(Download PDF) Principles and Practice of Marketing 10Th Edition Fiona Ellis Chadwick Full Chapter PDF

Principles and Practice of Marketing
10th Edition Fiona Ellis-Chadwick

Visit to download the full and correct content document:
https://ebookmass.com/product/principles-and-practice-of-marketing-10th-edition-fion
a-ellis-chadwick/
More products digital (pdf, epub, mobi) instant
download maybe you interests ...
Principles and Practice of Marketing 9th Edition David

Jobber
https://ebookmass.com/product/principles-and-practice-of-
marketing-9th-edition-david-jobber/
Principles and Practice of Marketing 8th Edition David

Jobber
marketing-8th-edition-david-jobber/
Retail Marketing Management: Principles and Practice

Helen Goworek
https://ebookmass.com/product/retail-marketing-management-
principles-and-practice-helen-goworek/
Advertising & IMC: Principles and Practice 10th

Edition, (Ebook PDF)
https://ebookmass.com/product/advertising-imc-principles-and-
practice-10th-edition-ebook-pdf/
Principles of Microeconomics 10th Edition Mankiw
https://ebookmass.com/product/principles-of-microeconomics-10th-
edition-mankiw/
Principles of Marketing, 19th Global Edition Philip

Kotler
https://ebookmass.com/product/principles-of-marketing-19th-
global-edition-philip-kotler/
Principles of Marketing, Student Value Edition (17th

Edition ) 17th
https://ebookmass.com/product/principles-of-marketing-student-
value-edition-17th-edition-17th/
Principles of Marketing, Global Edition 17th Edition,

(Ebook PDF)
https://ebookmass.com/product/principles-of-marketing-global-
edition-17th-edition-ebook-pdf/
Principles and Practice of Veterinary Technology 4th

Edition
veterinary-technology-4th-edition/
page i
Tenth Edition
Principles and Practice of

Marketing
David Jobber and

Fiona Ellis-Chadwick
page ii
page iii
Tenth Edition
Principles and Practice of

Marketing
David Jobber and

page iv
Principles and Practice of Marketing, Tenth Edition
David Jobber and Fiona Ellis-Chadwick

ISBN-13 9781526849533
ISBN-10 1526849534
Published by McGraw-Hill Education (UK) Limited

Unit 4, Foundation Park,
Roxborough Way,
Maidenhead
SL6 3UD
T: +44 (0) 1628 502500
Website: www.mheducation.co.uk
British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library
Library of Congress Cataloguing in Publication Data

The Library of Congress data for this book has been applied for from the Library of
Congress
Portfolio Manager: Sabrina Farrugia

Content Developer: Maggie du Randt
Content Product Manager: Ali Davis
Marketing Manager: Ros Letellier
Text design by Kamae Design

Cover design by Adam Renvoize
Printed and bound in the UK by Bell and Bain Ltd, Glasgow
Published by McGraw-Hill Education. Copyright © 2024 by McGraw-Hill Education.

All rights reserved. No part of this publication may be reproduced or distributed in
any form or by any means, or stored in a database or retrieval system, without the
prior written consent of McGraw-Hill Education, including, but not limited to, in any
network or other electronic storage or transmission, or broadcast for distance
learning.
Fictitious names of companies, products, people, characters and/or data that may
be used herein (in case studies or in examples) are not intended to represent any
real individual, company, product or event.
ISBN-13 9781526849533
ISBN-10 1526849534
eISBN-13 9781526849540
© 2024. Exclusive rights by McGraw-Hill Education for manufacture and export.
This book cannot be re-exported from the country to which it is sold by McGraw-
Hill Education.
page v
Dedication
To Jackson, River, Rosie, Molly, Evie and Bohdi.
page vi
Brief Table of Contents

Detailed Table of Contents vii
Vignettes xi
Case Guide xiii

Preface xvii
Guided Tour xx
Technology to Enhance Learning and Teaching xxiii

About the Authors xxvii
Acknowledgements xxviii
PART 1
Fundamentals of Marketing 1
1 Marketing and the Organization 3
2 The Marketing Environment 41
3 Sustainable Marketing and Society 93
4 Customer Behaviour 133
5 Value Through Relationships 183
6 Digital Marketing Analytics and Customer Insights 215
7 Market Segmentation and Positioning 253

PART 2
Creating Customer Value 303
8 Value Through Brands 305
9 Value Through Pricing 349
10 Value Through Innovation 387
11 Value Through Service 423
PART 3
Communicating and Delivering Customer Value 463
12 Introduction to Marketing Communications 465
13 The Marketing Communications Mix: Mass Communications

503
14 Digital Marketing and Media 555
15 Direct Marketing, Social Media and Direct Messaging 595
16 Place: Distribution, Channel Management and Retailing 639
PART 4
Marketing Planning and Strategy 679
17 Marketing Strategy and Planning 681
18 Analysing Competitors and Creating a Competitive Advantage

717
19 Product Strategy: Lifecycle, Portfolio and Growth 759
20 Global Marketing Strategy 799

21 Managing Marketing Implementation 837
Glossary 875
Company Index 887
Subject Index 896
page vii
Detailed Table of Contents

Vignettes xi
Case Guide xiii
Preface xvii
Guided Tour xx
Technology to Enhance Learning and Teaching xxiii
About the Authors xxvii

Acknowledgements xxviii
PART 1
Fundamentals of Marketing 1
1 Marketing and the Organization 3
Introduction to Principles and Practice of Marketing 4
What is Marketing? 5
Adopting a Market Orientation in a Changing World 7
Understanding Market-driven Businesses 11
Creating Customer Value, Satisfaction, Loyalty and Relationships 16
Marketing Planning 21
Does Marketing Have All the Answers? 22
Big Picture: Key Topics in This Chapter 25
Detailed Review 25
Key Terms 27
Study Questions 28
Recommended Reading 28
References 28
CASE 1 The Rivalry Between Coca-Cola and Pepsi 31
CASE 2 H&M and Fast Fashion 35
2 The Marketing Environment 41

Technological Forces and the Digital Revolution 43
Economic Forces 48
Political and Legal Forces 57
Legal and Regulatory Responses to Ethical Issues in Marketing 62
The Physical Environmental Forces 62
Culture and Society 66
The Influence of Consumerism and Environmentalism 70
The Microenvironment 72
Monitoring the Marketing Environment 75
Detailed Review 77
Key Terms 78
Study Questions 78
References 79
CASE 3 The New [Augmented] Reality for Fashion Retailing 83
CASE 4 Sodastream: Using Environmental Awareness to Reach
Generations X, Y and Z 89
3 Sustainable Marketing and Society 93

The Environment, Society and the Changing Marketing Landscape 95
Sustainability Marketing 96
Practical Approaches Towards Developing Sustainable Marketing Strategies:
Corporate Social Responsibility 113
Detailed Review 119
Key Terms 121
Study Questions 121
References 122
CASE 5 Mcdonald’s and Its Plan for Environmental Change: Not
Everyone is ‘Lovin’ It’ 125
CASE 6 Unilever: In Pursuit of Purpose 129
4 Customer Behaviour 133

The Changing Context of Consumer Behaviour 134
The Dimensions of Consumer Behaviour 136
Influences on Consumer Behaviour 145
Business-to-Business Customers 153
Why is B2B Marketing Important? 157
People and Processes in Purchasing 159
Influences on Buying Decisions 165
Detailed Review 167
Key Terms 169
Study Questions 171
References 172
CASE 7 Coffee Shop Wars 175
CASE 8 Naked Wines: A Community of Winemakers and Wine
Drinkers 178
5 Value Through Relationships 183

Value Creation 184
Value and Relational Networks 187
Key Concepts of Relationship Marketing 189
Relationship Management and Managing Customer Relationships 192
How to Build Relationships 194
Benefits for the Organization 196
Benefits for the Customer 197
Developing Customer Retention Strategies 198
Customer Relationship Management 201
Detailed Review 205
Key Terms 206
Study Questions 207
References 207
page viii
CASE 9 Starbucks: Brewing Great Customer Experiences Through

Outstanding Digital Marketing 210
CASE 10 Manchester City Football Club: Co-Creating the Future
212
6 Digital Marketing Analytics and Customer Insights 215
Digital Marketing Analytics: Goals, Performance and Measurement 216
Customer Insights and Data-driven Marketing 222
Marketing and Research 224
The Market Research Process 225
Ethical Issues in Marketing Research, Analytics and Customer Insights 238
Detailed Review 241
Key Terms 242
Study Questions 243
References 244
CASE 11 Accelerating Market Research: Harley-Davidson Turns to
Albert 246
CASE 12 Hubspot: Harnessing the Power of Artificial Intelligence
for Marketing 250
7 Market Segmentation and Positioning 253

Why Bother to Segment Markets? 254
The Process of Market Segmentation and Target Marketing 256
Segmenting Consumer Markets 257
Segmenting B2B Markets 268
Target Marketing 272
Positioning 279
Building an Effective Marketing Mix 283
Detailed Review 287
Key Terms 288
Study Questions 289
References 289
CASE 13 Unleashing the Power of Nablabs 293
CASE 14 Boots: Managing Own-Label Products and Their
Positioning Within a Changing Environment and Dynamic
Market(s) 297
PART 2
Creating Customer Value 303
8 Value Through Brands 305
Products and Brands 306
The Product Line and Product Mix 307
Brand Types 307
Why Strong Brands are Important 308
Brand Equity 312
Brand Building 314
Key Branding Decisions 320
Global Branding 330
Detailed Review 334
Key Terms 335
Study Questions 336
References 337
CASE 15 Dr. Martens: Engaging Consumers for More Than Half a
Century 340
CASE 16 Brand Strategy Changes at Burberry 344
9 Value Through Pricing 349

