Setting the Scene for Marketing

Transcription

1 Settig the Scee for Marketig CHAPTER 1 Cotets 1.1 Markets as Focal Poits of Marketig Developmet ad Scope of the Marketig Cocept How this Book is Structured 8 Key Terms 11 Refereces 11 Learig Objectives I this chapter you will become familiar with: the characteristics of markets, differet types of markets, ad how markets ca be differetiated from oe aother the historic developmet ad various facets of marketig the various perspectives of marketig the geeral structure ad orietatio of this book. 1 MM_C01.idd 1 10/13/08 2:49:19 PM

2 Today s markets have become icreasigly difacult eviromets for most compaies. Challeges arise from chages i techology such as the covergece of iformatio ad commuicatio techology, ad from itesifyig globalizatio. I particular, developmets o the techological frot ad the rise of the iteret have chaged the customer ad competitor ladscape. Customers today are much better able to search for ad obtai iformatio that helps them to make itelliget buyig. Idustry boudaries have become icreasigly idetermiate as compaies from differet idustries merge or parter, or as arms combie the kowhow of multiple idustries. I this ever chagig eviromet compaies have to be smart ad able to address customer eeds i a way that leads them to purchase their products ad more importatly that satisaes customers geuie eeds so that satisfactio ad loyalty are the result. This is where marketig plays a crucial ad vital role. Marketig helps arms to uderstad markets ad to craft offerigs that cotribute to their performace. I this sese marketig is ot see as a isolated fuctio of busiess but it is the fuctio of busiess (see Haeckel 1997 ad Focus o Marketig 1-1 o the chagig role of marketig i this cotext). But marketig is ot a easy task, ad good marketig is carefully plaed, devised ad executed. A critical questio, the, is how marketig should be desiged i order to provide greatest value to compaies, customers ad other importat stakeholders (such as chael parters ad suppliers). This book will help you to obtai a uderstadig of the challeges that marketig has to master ad how marketig maagemet ca cotribute to creatig superior customer value. Focus o Marketig 1-1 O the role of marketig i a chaged world The future of marketig: from moologue to dialog Util a few years ago, marketig was a moolog. Marketers ivested time, talet ad moey to broadcast messages desiged to correspod with each stage of a theoretical buyig cycle: awareess, research, cosideratio, testig, egotiatio ad trasactio. The past two years have witessed the first examples of true two-way marketig coversatios betwee customers ad some of the world s leadig cosumer brads. Drive by a cofluece of iovatio, competitio ad big shifts i cosumer behavior, the dialog betwee brads ad their customers is replacig the traditioal marketig moolog. 1.1 Markets as Focal Poits of Marketig The term marketig is derived from market ad to market, which highlight the great sigiacace that markets have for marketig. Two facts make this especially evidet: 2 MM_C01.idd 2 10/13/08 2:49:22 PM

