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 MARKETING

MARKETING
GARY ARMSTRONG • PHILIP KOTLER
AN INTRODUCTION FOURTH EDITION
GARY ARMSTRONG PHILIP KOTLER MICHAEL HARKER ROSS BRENNAN
MICHAEL HARKER • ROSS BRENNAN
‘Contemporary content and examples, interwoven throughout to bring the subject to life in an
accessible, familiar way. Different way of organising topics, which brings readers deeper into the

MARKETING
subject by gradual stages.’
Donald Lancaster, Bath University

From previous editions

‘A highly readable text which I enjoyed and students will enjoy too. The authors have produced
a clear, well-organised, informative and interesting book which guides the reader through each

AN INTRODUCTION
concept, combining theory and practice in an engaging way. A valuable resource for any student of
marketing.’

AN INTRODUCTION
Caroline Miller, Keele University
‘Clear and easy to read with insightful and relevant material covering all the things that are
necessary in a modern textbook. This text is valued highly by tutors and students - keep up the good
FOURTH EDITION
work!’
Catherine Canning, Glasgow Caledonian University

Marketing: An Introduction introduces students at all levels, undergraduate, postgraduate and

professional courses, to marketing concepts. It focuses on how to build profitable customer
relationships by encouraging students to apply concepts to real commercial practice through
numerous case studies from around the world.
Now updated with the latest ideas in digital marketing such as big data, analytics and social
marketing as well as up-to-date case studies from a range of consumer and industrial brands
including Netflix, Aldi, Spotify, Phillips, Renault and Airbus 380, this fourth edition combines the
clarity and authority of the Kotler brand within the context of European marketing practice.
Marketing: An Introduction makes learning and teaching marketing more effective, easier and FOURTH
more enjoyable. The text’s approachable style and design are well suited to cater to the enormous
variety of students taking introductory marketing classes. EDITION

HARKER BRENNAN
ARMSTRONG KOTLER
About the authors
Gary Armstrong is Crist W. Blackwell Distinguished Professor Emeritus of Undergraduate Education
in the Kenan-Flagler Business School at the University of North Carolina at Chapel Hill.
Philip Kotler is S.C. Johnson & Son Distinguished Professor of International Marketing at the
Kellogg Graduate School of Management, Northwestern University.
Michael Harker is Lecturer in Marketing at University of Strathclyde Business School, Glasgow.
Ross Brennan is Professor of Industrial Marketing at the University of Hertfordshire Business School.

Cover image: © Ikon Images/Nick Lowndes/Getty Images www.pearson-books.com

CVR_ARMS7518_04_FNL.indd 1 3/13/19 1:58 PM

 CONTENTS

Preface xiii The growth of not-for-profit sector marketing 30

About the authors xix MARKETING AT WORK 1.2 Metaphors in marketing 31
Case matrix xxi So, what is marketing? Pulling it all together 33
Acknowledgements xxv THE JOURNEY YOU’VE TAKEN Reviewing the concepts 34
Navigating the key terms 36
Publisher’s acknowledgements xxvi
Notes and references 36

PART ONE 2 COMPANY AND MARKETING

STRATEGY: PARTNERING TO BUILD
DEFINING MARKETING AND THE CUSTOMER RELATIONSHIPS 40
MARKETING PROCESS 2 Chapter objectives 41
THE WAY AHEAD Previewing the concepts 41
Is marketing for everyone? 3 CASE STUDY BT: strategy in turbulent times 42
Company-wide strategic planning: defining marketing’s role 43
1 MARKETING: MANAGING PROFITABLE Defining a market-oriented mission 44
CUSTOMER RELATIONSHIPS 4 Setting company objectives and goals 46
MARKETING AT WORK 2.1 Maersk Line 46
Chapter objectives 5
Designing the business portfolio 48
THE WAY AHEAD Previewing the concepts 5
Planning marketing: partnering to build customer relationships 51
CASE STUDY Marketing European football 6
Partnering with other company departments 51
What is marketing? 10
Partnering with others in the marketing system 52
Marketing defined 10
MAKING CONNECTIONS Linking the concepts 54
The marketing process 11
Marketing strategy and the marketing mix 54
Understanding the marketplace and customer needs 11
Customer-centred marketing strategy 54
Customer needs, wants and demands 12
Developing the marketing mix 56
Market offerings – products, services and experiences 12
Managing the marketing effort 58
Customer value and satisfaction 12
Marketing analysis 58
Exchanges and relationships 13
Marketing planning 59
Markets 13
Marketing implementation 60
Designing a customer-driven marketing strategy 14
MARKETING AT WORK 2.2 Chill’d Coconut Water: marketing
Selecting customers to serve 14
planning for a new product line 61
Choosing a value proposition 14
Marketing department organisation 72
Marketing management orientations 15
Marketing control 73
MARKETING AT WORK 1.1 Facebook: real-time marketing
Measuring and managing return on marketing 74
all the time 17
THE JOURNEY YOU’VE TAKEN Reviewing the concepts 75
Preparing a marketing plan and programme 19
Navigating the key terms 76
MAKING CONNECTIONS Linking the concepts 20
Notes and references 77
Building customer relationships 20
Managing marketing relationships 20
The changing nature of customer relationships 22
Partner relationship management 24
Capturing value from customers 25 PART TWO
Creating customer loyalty and retention 25
Growing share of customer 26 UNDERSTANDING THE
Building customer equity
MAKING CONNECTIONS Linking the concepts
26
28
MARKETPLACE AND
The new marketing landscape 28 CONSUMERS 80
The new digital age 28
Rapid globalisation 29 Making an effort to understand your customers 81
The call for more ethics and social responsibility 29

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 viii CONTENTS

3 THE MARKETING ENVIRONMENT 82 THE JOURNEY YOU’VE TAKEN Reviewing the concepts 157
Navigating the key terms 159
Chapter objectives 83
Notes and references 159
THE WAY AHEAD Previewing the concepts 83
CASE STUDY The boycott of Arla Foods in the
Middle East 84 5 CONSUMER AND BUSINESS BUYER
The company’s microenvironment 86 BEHAVIOUR 162
The company 86 Chapter objectives 163
Suppliers 87 THE WAY AHEAD Previewing the concepts 163
Marketing intermediaries 87 CASE STUDY Airbus A380 164
Customers 88 Consumer markets and consumer buyer behaviour 167
Competitors 88 Model of consumer behaviour 167
Publics 88 Characteristics affecting consumer behaviour 168
The company’s macroenvironment 89 The buyer decision process 182
Demographic environment 89 MARKETING AT WORK 5.1 Understanding what older
MARKETING AT WORK 3.1 Environmental turmoil in the consumers want 185
German car industry 93 The buyer decision process for new products 187
MAKING CONNECTIONS Linking the concepts 100 Consumer behaviour across international borders 190
Economic environment 100 MAKING CONNECTIONS Linking the concepts 190
Natural environment 103 Business markets and business buyer behaviour 190
Technological environment 104 Business markets 191
MARKETING AT WORK 3.2 The two-edged sword of MARKETING AT WORK 5.2 GE: building B2B customer
social media 106 partnerships 192
Political environment 108 Business buyer behaviour 195
Cultural environment 115 THE JOURNEY YOU’VE TAKEN Reviewing the concepts 202
MAKING CONNECTIONS Linking the concepts 118 Navigating the key terms 204
Responding to the marketing environment 118 Notes and references 204
THE JOURNEY YOU’VE TAKEN Reviewing the concepts 119
Navigating the key terms 120
Notes and references
PART THREE
120

