth!).
The original ideas for the template for the book—right back to the first edition—derived from six anonymous university lecturer participants in a focus group, who kindly met with us at OUP’s offices to discuss what a new marketing textbook, in an already crowded market, needed to look like. Since then, the book has become the best-selling book in the field. Our success remains attributable to the comments they made about what they really wanted in a textbook and we’ve tried to stay true to that formula ever since. For this edition, we have replaced many of the market insights and, as ever, we have included contributions from students, practitioners, and marketing academics.
Acknowledgements
The authors and publishers would like to thank the following people for their comments and reviews throughout the process of developing the text and the online resources over the last five editions:
David Alcock, Birmingham City University, UK
Liz Algar, University of Essex, UK
Dr Seamus Allison, Nottingham Trent University, UK
Malcolm Ash, Staffordshire University, UK
Graham Bailey, University of Chichester, UK
Dr Nina Belei, Radboud University, The Netherlands
Riccardo Benzo, Birkbeck, University of London, UK
De Laura Bradley, University of Ulster, UK
Jenny Bratherton, Regent’s University London, UK
Jane Burns, University College London, UK
Dr Rahul Chawdhary, Kingston University, UK
Dr Geraldine Cohen, Brunel University, UK
Professor Joseph Coughlan, Maynooth University, Ireland
Denise Daniels, Newcastle University, UK
Dr Katherine Duffy, University of Glasgow, UK
Dr Susanne Durst, University of Skövde, Sweden
Professor John Egan, Regent’s University London, UK
Dr Fiona Ellis-Chadwick, Open University Business School, UK
Dr Margaret Fletcher, University of Glasgow, UK
Mike Flynn, University of Gloucestershire, UK
Dr Mikael Gidhagen, Uppsala University, Sweden
Malcolm Goodman, Durham University, UK
Dr Charles Graham, London South Bank University, UK
Dr Catherine Groves, University of Swansea, UK
Anne Hampton, University of Buckingham, UK
Dr Michael Harker, University of Strathclyde, UK
Graham Harrison, University of Sussex, UK
David Harvey, (formerly) University of Huddersfield, UK
Jocelyn Hayes, University of York, UK
Mick Hayes, University of Portsmouth, UK
Clive Helm, University of Westminster, UK
Dr Auke Hunneman, BI Norwegian Business School, Norway
Dr Elizabeth Jackson, Curtin Business School, Australia
Nigel Jones, Sheffield Hallam University, UK
Dr Aidan Kelly, University of East London, UK
Jaya Kypuram, University of East London, UK
Dr Sotiris Lalaounis, University of Exeter, UK
Dr Margaret-Anne Lawlor, Dublin Institute of Technology, Ireland
Robert Leonardi, Södertörn University, Sweden
Joe Liddiatt, University of West England, UK
Dr Heléne Lundberg, Mid Sweden University, Sweden
Fares Lutfi, NHL Stenden University of Applied Sciences, The Netherlands
Dr Nnamdi Madichie, University of Sharjah, United Arab Emirates
Alice Maltby, University of the West of England, UK
George Masikunas, Kingston University, UK
Dawn McCartie, Newcastle University, UK
Dr Patrick McCole, Queen’s University Belfast, Northern Ireland
Tony McGuinness, Aberystwyth University, Wales, UK
Richard Meek, Lancaster University, UK
Dr Nina Michaelidou, Loughborough University, UK
Dr Caroline Miller, Keele University, UK
Dr Janice Moorhouse, University of Roehampton, UK
William Mott, University of Wolverhampton, UK
Connie Nolan, Canterbury Christ Church University, UK
Pfavai Nyajeka, University of Hertfordshire, UK
Dr Winfred Onyas, University of Leicester, UK
Dr Anastasios Pagiaslis, University of Nottingham, UK
Wybe Popma, University of Brighton, UK
Nicholas Pronger, Birbeck, University of London, UK
Professor Andrea Prothero, University College Dublin, Ireland
Chris Richardson, Aston University, UK
Neil Richardson, Leeds Beckett University, UK
Professor Deborah Roberts, University of Nottingham, UK
Professor Michael Saren, University of Leicester, UK
Dr Declan Scully, University of Roehampton, UK
Peter Simcock, Liverpool John Moores University, UK
Bert Smit, NHTV Breda University of Applied Sciences, The Netherlands
Dr Lorna Stevens, University of Ulster, UK
Dr Frauke Mattison Thompson, Universiteit van Amsterdam, UK
Dr Ann Torres, National University of Ireland, Galway, Ireland
Professor Paul Trott, University of Portsmouth, UK
Dr Prakash Vel, University of Wollongong, Dubai, UAE
Dr Lucia Walsh, Dublin Institute of Technology, Ireland
Dr Fatima Wang, King’s Business School, UK