3 1 markets deae the framework for marketig practiced by compaies the customers, competitors ad other stakeholders preset i a market shape the scope of marketig activities to a major extet 2 the sigiacace of markets is demostrated by the fact that withi the course of their marketig activities, compaies strive to actively exert a cotrolled ibuece o the behavior of both customers or potetial customers ad competitors to the beeat of the compay ad its stakeholders. We defie a market as ay place where supply meets demad, thus leadig to the formatio of prices. Supply ad demad ca meet at a physical locatio (e.g. i a store or at a trade fair) or at a virtual locatio (e.g. o the iteret or by telephoe). The followig stakeholders have a importat ibuece o market activities: buyers compaies sales parters public istitutios lobbyists. Buyers fuctio as customers i the market. From the stadpoit of a compay, buyers are cosidered customers if they buy the compay s products or have previously bought a product from the compay at least oce. Buyers ad customers make purchases to satisfy eeds. A eed is a subjectively perceived deaciecy or lack that the buyer wats to remedy (see also customer eeds i the Appedix). Examples iclude basic huma eeds such as food, clothig ad educatioal requiremets. Withi the cotext of a broader uderstadig of the cocept, the term eed ca exted to deaciecies that the buyer has ot (yet) perceived, ofte referred to as latet eeds. Not to be cofused with a eed is demad, which results from a eed. Demads are objectively quatiaable ad are addressed by a customer buyig the correspodig product. Demad is thus associated with the willigess to pay to fulall a eed. Buyers ted to cover their demad with those products or services that ca best satisfy their eeds ad thus offer the greatest beeats (customer beeats). A importat differetiatio with regard to marketig is the distictio of buyers ito ed customers (i.e. idividuals) ad orgaizatioal customers (e.g. busiess-to-busiess ad corporate customers) or public istitutios. Marketig that is orieted towards idividual ed customers is ofte referred to as cosumer goods marketig. Typical products exchaged i cosumer goods markets are etertaimet products such as MP3 players or DVDs, food ad beverages, holiday packages, clothig ad cars. Marketig directed at orgaizatioal customers is called busiess-tobusiess marketig (B2B marketig) (for more o this distictio, see Chapter 10). Products that are beig exchaged i busiess-to-busiess markets iclude beet cars, oface supplies, raw materials, productio facilities ad eergy. Public istitutios ca be govermetal agecies or o-proat orgaizatios such as charities or academic istitutios. Compaies compete i the market with their products (physical products ad services) to wi the favor of the buyers. A compay therefore has to idetify ad moitor other compaies already active i the relevat market (curret competitors) as well as possible future compaies (potetial competitors). Compaies strive to sell their products as successfully as possible, i order to secure the proatability ad sustaiability of the compay i the log term (for a detailed discussio of the various compay objectives, please see Chapter 2). To realize this objective, compaies deploy differet marketig strategies ad marketig istrumets. 3 MM_C01.idd 3 10/13/08 2:49:23 PM

4 Whe sellig their products to buyers, compaies ofte cooperate with sales parters, e.g. itermediaries or brokers (see Chapter 7). Sales parters play a importat role i the market eviromet ad particularly i the success of a compay. Accordigly, crucial to the success of a compay is the challege of selectig suitable sales parters ad cooperatig with them i log-term busiess relatioships. As stakeholders, public istitutios (i additio to their potetial role as buyers or suppliers of products) also exert a regulatory ibuece o the market eviromet. For istace, the govermet issues ad eacts legal regulatios ad eforces compliace with them. Examples of this iclude legal requiremets regardig the desig ad cotet of advertisig ad promotioal activities. Alog with geeral regulatios, idustry-speciac regulatios also have to be metioed here. For example, marketig by pharmaceutical compaies is usually very strictly regulated (e.g. with respect to reimbursemet for pharmaceutical products). Besides the various stakeholders, the differet types of markets are also of iterest. Markets ca, for example, be classiaed accordig to the followig criteria. ClassiAcatio by types of goods sold we distiguish markets for cosumer goods, busiess-tobusiess goods as well as services: cosumer goods are primarily iteded to satisfy the eeds of private ed customers. Idustrial ad busiess-to-busiess goods are sold to orgaizatios (e.g. compaies, associatios, public admiistrative ofaces) (for more about the marketig of busiess-to-busiess goods, see Chapter 10). Services refer to ecoomic exchage activities that create essetially o-physical output (see Sectio 11.1 for a deaitio ad Chapter 11 for a geeral discussio of services marketig). ClassiAcatio by degree of iteratioality we distiguish local markets, regioal markets, iteratioal markets ad global markets. The speciac characteristics of iteratioal marketig are discussed i Chapter 12. ClassiAcatio by distributio of power betwee buyers ad compaies here we distiguish buyers markets ad sellers markets: i cotrast to sellers markets, buyers markets are characterized by a domiace of the demad side over the supply side. This costellatio ca result from a oversupply or lack of demad ad will force the compaies to become more customer-orieted. Today, most markets i idustrialized ad developed ecoomies ted to exhibit features of buyers markets. From a compay perspective, it is importat to deae at which markets (ad thus at which customers ad competitors) the marketig strategy ad activities should be aimed. This is called the market defiitio. Market deaitio describes the structurig of a market, ad deaes the relevat market area. Various criteria ca be take o board whe deaig the relevat market, icludig the followig: compaies deaitio of the market based o groups of compaies, for example, arms i a certai idustry or ecoomic sector (e.g. the chemicals market as a market served by chemicals compaies) products deaitio of the market based o certai products or product lies (e.g. market for log-distace travel ) buyers deaitio of the market based o certai buyers or groups of buyers (e.g. market for price-sesitive studets ) eeds deaitio of the market based o certai eeds or eed categories o the part of the buyers (e.g. market for leisure time recreatio ad etertaimet ). I busiess practice, several of these categories are ofte combied whe deaig the market. This book embraces the view that markets should, arst ad foremost, be deaed based o buyers ad their eeds. A market deaitio that ceters exclusively o products ca be 4 MM_C01.idd 4 10/13/08 2:49:23 PM