4 MANAGING MARKETING DESIGNING A CUSTOMER-DRIVEN

INFORMATION 122
MARKETING STRATEGY AND
Chapter objectives 123
THE WAY AHEAD Previewing the concepts 123 MARKETING MIX 208
CASE STUDY Netflix streams success with big data
and marketing analytics 124 Putting marketing into action 209
Assessing marketing information needs 127
Developing marketing information 128 6 SEGMENTATION, TARGETING AND
Internal data 128
POSITIONING: BUILDING THE RIGHT
MARKETING AT WORK 4.1 Air France–KLM: flying high
with CRM 129
RELATIONSHIPS WITH THE RIGHT
Marketing intelligence 133 CUSTOMERS 210
Marketing research 135 Chapter objectives 211
Defining the problem and research objectives 135 THE WAY AHEAD Previewing the concepts 211
Developing the research plan 136 CASE STUDY Baltika: segmenting the beer market in Russia
Gathering secondary data 137 and the West 212
EXHIBIT 4.1 Selected information sources 137 Market segmentation 214
Primary data collection 139 Segmenting consumer markets 214
EXHIBIT 4.2 145 MARKETING AT WORK 6.1 Sebiro – segmentation in
Implementing the research plan 145 men’s clothing 218
Interpreting and reporting the findings 146 Segmenting business markets 225
MAKING CONNECTIONS Linking the concepts 146 Segmenting international markets 226
Analysing marketing information 146 Requirements for effective segmentation 227
Customer relationship management 146 MAKING CONNECTIONS Linking the concepts 228
Distributing and using marketing information 149 Target marketing 228
MAKING CONNECTIONS Linking the concepts 150 Evaluating market segments 228
Other marketing information considerations 150 Selecting target market segments 228
Marketing research in small businesses and non-profit Socially responsible target marketing 234
organisations 150 MAKING CONNECTIONS Linking the concepts 234
International marketing research 151 Positioning for competitive advantage 235
Public policy and ethics in marketing research 153 Positioning maps 235
MARKETING AT WORK 4.2 Doubleplusgood market Choosing a positioning strategy 236
research 154

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 CONTENTS ix

MARKETING AT WORK 6.2 Ryanair’s value proposition: MARKETING AT WORK 8.2 VW and Alfa Romeo: German
less for much less 241 engineering with Italian chic? 314
Communicating and delivering the chosen position 243 THE JOURNEY YOU’VE TAKEN Reviewing the concepts 318
THE JOURNEY YOU’VE TAKEN Reviewing the concepts 244 Navigating the key terms 319
Navigating the key terms 245 Notes and references 319
Notes and references 245
9 PRICING: UNDERSTANDING AND
7 PRODUCT, SERVICES AND BRANDING CAPTURING CUSTOMER VALUE 322
STRATEGY 248 Chapter objectives 323
Chapter objectives 249 THE WAY AHEAD Previewing the concepts 323
THE WAY AHEAD Previewing the concepts 249 CASE STUDY Primark – The high cost of low prices? 324
CASE STUDY Alfred Dunhill Ltd: reconciling tradition and What is a price? 326
innovation in product and brand management 250 Factors to consider when setting prices 327
What is a product? 252 Customer perceptions of value 327
Products, services and experiences 253 Company and product costs 330
Levels of product and services 254 Other internal and external considerations
Product and service classifications 254 affecting price decisions 332
Product and service decisions 257 MARKETING AT WORK 9.1 Rolex: much more than just a
Individual product and service decisions 257 watch 333
Product line decisions 263 MAKING CONNECTIONS Linking the concepts 339
Product mix decisions 264 New-product pricing strategies 340
Branding strategy: building strong brands 265 Market-skimming pricing 340
Brand equity 265 Market-penetration pricing 340
Building strong brands 267 Product mix pricing strategies 341
MARKETING AT WORK 7.1 Naming brands: just how Product line pricing 341
much does a name matter? 268 Optional-product pricing 341
Managing brands 274 Captive-product pricing 342
MARKETING AT WORK 7.2 Potterheads, Twihards By-product pricing 342
and Tributes 275 Product bundle pricing 343
Services marketing 278 Price adjustment strategies 343
Nature and characteristics of a service 278 Discount and allowance pricing 343
Marketing strategies for service firms 280 Segmented pricing 344
Additional product considerations 283 Psychological pricing 345
Product decisions and social responsibility 283 Promotional pricing 346
International product and services marketing 283 MAKING CONNECTIONS Linking the concepts 346
THE JOURNEY YOU’VE TAKEN Reviewing the concepts 285 Geographical pricing 347
Navigating the key terms 286 Dynamic pricing 348
Notes and references 286 MARKETING AT WORK 9.2 Dynamic pricing at easyJet
and Ryanair: climbing the skies with low prices 348
8 DEVELOPING NEW PRODUCTS AND International pricing 350
Price changes 351
MANAGING THE PRODUCT LIFE CYCLE 290
Initiating price changes 351
Chapter objectives 291 Responding to price changes 353
THE WAY AHEAD Previewing the concepts 291 Public policy and pricing 354
CASE STUDY Kickstarting new-product development 292 THE JOURNEY YOU’VE TAKEN Reviewing the concepts 355
New-product development strategy 295 Navigating the key terms 356
Idea generation 297 Notes and references 356
Idea screening 300
Concept development and testing 300
EXHIBIT 8.1 301
10 MARKETING CHANNELS AND SUPPLY
Marketing strategy development 302 CHAIN MANAGEMENT 358
Business analysis 302 Chapter objectives 359
Product development 302 THE WAY AHEAD Previewing the concepts 359
Test marketing 303 CASE STUDY Pinturas Fierro: slow but safe growth 360
Commercialisation 304 Supply chains and the value-delivery network 362
Organising for new-product development 305 The nature and importance of marketing channels 363
MARKETING AT WORK 8.1 Electrolux: cleaning up with How channel members add value 363
customer-centred, team-based new-product development 306 Number of channel levels 365
MAKING CONNECTIONS Linking the concepts 308 Channel behaviour and organisation 366
Product life-cycle strategies 308 Channel behaviour 366
Introduction stage 311 Vertical marketing systems 367
Growth stage 312 Horizontal marketing systems 369
Maturity stage 312 Multichannel distribution systems 369
Decline stage 314 Changing channel organisation 370