Why an Economist’s Approach to Pricing is Important 351
Cost-orientated Pricing 352
Competitor-orientated Pricing 354
Customer-orientated Pricing 355
Dynamic Pricing 364
Pricing and Marketing Strategy 365
Initiating Price Changes 370
Reacting to Competitors’ Price Changes 372
Detailed Review 375
Key Terms 376
Study Questions 376
References 377
CASE 17 A Recipe for Success: Adding New Innovations to the Pot
CASE 18 Collaborative Innovation: The Apple and Nike 380
Partnership 384
10 Value Through Innovation 387

What is an Innovation and What Is a New Product? 389
Creating and Nurturing an Innovative Culture 391
Organizing for Innovation and New Product Development 395
Managing Idea Realization (New Product Development) 396
Detailed Review 410
Key Terms 411
Study Questions 412
References 412
CASE 19 Driving Electric Car Innovation: Influencing Factors of
Tesla’s Pricing Strategy 415
CASE 20 Louis Vuitton: A Timeless Success in Premium Pricing 419
11 Value Through Service 423

The Service Industries 424
The Nature of Services 431
Managing Services 435
Detailed Review 448
Key Terms 449
page ix
Study Questions 450

References 450
CASE 21 Serving up Sustainability: The Impetus for Greener Fast-
food Outlets 454
CASE 22 Spill the Beans: Chipotle’s Signature Flavour 459
PART 3
Communicating and Delivering Customer Value 463
12 Introduction to Marketing Communications 465
Integrated Marketing Communications Approach 467
Planning for Integrated Marketing Communications 469
Elements of Integrated Marketing Communications 472
Detailed Review 488
Key Terms 490
Study Questions 490
References 491
CASE 23 Domino’s: Reaching and Staying Number One 493
CASE 24 Craft Beers: Marketing Rebels? 498
13 The Marketing Communications Mix: Mass Communications 503

Introduction 504
Advertising 507
The Role of Advertising 507
Advertising Expenditure 511
How Advertising Works 512
When to Use Advertising 516
Organizing for Campaign Development 520
Ethical Issues in Advertising 521
Product Placement 522
Public Relations and Sponsorship 525
Sales Promotion 532
Detailed Review 538
Key Terms 540
Study Questions 541
References 542
CASE 25 Is Advertising ‘Unmentionables’ No Longer a Taboo? 546
CASE 26 Blackwater Tasters Club: Thinking Inside the Box 551
14 Digital Marketing and Media 555

What are Digital Marketing and Digital Media? 556
The Digital Communication Environment 566
Digital Marketing Campaign Planning 571
The Dark Side of Digital Marketing 579
Detailed Review 581
Key Terms 583
Study Questions 583
References 584
CASE 27 Netflix: Using Big Data to Succeed 588
CASE 28 The Happy Pear: Go With Your Gut! 591
15 Direct Marketing, Social Media and Direct Messaging 595

Principles of Direct Marketing Communications 597
Direct Marketing Campaigns 601
Managing a Direct Marketing Campaign 605
Social Media Marketing 608
Personal Selling and Sales Management 610
Exhibitions and Trade Fairs 620
Ethical Issues in Direct Communications 622
Detailed Review 624
Key Terms 627
Study Questions 627
References 628
CASE 29 Airbnb: Belong Anywhere 631
CASE 30 Billie Eilish: Leveraging the Personal Anti-brand Across
Digital Media 635
16 Place: Distribution, Channel Management and Retailing 639

Functions of Channel Intermediaries 642
Types of Distribution Channel 645
Channel Strategy 650
Channel Management 658
Retailing: Physical and Digital Channels to Market 661
Retailing 663
Detailed Review 666
Key Terms 668
Study Questions 669
References 669
CASE 31 ASOS and Online Fashion 672
CASE 32 A Look Into Sephora’s Omnichannel Strategy 675
PART 4
Marketing Planning and Strategy 679
17 Marketing Strategy and Planning 681
Marketing Planning Context 682
The Functions of Marketing Planning 685
The Process of Marketing Planning 685
Marketing Audit 688
page x
Marketing Objectives 694

Core Marketing Strategy 697
Rewards of Marketing Planning 700
Problems in Making Planning Work 701
How to Handle Marketing Planning Problems 702
Detailed Review 703
Key Terms 705
Study Questions 706
References 706
CASE 33 Marks & Spencer: Reviving a British Icon 709
CASE 34 Anthon Berg Travels the World With Luxury Chocolates
Made in Scandinavia 713
18 Analysing Competitors and Creating a Competitive Advantage 717

Analysing Competitive Industry Structure 718
Competitor Analysis 723
Competitive Advantage 728
Creating a Differential Advantage 732
Creating Cost Leadership 735
Competitive Marketing Strategy 737
Competitive Behaviour 738
Collusion 738
Developing Competitive Marketing Strategies 740
Detailed Review 743
Key Terms 745
Study Questions 745
References 746
CASE 35 Mastercard’s Sonic Brand Identity: A Sound Strategy 749
CASE 36 Coca-Cola: Can an Iconic American Brand Adapt Itself to
the Indian Market? 752
19 Product Strategy: Lifecycle, Portfolio and Growth 759

Challenges of Product Lifecycle Management 761
Managing Product Lines and Brands Over Time: The Product Lifecycle 764
Uses of the Product Lifecycle 766
Limitations of the Product Lifecycle 769
Value of the Product Lifecycle Concept 770
Managing Brand and Product Line Portfolios 772
Strategies for Growth: Product 780
Strategies for Growth: Services 784
Ethical Issues and Products 785
Detailed Review 786
Key Terms 788
Study Questions 788
References 789
CASE 37 Unilever’s Search for Growth 791
CASE 38 Fever-Tree: Capitalizing on Market Trends 795
20 Global Marketing Strategy 799

Deciding When to Go Global and When to Stay Local 802
Deciding Which Markets to Enter 804
Deciding How to Enter a Foreign Market 809
Developing Global Marketing Strategy 814
Detailed Review 823
Key Terms 824
Study Questions 825
References 825
CASE 39 IKEA: A Swedish Icon 828
CASE 40 Marimekko: A Story of Design, Determination and
Leadership 833
21 Managing Marketing Implementation 837

Implementation and Managing Change 838
Management of Change 840
Objectives of Marketing Implementation 844
Value Creation and Implications for Marketing Implementation 845
Developing Implementation Strategies 846
Managing Resistance to Marketing Implementation 848
Marketing Organization 856
Marketing Control 859
Detailed Review 866
Key Terms 867
Study Questions 867
References 868
CASE 41 Crocs: Back With More Bite! 871
Glossary 875
Company Index 887
Subject Index 896

page xi
Vignettes
Marketing in Action
1.1 H&M: Look Good, Do Good, Feel Good 13
1.2 Brand Loyalty Wobbles When Starbucks Employs a Siren That’s Just Too
Perfect 19
2.1 The Impact of the Cost of Living Crisis 52
2.2 China: The Greatest Connected Market in the World? 55
2.3 VAT Taxes the World 57
2.4 The GDPR and Brexit 61
2.5 ID. Buzz 65
2.6 Consumerism in Sweden and Britain 71
3.1 We Know What the Problems Are, But What Are We Doing to Halt the
Deteriorating Climate? 96
3.2 Are Electric Vehicles Good for the Planet? 97
3.3 State Monopoly Systembolaget: Taking Sustainability Seriously 103
3.4 Will Working from Home Save the Planet? 112
4.1 Impulsive Behaviour, Panic Buying and WeChat Mini Programs 142
4.2 Technology Delivers Consumer Insights: The Age of Neuromarketing 149
4.3 Quel Fromage? You Can’t Be Serious! 154
4.4 Wing Yip: All the Chinese You Need to Know 158
4.5 Is Eliminating the Mavericks a Good Thing? 164

5.1 The Third Place: Creating and Managing Customer Value in the
Coffee Shop Industry 185
5.2 Most Valued People Award Helps Drive Umbraco’s Success 193
6.1 Proximity Apps and Customer Information 220
6.2 Mobile Ethnography Reveals Motherhood is Not a Job 230
6.3 What is Big Data? GSK Shares Its Big Data 236
7.1 Start-up Business Fyndiq Creates a Marketplace With a Difference 255
7.2 The A–Z of Digital Generations 265
7.3 Digital Personas 266
7.4 Create a Global Target Market Campaign, Share-a-Coke and Bridge a Racial
Divide 272
8.1 The Personality of a Brand 318
8.2 Developing the Lotus Bakeries Brand of Caramelized Biscuit 326
9.1 Energy Firms Collapse as the Wholesale Price of Gas and Electricity Heats
Up 350
9.2 How to Charm Customers With Psychological Pricing 363
9.3 Freemium Pricing: Giving Away the Core Product to Build a Global Brand
364
10.1 Innovation in Luxury Industries in Europe 392
10.2 Innovation Drives Passion Brands and Builds Sporting Universes at

Decathlon 397
10.3 Creating Radical Innovation 400
10.4 3D Printers 402
11.1 Creative Industries: ‘Representing the Under-represented’ 426
11.2 Leggett Immobilier Voted Best Estate Agency in France 429
11.3 Mary’s Living & Giving Shop 430
11.4 How Social Media Transformed the Hashtag Into a Marketing Tool 440
12.1 Goldfish Crackers Grab Attention 471