5 Needs Adveture Cultural educatio Culiary ejoymet Compay 2 Physical fitess Compay 1 Social cotact/socializig Recreatio/relaxatio Compay 3 Families with limited budgets Couples with limited budgets Sigles with limited budgets Wealthy sigles Wealthy couples Wealthy families Buyer Figure 1-1 Market defiitio usig the example of three compaies i the tourism sector problematic if the products fulall eeds that ca also be met by other types of products. If, for example, a aacial services provider speaks of a market for life isurace as well as a market for equity fuds, it is obvious that a problem ca arise, sice i part, both products aim at meetig the same customer eed (retiremet savigs ad pesio fuds). Aother problem associated with a solely product-orieted market deaitio is that it ca lead to a market perspective that is too arrow i scope. A well-kow example of this is the compay failures of America railroad compaies (see Levitt 1960). The railroad compaies had based their market deaitio o the market for railroad services (product-based deaitio) ad ot o the uderlyig customer eed (mobility). The cosequece of this myopic product-orieted market deaitio was that ew competitors such as bus compaies ad airlies, which i some cases could better meet the same eed for mobility, were totally igored (see also Sectio 2.1 for the issue of myopia (Levitt 1960) i deaig the busiess missio). Figure 1-1 shows a example of market deaitios based o eeds ad buyers. 1.2 Developmet ad Scope of the Marketig Cocept After discussig the market i Sectio 1.1 as the focal poit for describig marketig, we will examie the cocept of marketig i this sectio. First, however, we will take a look at the historical developmet of the cocept. Marketig activities such as the developmet of ew products or pricig have certaily bee playig a role i market trasactios for several ceturies (see Dixo 1981). However, sice the systematic ivestigatio of marketig o the basis of scietiac cosideratios did ot start util the begiig of the twetieth cetury, we will be limitig our discussio to this time spa (for a i-depth examiatio of the historical developmet of marketig, see Bartels 1951; Fullerto 1988; Joes ad Moieso 1990; Maso 1995; Webster 1992; Zikha ad Pereira 1994). 5 MM_C01.idd 5 10/13/08 2:49:23 PM