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 x CONTENTS

MARKETING AT WORK 10.1 Steam-powered marketing: MAKING CONNECTIONS Linking the concepts 429
disintermediation in the computer game industry 371 Advertising 429
Channel design decisions 373 Setting advertising objectives 431
Analysing consumer needs 374 Setting the advertising budget 432
Setting channel objectives 374 Developing advertising strategy 433
Identifying major alternatives 374 MARKETING AT WORK 12.1 Narrowcasting – Savile Row
Evaluating the major alternatives 376 and science fiction 435
Designing international distribution channels 376 MARKETING AT WORK 12.2 Advertising in computer
Channel management decisions 376 games 441
Selecting channel members 377 Evaluating advertising effectiveness and return on
Managing and motivating channel members 377 advertising investment 444
Evaluating channel members 378 Other advertising considerations 445
Public policy and distribution decisions 378 MAKING CONNECTIONS Linking the concepts 446
Marketing logistics and supply chain management 379 Sales promotion 447
Nature and importance of marketing logistics 379 Rapid growth of sales promotion 447
Goals of the logistics system 380 Sales promotion objectives 447
Major logistics functions 380 Major sales promotion tools 448
Integrated logistics management 383 Developing the sales promotion programme 450
MARKETING AT WORK 10.2 Zara: Public relations 451
fast fashions – really fast 385 The role and impact of public relations 451
THE JOURNEY YOU’VE TAKEN Reviewing the concepts 386 Major public relations tools 452
Navigating the key terms 388 THE JOURNEY YOU’VE TAKEN Reviewing the concepts 453
Notes and references 388 Navigating the key terms 455
Notes and references 455
11 RETAILING AND WHOLESALING 390
Chapter objectives 391 13 COMMUNICATING CUSTOMER VALUE:
THE WAY AHEAD Previewing the concepts 391
CASE STUDY Aldi: don’t discount them 392
PERSONAL SELLING AND DIRECT
Retailing 393 MARKETING 460
Types of retailers 394 Chapter objectives 461
EXHIBIT 11.1 Major store retailer types 394 THE WAY AHEAD Previewing the concepts 461
MAKING CONNECTIONS Linking the concepts 399 CASE STUDY Innovating in business relationships:
Retailer marketing decisions 399 how Philips works with international retailers 462
The future of retailing 403 Personal selling 464
MARKETING AT WORK 11.1 Movers and shakers: leaders The nature of personal selling 464
in European retailing 403 The role of the sales force 465
MAKING CONNECTIONS Linking the concepts 408 Managing the sales force 466
Wholesaling 408 Designing sales force strategy and structure 466
MARKETING AT WORK 11.2 The Greenery: a fresh approach 408 Recruiting and selecting salespeople 470
Types of wholesalers 410 Training salespeople 471
Wholesaler marketing decisions 412 Compensating salespeople 472
Trends in wholesaling 414 Supervising and motivating salespeople 472
THE JOURNEY YOU’VE TAKEN Reviewing the concepts 414 Evaluating salespeople and sales force performance 475
Navigating the key terms 415 MAKING CONNECTIONS Linking the concepts 475
Notes and references 415 The personal selling process 476
Steps in the selling process 476
12 COMMUNICATING CUSTOMER VALUE: Personal selling and customer relationship management 478
Direct marketing 479
ADVERTISING, SALES PROMOTION The new direct marketing model 479
AND PUBLIC RELATIONS 418 MARKETING AT WORK 13.1 Groupon: making life less
Chapter objectives 419 boring through direct marketing on the Web 480
THE WAY AHEAD Previewing the concepts 419 Benefits and growth of direct marketing 483
CASE STUDY Renault: how a sausage, a sushi roll, a Customer databases and direct marketing 483
crispbread and a baguette have affected car sales in Europe 420 Forms of direct marketing 485
The promotion mix 422 MAKING CONNECTIONS Linking the concepts 489
Integrated marketing communications 424 Integrated direct marketing 489
The new marketing communications landscape 424 MARKETING AT WORK 13.2 Direct marketing success
The shifting marketing communications model 424 stories 490
The need for integrated marketing communications 425 Public policy and ethical issues in direct marketing 491
Shaping the overall promotion mix 426 THE JOURNEY YOU’VE TAKEN Reviewing the concepts 493
The nature of each promotion tool 426 Navigating the key terms 495
Promotion mix strategies 428 Notes and references 495

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 CONTENTS xi

PART FOUR Deciding which markets to enter

Deciding how to enter the market
555
557
EXTENDING MARKETING 498 Exporting 557
Joint venturing 557
Can Marketing Save the World? 499 Direct investment 559
MAKING CONNECTIONS Linking the concepts 559
Deciding on the global marketing programme 559
14 MARKETING IN THE DIGITAL AGE 500
MARKETING AT WORK 15.2 Doing business with China:
Chapter objectives 501 culture matters 561
THE WAY AHEAD Previewing the concepts 501 Product 563
CASE STUDY Printing the future 502 Promotion 564
The digital age 504 Price 565
The wonderful world of internet statistics 505 Distribution channels 566
Marketing strategy in the digital age 506 Deciding on the global marketing organisation 567
E-business, e-commerce and e-marketing in the THE JOURNEY YOU’VE TAKEN Reviewing the concepts 568
digital age 507 Navigating the key terms 569
Benefits to buyers 507 Notes and references 569
Benefits to sellers 508
E-marketing domains 509
B2C (business to consumer) 510
16 ETHICS, SOCIAL RESPONSIBILITY AND
B2B (business to business) 510 SUSTAINABILITY 574
C2C (consumer to consumer) 512 Chapter objectives 575
C2B (consumer to business) 514 THE WAY AHEAD Previewing the concepts 575
Marketing on the Web 514 CASE STUDY Help – for a life without tobacco 576
Click-only versus click-and-mortar e-marketers 514 Social criticisms of marketing 579
MAKING CONNECTIONS Linking the concepts 517 Marketing’s impact on individual consumers 579
Setting up an online marketing presence 517 MARKETING AT WORK 16.1 The international obesity
MARKETING AT WORK 14.1 Marketing applications: debate: who’s to blame? 582
from Angry Birds to happy marketers 524 MAKING CONNECTIONS Linking the concepts 585
The promises and challenges of the digital age 527 Marketing’s impact on society as a whole 585
New intermediaries and the pushback against Marketing’s impact on other businesses 588
Facebook 527 Citizen and public actions to regulate marketing 588
Society and culture 528 Consumerism 589
Mass customisation and new markets 529 Sustainability 590
MARKETING AT WORK 14.2 Digital disruption in home MARKETING AT WORK 16.2 The VW emissions scandal 591
entertainment – Blockbuster, Lovefilm and HBO 529 Public actions to regulate marketing 594
The Web’s darker side – legal and ethical issues 531 Business actions towards socially responsible marketing 595
THE JOURNEY YOU’VE TAKEN Reviewing the concepts 535 Sustainable marketing 595
Navigating the key terms 537 MAKING CONNECTIONS Linking the concepts 597
Notes and references 537 Marketing ethics 598
EXHIBIT 16.1 Some morally difficult situations in
15 THE GLOBAL MARKETPLACE 540 marketing 598
EXHIBIT 16.2 American Marketing Association: Ethical
Chapter objectives 541
norms and values for marketers 600
THE WAY AHEAD Previewing the concepts 541
THE JOURNEY YOU’VE TAKEN Reviewing the concepts 602
CASE STUDY Spotify – fulfilling a global niche 542
Navigating the key terms 603
Global marketing in the twenty-first century 545
Notes and references 603
Looking at the global marketing environment 547
The international trade system 547
Economic environment 549
Political–legal environment 550 Appendix 1 Marketing metrics 608
Cultural environment 551 Appendix 2 Careers in marketing 614
MARKETING AT WORK 15.1 McDonald’s: serving Glossary 622
customers around the world 552 Index 632
Deciding whether to go international 555