13.1 Nordic Brands Invite Audiences to Experience the Benefits of a Brutal
Landscape 515
13.2 Product Placement in Film and TV Series 524
14.1 Gucci Targets Its Customers of the Future Through Digital Media 560
15.1 Streaming Social Media 609
16.1 Shein Fashion: Shipping Direct From China 644
16.2 Fingerprinting the Supply Chain Leads to Success for Costco 647
16.3 Online Order Delivery Solutions 649
16.4 Alone We’re Delicious, Together We’re Yum! 657
17.1 Birds Eye Looks Closely at Its Target Marketing Strategy 697
18.1 Hotel Chocolat Takes On the Competition and Wins by Making

Chocolate Exciting 722
18.2 Creating a Digital Advantage 728
19.1 Jaap Korteweg: The Vegetarian Butcher 769
19.2 Sweden: Land of Innovation 783
20.1 Harnessing the Power of the Guanxi 812
20.2 Barriers to Developing Standardized Global Brands 816
21.1 The New Nokia: Leader in Smart Cities and the Internet Of Things 843
21.2 Unilever Creates Virtual Jams While Chatting With Its Employees 854
page xii
Mini Cases
1.1 OTT Marketing Success 10
2.1 When Covid Came to Town 49
3.1 Not for Profit: The FA 101

4.1 Iceland Frozen Foods. Made in Asia 160
5.1 Millennials: A Booming Generation of Consumers 188
6.1 Does Google Track Our Every Move? 223
7.1 Digital Ecosystems, Communities and Tribes 278
8.1 Douwe Egberts: No Ordinary Coffee 309
9.1 Does Price Really Influence Perceptions of Quality? 360
10.1 Frugal Innovations: From Clay Fridges to Cardboard Splints 394
11.1 Delivering Five-star Customer Service: Sandals Resorts International 435
12.1 Conversations, Storytelling and Happy Endings 476
13.1 What do Sharp Electronics, Vodafone, Chevrolet and TeamViewer have in

Common? 530
14.1 Advertising Appeals Aim to Go Viral With Festive IMC Campaigns 575
15.1 Using a Marketing Database to Keep Customers and Remind Them of the
Benefits of the Brand 604
16.1 Managing the Supply Chain the Zara Way: Direct From Factory Floor to
Shop Window 661
17.1 Pandora: Wherever Life Takes You, Take it With You 695
18.1 Growing Markets the Diageo Way 739
19.1 Disruptive Innovations 771
20.1 Amazon Helps Companies Grow Their Businesses Around the Globe 806
21.1 MouthShut.com: Developed With Passion and Commitment 847
Hidden Gem
1.1 Moving Mountains Ups the Game for Vegan Food Brands 6
2.1 Darktrace: Hiding in Plain Sight 46
3.1 Pangaia 94
4.1 Tobii Leads the Way in Eye-tracking and Attention Computing 135
5.1 Digital Genius: Customer Service on Auto Pilot 190
6.1 Alteryx Automates Data and Speeds Up Digital Transition 217
7.1 Alpro Gives You Plant Power 259
8.1 The Cheeky Panda 316
9.1 IKEA Joins the Circular Economy With Its Buyback & Resell Service 356
10.1 Huel – HUman fuEL: A New-to-the-world Brand and Product Range 391
11.1 The Bot Platform 437
12.1 Reach the People Through Trusted Communications 466
13.1 Klarna, Uses Communications to Attract, Convert and Retain Customers

504
14.1 Blue Bottle Coffee: From Physical to Digital 556
15.1 Horizon Worlds: A Very Direct Marketing Landscape? 596
16.1 MatchesFashion.com Partners With Designers to Deliver Luxury Fashion

641
17.1 Gymshark: Being Hard-working, Humble and Disruptive Delivers 683
18.1 Mowgli and the Rise of Street Food 720
19.1 Marvel Comics: From Bankruptcy to Superbrand 760
20.1 Innovative, Disruptive and Full of Personality: Monkey Shoulder Creates a

New Global Drinks Market 800
21.1 Zooming Our Way to Flexible Working 839

page xiii
Case Guide
This guide shows the key concepts covered in each of the cases in both the book
and the Online Learning Centre so you can easily pick out which cases are relevant
to a particular part of your course. Go to
www.mheducation.co.uk/textbooks/jobber10e to find a pdf of this guide,
and search by company, industry or topic to find the ideal case to use.
Chapter Case Case title and author Key concepts covered

number
Case 1 The Rivalry Between Coca- Marketing environment,
1 Cola and Pepsi
David Jobber, Emeritus
market orientation,
efficiency and effectiveness,
Professor of Marketing, diversification
University of Bradford
Case 2 H&M and Fast Fashion Market orientation,
David Jobber, Emeritus efficiency and effectiveness,
Professor of Marketing, customer value, marketing
University of Bradford challenges and benefits
Case 3 The New [Augmented] Reality fashion, retailing, AI, virtual
2 for Fashion Retailing
Dr Fiona Whelan-Ryan,
reality, virtual try-on, omni-
present retailing
South-East Technological
University, School of Business
Case 4 Sodastream: Using SWOT, marketing
Environmental Awareness to challenges
Reach Generations X, Y and Z
Tom McNamara and Irena
Descubes, Rennes School of
Business
Case 5 Mcdonald’s and Its Plan for sustainability,
3 Environmental Change: Not
Everyone is ‘Lovin’ It’
greenwashing, zero
emissions, plant-based
Marie O’Dwyer, South East
Technological University
Case 6 Unilever: In Pursuit of ethical brands,
Purpose sustainability, ethics,
Nicky Wells, Lecturer in capitalism,
Marketing, University of
Sussex
Case 7 Coffee Shop Wars Consumers, consumer
4 David Jobber, Emeritus
Professor of Marketing,
behaviour, customer needs,
customer satisfaction
Case 8 Naked Wines: A Community B2B buyer behaviour,
of Winemakers and Wine nature and size of B2B
Drinkers markets, segmentation
Brian Searle, Programme
Director MSc Marketing,
Loughborough University
Case 9 Starbucks: Brewing Great Customer relationships,
5 Customer Experiences
Through Outstanding Digital
customer relationship
management, competitive
Marketing advantage
Tom McNamara and Irena
Descubes, Rennes School of
Business, Rennes, France
Case 10 Manchester City Football Building relationships, CRM,
Club: Co-Creating the Future customer relationships
Dr Ethel Claffey, South East page xiv
(SETU)
Case 11 Accelerating Market Big Data, Market Research,
6 Research: Harley-Davidson
Turns to Albert
Intelligent Advertising
Dr Ethel Claffey, South East

Case 12 Hubspot: Harnessing the Artificial intelligence,
Power of Artificial Intelligence marketing, market research,
for Marketing consumer data
Case 13 Unleashing the Power of Segmentation, Emerging
7 Nablabs
market segments, Millenials,
positioning, differential
Technological University advantage
Case 14 Boots: Managing Own-Label Positioning, strategy, master
Products and Their brand strategy,
Positioning Within a Changing
Environment and Dynamic
Market(s)
Richard Howarth, Nottingham
Business School, and Jenna
Ward, Walgreens Boots
Alliance
Case 15 Dr. Martens: Engaging Brand, digital, social media,
8 Consumers for More Than
Half a Century
brand building

Case 16 Brand Strategy Changes at Augmented branding, Brand
Burberry building, global branding
David Jobber, Emeritus
Case 17 A Recipe for Success: Adding Innovation, innovative
9 New Innovations to the Pot
Geraldine Lavin, Dublin City
products, competitive
advantage
University, and Dr Christina
O’Connor, University of
Limerick
Case 18 Collaborative Innovation: The Innovative brands,
Apple and Nike Partnership collaboration, product
Marie O’Dwyer, South East replacement, New product
Technological University development, product
extension
Case 19 Driving Electric Car Innovation, product
10 Innovation: Influencing
Factors of Tesla’s Pricing
development, CEO brand
Strategy
Case 20 Louis Vuitton: A Timeless Pricing strategy, premium
Success in Premium Pricing product, brand challenges
Dr Majd AbedRabbo, School
of Business and Creative
Industries, University of the
West of Scotland
Case 21 Serving up Sustainability: The Sustainability, conscious
11 Impetus for Greener Fast-
food Outlets
consumption, innovative
product strategy,
Dr Fiona Whelan-Ryan, South
East Technological University
Case 22 Spill the Beans: Chipotle’s Sustainability, pricing
Signature Flavour strategy, positioning
Terence W. Hermanus, Senior page xv
Lecturer, Cape Peninsula
University of Technology, and
Demi Hermanus MSc
(Microbiology), Stellenbosch
University
Case 23 Domino’s: Reaching and Integrated Marketing
12 Staying Number One
James R.J. Roper, FRSA,
Communications, Digital
Communications,
founder of IMRG (Interactive Reinventing a brand,
Media in Retail Group), the promotional tools
UK industry association for e-
retailing and e-commerce
Case 24 Craft Beers: Marketing Brand building,
Rebels? crowdfunding, insurgent
Brian Searle, programme brand, IMC
director MSc Marketing,
Case 25 Is Advertising Advertising taboo products,
13 ‘Unmentionables’ No Longer a advertising challenges
Taboo?
Case 26 Blackwater Tasters Club: Subscription business
Thinking Inside the Box model, value proposition,
Aileen Kennedy PhD, customer engagement
Dublin
Case 27 Netflix: Using Big Data to Data analytics, big data,
14 Succeed
Bernadette Naughton and
customer communication,
retention
Case 28 The Happy Pear: Go With Tribal marketing, marketing
Your Gut! analytics, strategy
Dr Fiona Whelan-Ryan, evaluation
South-East Technological
University, School of Business
Case 29 AirBnB: Belong Anywhere Direct marketing, social
15 Dr Ethel Claffey, South East
media, digital marketing
Case 30 Billie Eilish: Leveraging the Anti-brand, image