6 Market-orietated maagemet Relatioship marketig Marketig implemetatio Marketig implemetatio Marketig mix Marketig mix Marketig mix Product Product Product Pricig Pricig Pricig Advertisig Commuicatio Commuicatio Commuicatio Sales Sales Sales Sales Sales c c c c Startig c.1990 Figure 1-2 Historical developmet of the marketig cocept I geeral, the deaitio of marketig has become sigiacatly broader over the course of time (see Figure 1-2). The early phase of marketig s developmet was characterized by the idea that it was very much associated with sales. The primary focus here was the task of sellig the compay s products i the market. At the begiig of the twetieth cetury, this cocept of marketig was commuicated i marketig courses at uiversities (for a overview, see Bartels 1951) ad i the arst marketig publicatios (see Nystrom 1915; Shaw 1912; Weld 1916). This limited coceptual approach was particularly due to the fact that at that time most markets teded to be sellers markets (see Sectio 1.1). I may compaies, the marketig fuctio was thus cosidered less importat tha other fuctios withi the compay (e.g. productio). I the period that followed, the sales cocept of marketig was expaded to iclude the aspect of advertisig. Startig i the 1920s, the priciples of marketig were deaed i textbooks ad moographs i the USA, with a strog focus placed o sales ad advertisig (see Hotchkiss 1940; Mayard et al. 1927; Vaile ad Slagsvold 1929). I the 1930s ad 1940s, the cocept of marketig was developed further to oly a limited degree as a result of the worldwide ecoomic crisis ad the Secod World War. The reewed growth of the world ecoomy i the 1950s ad 1960s provided a ew impulse for the developmet of the marketig cocept. Durig that time, the so-called marketig mix was deaed (see McCarthy 1964; McKitterick 1957), which itegrated the existig cocept of marketig as advertisig ad sales ito a broader system of classifyig marketig activities today commoly referred to as the four Ps : 1 product (Product) 2 pricig (Price) 3 commuicatio (Promotio), ad 4 distributio (Place). 6 MM_C01.idd 6 10/13/08 2:49:23 PM

7 This expaded cocept of marketig still remais relevat today (see va Waterschoot ad va de Bulte 1992). I recet years the disciplie has witessed a shift to issues addressig marketig implemetatio (e.g. compay-iteral orgaizatioal issues, performace/success bechmarkig ad moitorig). The growig attetio paid to these implemetatio issues called for a more multi-discipliary viewpoit combiig marketig with other busiess disciplies such as orgaizatioal behavior or aace (for a overview, see Workma et al. 1998). This implemetatio perspective focuses predomiatly o those departmets or uits of the compay that are ivolved i marketig tasks. Cotrastig with this, a ew approach addresses the questio of to what extet a compay should be maaged as a market-orieted orgaizatio. The cocept of marketig as market-orieted maagemet had already bee articulated ad discussed i the 1980s. However, a more itesive aalysis of this topic was ot coducted util the 1990s (see Becker ad Homburg 1999; Homburg ad Pbesser 2000; Jaworski ad Kohli 1993). Aspects related to market-orieted maagemet will be discussed i Part 4 of this book. Parallel to the emphasis o market-orieted maagemet, customer relatioships icreasigly gaied more importace ad attetio from both marketig practice ad theory. The basis of this perspective is the awareess that the establishmet ad sustaiability of (proatable) log-term customer relatioships pose a cetral challege to marketig. The term relatioship marketig is also used i this cotext (for further discussio of the developmet of relatioship marketig, see Berry 1983; Gröroos 1990, 1995). The mai implicatio of this approach (both i terms of research ad compay practice) is that the frequetly observed focus o idividual trasactios with customers is replaced by a focus o log-term busiess relatioships. Agaist the backgroud of the developmet just described, various approaches to deaig marketig have emerged (for a overview, see Cooke et al. 1992). There are basically three approaches here. 1 Activity-orieted deaitios characterize marketig as a budle of market-drive activities practiced by compaies focusig o the creatio ad delivery of value to customers, ad the maagemet of customer relatioships. Activity-orieted deaitios of marketig are thus closely coected to the cocept of the marketig mix. 2 I cotrast, relatioship-orieted deaitios are rooted i the logic of relatioship marketig. Here the objective of marketig is to establish, maitai ad stregthe relatioships with customers. For example, Gröroos (1990, p. 5) deaes marketig as follows: Marketig is to establish, maitai, ehace ad commercialize customer relatioships (ofte but ot ecessarily always log term relatioships) so that the objectives of the parties ivolved are met. This is doe by a mutual exchage ad fulallmet of promises. Oe objectio to be metioed here is that the formatio of log-term customer relatioships is ot ecessarily a marketig objective for every compay. It is certaily possible for a compay to cocetrate o realizig isolated trasactios with occasioal customers without ever ivestig i log-term relatioships. 3 A third approach is established by maagemet-orieted deaitios of marketig, which focus o maagig the compay from a market perspective. They particularly cocer the degree to which the compay s are guided by market-orieted cosideratios (see also Part 4). From our viewpoit, the mai cotributio of this approach is that it itroduces the issue of the compay s iteral situatioal factors for market-related activities. This creates the basis for icorporatig aspects of market implemetatio ad market-orieted maagemet withi the scope of marketig. Alog these lies, it should be oted that these three approaches to deaig marketig are complemetary: each deaitio covers a importat aspect of marketig. I view of this backgroud, we formulate the followig itegrative defiitio of marketig: Marketig has a compay-exteral ad compay-iteral facet. 7 MM_C01.idd 7 10/13/08 2:49:23 PM

