Includes bibliographical references and index.

Part 1 The nature and scope of marketing: marketing - philosophy or function?, Michael Baker; historical research in marketing, D.G. Brian Jones. Part 2 The theoretical foundations: the economics basis of marketing, Edward K. Chung and Roger M. Heeler; the psychological basis of marketing, Gordon Foxall; the sociological basis of marketing, Kjell Gronhaug; cultural aspects of marketing, Kam-Hon Lee; quantative methods in marketing, John Saunders; channels of distribution, Bert Rosenbloom; consumer behaviour, Rob W. Lawson; organizational buying behaviour, Stephen T. Parkinson; purchasing management, Lars-Erik Gadde; relationship and networks, Lars-Gunnar Mattsson. Part 3 Marketing management: marketing strategy, Robin Wensley; strategic marketing planning, John O'Shaughnessy; marketing organization and management, Nigel F. Piercy and David W. Cravens; marketing budgeting and resource allocation, Richard M.S. Wilson; information technology and marketing, Robert D. Buzzell and Rajendra S. Sisodia; environmental analysis, Douglas Brownie; marketing and public policy, Stephen A. Greyser; marketing research, Christopher West; the marketing audit, Aubrey Wilson; sales forecasting, J. Scott Armstrong; market segmentation, Yoram Wind; positioning, Graham J. Hooley. Part 4 The marketing mix: the marketing mix, Walter van Waterschoot; product policy, Susan J. Hart; new product development, Robert G. Cooper; product life cycle management, Peter Doyle; packaging and design, Peter Dart; branding and management, Mark Sherrington; pricing, Katia Campo and Els Gijsbrechts; channel management, Bert Rosenbloom; logistics and physical distribution, Donald J. Bowersox and David J. Closs; wholesaling - the role of marketing intermediaries, Adel I. El-Ansary and Louis W. Stern; retailing, Peter J. McGoldrick; direct marketing - modelling customer-marketer relationships in integrative marketing communications, Arch G. Woodside; marketing communications, Keith Crosier; advertising, Simon B

This work examines the origins, scope and practice of marketing, from its earliest history, through its rediscovery in the mid-20th century, to the discipline that it is today. Over 50 articles provide an overview of and introduction to the practice of marketing. Each article provides a clear definition of the scope and nature of the topic, and an explanation of where the topic fits into the body of marketing knowledge. Key concepts and ideas are identified, defined and described, and current issues and potential future developments are examined.