Peter Waterhouse, University of Bedfordshire, UK
Jennie White, University of Chichester, UK
Dr Kevan Williams, University of East Anglia, UK
Peter Williams, Leeds Beckett University, UK
Matthew Wood, University of Brighton, UK
Professor Helen Woodruffe-Burton, Edge Hill University, UK
We would particularly like to thank the following lecturers, students, and practitioners who contributed market insights to the fifth edition:
Professor Carmen Abril, IE Business School, Spain
Carl-Philip Ahlbom, PhD candidate, Stockholm School of Economics, Sweden
Claire Allison, Sherwood Forest Hospitals NHS Foundation Trust, UK
Acknowledgements
Dr Seamus Allison, Nottingham Trent University, UK
Professor Ilaria Baghi, Modena and Reggio Emilia University, Italy
Dr Ning Baines, De Montfort University, UK
Dr Isabel Carrero, Comillas University, Spain
Dr Ethel Claffey, Waterford Institute of Technology, Ireland
Dr Jonas Colliander, Stockholm School of Economics, Sweden
Professor Victoria Labajo González, Universidad Pontificia Comillas, Spain
Chris Liassides, University of Sheffield, International Faculty, CITY College, UK
Joe Liddiatt, University of the West of England, UK
Dr Karina T. Liljedal, Stockholm School of Economics, Sweden
Rachael Millard, PhD candidate, Queen Mary University of London, UK
Dr Erik Modig, Stockholm School of Economics, Sweden
Dr Paul Morrissey, Waterford Institute of Technology, Ireland
Marie O’Dwyer, Waterford Institute of Technology, Ireland
Dr Robert P. Ormrod, Aarhus University, Denmark
Dr Eleni Papaoikonomou, Rovira and Virgili University, Spain
Professor Anthony Patterson, University of Liverpool, UK
Dr Norman Peng, University of Westminster, UK
Naomi Ramage, former student, Buckinghamshire New University, UK
Dr Ian Richardson, Stockholm University, Sweden
Sofie Sagfossen, PhD candidate, Stockholm School of Economics, Sweden
Leon Savidis, Business Analyst, Damart
Tina Sendlhofer, PhD candidate, Stockholm School of Economics, Sweden
Bert Smit, NHTV University of Applied Sciences, Netherlands
Martin Söndergaard, PhD candidate, Stockholm School of Economics, Sweden
Julius Stephan, Aston University, UK
Dr Frauke Mattison Thompson, Universiteit van Amsterdam, The Netherlands
Dr Sarah Turnbull, University of Portsmouth, UK
Dr Carmen Valor, Universidad Pontificia Comillas, Spain
Dr Lucia Walsh, Dublin Institute of Technology, Ireland
As ever, we have also incorporated a series of practitioner marketing ‘problems’ within the text. This requires a considerable commitment from practitioners in developing the marketing ‘problem’ with the authors and in filming the ‘solution’. Thus we would like to thank the following practitioners who contributed to the new edition for their time, effort, and commitment to this project.
Chug Abramowitz, vice president global customer service and social media, Spotify, Sweden/ United States
Abdurahman Almaimani, general manager, Aldoraq Water Bottling Plant, Saudi Arabia
Paul Beavis, managing director, Champagne Lanson UK/International Markets, UK
Manish Bhan, head of retail transformation, Cheil UK, UK
Lotta Bjurhult, business developer retail operations, Åhléns, Sweden
Anne Blackie, head of bids and strategic accounts, Grant Thornton UK LLP, UK
Manfred Bortenschlager, API market development director, 3scale.net, Spain
Laura Boyle, head of EU marketing and business development, Withers Worldwide, UK
Alex Gilby, quantitative associate director, Ipsos MORI, UK
Steve Goodair, managing director, Holdz®, UK
Emma Hibbert, marketing director, Adnams, UK
Billie Ing, innovation engagement lead, Ipsos MORI, UK
Superintendent Helen Isaac, Community Policing—Uniformed Policing Directorate, City of London Police, UK
Petronella Panérus, chief executive officer, Åkestam Holst, Sweden
Fermin Paus, brand manager, Soberana, Panama
Achilleas Rigas, chief executive officer and chair of the board of directors, P. Rigas Packaging Material SA, Greece
Simon Spoule, director of marketing and communications, Aston Martin Lagonda, UK
Leora Unsdorfer, qualitative research manager, Ipsos MORI, UK
Philip Williams, director of strategy and pricing, Simply Business, UK
Other reviewers have chosen to remain anonymous, but contributed considerably to the final proposition. We would like to thank them for taking time out of their busy schedules to evaluate the various draft chapters of the book. The publishers would be pleased to clear permission with any copyright holders whom we have inadvertently failed, or been unable, to contact.