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F01 Marketing An Introduction 00309 Contents.indd 12 06/03/2019 13:02
 PREFACE

WELCOME TO THE FOURTH EDITION!

Our goal with the fourth European edition of Marketing: An Introduction has been to retain
the great strengths of both the classic US original – among which are its clarity, coherence
and authority – and those of the three prior European editions – among which are their
contextual detail and incorporation of material on new and embryonic marketplaces – and
to do so while fully incorporating the latest developments, evolutions and changes with
respect to the practice and theory of marketing. Further, great effort has been expended in
developing and diversifying the European-oriented material in order to create an even more
effective text from which to learn about and teach marketing in a European context.
Most students learning marketing require a broad, complete picture of basic marketing
principles and practices. They need a text that is complete yet easy to manage and master, one
that guides them through the great variety of topics that come under the rubric of marketing
without confusing or bewildering them – one that helps them prepare their assessments but
also prepares them for careers in marketing or related fields. We hope that this text serves all
of these important needs for marketing students, and that it strikes a careful balance between
depth of coverage and ease of learning. Unlike more abbreviated texts, Marketing: An Intro-
duction provides a complete overview of marketing in theory and in practice. Unlike longer,
more complex texts, its moderate length makes it possible to use fully in one semester.
Marketing: An Introduction makes learning and teaching marketing more effective, easier
and more enjoyable. The text’s approachable style and design are well suited to cater to the
enormous variety of students that may take introductory marketing classes. These students
will be helped to learn, link and apply important concepts by generous use of up-to-date
cases, exemplars and illustrations. Concepts are applied through many examples of situa-
tions in which companies from Spain to Russia and from Denmark to Turkey assess and
solve their marketing problems. This fourth edition has no fewer than 48 cases – of which
11 are brand new and the remainder updated thoroughly. Integrated with accounts of con-
temporary practice, each chapter has had the roster of supporting academic literature
updated to reflect the latest thinking and research.
Finally, this text presents the latest marketing thinking – as advocated and implemented by
the reflective professional working in established or developing industries or job roles. It builds
on an innovative and integrative marketing framework, one that positions marketing simply as
the art and science of creating value for customers in order to capture value from customers in
return. We hope that the great diversity to be found in Europe and marketing is found within.

Creating customer value and relationships

Today’s marketing is all about building profitable customer relationships through interact-
ing face to face or online. It starts with understanding consumer needs and wants, deciding
which target markets the organisation can serve best, and developing a compelling value
proposition by which the organisation can attract, keep and develop targeted consumers. If

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 xiv PREFACE

the organisation does these things well, it will reap the rewards in terms of market share,
profits and customer equity. From beginning to end, Marketing: An Introduction presents
and develops this integrative customer value/customer equity framework.
Marketing is much more than just an isolated business function – it is a philosophy that
guides the entire organisation. The marketing department cannot build profitable customer
relationships by itself. Marketing is a company-wide undertaking. It must drive the com-
pany’s vision, mission and strategic planning. It involves broad decisions about who the
company wants as its customers, which needs to satisfy, what products and services to offer,
what prices to set, what communications to send and receive, and what partnerships to
develop. Thus, marketing must work closely with other departments in the company and
with other organisations throughout its entire value-delivery system to create superior
customer value and satisfaction.

How do we get you learning?

This edition of Marketing: An Introduction builds on five major themes:

Creating value for customers in order to capture value from customers in return Today’s
marketers must be good at creating customer value and managing customer relationships.
They must attract targeted customers with strong value propositions. Then, they must keep
and grow customers by delivering superior customer value and effectively managing the
company–customer interface. Today’s outstanding marketing companies understand the
marketplace and customer needs, design value-creating marketing strategies, deliver value
and satisfaction, and build strong customer relationships. In return, they capture value from
customers in the form of sales, profits and customer equity.
Marketers must also be good at relationship management. They must work closely with
partners inside and outside the company jointly to build profitable customer relationships.
Successful marketers are now partnering effectively with other company departments to
build strong company value chains. And they are joining with outside partners to build
effective demand and supply chains and effective customer-focused alliances in virtual and
real worlds.

Building and managing strong brands to create brand equity Well-positioned brands with
strong brand equity provide the basis upon which to build profitable customer relationships.
Today’s marketers must be good at positioning their brands powerfully and managing them
well across diverse and sometimes conflicting cultures.

Measuring and managing return on marketing Marketing managers must ensure that their
marketing budget is being well spent. In the past, many marketers spent freely, often without
sufficient care in respect of the financial returns on their spending. That attitude belongs to
the past. Measuring and managing return on marketing investments has become an impor-
tant part of strategic marketing decision making.

Harnessing new marketing technologies in this digital age New digital and other high-tech
marketing developments are dramatically changing both buyers and the marketers who serve
them. Today’s marketers must know how to use new technologies to connect more effectively
with customers and marketing partners in this new digital age – not to mention understand-
ing how consumers are using these same technologies. Several of the new cases focus on the
impact of social media and digital distribution on marketing and markets.

Marketing in a socially responsible way around the globe As technological developments

make the world an increasingly smaller place, marketers must be good at marketing their
brands globally and in socially responsible ways.

