The Marketing book (Marketing series)

This revised edition is part of a series designed for students studying for the Chartered Institute of Marketing's Certificate and Diploma qualifications. New material is included on information technology, explaining first the nature of IT and its importance. Attention is then focused on the impact of IT on marketing and two areas of particular importance to marketing managers - database marketing and marketing information systems. In an analysis of the factors underlying successful brand development, quality and service are shown to be more important than advertising. The book then explores the comparative advantages of buying brands versus building and developing them internally, as well as the logic and economics behind brand extension strategies. With the approach of 1992 in Europe and the continuing growth of international competition, the opportunity has been taken to add a review of international marketing by including information focused on getting started in the field. This handbook stresses the importance of in-depth marketing research and provides detailed guidance on how to undertake this and assess both the risk and opportunities involved. Practical advice is also offered on overcoming psychic or psychological distance, segmentation, modes of market entry and dealing with competitive response.