Personal Anti-brand Across consistency, digital
Digital Media communication, digital
Dr Ethel Claffey, South East marketing
Case 31 ASOS and Online Fashion Retailing, Integrated
Channels, SWOT analysis
Case 32 A Look Into Sephora’s Omnichannel strategy,
Omnichannel Strategy seamless customer
Nilay Balkan, PhD., University experience, AI,
of Glasgow
Case 33 Marks & Spencer: Reviving a Marketing audit, SWOT
17 British Icon
analysis, Social and
Environmental concerns,
Technological retailing
University
Case 34 Anthon Berg Travels the Market challenge, SWOT
World With Luxury Chocolates analysis, market
Made in Scandinavia environment, market
Anthon Berg Asia area development
director Ms Bee Kuan
Case 35 Mastercard’s Sonic Brand Brand identity, strategy,
18 Identity: A Sound Strategy
Aileen Kennedy PhD,
competitive advantage,
differential advantage
Dublin
Case 36 Coca-Cola: Can an Iconic Brand building, blue ocean
American Brand Adapt Itself strategy, international
to the Indian Market? markets, competitive
Tom McNamara and Irena marketing strategy
Descubes, The Rennes School page xvi
of Business, France
Case 37 Unilever’s Search for Growth Brand portfolio, BCG
Growth-Share Matrix,
General Electric Market
University of Bradford Attractiveness model,
marginal brands, strategic
divestment
Case 38 Fever-Tree: Capitalizing on Product life cycle, market
Market Trends development, Boston
Brian Searle, programme Matrix, product growth
director, MSc Marketing, strategies, insurgent brands
Case 39 IKEA: A Swedish Icon Direct investment, global
brands, standardization,
adaptation, international
University of Bradford marketing strategy
Case 40 Marimekko: A Story of Leadership, Cultural values,
Design, Determination and marketing strategy,
Leadership implementation,
Fiona Ellis-Chadwick, Senior relaunching a brand
Lecturer, Loughborough
University
Case 41 Crocs: Back With More Bite! Marketing strategy,
21 Terence W. Hermanus, Senior differentiation, brand
Lecturer, Cape Peninsula association
University of Technology
page xvii
Preface
Welcome to the landmark 10th edition of Principles and Practice of Marketing, in
which we explore together how marketing has a profound effect on the way we
live, communicate and trade, find out what this means for individuals, business
and communities, and discover the implications for how firms and organizations
operate. Marketing is constantly adapting to meet the demands of dynamic
business environments, and exploring both theoretical principles and business
practices is the key to understanding this highly dynamic and complex subject.
Developing the 10th edition

The 1st edition was published in 1995, when marketing textbooks were not
generally written from a European perspective. David had a vision to publish a
book that explained the principles of contemporary marketing, supported by vivid
practitioner examples from local markets, aiming to inspire, motivate and
strengthen students’ understanding of marketing–guiding principles that have
remained true throughout and informed the writing of every subsequent edition,
including the 10th.
Writing this edition has been more than usually challenging, as many
disruptive, unsettling and disturbing transformations have occurred in the
marketing environment since the previous edition. Brexit has disrupted trade, legal
issues and much more between the UK and EU countries; the Covid-19 pandemic
has unsettled individuals, firms, nations, society and global economies; climate
change has and continues to significantly disturb established trade practices; and
environmental targets such as reducing carbon emissions, waste and pollution are
leading to redefined brand images and altered values; finally, digital and
technology innovations, from augmented reality and artificial intelligence to
electronic vehicles, are reconfiguring marketing landscapes and transforming
business opportunities.
Why use this book to study marketing?

This book aims to help you to learn, understand and master the subject, as well as
teach and inform future marketers by:
Engaging learners
This book aims to be best-in-class in finding new ways to engage the modern
learner, by making the subject of marketing accessible using topical and
contemporary marketing practices to illustrate and demonstrate theories,
frameworks and concepts. By understanding how to interpret marketing and its
environments, and apply knowledge tactically and strategically, students gain a
richer knowledge of the value of the subject, build confidence into their
understanding and benefit from developing their expertise through a
comprehensive marketing education.
The book provides a logical and coherent framework for understanding
important topics such as digital marketing, consumer behaviour, B2B marketing,
segmentation, targeting and positioning, brand building, innovation, pricing,
communications, marketing strategy and implementation. These core subject
areas form the backbone of marketing education.
It will help you develop skills that will enable you to identify the opportunities
and pitfalls of applying marketing tools and techniques, to develop the insights
needed not only to become a successful marketer but also an accomplished
student.
Organized for learning

This 10th edition is designed to enable your knowledge of marketing to grow. We
designed the book for ease of use. Ideas, theories and concepts are explained in
each chapter, and there are many examples to bring these aspects to life.
Marketing in Action vignettes explore some of the latest applications of marketing.
Part 1 explores marketing fundamentals: the principles of how marketing
works; the forces that shape marketing practices and the environment in which
firms trade; the customer–who they are and how they behave; how to create
value and build lasting relationships; developing understanding of marketing
through analytics and customer insights.
page xviii
Part 2 examines value creation, which is at the heart of modern marketing,

from the perspectives of brands, innovation, pricing and services.
Part 3 concentrates on how marketers communicate in the digital age, and
how goods and services are delivered. You will discover how advertising, digital
marketing, direct marketing, social media and personal selling are applied to
achieve marketing goals, and learn about the importance of distribution and
multichannel management.
Part 4 focuses on the strategic elements of marketing: marketing planning and
strategy, and how to create sustainable competitive advantage. By the time you
reach this final section, you should have developed a comprehensive knowledge.
The chapters also include Marketing in Action vignettes and Mini Cases that ask
you to apply the principles you have learned to real-world scenarios. The case
studies at the end of each chapter provide more in-depth examples. These
features will not only help you to absorb the key principles of marketing but will
also allow you to make links between the various topics and demonstrate the
marketing mix at work in real-life situations.
Other learning aids, in the form of exercises and questions at the end of each
chapter, help you check your understanding of new concepts. There are
recommended readings, so you can stretch your knowledge further. You can also
test your understanding and expand your knowledge by exploring the resources in
Connect™.
Supporting the instructor

Be at the forefront: Marketing cannot be fully grasped without solid examples of
how theories apply in practice. That is why in every chapter you will find a wealth
of examples to support the theoretical concepts, models and frameworks
presented. Use the latest theoretical marketing thinking, and apply the new
vignettes, case studies and illustrations throughout the book to illuminate each
subject area.
A comprehensive educational resource: Principles and Practice of
Marketing is more than a textbook–through a suite of digital learning tools and
teaching resources it supports transitional learning:
by providing coherent stories around each marketing subject, which engage
and illuminate
signposting routes through topical, challenging and complex marketing topics
with resources to support the delivery of memorable learning experiences to
engage the modern student, enabling them to gain knowledge, apply
marketing ideas and develop critical thinking skills.
New for the 10th edition

Recent events and contemporary issues are featured throughout, but there further
exciting new developments in this edition.
New content: in response to reviewers’ feedback there are new examples of
digital marketing, EDI and sustainability in the form of Mini Cases, Marketing in
Action vignettes, Hidden Gems and extended case studies. Stimulating
examples enable discussion and provoke debate. For example, discover
whether home working and electric vehicles are good for the planet; evaluate
how digital customer insights are driving marketing but causing ethical
challenges over data and privacy; consider how Gucci and L’Oréal have become
leaders in the use of digital technology in the luxury fashion and beauty
industries, and what these cases mean for the future of marketing.
New feature: Hidden Gems showcase firms doing things differently and reveal
how SMEs are shaping marketing as well as large corporate brands. Each
Hidden Gem has its own revealing story and digital credentials. Pangaia, for
example, is saving the planet with clothes and technology; Darktrace is hiding
in plain sight, protecting its customers with cyber security; Alpro is delivering
plant power on a large scale; and Tobii is watching consumer behaviour using
attention computing. These new up-to-the-minute gems appear in each
chapter.
New chapter: Chapter 3 Sustainable Marketing and Society focuses on how
the environment and society are changing the marketing landscape, discusses
the implications of sustainability for marketing theory and practice, and
considers how to create value through practical sustainable approaches to
marketing. Examples and features emphasize the growing importance of this
area of study, and bring into question many traditional marketing practices.
New beginnings and new endings: we have redesigned the chapter
openings to highlight the important learning outcomes, making it clear what
you will be able to achieve having read the chapter. At the end of each chapter,
the Big Picture feature acts as an aide-memoire, highlighting key topics, while
the Detailed Review expands on this to provide concise summaries of what is
learned in each chapter.
Research updated: latest studies in the field of marketing bring page xix
new insights, building on seminal works that set out the very
foundations of marketing education presented in earlier editions of Principles
and Practice of Marketing, and introducing new thinking on many areas of
marketing, including new models of sustainability and digital marketing.
Exciting new in-depth cases: the cases at the end of each chapter
showcase real-world marketing and tackle challenging issues facing brands
trading in dynamic markets. Here are just a few to invite you into the fast-
moving world of marketing:
Netflix, using big data to succeed against hot competition
BrewDog, a brand built on attitude, crowdfunding its way to becoming the
world’s most sustainable beer
Anthon Berg’s SWOT analysis sets out the plan for a global future for this
luxury Scandinavian chocolate brand
singer-songwriter Billie Eilish is leveraging personal anti-branding online,
showing how consistent messaging creates a marketing tour de force
Dr Marten’s boot rebellion is revitalizing the UK brand, embracing digital to
grow its market footprint
Chipotle spills the beans on using local and organic produce to differentiate
the brand by producing food with integrity.
Each case progresses ideas and concepts explored in the chapter.
New package of supporting online resources: including a rich choice of
activities designed to help students develop and apply their understanding of
marketing concepts. See pages xxii–xxv for further details.
We hope you will all enjoy this book, and it adds to your knowledge,
understanding and expertise in the subject of marketing.
page xx
Guided Tour
Real Marketing
Throughout the Principles and Practice of Marketing 10th edition product,
marketing principles are illustrated with examples of real marketing practice. The
following features encourage you to pause to consider the decisions taken by a
rich variety of companies.
Hidden Gem feature showcase firms doing things differently and reveals how
these companies are shaping marketing.
Marketing in Action vignettes provide practical examples to highlight the