Preface
Welcome to the fifth edition of Marketing. You might be wondering, ‘Why should I buy this marketing textbook?’ The answer is that your marketing lecturers told us you need a new one! Our first edition was the first truly integrated print and electronic learning package for introductory marketing modules. For this fifth edition, we’ve gone even further. Before we started writing, we consulted marketing lecturers, building on our research for the previous editions, to identify how we might tailor the book and online resources to meet your learning needs better. Our aim with this edition’s book and online resources is to provide an innovative learning experience and to pique readers’ curiosity to inspire the next generation of marketers to excel in this amazing, exciting, and fast-moving discipline.
In our research for the book, we discovered that you needed:
■ more consideration of how marketing theory links to marketing practice;
■ more consideration of ethics, sustainability, and marketing’s impact on society;
■ updated market insights, and an updated digital and social media marketing chapter to keep pace with the changes in the marketplace;
■ an increased digital presence throughout the book;
■ for the book to contain even more enticing advertising images;
■ for the book to contain even more student-friendly case studies; and
■ for the book to contain more variety in the format of the case insight videos.
As with the first, second, third, and fourth editions, we sought to bring contemporary marketing perspectives to life for students new to the concept of marketing. We want the book to be motivational, creative, applied, and highly relevant to you.
Marketing starts with the fundamentals of marketing from classical marketing perspectives, then contrasts these with newer views from the services and societal schools of marketing, helping you to develop your knowledge and understanding of marketing. In the fifth edition, there remains extensive coverage of the societal implications of marketing and we continue to emphasize how marketing theory operates in practice. This important link element means that we have worked harder to relate our market insights to the theoretical frameworks, models, and concepts outlined in each chapter, to aid your learning.
In the online resources, we also provide you with web-based research activities, abstracts from seminal papers, study guidelines, multiple-choice questions, and a flashcard glossary to help you to broaden and reinforce your own learning.
We aim to provide powerful learning insights into marketing theory and practice through a series of ‘insight’ features—case, market, and research insights. Marketing is for life, purchased for use on first- and second-year undergraduate marketing programmes, or as reference reading on professional and postgraduate marketing courses, but to be retained and referred to throughout the course of your marketing or business degree. We sincerely hope you enjoy learning more about marketing, and that this book and its online resources pique your curiosity!
If you have any comments about any of the content in this book, please tweet them to: @DrPaulBaines and add the hashtag, #BainesetalMarketing5e. The more you tweet, the more we learn about what you want from a marketing text.
Who Should Use This Book?
The main audiences for this book are as follows:
■ Undergraduate students in universities and colleges of higher and further education, who are taught in English, around the world, will find this text of use. The case material and the examples within the text are deliberately global and international in scale, so that international students can benefit from the text.
■ Postgraduate students on MBA and MSc/MA courses with a strong marketing component will find this text useful for pre-course and background reading, particularly because of the reallife case problems presented at the beginning of each chapter, accompanied by audiovisual material presenting the solution available in the online resources.
■ Professional students studying for marketing qualifications through the Chartered Institute of Marketing, the Direct Marketing Association, and other professional training organizations and trade bodies should find that the extensive use of examples of marketing practice from around the world make this text relevant for those working in a marketing or commercial environment.
New to This Edition
■ New and updated market insights incorporate a broader range of more international, digital, and ethics-focused examples.
■ More images and adverts are included, illustrating real-life campaigns, offerings, and events.
■ There is new coverage of the latest phenomena in marketing seldom covered in other textbooks, including showrooming, co-creation, and demarketing.
■ Brand new case insights and accompanying video interviews feature well-known companies, including Ipsos MORI, Adnams, Grant Thornton, and Åkestam Holst.
■ Additional videos include top marketers talking about their routes into the industry, and offering careers advice on how to stand out at interviews and assessment days.