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 PREFACE xv

Important improvements and additions

Marketing is a set of extremely varied practices, and Europe is a diverse and exciting conti-
nent. In this book we will look at product concepts being Kickstarted into existence, Direct
Marketing helping African postal services, French cars being advertised in Germany, Scandi-
navian foods being sold in Arab supermarkets and European airlines pricing dynamically –
among many other examples of marketing in, to and from Europe by companies like Spotify,
Rolex, Philips and Renault. The rise and rise of technology as an influence on businesses,
customers and markets is reflected by examining the digital distribution of software and
music and TV, advertising in video and computer games, and the market impact of new digi-
tal markets – seen through the prisms of Angry Birds, programmatic advertising and 3D home
printing. As an important addition, the concepts, processes and practicalities of marketing
planning are now an explicit theme.
This fourth European edition of Marketing: An Introduction has been thoroughly revised
to reflect the major trends and forces that are affecting marketing in this age of customer
value and relationships, including implications for European marketers for Brexit, changed
rules and regulations such as the General Data Protection Regulations of the EU in the era
of big data and the rise of mobile marketing and networked consumer.
The first chapter on the importance of managing customer relationships effectively begins
by looking at some of the marketing activities carried out by UEFA, the governing body of
European football, and those past masters of attracting lucrative sponsorships deals –
Manchester United. Facebook makes an early appearance in respect of how this key social
media platform is applying foundational marketing concepts – and creating new ones. The third
case in this chapter looks at the text and context of the use of metaphors in marketing in the
dialogue between marketers and between marketing organisations and their stakeholders.
The second chapter considers the importance of marketing strategy and the difficulties
inherent in managing complex businesses in the dynamic context of Europe. Examples of key
issues are taken from companies including Monsanto, Danone and Under Armour. We hope
that our book will act as a guide on marketing to Europe, as well as within and from it. The
chapter contains a revised case about the crucial logistics services provided by Maersk. Strat-
egy as evolution is considered in the case of British Telecom (BT) and the chapter concludes
with a double-length fully-worked case on practical and applied marketing planning, dealing
with every aspect from market positioning to sales forecasting and competitor analysis.
All firms operate within dynamic marketing environments. Recent economic turbulence
has caused many managers to pause and reflect on their marketing environment – the context
of business. Recent events, such as the decision of UK voters to leave the EU, coupled with
the perpetual complexity and variety of Europe geographically, demographically and politi-
cally, have meant that Chapter 3 is very different from the equivalent chapter in the third
edition of the text. Cases for this edition consider a Scandinavian dairy products company
having a torrid time in countries with radically different cultural and societal norms, a new
case looking at the impact of environmental factors on German car manufacturing, and a
revised case examining how companies are getting themselves into hot water quickly and on
a global scale through the two-edged sword of social media. The unique nature of the Euro-
pean Union (EU) is examined in some detail – not just politically, but also the impact of the
community on national and multinational economies and legal frameworks – and its relation-
ships with other countries and trading blocs in and out of Europe. This is extended by a
section looking at the specific issues presented by Brexit for European marketers.
In order to understand their customers, markets and environments, firms need to collect,
process and manage marketing information. The new opening case to Chapter 4 considers
the ways and means by which Netflix uses consumer-generated ‘big data’ to punch above its
weight and improve decision making. The critical importance of information and relation-
ship management hardware, software and marketing processes is brought home through the
second case in this chapter on CRM at Air France and KLM. Privacy, and the increasing
number and significance of companies that you’ve never heard of but who know a great deal

F01 Marketing An Introduction 00309 Contents.indd 15 06/03/2019 13:02

 xvi PREFACE

about you, are discussed. As an aid to student learning and research, a comprehensive table
is presented giving suggested sources of marketing intelligence across and within Europe.
The final case in this chapter looks at how market researchers are collecting information
using social media like Facebook and Twitter.
Airbus is a leading player in the global aerospace industry, and the particular problems
in selling the new generation of large-capacity airliners are examined in the opening case to
Chapter 5, which deals with consumer and business buying behaviour. Marketing to con-
sumers is, of course, a major component of this chapter, and a second case is presented on
the lengths firms must go to in order to satisfy their older customers in the context of one
company – Doro – offering simplified hi-tech products. The wide diversity of European
customers is reflected in examples of financial services especially designed for Muslims,
French anti-pollution technology, Italian tyre manufacturers and a final case looking at how
General Electric is connecting with partners on a global scale.
Europe is more than the EU. Chapter 6, dealing with segmentation, targeting and
positioning, opens with a case about a Russian brewery and its efforts to match the right
beer to the right drinker in markets outside Russia. We look at the success Ryanair has
garnered by targeting specific market segments for its cheap flights. The final case in this
chapter looks at how men’s suiting is an excellent demonstration of how markets can be
segmented in subtle but powerful ways. Original examples include wealth management
services for the increasing numbers of women with investment portfolios, the sophisti-
cated ways and means by which companies such as Experian segment markets for their
clients, and how one clothing retailer has tried to make itself stand out through a unique
positioning strategy.
Every country in Europe has brands that are famous on the international stage and a near
infinite number that are new or known only locally. Chapter 7, dealing with product, services
and branding strategy, considers some of these famous brands with a case on Dunhill. While
Dunhill epitomises cool Englishness, and has been world famous for many years, the new
case in this chapter ‘Potterheads, Twihards and Tributes’, looks at the phenomenal success
of J.K. Rowling, Stephenie Meyer and Suzanne Collins (Harry Potter, Twilight Saga, Hunger
Games Trilogy) and examines how these authors have used their personal branding delivered
through clever online marketing to build online brand communities that maintain a genuine
relationship between the fans, the authors and the book series. The case on naming brands
has been updated to reflect recent examples of success and failure.
Chapter 8 explores new product development and product life-cycle strategies. In this
chapter we look at the strategies employed by global brands such as Apple and Procter &
Gamble. The new opening case looks at how Kickstarter is allowing people with a bright
idea and no money to get their innovations to market. We reflect on how Electrolux is bring-
ing together diverse teams in order to improve product development and the final case in
this chapter considers the development and marketing of products by VW and Alfa Romeo.
In Chapter 9 we look at pricing. Even though many countries in Europe have adopted the
euro, there are still a lot of different currencies in use across the continent, which can com-
plicate the pricing decision. Two of the companies that are discussed in this chapter have
arrived at quite different answers to the problem of setting ‘the right price’. The chapter
opens with a case study about Primark, a clothing retailer that sets prices so low it has
generated a number of pertinent ethical issues to consider. On the other hand, German
electrical appliance manufacturer Miele has arrived at an entirely different answer to the
pricing question from Primark. The Miele answer? Offer products of such high quality and
reliability that they win one consumer award after another, and have the confidence to
charge a premium price for the value that you are offering to the consumer. That lesson is
continued by Rolex, the subject of the second case in this chapter which has been reinforced
by material to show how pricing impacts upon and is impacted by marketing strategy over
the long term. The new final case in this chapter looks at the hot topic of dynamic pricing,
taking as its context airfares set by easyJet and Ryanair.