application of concepts, and encourage you to critically analyse and discuss real-
world issues.
Mini Cases provide further examples to encourage you to consider how key
concepts work in practice, and have associated questions to help you critique the
principles discussed in each chapter.
page xxi
Exhibits demonstrate how marketers have presented their products in real

promotions and campaigns.
Case Studies Two are provided at the end of each chapter, based on up-to-date
examples that encourage you to apply what you have learned in each chapter to a
real-life marketing problem. Instructor’s Teaching notes can be downloaded from
the Online Learning Centre via Connect.
Questions are provided at the end of each case study to allow you to test
yourself on what you have read. Multiple Choice Questions are also available in
Connect.
Case Analysis Activities encourage students to think analytically about real-

world marketing situations. Multiple choice questions prompt them to critically
asses the case and then test their understanding of core concepts covered.
page xxii
Studying Effectively
Principles and Practice of Marketing is designed to make every study moment as
efficient as possible. The following features will help you to focus your study,
check your understanding and improve learning outcomes.
Learning Outcomes are listed at the beginning of each chapter to show you the
topics covered. You should aim to attain each objective when you study the
chapter.
Key Terms are provided at the end of each chapter—use the list to look up any
unfamiliar words, and as a handy aid for quick revision and review.
Study Questions allow you to review and apply the knowledge you have
acquired from each chapter. These questions can be undertaken either individually
or as a focus for group discussion in seminars or tutorials.
Recommended Reading at the end of each chapter can be used to research an

idea in greater depth.
Another random document with
no related content on Scribd:
loan-office law, under the provincial government,[204] directed the
emission of ten times the original sum; to be applied, in aid of land-
improvements, in loans for the term of sixteen years; and repayable
in like manner, with an annual interest of six per centum.
The same policy was pursued by the independent government of

Pennsylvania. Under the first loan-office law of that state,[205] the sum
of fifty thousand pounds was issued in bills of credit; and eight years
afterwards, a further sum of half a million of dollars (or 187,500l.)
was appropriated for the purposes of a loan-office on similar
principles, in pursuance of a law of the state.[206] But, as the
individual state-governments were prohibited by the constitution of
the United States, then recently established, from emitting bills of
credit, or making any thing but gold and silver coin a tender in
payment of debts,—the money to be employed in loans, on
mortgages of real estates, was to be borrowed, according to the
provisions of the law last mentioned, from the bank of Pennsylvania;
a power which the state had reserved, for that express purpose, in
the act to incorporate the subscribers to that bank.[207]
This loan-office law was, however, the last in Pennsylvania.[208]

The establishment of banks, for facilitating the purposes of trade,
together with the great improvements and wealth to which the landed
interest of the state had attained, by means of a widely extended
foreign commerce, coming in aid of the benefits which the cultivators
had previously derived from the loan-office system, superseded, in a
great degree, the utility of this institution. In one year after the last
loan-office was erected, the law for that purpose was repealed; the
repealing act declaring—that it had been found inexpedient, and not
to answer the purposes intended by the legislature. In fact, the
establishment of banks in the interior of the country, not only
supplies the place of a loan-office, in relation to the farmer, but
greatly facilitates the extensive inland trade of the state. Experience
has demonstrated, that, operating in this way, they are productive of
all the important advantages of the loan-office system: and of this
institution, the late governor Pownall speaks in these remarkable
words—“I will venture to say, that there never was a wiser or a better
measure; never one better calculated to serve the uses of an
increasing country; that there never was a measure more steadily
pursued, or more faithfully executed, for forty years together,[209] than
the loan-office in Pennsylvania, formed and administered by the
assembly of that province.”[210]
In the year 1782, Mr. Rittenhouse was elected a Fellow of the

Academy of Arts and Sciences, of Boston: his certificate bears date
the 30th of January, in that year. This academy, which Dr. Morse
ranks among the first literary institutions in the state of
Massachusetts, holds a very respectable station in relation to
science: yet it was not established till so lately as May 4, 1780. The
end and design of the institution are stated to be—“to promote and
encourage the knowledge of the antiquities of America, and of the
natural history of the country, and to determine the uses to which its
various natural productions may be applied: also, to promote and
encourage medical discoveries, mathematical disquisitions,
philosophical enquiries and experiments; astronomical,
meteorological and geographical observations, improvements in
agriculture, arts, manufactures, commerce, and the cultivation of
every science that may tend to advance a free, independent and
virtuous people.”[211]
It is supposed to have been somewhat about this time, that Mr.

Rittenhouse exercised his ingenuity upon an object, which, though
not of great importance, is nevertheless a matter of considerable
utility and some curiosity; the invention of an Hygrometer, made
wholly of wood. The simplicity of the construction of this instrument,
renders it easily attainable by almost every one; and as it is found to
answer, very well, the end for which more expensive instruments are
often employed, it may be considered as being more generally
useful. Descriptions of the construction, and principle of operation, of
this Hygrometer, having been furnished to the writer through the
obligingness of two of his friends,[212] a very concise account of it,
drawn up from those descriptions, is given in the Appendix.
A circumstance shall be noticed in this place, which, although
trivial in itself, will serve to shew the grateful sense entertained by
our Philosopher of the merits of General Washington. It appears, that
just about the time when the provisional articles of peace, concluded
on between the United States and Great-Britain, were made known
in America, Mr. Rittenhouse had forwarded to the General, at the
head-quarters of the army, a pair of spectacles, and reading glasses,
—as a small testimonial of his respect for the character and services
of that great man. The terms of the letter that accompanied this little
present, are not known to the writer of these memoirs; but, of what
complexion they were, may be inferred from the General’s answer,
which is in these words:
“Newburgh, 16th Feb. 1783.
“Sir,
“I have been honoured with your letter of the 7th, and beg you to
accept my sincere thanks, for the favor conferred on me, in the
Glasses—which are very fine; but more particularly, for the flattering
expressions which accompanied the present.
“The Spectacles suit my eyes extremely well—as I am persuaded

the Reading-Glasses also will, when I get more accustomed to the
use of them. At present, I find some difficulty in coming at the proper
focus; but when I do obtain it, they magnify perfectly, and shew those
letters very distinctly, which at first appear like a mist—blended
together and confused. With great esteem and respect, I am, Sir,
your most obedient and humble servant,
“Go. Washington.
“David Rittenhouse, Esq.”
The grinding and polishing of the glasses were of Mr.

Rittenhouse’s own workmanship; and they were made for the
purpose. This circumstance, added to the manner and occasion of
their being presented, could not fail of being highly acceptable to the
General.
In the year 1784, Mr. Rittenhouse was employed on the part of

Pennsylvania, for the purpose of determining the western extension
of that state; and was associated in that business with Mr. Lukens,
Dr. Ewing, and Capt. Hutchins: the commissioners in behalf of
Virginia were Dr. (afterwards bishop) Madison, Mr. Ellicott,[213] Mr. J.
Page, and the Rev. Mr. R. Andrews. A record of the astronomical
observations which were made on this occasion, and on similar ones
of an important nature, will be found detailed in a letter, under the
date of April 2, 1795, addressed by Mr. Ellicott to Mr. Patterson, in
the fourth volume of the Am. Philos. Society’s Transactions. Among
the observations contained in the first part of that letter, are those of
the immersions of the satellites of Jupiter, taken at Wilmington on the
Delaware, by Messrs. Rittenhouse, Lukens, Page and Andrews, at
divers days from the 1st to the 23d of August, in the year 1784;
together with those taken at the western observatory by Messrs.
Ellicott, Ewing, Madison and Hutchins, at divers days from the 17th
of July to the 19th of August; also, the emersions of those satellites
by the same eastern observers, from the 29th of August to the 19th
of September; and by the same western observers, from the 27th of
August to the 19th of September; all in the same year.
“After the determination,” says Mr. Ellicott, “we completed the