How to Use This Textbook
This text seeks to enhance your learning as part of an undergraduate or introductory course in marketing, or as pre-reading for your postgraduate or professional course. It can, however, also act as a ‘book for life’, operating as a reference book for you on all matters marketing, particularly during the initial part of your career in marketing and business. Generally, we learn only what is meaningful to us. Dr Edward de Bono, who coined the term ‘lateral thinking’, talks of the human mind as a self-organizing pattern recognition system. This means that we incorporate new information by considering how that information is related to existing information already stored in our minds. In this book, we have tried to make your learning fun and meaningful by including a multitude of real-life cases. We also try to stimulate your thinking in each chapter by asking you questions at the beginning of the chapter to stir your own reflections on marketing phenomena based on your own lived experience. But it’s not enough
simply to rely on your own (admittedly vast) experience of consumer marketing and reflections; you also need to be ready to read beyond the book. Consequently, we recommend readings in research insight sections throughout the book. Try to get hold of the seminal articles and books highlighted in these research insights through your university’s electronic library system and skim-read them. Again, if possible reflect on your own experience around the concepts you are studying. But remember that you are not on your own in your learning: you have your tutor, your classmates, this book, and the online resources to help you to learn more about marketing.
This textbook includes not only explanatory material and examples on the nature of marketing concepts, but also a holistic learning system designed to aid you, as part of your university or professional course, to develop your understanding by means of reading the text and working with the materials available in the online resources. Work through the examples in the text and the review questions; read the seminal articles that have defined a particular sub-discipline in marketing; use the learning material on the website. This textbook aims to be reader-focused, designed to help you to learn marketing for yourself.
As students, we tend to operate either a surface or a deep approach to learning. With the surface approach, we tend to memorize lists of information, whereas with a deep approach, we are actively assimilating, theorizing about, and understanding the information. With a surface learning approach, we run into trouble when example problems learnt are presented in different contexts. We may have simply memorized the procedure without understanding the actual problem. Deep approaches to learning are related to better-quality educational outcomes and better grades, and the process is more enjoyable. To help you to pursue a deep approach to learning, we strongly suggest that you complete the exercises, visit the web links, and conduct the Internet activities referred to throughout and at the end of each chapter, as well as the other activities available in the online resources, to improve your understanding and your course performance.
When it comes to revising for your exams, listen to the authors’ chapter podcasts for an overview of the concepts in each chapter. Tackle the multiple-choice questions to identify what you do and don’t know, so that you can focus your scarce time on those concepts you need to know more about. When revising, skim-read chapters to save time, but slow down your reading when you encounter material and concepts you don’t properly understand. Don’t be afraid to read through sentences several times if it’s not sinking in. Turn off any negative ‘voices’ in your own mind that chastise you for not understanding and develop instead a positive, sympathetic ‘voice’ that supports you as you learn. In other words, be your own best friend when it comes to learning. For your assignments, use the research insights in the various chapters to identify seminal articles or books to cite. Look at the references at the back of each chapter when a particular concept is discussed and consult those original sources, and even the references within these sources, afterwards. By ‘snowballing’ through references in this way, you can develop a much stronger understanding of a concept, which will in turn demonstrate to your tutors and markers that you have read widely and understood the concept.
Honey and Mumford’s Learning-Style Questionnaire
Honey and Mumford (1986) developed a learning-style questionnaire that divides learners into four categories based on the aspect of Kolb’s learning process at which they perform best. Completion of the 40-item questionnaire, available at a reasonable price at https://www.peterhoney.com,
provides you with scores on each of the following four categories to allow you to determine your dominant learning style:
1 Activists—Where this style is dominant, you learn better through involvement in new experiences through concrete experience. You learn better by doing.
2 Reflectors—Where this style is dominant, you are more likely to consider experiences with hindsight and from a variety of perspectives, and then to rationalize these experiences. You learn better by reflecting.
3 Theorists—Where this style is dominant, you develop understanding of situations and information by building an abstract theoretical framework for understanding. You learn better by theorizing
4 Pragmatists—Where this style is dominant, you learn best by understanding what works best in what circumstances in practice. You learn through practice
Analysis of your learning style will allow you to determine how you learn best at the moment and give you pointers as to what other approaches to learning you might adopt to balance how you develop. You may already have completed a learning-style questionnaire at the beginning of your course and so know which learning styles you need to develop.
We believe most other textbooks are designed to particularly develop the theorist learning style. Review-type questions also enhance the reflector learning style. However, in this text, we also aim to develop the pragmatist component of your learning style by providing you with case insights that highlight decisions made by real-life marketers. Finally, we ask end-of-chapter discussion questions, which require you to work in teams and on your own, as well as provide Internet activities to complete and web links to visit, to develop your activist learning style.
We aim to enhance your learning by providing an integrated marketing learning system, incorporating the key components that you need to understand core marketing principles. As a result, we hope not only that this text and its associated website will facilitate and enhance your learning, making it fun along the way, but also that you will find it useful to use this text, and refer back to it, throughout your student and life experiences of marketing.
Learning a discipline as exciting as marketing should be both fun and challenging. We hope that this textbook and its associated resources bring the discipline alive for you, piquing your curiosity about how the marketing world works. Good luck with your learning and in your career!