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 PREFACE xvii

All organisations operate within complex networks of firms moving raw materials, com-
ponents and finished manufactured goods up and down supply chains. Effective manage-
ment of these channels is a key factor in becoming and staying a successful business.
Chapter 10, on marketing channels, gives many examples of companies large and small
dealing with issues of logistics and distribution at the sector and company level – examples
such as the famous French hauliers Norbert Dentressangle appear alongside lesser-known
family firms such as the Spanish company Pinturas Fierro – the focus of the opening case.
Recent concepts, driven by the emergence of the Internet and e-marketing, such as disinter-
mediation, are addressed in the case on Steam, the dominant player in the market for the
digital distribution of computer games. On that theme, the increasing importance of partner
relationship management and how it fits into the distribution mix are considered.
Chapter 11 on wholesaling and retailing opens with a case about the German discounter
Aldi. The threat of these hard discounters to established supermarkets is timely in the con-
text of multiple crises at Tesco. Alongside a second case on Dutch cooperative wholesaler
The Greenery, there is a case discussing top retailing brands in key European markets. You
may be surprised to learn that the biggest shopping mall in Europe is not in London or Paris
but rather Istanbul. At the other end of the size scale, the chapter gives many examples of
the small to medium-sized firms that make up the bulk of most European economies – firms
like Henry Poole & Co. and the many members of the Euronics network.
Advertising, sales promotion and public relations management are the focus of Chap-
ter 12. The opening case discusses French cars being advertised in Germany and a second
revised case considers the rapid growth of advertising in computer and console games. New
and up-to-date statistics and tables are presented on European advertising expenditures at
the national and international level with special emphasis on social media spending, and
there is a third case on how advertisers are using technology to narrowcast tailored promo-
tional messages to individual customers.
The other elements in the promotional mix are covered in Chapter 13 on personal selling
and direct marketing. Personal selling is illustrated with a case on Philips. The legal, ethical
and technical issues of direct marketing in Europe are considered in depth. The second case
in this chapter looks at the rise and near fall of Groupon. The European direct marketing
industry is described in some detail with specific attention paid to governing and regulating
bodies at national and EU level. The third case is new to this edition, and reviews some
recent success stories from the world of Direct Marketing – IKEA, what3words and the
Senckenberg Museum in Germany.
Chapter 14 concerns marketing in the digital age, and is necessarily substantially altered
and updated from the third edition of Marketing: An Introduction. Substantial changes were
inevitable because of the rate of change in the technology and consequent developments in
marketing techniques. Much more emphasis is given to the issues on and around program-
matic advertising. The chapter opening case shows how technologies associated with 3D
printing – or additive manufacturing as it is more formally known – is already disrupting
multiple areas of marketing activity. A new case looks at how technology has changed the
winners in home entertainment provison – from Blockbuster, to Lovefilm and on to HBO.
The chapter presents a substantial set of statistics on the personal and commercial use of
the Internet across different European countries – including expenditure on online advertis-
ing – and there is a renewed and revised case outlining the epic and legendary life of the
Angry Birds app - a new type of product in a rapidly developing and growing market, and
now a sponsor of Everton FC!
One of the characteristics of Europe, a continent with a large number of nation states
squeezed into a rather compact land mass, is that often a firm will find that it has one or
more ‘international’ markets closer at hand than the major markets of its own country. For
example, Nice in south-east France is just over the border from Italy and is closer to the
capital cities of Italy and Switzerland than it is to Paris. European customers are buying
products and services across international boundaries with increasing regularity and confi-
dence. Chapter 15 considers issues relevant to the global marketplace with a new case on

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 xviii PREFACE

the victories and defeats of Spotify and the shifted paradigms it is trying to establish in
music marketing. New figures show the leading brands globally, and the chapter now has
numerous examples of firms marketing to and from Europe alongside a thoroughly revised
case looking at the past, present and future of McDonald’s in Russia. The third case in this
chapter looks at the complexities caused by culture and society when doing business in Asia.
Finally, Chapter 16 considers marketing ethics and social responsibility. There is enhanced
coverage of social marketing: the use of marketing techniques to bring about desirable social
changes and the coverage of sustainable marketing has been developed and improved – how
can marketing contribute to a sustainable planet? The first case in this chapter looks at the
success of a recent EU-wide campaign to reduce the number of young people who smoke,
the second case at the international debate on who is to blame for obesity, and the final case
at how VW has dug itself into very, very deep trouble by fabricating test results. The chapter
asks readers to take a critical look at the issues involved in marketing ethics, social respon-
sibility and sustainability.
Throughout all 16 chapters you’ll find links to European bodies, political and sector
specific, through chapter-specific sets of weblinks. Each chapter refers to recent marketing
journal articles with a European focus and many of the images contained within the book
are new for this edition. Every chapter is supported by a matching set of lecture slides cre-
ated by the authors themselves, which have been produced to a standard – not down to a
price. Each chapter has an updated set of multiple-choice questions suitable for use with a
variety of software platforms and many of the cases are supported by audio-visual material
from the case authors and companies involved.
We don’t think you’ll find a better, fresher solution to teach and learn about marketing
anywhere.

F01 Marketing An Introduction 00309 Contents.indd 18 06/03/2019 13:02

 ABOUT THE AUTHORS

GARY ARMSTRONG is Crist W. Blackwell Distinguished Professor Emeritus of Undergrad-

uate Education in the Kenan-Flagler Business School at the University of North Carolina
at Chapel Hill. He holds undergraduate and master’s degrees in business from Wayne State
University in Detroit, and he received his Ph.D. in marketing from North-western Univer-
sity. Dr. Armstrong has contributed numerous articles to leading business journals. As a
consultant and researcher, he has worked with many companies on market-ing research,
sales management, and marketing strategy.
But Professor Armstrong’s first love has always been teaching. His long-held Black-well
Distinguished Professorship is the only permanent endowed professorship for distinguished
undergraduate teaching at the University of North Carolina at Chapel Hill. He has been
very active in the teaching and administration of Kenan-Flagler’s undergraduate program.
His administrative posts have included Chair of Marketing, Associate Director of the
Undergraduate Business Program, Director of the Business Honors Program, and many
others. Through the years, he has worked closely with business student groups and has
received several UNC campuswide and Business School teaching awards. He is the only
repeat recipient of the school’s highly regarded Award for Excellence in Undergraduate
Teaching, which he received three times. Most recently, Professor Armstrong received the
UNC Board of Governors Award for Excellence in Teaching, the highest teaching honor
bestowed by the 16-campus University of North Carolina system.

PHILIP KOTLER is S. C. Johnson & Son Distinguished Professor of International Mar-

keting at the Kellogg School of Management, Northwestern University. He received his
master’s degree at the University of Chicago and his Ph.D. at M.I.T., both in economics.
Dr. Kotler is author of Marketing Management (Pearson), now in its 15th edition and the
most widely used marketing textbook in graduate schools of business worldwide. He has
authored dozens of other successful books and has written more than 50 books and 150
articles in leading journals. He is the only three-time winner of the coveted Alpha Kappa
Psi award for the best annual article in the Journal of Marketing.
Professor Kotler was named the first recipient of four major awards: the Distinguished
Marketing Educator of the Year Award and the William L. Wilkie “Marketing for a Better
World” Award, both given by the American Marketing Association; the Philip Kotler Award
for Excellence in Health Care Marketing presented by the Academy for Health Care Services
Marketing; and the Sheth Foundation Medal for Exceptional Contribution to Marketing
Scholarship and Practice. He is a charter member of the Marketing Hall of Fame, was voted
the first Leader in Marketing Thought by the American Marketing Associa-tion, and was
named the Founder of Modern Marketing Management in the Handbook of Management
Thinking. His numerous other major honors include the Sales and Marketing Executives
International Marketing Educator of the Year Award; the European Association of Market-
ing Consultants and Trainers Marketing Excellence Award; the Charles Coolidge Parlin
Marketing Research Award; and the Paul D. Converse Award, given by the American Mar-
keting Association to honor “outstanding contributions to science in marketing.” A recent
Forbes survey ranks Professor Kotler in the top 10 of the world’s most influential business

