MBA Marketing

Malcolm McDonald is Emeritus Professor at Cranfield and a Visiting Professor at Henley, Warwick, Aston and Bradford Business Schools, UK. Until 2003, he was Professor of Marketing and Deputy Director with special responsibility for E-Business. He has extensive industrial experience, including a number of years as Marketing and Sales Director of Canada Dry where, inter alia, he controlled a sales force of 250 people. He also spent some time training sales people and sales managers for multinational companies such as SKF and Alfa Laval.Ailsa Kolsaker is MBA Programme Lead at Oxford Brookes University, UK. Previously, she was employed at the University of Surrey where she led a number of programmes, including the postgraduate Open Access programme, MSc in Marketing Management and the MBA. She has lectured in marketing, e-commerce, e-business and e-marketing to students and professionals in numerous locations, both in the UK and overseas, including Singapore, Hong Kong, Barbados, Mauritius, Greece and Germany. Before becoming an academic, Ailsa worked in the telecoms sector in Oslo, Norway and latterly, as a manager in higher education.

'This book is an excellent resource for students on an MBA who have not previously studied marketing. It is written with them in mind and, although not as resource laden as books like Jobber or Brassington & Pettitt, it is more accessible and less daunting to MBA students.' - Roger Byatt, University of Portsmouth

• PART I: DEFINING THE MARKET, TARGET AUDIENCES AND CUSTOMER VALUE1. Types of Marketing2. Consumer Behaviour3. Organizational Buying Behaviour4. Market Research5. Market Segmentation6. Competitive AnalysisPART II: CREATING THE VALUE PROPOSITION7. Marketing Planning8. Defining Marketing Objectives and Strategies9. Product Portfolio Strategy10. Strategic Brand Management11. Pricing Strategy12. Communications Strategy13. Key Account StrategyPART III: DELIVERING VALUE14. Managing Marketing Relationships15. Customer Retention Strategy16. Sales Force Strategy17. Channel Strategy18. Distribution Strategy19. Customer Service Strategy20. Electronic MarketingPART IV: MONITORING VALUE20. Marketing Information and Control21. Measuring Marketing EffectivenessPART V: ENHANCING VALUE22. Organizational Structure and Culture23. Marketing Ethics.