southern boundary of Pennsylvania; it being likewise the north
boundary of Maryland, and a part of Virginia; and which had been
carried on some years before,[214] by Messrs. Mason and Dixon, the
distance of 242 miles.” This line is in the parallel of 39° 43′ 18″ North
latitude.[215]
It was at the close of this year, that the college of William and
Mary, in Virginia, complimented Mr. Rittenhouse with an honorary
degree of Master of Arts, by an unanimous vote of the rectors and
faculty of that institution. His diploma, which is a special one, and
wherein he is styled the Chief of Philosophers,[216] has a place in the
Appendix.
The college of William and Mary was founded in the joint reign of
the king and queen of those names, who endowed it with twenty
thousand acres of land, besides a small duty on certain exported
tobaccoes, granted by stat. 25 Ch. II: in addition to which, the
assembly of Virginia also gave to it, by temporary laws, a duty on
liquors imported, and on skins and furs exported. And from these
resources, its funds amounted, on a medium, to more than 3,000l.
Virginia currency, (or $10,000,) per annum. The Hon. Robert Boyle,
[217]
of England, had also made a liberal donation to this college, for
the purpose of instituting a professorship, called the Brafferton, (the
name of the English estate, purchased with the money granted by
him to the college,) for the purpose of compensating missionaries, to
instruct the Indian natives and to convert them to Christianity. After
the revolution, the constitution of the college of William and Mary
underwent a considerable change: three of the six original
professorships, that is to say, two of Divinity, and one of the Greek
and Latin languages, were abolished; and three others, namely, one
for Law and Police—one for Anatomy and Medicine—and a third for
Modern Languages, were substituted in their stead; the Brafferton, it
is presumed, has been diverted into other channels, if not wholly
neglected.
This once respectable college, or university, is at present in an

unprosperous condition; and will not probably soon, if ever, regain its
former reputation. A country of which a large portion of the
population consists of slaves, is ill suited for the site of an extensive
seminary of learning, and for the education of youth: nor can it be
expected, that where an almost despotic sway of masters over their
slaves[218] is daily exhibited to the view of both young and old, the
children of those masters will submit to that degree of subordination,
and to that exercise of authority by their literary preceptors, which
the discipline of an academic education renders indispensable. The
late Bishop Madison contributed much by his abilities, his suavity of
manners and his prudence, to maintain a due degree of order in this
institution, over which he long presided with distinguished reputation;
but the death of that respectable man, it is feared, augurs ill for the
future prosperity of the seminary.
In the year following, the tracing of a meridian, northward, for the
western boundary of Pennsylvania,—and, consequently, the eastern
boundary of part of Virginia,—was commenced, from the western
end of the southern line of Pennsylvania before mentioned. On this
occasion, Mr. Rittenhouse addressed the following letter to Mr.
Ellicott.
“Philadelphia, April 28th, 1785.
“Dear Sir,
“For some months past I had not the least apprehension of being
obliged to visit the Ohio, this spring; but our affairs have taken such
a turn, that at present it is probable I shall meet you, at the time and
place appointed. Capt. Hutchins has been sent for to New York, by
Congress, as the trustees of the university will not consent to Dr.
Ewing’s absence. One or other of us will certainly set off in a few
days, to meet you: our waggons are already gone.
“I have earnestly recommended to council to commission you to

act in behalf of Pennsylvania,[219] after we pass the Ohio; and the
president directs me to inform you, that they mean to send you a
commission for the purpose: I hope it will suit your convenience.
“I ought long since to have informed you, that you were elected a
member of our Philosophical Society—I wish you would favour us
with a communication, on any subject you please. Pray let me hear
from you, before you leave Baltimore. Have you any account from
Virginia? I am, dear sir, yours with respect and sincerity.
“David Rittenhouse.
“Andrew Ellicott, Esq. Baltimore.”
This boundary-line was begun in May, 1785, by Messrs.

Rittenhouse, Ellicott, Porter, and Nevill; assisted by the present Dr.
Benjamin Smith Barton, then a youth about nineteen years of age,
whose medical and other scientific acquirements rendered him, even
at that early period of life, an useful associate of the commissioners.
Mr. Nevill (who was employed on the part of Virginia) left the other
commissioners late in August; and Mr. Rittenhouse, about the middle
of September.[220] Dr. Barton remained until some time in October,
when these operations ceased for that season. The line then wanted
about 55⅓ miles of being completed: and this part of it, to its
intersection of the margin of Lake Erie, was finished in the following
year, by Col. Porter and Alexander Maclain, Esq.[221]
It will be readily conceived, that a person of Mr. Rittenhouse’s

delicate constitution, and regularity in his mode of living when at
home, must have experienced much inconvenience and felt many
privations of comfort, while climbing rugged mountains, traversing
vast uncultivated forests, and sleeping in a tent, for successive
months, as he was necessarily obliged to do, when employed on
occasions of this kind. For, although the government afforded to the
gentlemen engaged in these arduous services, very liberal
accommodations, there were, nevertheless, numerous
conveniencies which the nature of the duty to be performed rendered
unattainable. Yet it is a fact, that Mr. Rittenhouse always returned
from these excursions with a better stock of health, than he sat out
with; notwithstanding the hardships he sometimes endured, and the
many unpleasant circumstances in regard to weather, diet, bedding,
&c. which he was compelled to encounter. The two following letters,
written by him to his wife, while he was engaged in the service of
establishing the boundary-line last mentioned, will enable the reader
to form a pretty good judgment of the kind of life he then passed.
They will at the same time serve to shew, in some degree, the bent
of his mind and the disposition of his heart.
The first of those letters, dated at “Wheeling Creek,” June 30th

1785, is in these words.
“My dearest H,
“I have not heard one word from Philadelphia, since I left you.
About a month ago I wrote to you from Union Town, and I promise
myself a letter from you by the first messenger from that place, who
is now daily expected. To-morrow Mr. Armstrong sets off for Hanna’s
Town, where he expects to meet brother Isaac Jacobs, so that I write
in confidence of my letter reaching you.
“If I were to view only the dark side of my situation, I should

complain that I am here secluded from the society of those I love,
deprived of books and every other of my most favourite
amusements; confined to homely fare by day, and a hard bed at
night; and obliged, by our business, to take rather too much
exercise. But these inconveniences are in some measure
counterbalanced by several advantages: I am not condemned to
hear that eternal din for money, which it pains me to think you are
every day perplexed with;[222] politics have no existence here;
constant and regular exercise causes me to sleep much better at
nights, than I did at home;—we have a woman to cook for us, so that
our bread is good, and every thing else tolerable. Colonel Porter is
attentive, and cousin Benjamin[223] has recommended himself as an
agreeable companion, to all of us; and I could almost call Mr. Ellicott
a congenial soul.
“I ever delighted in a wild uncultivated country; this is truly

romantic, and, at this season of the year, beautiful and luxuriant in
the highest degree. A few days ago, I walked up a little rivulet, in
company with Mr. Ellicott, for a considerable distance, in order to
enjoy the romantic scene. It was bounded on each side by steep hills
of an immense height: its bottom was finely paved with large flag-
stones, rising in steps, with, every now and then, a beautiful
cascade. The further we went, the more gloomy and cool we found
it. At last, I advised Mr. Ellicott that we should proceed no further; for,
if we did, we should in all probability find some of the water-
goddesses,—perhaps stark naked and fast asleep. Mr. A—— went
with us, for company-sake; but neither the nymphs nor their shady
bowers have any charms for him.[224]—Nothing but your company
was wanting to me, to heighten the enchanting scene.
“Deer are incredibly plenty here—I was the first that caught a
young fawn, and hoped to have sent the beautiful little animal a
present to H****. We kept it about a week, and it became quite tame;
but our cows ran away, and it was starved for want of milk. Col. P.
called it F—— B——, and says H**** shall at least have the skin. We
have all been very healthy; my cough diminishes slowly, my old
complaint is less troublesome, and I have no other.
“I am not yet determined, as to the time of my return. Later than

September, I have no thoughts of staying; perhaps the fear of riding
in hot weather may induce me to stay till then.
“We have, hitherto, made so slow a progress, that I am much

dissatisfied with it; but do not know how to help it. Our greatest
difficulty arises from the nature of the ground; and the idleness of the
people of the country, is not the least. We have had about thirty men
employed, and are not yet able to go more than a mile per day. I was
about writing to the Vice-President, on this subject; but, on second
thoughts, concluded it best not to do it: I wish, however, that council
would, by some official letter, urge us to proceed with all the dispatch
consistent with the accuracy they expect.
“I wish to write to B***** and H****; but you will not readily imagine
how little leisure I have: Tired of the exercise of the day, I rejoice at
the approach of night; and, after a cup of tea, generally lie down to
rest as soon as it is dark, unless we have observations to make; and
then we have generally half a mile to walk, through dark woods, from
the place of observation to our encampment: this, however, does not
happen above once in a fortnight.
“Sun, gallop down the western skies;