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 xx ABOUT THE AUTHORS

thinkers. And in a recent Financial Times poll of 1,000 senior executives across the world,
Professor Kotler was ranked as the fourth “most influential business writer/guru” of the
twenty-first century.
Dr. Kotler has served as chairman of the College of Marketing of the Institute of Man-
agement Sciences, a director of the American Marketing Association, and a trustee of the
Marketing Science Institute. He has consulted with many major U.S. and international
companies in the areas of marketing strategy and planning, marketing organization, and
international marketing. He has traveled and lectured extensively throughout Europe, Asia,
and South America, advising companies and governments about global marketing practices
and opportunities.

MICHAEL JOHN HARKER is a Lecturer in Marketing within the Business School at the
University of Strathclyde in Glasgow, Scotland. Prior to this he was employed in a similar
position in London at Middlesex University after completing his PhD at Nottingham Busi-
ness School. He also holds BSc and MSc degrees in marketing – both from the University
of Newcastle-upon-Tyne. At Strathclyde – among his other teaching duties – Dr. Harker
delivers the introductory marketing class to upwards of 500 students per year. A member
of the Academy of Marketing, he is a familiar figure at the annual conference where he
performs track chairing duties, often on the Marketing Cases track, which attracts inter-
esting and innovative cases from across the world. He served for seven years as an editor
of the journal Marketing Intelligence and Planning. His own research revolves around the
twin tracks of consumer perspectives on relational marketing and pedagogic issues relevant
to the teaching, learning and assessment of marketing at degree level. He has conducted
work with a variety of companies including Porsche, The Body Shop, Toyota, NTL, Tesco
and T-Mobile. His work has been published in journals such as The Journal of Marketing
Management, The Journal of Strategic Marketing, The International Small Business
Journal, The European Business Review and Marketing Intelligence and Planning. With
John Egan he edited the three-volume series of papers published by Sage entitled Relation-
ship Marketing.

ROSS BRENNAN is Professor of Industrial Marketing at the University of Hertfordshire

Business School. He holds an undergraduate degree in economics from the University of
Cambridge, a masters degree in management science from Imperial College, University
of London and a PhD in marketing from the University of Manchester. Prior to entering
academia, Professor Brennan worked for BT Plc for 10 years in a number of marketing and
strategic management roles. The principal focus of his research in recent years has been
in the field of business-to-business marketing, where he has long been associated with the
IMP Group. This group is a worldwide network of researchers who have interests in rela-
tionships and networks in business-to-business markets. Professor Brennan’s research on
business-to-business marketing, and on a range of other topics in marketing, strategy and
business education, has been published in many journals. Within the academic community
he has served as editor of Marketing Intelligence and Planning, where he is now a member
of the editorial advisory board, and has been involved with the development of doctoral
researchers in marketing as chairperson of the Academy of Marketing doctoral colloquium
(2006) and as a doctoral colloquium panel member at both Academy of Marketing and IMP
Group conferences. He has held Visiting Fellowships at both the University of Cambridge
(Clare Hall) and the University of Oxford (University College), and is a Member of the
Chartered Institute of Marketing (holding Chartered Marketer status), a Fellow of the
Higher Education Academy, a Member of the Academy of Marketing, and a Member of
the Economics and Business Education Association.

F01 Marketing An Introduction 00309 Contents.indd 20 06/03/2019 13:02

 CASE MATRIX

Chapter Marketing
opening at work
Chapter Page Title of case study Author(s) Country case study case study

Chapter 1 6 Marketing European Dr. Michael Harker (Lecturer ✔

Marketing: football in Marketing), Business
managing School, University of
profitable Strathclyde
customer
relationships 17 Facebook: real-time Dr. Michael Harker, UK MaW 1.1
marketing all the time from Marketing: An
Introduction, Thirteenth
Edition/Global Edition

31 Metaphors in marketing Professor Ross Brennan, MaW 1.2

University of Hertfordshire
Business School
Chapter 2 42 BT: strategy in turbulent Prof. Ross Brennan UK ✔
Company and times
marketing
strategy: 46 Maersk Line Tom Malnight, International Denmark MaW 2.1
partnering to Institute for Management
build customer Development
relationships
61 Chill’d coconut water: Neil Wellman, MaW 2.2
marketing planning for a Marketing Consultant
new product line and Trainer
Chapter 3 84 The boycott of Arla Foods Dr. Ibrahim Abosag, School The Middle ✔
The marketing in the Middle East of Oriental and African East
environment Studies, University of London

93 Environmental turmoil in Germany MaW 3.1

the German car industry

106 The two-edged sword of Dr. Michael Harker MaW 3.2

social media
Chapter 4 124 Netflix streams success Dr. Michael Harker, ✔
Managing with big data and from Marketing: An
marketing marketing analytics Introduction, Thirteenth
information Edition/Global Edition

129 Air France–KLM: flying Michael Schellenberg, France MaW 4.1

high with CRM University of Strathclyde

154 Doubleplusgood market Dr. Michael Harker MaW 4.2

research

F01 Marketing An Introduction 00309 Contents.indd 21 06/03/2019 13:02

 xxii CASE MATRIX

Chapter Marketing
opening at work
Chapter Page Title of case study Author(s) Country case study case study

Chapter 5 164 Airbus A380 George S. Low, Associate France ✔

Consumer and Professor of Marketing,
business buyer M.J. Neeley School of
behaviour Business, Texas Christian
University

185 Understanding what Prof. Ross Brennan MaW 5.1

older consumers want

192 GE: building B2B From an earlier US edition MAW 5.2

customer partnerships of Marketing: An
Introduction
Chapter 6 212 Baltika: segmenting the Maria Smirnova, Graduate Russia ✔
Segmentation, beer market in Russia and School of Management, St
targeting and the West Petersburg State University
positioning:
building the 218 Sebiro – segmentation in Dr. Michael Harker UK/The MaW 6.1
right men’s clothing Netherlands
relationships
with the right 241 Ryanair’s value Dr. Michael Harker Ireland MaW 6.2
customers proposition: less for much
less
Chapter 7 250 Alfred Dunhill Ltd: Dr. Kim Lehman and Dr. John UK ✔
Product, reconciling tradition and Byrom, School of
services and innovation in product Management, University of
branding and brand management Tasmania
strategy
268 Naming brands: just how Prof. Ross Brennan MaW 7.1
much does a name
matter?

