The markets which most managers operate in today are subject to rapid change, making it vitally important to know as much about the behaviour of their customers as possible. This book looks at the behaviour of the organizational customer and is designed to help the industrial marketing manager understand and predict his customers' behaviour effectively. It is based on a distillation of the views of academic researchers who have investigated organizational buying decisions over the last twenty years or so, but the discussion is always pragmatic and is strongly influenced by the real industrial consultancy problems which the authors have faced. Extended case histories of specific buying decisions are used to illustrate the discussion, and an annotated bibliography makes this a useful source reference for those wishing to study organizational buying decisions further.

How much can innovation contribute to the quality of life? How can innovation be used to develop and market commercial products? These are two major questions considered by an international symposium of active researchers from the USA and Europe in the fields of industrial innovation which was held at the University of Strathclyde, Glasgow. The scope of the papers is extensive and embraces the whole process of innovation, from invention through development to commercialisation and diffusion. Some papers cover broad general issues such as the social and economic consequences of innovation and government policies towards innovation and research and development. Others provide highly specific and pragmatic advice upon the management of innovation and the development of marketing strategies to promote the speedy acceptance of new products and processes. Despite the diversity of the contributions, a number of clear themes emerge. These include the importance, for successful innovation, of clearly identifying user needs and the need for total immersion in the detail of an industry or market in order to understand the diffusion of an innovation. In short, there is something in this book for anyone who is concerned with the impact and influence of technological innovation on our future.

How much can innovation contribute to the quality of life? How can innovation be used to develop and market commercial products? These are two major questions considered by an international symposium of active researchers from the USA and Europe in the fields of industrial innovation which was held at the University of Strathclyde, Glasgow. The scope of the papers is extensive and embraces the whole process of innovation, from invention through development to commercialisation and diffusion. Some papers cover broad general issues such as the social and economic consequences of innovation and government policies towards innovation and research and development. Others provide highly specific and pragmatic advice upon the management of innovation and the development of marketing strategies to promote the speedy acceptance of new products and processes. Despite the diversity of the contributions, a number of clear themes emerge. These include the importance, for successful innovation, of clearly identifying user needs and the need for total immersion in the detail of an industry or market in order to understand the diffusion of an innovation. In short, there is something in this book for anyone who is concerned with the impact and influence of technological innovation on our future.

Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. From strategy and ethics to digital marketing and consumer behaviour, leading marketing experts shine a light on what can be a challenging perspective of marketing. In this new Third Edition there are up-to-date examples from global companies such as Pepsi, Amazon and H entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L) and contributions from Global Specialists including Bob Lusch, Patrick Murphy and Susan Hart. Ideal for Upper level undergraduate and postgraduate marketing students studying marketing theory, critical marketing, and the history of marketing modules.

Marketing Theory introduces and explains the role of theory in marketing by uncovering its histories, disciplinary underpinnings, subfields, discourses and debates. From strategy and ethics to digital marketing and consumer behaviour, leading marketing experts shine a light on what can be a challenging perspective of marketing. In this new Third Edition there are up-to-date examples from global companies such as Pepsi, Amazon and H entirely new chapters on Digital and Social Media Marketing, and Service-Dominant Logic (SD-L) and contributions from Global Specialists including Bob Lusch, Patrick Murphy and Susan Hart. Ideal for Upper level undergraduate and postgraduate marketing students studying marketing theory, critical marketing, and the history of marketing modules.

New pedagogical visions and technological developments have brought argumentation to the fore of educational practice. Whereas students previously 'learned to 'argue', they now 'argue to learn': collaborative argumentation-based learning has become a popular and valuable pedagogical technique, across a variety of tasks and disciplines. Researchers have explored the conditions under which arguing to learn is successful, have described some of its learning potentials (such as for conceptual change and reflexive learning) and have developed Internet-based tools to support such learning. However, the further advancement of this field presently faces several problems, which the present book addresses. Three dimensions of analysis - historical, theoretical and empirical - are integrated throughout the book. Given the nature of its object of study - dialogue, interaction, argumentation, learning and teaching - the book is resolutely multidisciplinary, drawing on research on learning in educational and psychological sciences, as well as on philosophical and linguistic theories of dialogue and argumentation.

The fifth edition of Marketing Strategy and Management builds upon Michael Baker's reputation for academic rigor. It retains the traditional, functional (4Ps) approach to marketing but incorporates current research, topical examples and case studies, encouraging students to apply theoretical principles and frameworks to real-world situations.

This third edition has been extensively revised, updated and extended. In addition to the original chapters, a number of completely new chapters have been added. The book is divided into four sections. Part 1 gives particular attention to the contribution of marketing to corporate success and the factors which distinguish marketing oriented companies and underpin their above average performance. Part 2 reviews the conceptual underpinnings of corporate practice - economic, behavioural, sociological psychological - and the techniques available to translate concepts into practice. Part 3 opens with an evaluation of the concept of the marketing mix and its main constituent elements, addressing the problems inherent in uniting these into unique and distinctive combinations. Finally, part 4 evaluates the application of marketing in a variety of contexts and situations and concludes with a considered review of the current and future potential for marketing theory and practice.