Chapter 7. Business-to-business marketing: organizational buying behaviour, relationships and networksChapter 8. Marketing research; Chapter 9. Quantitative methods in marketing; Chapter 10. Market segmentation; Part Three: Managing the Marketing Function; Chapter 11. Managing the marketing mix;...

'Marketing Theory' presents a comprehensive scholarly overview of the development of marketing theory. Drawing on a variety of international sources, the editors bring together key contributions to the field that reflects both historical and contemporary debates and influences

Using the evidence from interview surveys of UK retailers and manufacturers, it is argued that the changing horizontal structure of retailing in the UK is having a profound influence on the structure of vertical relationships in the channel. Whilst horizontal competition has increased and...

Uses two case studies to examine how changing market structures in food supply chains have affected the nature of collaboration between retailer and supplier. Looks at the implications for the nature of marketing as a management function and as an area of study. Concludes with a discussion of...