8 With regard to the compay-exteral aspects, marketig comprises the coceptio ad implemetatio of the market-related activities that are practiced by a compay ad geared towards buyers or potetial buyers of its products (physical products ad/or services). Such market-related activities iclude the systematic acquisitio of iformatio about market coditios as well as the desig of the product portfolio, pricig, commuicatio ad sales. I terms of the compay-iteral aspects, marketig refers to creatig the ecessary prerequisites ad coditios withi the compay i order to facilitate the effective ad efaciet implemetatio of the market-related activities. I particular, this icludes the maagemet of the etire compay i lie with the cocept of market orietatio. Both the exteral ad iteral approaches to marketig aim at desigig ad structurig customer relatioships so that compay objectives ca be achieved. We would like to poit out that this deaitio itegrates both the exteral (market-orieted) activities of a compay as well as the creatio of the iteral coditios ecessary to achieve market success. With respect to iteral coditios, i additio to compay-wide market-orieted maagemet, this also icludes, for example, the desig ad structure of the marketig orgaizatio ad marketig cotrol (see Part 4 of this book for a perspective o implemetatio). Moreover, it is importat to emphasize that we are ot implyig that the establishmet of log-term customer relatioships ievitably has to be the key marketig objective. Istead, we are stressig the eed to desig ad structure customer relatioships i order to best support the achievemet of compay objectives such as improvig proatability, icreasig market share, ad the log-term sustaiability of the compay s competitive advatage. I practice, this objective ca be pursued whe compaies focus o log-term relatioships with high-potetial customers. However, there are also coceivable situatios, for example, i which ivestmets i log-term customer relatioships do ot prove ecoomically viable (for a related discussio, see Chapter 9). 1.3 How this Book is Structured The book is structured i four parts (see Figure 1-3): Part 1 discusses the strategic perspective of the compay (Chapters 2, 3 ad 4) Part 2 pertais to the marketig mix istrumets (Chapters 5, 6, 7, 8 ad 9) Part 3 focuses o marketig i speciac cotexts (Chapters 10, 11 ad 12) Part 4 ivestigates aspects of marketig implemetatio (Chapters 13, 14, 15 ad 16) ad cocludes with a discussio of issues of market-orieted maagemet (Chapter 17). I Part 1 we will discuss the basic ad log-term aligmet of the compay s market developmet the strategic perspective of the compay. Strategic are usually crucial for the success of a compay. Their revisio requires major effort ad is associated with high risk. The formulatio of marketig strategies must also be based o a systematic ad thorough aalysis of the compay eviromet. I this part, we will arst describe the basic cocepts with regard to uderstadig the marketig strategy, ad the impact that these cocepts have o success (see Chapter 2). This will be followed by a discussio of the key aspects, tools ad models related to the aalysis of the iitial strategic situatio (see Chapter 3). This strategic aalysis represets the arst step i the strategic plaig process, with the aalysis particularly focusig o the global compay eviromet, the market (customers ad competitors) as well as the compay itself. Fially, the formulatio, evaluatio ad selectio of alterative strategies will be dealt with as further steps i the strategic plaig process (see Chapter 4). 8 MM_C01.idd 8 10/13/08 2:49:24 PM