Go quick to bed, and quickly rise;”
Until you bring round the happy day, that will restore me again to the
dear woman and children I so much love.
“Give my love to my children, and the few friends that are really
concerned for my welfare. God bless you, and make you at least as
happy as I am; and then, I am sure, you will not complain. Your ever
affectionate
“D. Rittenhouse.
“Mrs. Hannah Rittenhouse.”
The other letter, dated at the “Head Waters of Buffalo,” the

thirteenth of July, is as follows.
“My dearest H,
“I need not say how much I feel for you, on account of the
disagreeable situation in which you last wrote. The only advice, I
believe, which I thought it necessary to give you, at leaving you, was
to keep up your spirits and endeavour to bear the fatigues of the
office. What will you say, or what will you think, when I tell you, I
believe it scarcely possible for any thing to contribute so much to
reconcile me to your absence, as the aversion I have to the plagues
of that same office.
“You have heard the reports concerning the Indians. We are still
ignorant of the true state of matters; but, from every information we
can get, it seems very improbable that we shall cross the Ohio this
summer: on this side of the river, we do not apprehend the least
danger.
“On Saturday last, we suddenly emerged from the gloomy,

uncultivated desert, into a habitable country; and encamped with joy
in an open field where we could once more see the heavens around
us,—a sight we had not been blest with, for five weeks past. Wheat,
rye, and Indian-corn, growing, afforded a very pleasing sight; even
the barking of dogs and crowing of cocks were agreeable. The next
day being Sunday, several of the neighbours, their wives and
daughters, paid us a visit; and amongst them, at least one spruce
young lady, bred at the metropolis, Fort-Pitt.[225] But would you
believe it? such is my unreasonable and incurable aversion to
company, that their visits soon became irksome. They hindered me
from enjoying a lonely walk, or some passage in Milton,—or,
perhaps, a loll on my bed. Nay, even our fellow-commissioners, the
Virginians, I mean; I sometimes wish their wine was better, and
flowed more plentifully: not that I might enjoy it with them; but that I
might enjoy myself the more, alone.
“Whether you will believe me or not, I do not know; but my health

is really much better. As I told you in my last, my old complaint is the
only one I have; and this is, and has been for several weeks,
infinitely more supportable, than I have known it for months together.
I do not, indeed, flatter myself with a cure; it is, in all probability, fixed
for life: but an alleviation of the pain I have usually felt, is to me of
much importance.
“We have, for three weeks past, had a much greater proportion of
dry weather; and in this country, when it does not rain, the sky is
always fair, of a beautiful blue, and the air serene. There has been
nothing like a storm, nor scarce a puff of wind, since we came here.
Though thunder, lightning, and rain, are so very frequent, they are
never attended with high winds, nor scarcely a perceptible motion of
the air. For a month past, we had a very decent woman to cook for
us, but some little family broils obliged us to pack her home again.
Our boys have, however, learnt from her to bake good bread, and to
cook much better than they did. I mention this, because you will be
pleased with any thing that can contribute to my comfort.
“I expect several opportunities of writing, before we reach the

Ohio, none of which shall be neglected. I must lay down the pen, to
retire to rest after the fatigues of the day. Wishing you a very good
night, I conclude, &c. your ever affectionate
“Mrs. Rittenhouse.”
“P. S. Having mentioned the fatigues of the day, I must assure you
that I find my strength fully equal to them: As to walking up the hills, I
never pretend to it, having always a horse to ride—Col. P. is every
thing I could wish; I mean, so far as is necessary to me.”
This arduous business of determining the territorial limits of

several great states, which commenced before the American
revolution, was not terminated until some years afterward. And on
every occasion of that kind, where Mr. Rittenhouse’s situation, in
respect to health and official duties, admitted of his being employed,
his talents placed his services in requisition.
He had been at home but a few weeks, after being engaged in

running the Western boundary of Pennsylvania, before he was
elected by Congress, together with the Rev. Dr. Ewing, and Thomas
Hutchins, Esq. afterwards Geographer of the United States, a
commissioner “for running a line of jurisdiction between the states of
Massachusetts and New-York, conformably to the laws of the said
states.” This appointment was made on the 2d day of December,
1785.[226] It was not, however, until the year 1787, that the legislature
of New-York ceded to the state of Massachusetts all the lands within
their jurisdiction, Westward of a meridian to be drawn from a point in
the Northern boundary of Pennsylvania, eighty-two miles West from
the river Delaware; excepting one mile along the Eastern side of the
Niagara river; and also ten townships between the Chenengo and
Owegy rivers; reserving the jurisdiction to the state of New-York: a
cession which was made to satisfy a claim of Massachusetts,
founded upon their original charter.
This line was accordingly run, in the year 1787, by the

commissioners so appointed for the purpose:—And “this last
business, which was executed with his usual precision and
integrity”—says Dr. Rush, speaking of Mr. Rittenhouse,—“ was his
farewell peace-offering to the union and happiness of his country.”
It was not until the year 1786, that the American Philosophical
Society were enabled to publish a second volume of their
Transactions:[227] it then made its appearance. Into that volume is
introduced a letter to the Society, in the original Latin, (accompanied
with an English translation,)[228] from the celebrated C. Mayer, the
Elector Palatine’s[229] Astronomer at Manheim, dated so long before
as the 24th of April, 1778. The receipt of that letter had been
acknowledged by Mr. Rittenhouse, according to a special order of
the Society, so early as the 20th of August, 1779; and the answer, it
is presumable, was duly transmitted to Mr. Mayer. Yet, although
there was a lapse of seven years, from the date of Mr. Rittenhouse’s
letter to the time of Mr. Mayer’s communication being printed in the
Society’s Transactions, the former was, by some unaccountable
circumstance, omitted and unnoticed! Nor will the reader’s surprise
on this occasion be diminished, when he learns, that a member of
the Society, having obtained from Mr. Rittenhouse a copy of his
letter, had it read at their stated meeting on the 16th of March, 1792,
—twelve years and a half after its date; that it was, thereupon,
“referred to the committee of selection and publication:” and,
notwithstanding, by some other fatality, that letter remained
unpublished until now; being twenty-one years afterwards!
On a perusal of the answer to Mr. Mayer’s communication (in the

Appendix,) it will be found, that the “eminent utility,” which he
expected to result, at some future day, to astronomical science, from
a prosecution of such discoveries as he had recently made among
the fixed stars, had been long before anticipated by our Astronomer.
In that answer Mr. Rittenhouse mentions, that he is induced to
request his correspondent’s acceptance of a copy of the Oration he
had delivered before the American Philosophical Society, “some
years” before:—“because,” says the writer, “I therein gave my
opinion, that the fixed stars afforded the most spacious field for the
industry of future astronomers; and expressed my hopes, that the
noblest mysteries would sometime be unfolded, in those immensely
distant regions.”
This early opinion of his own concerning the fixed stars, to which
Mr. Rittenhouse refers in his letter, is expressed in his Oration, in this
short paragraph: “If astronomy shall again break those limits that
now confine it, and expatiate freely in the superior celestial fields,—
what amazing discoveries may yet be made among the fixed stars!
That grand phænomenon the Milky way, seems to be the clue, that
will one day guide us.”
Such were the expectations entertained by our Philosopher, more

than three years before the date of Mr. Mayer’s communication of his
discovery to the Philosophical Society;—a discovery which Mr.
Rittenhouse, in his letter to that great astronomer, styles “excellent;”
and one that proves his own “presage” to have been well founded.
He, at the same time, modestly suggests to Mr. Mayer, the institution
of a comparison between the many observations he had already
made, in order to determine, whether the several changes observed
will agree with any imagined motion of our system; remarking, that
those he had communicated, seemed to favour such a supposition.
How important soever, in relation to astronomy, the phænomena

observed by Mayer may be, the honour of first discovering them
certainly belongs to him. Mr. Rittenhouse was not the discoverer: nor
had he ever access to so complete and expensive an astronomical
apparatus, as that used by Mayer on the occasion, and with which
he was furnished by means of princely munificence. But all candid
men of science will, nevertheless, be disposed to allow the American
Astronomer no inconsiderable share of merit for the early “presage,”
which his deep-discerning and vastly comprehensive mind enabled
him to suggest, of some such future discoveries.
The writer of these memoirs deemed it his duty to do justice to the

memory of the subject of them, by giving publicity to these
interesting circumstances; and the performance of this duty is the
more gratifying to the writer, because he alone possesses a
knowledge of all the facts he has stated, concerning them.
The late discoveries of Dr. Herschel, among the fixed stars, in

addition to those previously made by Mr. Mayer, have in a greater
degree realised the expectations which were formed, many years
before either, by our Astronomer; such, indeed, as are almost
entitled to the character of prescient annunciations, respecting that
portion of the heavens which should, some time or other, be the
scene of the most important astronomical discoveries. According to
Herschel, the Milky Way is an immense nebula, near one of the
sides of which, is placed the solar system; and he imagines, that
each nebula, of which he had observed more than nine hundred,
consists of a group of suns, with their attendant planets!
Mr. Rittenhouse never possessed the means of acquiring such

stupendous and costly telescopes, as those used by Herschel, for
the purpose of exploring the heavens. But the penetrating genius of
our countryman seems to have contemplated, by anticipation, the
actual existence of those sublime phænomena, some of which the
vastly superior instruments of the Germano-Anglican Astronomer
have since manifested; when, in language apparently prophetic, but
certainly dictated by the most exalted pre-conceptions of the
grandeur of celestial objects which were yet undiscovered, the
American Philosopher observes, as he does in his Oration,—that “all
yonder stars innumerable, with their dependencies, may perhaps
compose but the leaf of a flower in the Creator’s garden, or a single
pillar in the immense building of the Divine Architect.” Well might he
exclaim, with rapturous extacy, after so beautiful and sublime a
reflection,—“Here is ample provision made for the all-grasping mind
of man!”
It will be evident to such as duly reflect on this subject, that those

expectations which occupied the mind of Mr. Rittenhouse, so long
since as the year 1775—concerning the “amazing discoveries” which
should, at some future period, be made among the fixed stars, were
not mere conjectures or vague hypotheses; but, that they were
rational anticipations of realities, founded on the most acute
observation and laborious research, as well as the profoundest
philosophical judgment. As Newton is said to have revealed those
truths in physics, which his predecessor, Bacon, had preconceived;
so, that great practical astronomer, Herschel, and some other
eminent observers of our day,[230] have been enabled, by means of
the very important improvements recently made in astronomical
instruments,[231] to verify a grand hypothesis in his favourite science,
which had long before been conceived by the towering genius of
Rittenhouse.
From the time our astronomer became established in Philadelphia,

until the year 1787, he resided in a house belonging to the late Mr.
Thomas Clifford, at the south-east corner of Arch and (Delaware)
Seventh streets: But the mansion which Mr. Rittenhouse had erected
for himself, the preceding year, on his Observatory-lot at the
diagonal corner of those streets, being then compleated, he removed
thither; and there continued his residence, during the residue of his
life. It was about this time, perhaps towards the close of the year
1786, that he was compelled by the duties of his office, as sole
trustee of the loan-office, to put in suit the bonds which accompanied
the mortgages of sundry delinquent loanees. The bonds were placed
in the hands of the Writer of these Memoirs, for that purpose; with
instructions to treat the delinquents with every reasonable degree of
forbearance. This lenity was observed, agreeably to Mr.
Rittenhouse’s desire; few suits were instituted, and payment of the
monies due, or the greater part of them, was not long after obtained.
Early in the year 1787, the expected appearance of a new comet

in that year, engaged Mr. Rittenhouse’s attention: and on that
occasion he addressed the following letter to Mr. Ellicott.
“Philadelphia, Feb. 12, 1787.
“Dear Sir,
“The elements of the new Planet have been pretty well determined
by several European astronomers. The following I have extracted
from the Almanack[232] for 1787.
Mean Longitude 4h 2° 21′ 58″ To Dec. 31,

