Table of Contents

PART I Marketing Strategy and Management
1 Creating customer value and building relationships
2 Strategic marketing planning
3 Identifying marketing opportunities
End of Part Case Studies

PART II Understanding Markets
4 Marketing research and information management
5 Market segmentation
6 Consumer behaviour (heavily revised chapter)
7 Business-to-business marketing
End of Part Case Studies

PART III The Marketing Mix
8 Product planning
9 Product management and new product development
10 Managing distribution channels
11 Marketing logistics
12 Pricing objectives and policies
13 Setting prices for goods and services
14 Marketing communications
15 Marketing Communications mix
16 Sales marketing
End of Part Case Studies

PART IV Evaluating Marketing
17 Implementation and control
18 Ethical marketing in a consumer-oriented world--appraisal and challenges
End of Part Case Studies
End of Book Case Studies
Glossary
Index

About the Author

Pascale Quester Master of Marketing, PhD
In 2006 Pascale acquired the position of Executive Dean, Faculty of the Professions, University of Adelaide. She was appointed Inaugural Professor in Marketing at the School of Commerce in 2002. Pascale previously held appointments at the Graduate School of Management, University of Adelaide, and at the Marketing Department, Massey University (New Zealand).
In 1998, Pascale created a divisional research centre at the University of Adelaide, The Franco-Australian Centre for International Research in Marketing (FACIREM), which she co-directs with a colleague from a French university and which supports, supervises and publishes work bridging research between France and Australia.
Pascale has co-authored two leading Australian textbooks and also publishes widely in academic journals, research books and conference proceedings. Her current research interests include sponsorship, country-of-origin effects, relationship marketing and the application of innovative methodologies in research. In recent years, Pascale has been sought as an expert witness in both state and federal courts in matters relating to marketing and consumer behaviour.
French-born, but an Australian citizen, Pascale has been a regular visiting academic at leading French business schools. In 1999 and 2003, she was also a visiting Professor at La Sorbonne in Paris.
Dr Robyn McGuiggan




In 2006 Robyn McGuiggan was appointed Executive Dean, College of Business, University of Western Sydney. She has previously been a Senior Lecturer in the School of Marketing at the University of Technology, Sydney Australia (UTS) and Head of the Marketing Department at Insearch UTS. She has extensive experience in course and subject development particularly in relation to Introductory Marketing courses at both undergraduate and postgraduate level and a wealth of teaching experience, having taught marketing now for more than 14 years.


Her teaching experience ranges from first year introductory marketing courses at undergraduate level to teaching a variety of marketing subjects in the postgraduate MBA and Masters in Marketing programs. Her experience is not confined to Australia having lectured in Singapore, Malaysia, China, and Thailand.


She has taught a number of management executive programs in marketing for companies such as IBM, SRA, Ansett, and the NSW Institute of Accountants and regularly gives of her time to do lecturers on various marketing related topics for community groups. Newspaper reporters and talk back radio hosts regularly seek her expert opinion on topical consumer behaviour issues, and in 2001 she appeared on a Current Affairs program.


Robyn earned her PhD from Macquarie University, a Masters of Commerce in Marketing from NSW University and a Bachelor of Science with Honours in Pharmacology from Sydney University. Before joining UTS, she spent 10 years working in the pharmaceutical industry for multinational companies such as Bayer, Reckitt & Colman, Bristol Myers and Fisons. During this time she gained extensive experience in research, sales, and marketing. Her last position before joining UTS involved establishing a Marketing Department within the Hospital Division of a large Pharmaceutical company. She also has experience in small retail marketing having jointly owned a thriving hardware retail store for 12 years.


Robyn's research interest primarily lies in the area of the psychological influences on consumer choice of leisure and tourism products. Although she has published a large number of articles and conference papers in this area, she has also published a number of articles on other aspects of consumer choice in journals such as Psychology and Marketing.