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Product details

  • Paperback: 584 pages
  • Publisher: Palgrave Macmillan (17 April 2003)
  • Language: English
  • ISBN-10: 033399437X
  • ISBN-13: 978-0333994375
  • Product Dimensions: 15.7 x 3.1 x 23.7 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 893,668 in Books (See Top 100 in Books)
  • See Complete Table of Contents

More About the Author

Professor Malcolm McDonald enjoys a global reputation as a leading authority on marketing. He was until recently Professor of Marketing and Deputy Director at Cranfield University School of Management, and is now an Emeritus Professor at the University as well as being an Honorary Professor at Warwick Business School. He has been consultant to many major companies from the United Kingdom, Europe, USA, Far East, South-East Asia, Australasia and Africa, in the areas of strategic marketing and marketing planning, market segmentation, key account management, international marketing and marketing accountability. Malcolm is also Chairman of six companies and works with the operating boards of some of the world's leading multinationals on all continents. He has written over 40 books including the best-selling Marketing Plans: How to prepare them, how to use them and Marketing Accountability.

Product Description


'A very comprehensive, authoritative text, its strengths reflecting its authors.' - Dr Geoffrey Randall, Consultant and author of Principles of Marketing (Thomson)
'A very comprehensive, authoritative text, its strengths reflecting its authors'...given the authors' reputations, it will undoubtedly sell well . . . Professors McDonald and Christopher are, of course, among the doyens of the British marketing academy. Both are enormously experienced and highly respected, and any text bearing their names will have its own authority and appeal. The content of the book is very comprehensive, dealing in detail with many topics that are covered less fully by others. It reflects the authors' (and Cranfield's) well-known strengths in areas such as business-to-business marketing, key account management, logistics and marketing planning...The length and comprehensiveness of the book make it most suitable as an academic text, probably for graduate and post-experience students. Many managers would also buy it on the names of the authors...The emphasis on value is entirely justified, and reflects current thinking.' - Dr Geoffrey Randall, Consultant and author of Principles of Marketing (Thomson)

About the Author

MARTIN CHRISTOPHER is Professor of Marketing and Logistics at Cranfield School of Management and Deputy Director of the School with responsibility for Management Development Programmes. He is co-editor of the International Journal of Logistics Management and has numerous recent books on relationship marketing, customer service and logistics strategy. He has been a Visiting Professor at the Universities of British Columbia, New South Wales and South Florida. He is a Fellow of the Chartered Institute of Marketing and the Institute of Logistics and Transport. He has worked as a consultant for major international companies in North America, Europe, the Far East and Australasia.

MALCOLM MCDONALD is Professor of Marketing Strategy at Cranfield School of Management and is Deputy Director of the School with responsibility for e-business. He has extensive industrial experience, including a number of years as Marketing Director of Canada Dry. Over the past twenty-five years he has run marketing seminars in the UK, Europe, Japan, India, the Far East, Australasia, South America, South Africa, Brazil, China and the USA. He has written thirty three books and published numerous papers. He is a Fellow of the Chartered Institute of Marketing.

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Most Helpful Customer Reviews

Format: Paperback Verified Purchase
This book is not for bacherlor degree students or even for masters, but for people who are really marketers. I don't like it. Just another crab, and i regret buying it.
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Most Helpful Customer Reviews on (beta) 1 review
Good book, but outdated 19 May 2013
By BFair2 - Published on
Format: Paperback Verified Purchase
I'm not in marketing, so I really don't know how well this book is written. But one thing I can tell you, if you have the time to read, this book is for you. Lots of useful information in this book, it's a thick book, over 500 pages. But it's also outdated. It was published in 2003. I would recommend this book to curious individuals :)
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