Mean Anomaly 4 8 53 56 1787, at noon,
Place of Aphel. 11 23 28 2 Paris.
Ascending Node 2 12 52 54
Mean Motion in Long. in 365 days 4° 19′ 47″

in 30 days 21′ 21″
in 24 hours 42″.7
“The Aphelion and Nodes move according to
the precession of the Equinoxes; that is 50″.3 per ann.
Inclination of the Orbit 46′ 13″
Log. of greatest distance from the Sun 6.3007701

Log. of least distance 6.2594052
The Log. of the Earth’s mean dist. from ☉
being 5.0000000
“Dr. Halley’s Table of the equation of ♃’s orbit will do very well for
computing the place of Herschel’s planet, only subtracting 1/16 part of
the equation there found; the greatest equation of this planet being
5° 27′ 16″. So, if from the Log. to any degree of anomaly, in the Table
for Jupiter, we subtract 1/76 part of the excess of that Log. above the
least, and to the remainder add the constant Logarithm .5647750,
we shall have the Log. for ♅ sufficiently accurate. On these
principles, I have computed the Right Ascension of ♅, and find both
agree with my own observation, to a few seconds.
“I am sorry you have engaged the notice of *******. Men of his

principles, with a printing-press at command, are the greatest pests
of society.
“My very bad state of health, and a multiplicity of business, have

prevented my answering yours as soon as I wished to have done it. I
am, Dear Sir, your Friend and Humble Servant,
“Andrew Ellicott, Esq. Baltimore.”
The correctness of the calculations respecting the Georgium

Sidus, stated in this letter, is noticed in the following extract from one
of Mr. Ellicott’s Almanacks.
“The reader will find in this Almanack a continuation of the planet

♅. The elements on which the calculations were made, appear by
observation to be very accurately determined, not only by the
astronomers in Europe, but by my ingenious friend Mr. Rittenhouse,
whose knowledge of the theory and practice of astronomy, is not
surpassed in the old world.”
From this time, until his resignation of the treasurership of

Pennsylvania in the autumn of 1789[233], Mr. Rittenhouse appears to
have continued to be pretty much engaged in the duties of that
office. A short time before this event, the Writer of these Memoirs
visited the city of New-York; where the first congress, chosen under
the present constitution of the United States, were then convened,
having commenced their session on the fourth day of March
preceding: and on that occasion, Mr. Rittenhouse addressed a letter
to General Washington, then President of the United States,
recommendatory of his friend and nephew. Delicacy forbids this
relative to present to public view that portion of the letter, which more
especially relates to himself: but the introductory part of it is here
presented to the reader, for the purpose of testifying the continuance
of the high esteem entertained for the truly great man to whom it was
addressed, by one who never disguised his sentiments. This extract
is as follows:
“Philadelphia, Aug. 14, 1789[234]
“Sir,
“However unwilling I am to add to that multitude of letters which

must encroach so much on your precious time, I cannot altogether
forbear, without doing violence to my feelings. As we have, all of us,
through the course of life, been greatly indebted to the good offices
of others; so we are no doubt under obligations to perform the same
in our turn, as well with respect to our particular friends, as society in
general.
“Mr. William Barton, my sister’s son, knowing that you have

heretofore honoured me with your acquaintance, I might, perhaps,
say friendship, is willing to believe that any thing I can say in his
favour, might have some weight with your Excellency.—
* * * * * * * * *
* * * * * * * * *
* * * * * * * * *
* * * * * * * * *
“Wishing your Excellency every happiness, I have the honour to

be, Sir, with the greatest respect, your most obedient humble
servant,
“His Excellency the President of the U. States.”
On the 10th of November, 1789, the following letter from Mr.

Rittenhouse, offering his resignation of the office of treasurer of the
state, was presented to the general assembly; and, after having
been twice read, was, by order of the house, entered on their
minutes.
November 9, 1789.
“Sir,
“On account of the very unfavourable state of my health, as well

as because I most earnestly wish to devote some of the few
remaining hours of my life to a favourite science, I find myself under
the necessity of declining the office of treasurer.
“I have now held that office for almost thirteen years, having been
annually appointed by the unanimous voice, so far as I know, of the
representatives of the freemen of this state; a circumstance I shall
ever reflect on with satisfaction, and which does me the greatest
honour.
“I will not pay so ill a compliment to those I owe so much, as to

suppose the principal motive in these repeated appointments was
any other than the public good; but I am nevertheless very willing to
believe, that a regard to my interest was not wholly out of view. And I
shall, perhaps, never have another opportunity of expressing, with so
much propriety, my sincerest gratitude to the representatives of my
countrymen, whose favour I have indeed often experienced on other
occasions.
“I accepted the treasury, when it was attended with difficulty and

danger, and consequently when there was no compensation for it.
Soon afterwards, a depreciated currency, prodigiously accumulated,
made it extremely burthensome, without any prospect of profit.
“In a more favourable situation of our affairs, it might have been

lucrative, had not the very small commissions allowed by law, been
scarcely equal to the risk of receiving and paying. In 1785, my
commissions were increased, and the office was for some time
profitable; but the difficulties or remissness in collecting the public
revenues, again reduced it to a very moderate compensation.
“If, however, the embarrassments of the office have, in general,

been little understood by those not immediately concerned in it; if the
emoluments of it have been greatly exaggerated in the public
opinion; I am still the more obliged to the several assemblies, who,
under these impressions, have nevertheless continued me so long
their treasurer.
“The confidence of the public I have ever esteemed so invaluable

a possession, that it has been my fixed determination not to forfeit it,
by any voluntary act of impropriety. Where my conduct has been

(Download PDF) Principles and Practice of Marketing 10Th Edition Fiona Ellis Chadwick Full Chapter PDF

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

(Download PDF) Principles and Practice of Marketing 10Th Edition Fiona Ellis Chadwick Full Chapter PDF

Uploaded by

Copyright:

Available Formats

Principles and Practice of Marketing

10th Edition Fiona Ellis-Chadwick

Principles and Practice of Marketing 9th Edition David

Principles and Practice of Marketing 8th Edition David

Retail Marketing Management: Principles and Practice

Advertising & IMC: Principles and Practice 10th

Principles of Marketing, 19th Global Edition Philip

Principles of Marketing, Student Value Edition (17th

Principles of Marketing, Global Edition 17th Edition,

Principles and Practice of Veterinary Technology 4th

Principles and Practice of

David Jobber and

Principles and Practice of

David Jobber and

Principles and Practice of Marketing, Tenth Edition

David Jobber and Fiona Ellis-Chadwick

Published by McGraw-Hill Education (UK) Limited

British Library Cataloguing in Publication Data

Library of Congress Cataloguing in Publication Data

Portfolio Manager: Sabrina Farrugia

Text design by Kamae Design

Published by McGraw-Hill Education. Copyright © 2024 by McGraw-Hill Education.

Brief Table of Contents

Case Guide xiii

Technology to Enhance Learning and Teaching xxiii

2 The Marketing Environment 41

3 Sustainable Marketing and Society 93

4 Customer Behaviour 133

5 Value Through Relationships 183

6 Digital Marketing Analytics and Customer Insights 215

7 Market Segmentation and Positioning 253

9 Value Through Pricing 349

10 Value Through Innovation 387

11 Value Through Service 423

13 The Marketing Communications Mix: Mass Communications

15 Direct Marketing, Social Media and Direct Messaging 595

16 Place: Distribution, Channel Management and Retailing 639

18 Analysing Competitors and Creating a Competitive Advantage

20 Global Marketing Strategy 799

Detailed Table of Contents

About the Authors xxvii

2 The Marketing Environment 41

3 Sustainable Marketing and Society 93

4 Customer Behaviour 133

5 Value Through Relationships 183

CASE 9 Starbucks: Brewing Great Customer Experiences Through

7 Market Segmentation and Positioning 253

9 Value Through Pricing 349

10 Value Through Innovation 387

11 Value Through Service 423

Study Questions 450

13 The Marketing Communications Mix: Mass Communications 503

14 Digital Marketing and Media 555

15 Direct Marketing, Social Media and Direct Messaging 595

16 Place: Distribution, Channel Management and Retailing 639

Marketing Objectives 694

18 Analysing Competitors and Creating a Competitive Advantage 717

19 Product Strategy: Lifecycle, Portfolio and Growth 759

20 Global Marketing Strategy 799

21 Managing Marketing Implementation 837

Subject Index 896

1.1 H&M: Look Good, Do Good, Feel Good 13

2.1 The Impact of the Cost of Living Crisis 52