9 Marketig maagemet Part 1 Marketig strategy Part 2 Marketig mix Part 3 Marketig i specific cotexts Part 4 Marketig implemetatio ad market-orieted maagemet APPENDIX: Theories ad Techiques Figure 1-3 Structure of the book The marketig strategy is implemeted by systematically deployig the marketig istrumets, which are described i the cotext of the marketig mix i Part 2 of the book. I desigig the marketig mix, the marketig strategy is traslated ito cocrete activities. The marketig mix comprises the followig four compoets. 1 Product (see Chapter 5): cocered with all related to the curret ad future product rage. Here we will discuss regardig product iovatios as well as products that are already established i the market, icludig bradig. 2 Pricig (see Chapter 6) deal with all cocerig the price that customers have to pay for a product. To facilitate the uderstadig of the relevat we will discuss classic pricig theory as well as behavioral pricig. 3 Sales (see Chapter 7) cover about acquisitio activities aimed at the marketplace ad related to distributio logistics. Acquisitio activities are geared towards acquirig ew customers ad geeratig sales. Distributio logistics focus o the structure ad desig of the physical distributio of goods. 4 Commuicatio (see Chapter 8) cocer all regardig the compay s commuicatio i the market. The compay ca use various tools to commuicate icludig, for example, media advertisig or olie marketig. I the chapter o the role of customer relatioship maagemet i the marketig mix (see Chapter 9) the focus is o the two most relevat issues i customer relatioship maagemet: customer satisfactio ad customer loyalty. We propose a rage of tools for customer relatioship maagemet withi the idividual marketig istrumets discussed i Part 2 that ca help to establish customer satisfactio ad loyalty. Part 3 of the book will deal with marketig i specific cotexts. These cotexts are determied by the activities of a compay i a specific ecoomic sector or by the iteratioality of the marketig activities. We will differetiate betwee three cotexts, describig the special requiremets each has i terms of marketig: 1 Chapter 10 will explai busiess-to-busiess marketig 2 i Chapter 11, services marketig will be addressed arst; we will also elaborate o the speciac characteristics of retail marketig 3 aally, Chapter 12 will preset a discussio of iteratioal marketig. 9 MM_C01.idd 9 10/13/08 2:49:24 PM

10 I cotrast to the previous chapters, Part 4 of the book deals with the compay-iteral coditios, i.e. the secod facet of our marketig deaitio (see Sectio 1.2). This implemetatio-related perspective primarily addresses those compay departmets that support marketig tasks: Chapter 13 will address aspects of the marketig ad sales orgaizatio iformatio systems i marketig ad sales will be discussed i Chapter 14 subsequetly, Chapter 15 will atted to marketig ad sales maagemet cotrol huma resource maagemet i marketig ad sales will be examied i Chapter 16. Followig o from this, i Chapter 17 the book will cocetrate o market-orieted maagemet, focusig ot oly o the compay departmets that primarily atted to marketig tasks, but also o the market-orieted maagemet of the compay as a whole. The book cocludes with a Appedix that icludes iformatio o theories ad techiques. This Appedix serves as a additioal source of iformatio o theories ad marketig research techiques that are ot covered i greater depth i the book itself. 10 MM_C01.idd 10 10/13/08 2:49:24 PM

