Assuming no prior marketing knowledge, Marketing: A Complete Guide provides a concise yet comprehensive view of marketing within the context of business and society for anyone seeking a general introduction to the topic. Drawing on their substantial teaching and research experience, Martin Christopher and Malcolm McDonald focus on the important and useful aspects of each topic to provide practical and authoritative insights into significant marketing issues.
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Martin Christopher is Professor of Marketing and Logistics, Cranfield School of Management and Deputy Director of the School with responsibility for Management Development Programmes.
Malcolm McDonald is Professor of Marketing Strategy, Cranfield School of Management and is Deputy Director of the School with responsibility for e-business.
'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)
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