11 Key Terms Busiess-to-busiess marketig 3, 9 Buyers 3 Compaies 3 Cosumer goods marketig 3 Customer relatioship maagemet 9 Customers 3 Defie a market 3 Demad 3 Huma resource maagemet 10 Implemetatio-related perspective 10 Iformatio systems 10 Itegrative defiitio of marketig 7 Iteratioal marketig 9 Market defiitio 4 Marketig ad sales maagemet cotrol 10 Marketig ad sales orgaizatio 10 Marketig implemetatio 7 Marketig mix 6, 9 Market-orieted maagemet 7, 10 Need 3 Relatioship marketig 7 Sales ad advertisig 6 Sales parters 4 Services marketig 9 Strategic perspective 8 Types of market 4 Refereces Bartels, R. (1951) Ibueces o the developmet of marketig thought, , Joural of Marketig, 16, 1, Becker, J. ad Homburg, C. (1999) Market-orieted maagemet: a systems-based perspective, Joural of Market Focused Maagemet, 4, 1, Berry, L. (1983) Relatioship marketig, i: Berry, L., Shostack, G. ad Upah, G. (eds) Emergig Perspectives of Service Marketig. Chicago, Cooke, E., Raybur, J. ad Abercrombie, C. (1992) The history of marketig thought as rebected i the deaitios of marketig, Joural of Marketig Theory ad Practice, 1, 1, Dixo, D. (1981) The role of marketig i early theories of ecoomic developmet, Joural of Macromarketig, 1, 2, Fullerto, R. (1988) How moder is moder marketig? Marketig s evolutio ad the myth of the productio era, Joural of Marketig, 52, 1, Gröroos, C. (1990) Relatioship approach to the marketig fuctio i service cotexts: the marketig ad orgaizatioal behavior iterface, Joural of Busiess Research, 20, 1, Gröroos, C. (1995) Relatioship marketig: strategic ad tactical implicatios, Maagemet Decisio, 34, 3, Haeckel, S. (1997) Preface, i: Lehma, D. ad Jocz, K. (eds) ReBectios o the Futures of Marketig. Cambridge, ix xvi. Homburg, C. ad Pbesser, C. (2000) A multiple-layer model of market-orieted orgaizatioal culture: measuremet issues ad performace outcomes, Joural of Marketig Research, 37, 4, Hotchkiss, G. (1940) A Outlie of Advertisig: Its Philosophy, Sciece, Art, ad Strategy. New York. Jaworski, B. ad Kohli, A. (1993) Market orietatio: atecedets ad cosequeces, Joural of Marketig, 57, 3, Joes, D. ad Moieso, D. (1990) Early developmet of the philosophy of marketig thought, Joural of Marketig, 54, 1, Levitt, T. (1960) Marketig myopia, Harvard Busiess Review, 38, Maso, R. (1995) Iterpersoal effects o cosumer demad i ecoomic theory ad marketig thought, , Joural of Ecoomic Issues, 29, 3, Mayard, H., Weidler, W. ad Beckma, T. (1927) The Priciples of Marketig. New York. McCarthy, J. (1964) Basic Marketig: A Maagerial Approach. Homewood. 11 MM_C01.idd 11 10/13/08 2:49:24 PM

12 McKitterick, J. (1957) What is marketig maagemet?, i: Bass, F. (ed.) The Frotiers of Marketig Thought ad Sciece, Proceedigs of the December 1957 Teachers Coferece of the AMA i Philadelphia, Chicago, Nystrom, P. (1915) The Ecoomics of Retailig. New York. Shaw, A. (1912) Some problems i market distributio, Quarterly Joural of Ecoomics, 26, 3, Vaile, R. ad Slagsvold, L. (1929) Marketig. New York. va Waterschoot, W. ad va de Bulte, C. (1992) The 4P classiacatio of the marketig mix revisited, Joural of Marketig, 56, 4, Webster, F. (1992) The chagig role of marketig i the corporatio, Joural of Marketig, 56, 4, Weld, L. (1916) The Fudametals of Marketig. New York. Workma, J., Homburg, C. ad Gruer, K. (1998) Variatios i the orgaizatio ad role of marketig: adigs from a iteratioal aeld study of maufacturig compaies, Joural of Marketig, 62, 3, Zikha, G. ad Pereira, A. (1994) A overview of marketig strategy ad plaig, Iteratioal Joural of Research i Marketig, 11, 3, MM_C01.idd 12 10/13/08 2:49:24 PM