275 Potterheads, Twihards Ann M. Torres and MaW 7.2

and tributes Catherine Doyle, J.E. Cairnes
School of Business and
Economics, National
University of Ireland
Chapter 8 292 Kickstarting new-product Dr. Michael Harker ✔
Developing development
new products
and managing 306 Electrolux: cleaning up From Marketing: An Sweden MaW 8.1
the product life with customer-centred, Introduction, Tenth Edition/
cycle team-based new-product US Edition
development

314 VW and Alfa Romeo: Prof. Ross Brennan Germany/ MaW 8.2
German engineering with Italy
Italian chic?

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 CASE MATRIX xxiii

Chapter Marketing
opening at work
Chapter Page Title of case study Author(s) Country case study case study

Chapter 9 324 Primark - The high cost of Prof. Ross Brennan UK ✔

Pricing: low prices?
understanding
and capturing 333 Rolex: much more than Prof. Ross Brennan Switzerland MaW 9.1
customer value just a watch

348 Dynamic pricing at easyJet UK/Ireland MaW 9.2

and Ryanair: climbing the
skies with low prices
Chapter 10 360 Pinturas Fierro: slow but Jesús Cambra-Fierro, Spain ✔
Marketing safe growth University Pablo
channels and De Olavide
supply chain
management 371 Steam-powered MaW 10.1
marketing:
disintermediation in the
computer game industry

385 Zara: fast fashions – really Spain MaW 10.2

fast
Chapter 11 392 Aldi: don’t discount them Sean Ennis, Department of Germany ✔
Retailing and Marketing, University of
wholesaling Strathclyde

403 Movers and shakers: Dr. Michael Harker MaW 11.1

leaders in European
retailing

408 The Greenery: a fresh The MaW 11.2

approach Netherlands
Chapter 12 420 Renault: how a sausage, a Barbara Caemmerer, France and ✔
Communicating sushi roll, a crispbread Professeur Associée de Germany
customer value: and a baguette have Marketing, ESSCA.
advertising, affected car sales in
sales Europe
promotion and
public relations 435 Narrowcasting – Savile Dr. Michael Harker MaW 12.1
Row and science fiction

441 Advertising in computer Dr. Michael Harker MaW 12.2

games
Chapter 13 462 Innovating in business Beth Rogers, Principal The ✔
Communicating relationships: how Philips Lecturer, University of Netherlands
customer value: works with international Portsmouth Business School
personal selling retailers
and direct
marketing 480 Groupon: making life less Julius Stephan, USA MaW 13.1
boring through direct Aston University
marketing on the Web

490 Direct marketing success Dr. Michael Harker MaW 13.2

stories

F01 Marketing An Introduction 00309 Contents.indd 23 06/03/2019 13:02

 xxiv CASE MATRIX

Chapter Marketing
opening at work
Chapter Page Title of case study Author(s) Country case study case study

Chapter 14 502 Printing the future Dr. Michael Harker ✔

Marketing in
the digital age 524 Marketing applications: Dr. Michael Harker MaW 14.1
from Angry Birds to
happy marketers

529 Digital disruption in Dr. Michael Harker MaW 14.2

home entertainment –
Blockbuster, Lovefilm
and HBO
Chapter 15 542 Spotify – fulfilling a global Keith Pyper, University of ✔
The global niche Strathclyde
marketplace
552 McDonald’s: serving Ekaterina Murzacheva, Russia MaW 15.1
customers around the University of Hertfordshire
world

561 Doing business with Prof. Ross Brennan China MaW 15.2
China: culture matters
Chapter 16 576 Help – for a life without Dr. Louise Hassan, Senior European ✔
Ethics, social tobacco Lecturer in Marketing, Union
responsibility Lancaster University
and
sustainability 582 The international obesity Professor Ken Peattie, MaW 16.1
debate: who’s to blame? BRASS Research Centre,
Cardiff Business School

591 The VW emissions Jonathan Ford, Germany MaW 16.2

scandal Financial Times

F01 Marketing An Introduction 00309 Contents.indd 24 06/03/2019 13:02

Another random document with
no related content on Scribd:
The Project Gutenberg eBook of The voice at
Johnnywater
 This ebook is for the use of anyone anywhere in the United
States and most other parts of the world at no cost and with
almost no restrictions whatsoever. You may copy it, give it away
or re-use it under the terms of the Project Gutenberg License
included with this ebook or online at www.gutenberg.org. If you
are not located in the United States, you will have to check the
laws of the country where you are located before using this
eBook.

Title: The voice at Johnnywater

Author: B. M. Bower

Illustrator: Remington Schuyler

Release date: July 10, 2022 [eBook #68488]

Language: English

Original publication: Canada: McClelland and Stewart, 1923

Credits: Roger Frank and the Online Distributed Proofreading

Team at https://www.pgdp.net (This file was produced
from images generously made available by The
Internet Archive)

*** START OF THE PROJECT GUTENBERG EBOOK THE VOICE

AT JOHNNYWATER ***
The Voice at Johnnywater

By B. M. Bower
Good Indian
Lonesome Land
The Ranch at the Wolverine
The Flying U’s Last Stand
The Phantom Herd
The Heritage of the Sioux
Starr, of the Desert
Cabin Fever
Skyrider
Rim o’ the World
The Quirt
Cow-Country
Casey Ryan
The Trail of the White Mule
The Voice at Johnnywater
“Oh, Monty Girard! Gary is up here somewhere! I heard him!”
THE VOICE AT JOHNNYWATER
BY
B. M. BOWER

WITH FRONTISPIECE BY REMINGTON SCHUYLER

TORONTO
McCLELLAND AND STEWART
1923
 Copyright, 1923,
By Little, Brown, and Company.
All rights reserved
Published February, 1923
Printed in the United States of America
CONTENTS
 I. Patricia Entertains
II. Patricia Explains
III. Patricia Takes Her Stand
IV. Gary Goes on the Warpath
V. Gary Does a Little Sleuthing
VI. Johnnywater
VII. The Voice
VIII. “The Cat’s Got ’Em Too!”
IX. Gary Writes a Letter
X. Gary Has Speech with Human Beings
XI. “How Will You Take Your Millions?”
XII. Monty Appears
XIII. “I Don’t Believe in Spooks”
XIV. Patricia Registers Fury
XV. “What’s the Matter with This Place?”
XVI. “There’s Mystery Here——”
XVII. James Blaine Hawkins Finds His Courage—and Loses It
XVIII. Gary Rides to Kawich
XIX. “Have Yuh-All Got a Gun?”
XX. “That Cat Ain’t Human!”
XXI. Gary Follows the Pinto Cat
XXII. The Pat Connolly Mine
XXIII. Gary Finds the Voice—and Something Else
XXIV. “Steve Carson—Poor Devil!”
XXV. The Value of a Hunch
XXVI. “Gary Marshall Mysteriously Missing”
XXVII. “Nobody Knows but a Pinto Cat”
XXVIII. Monty Meets Patricia
XXIX. Gary Robs the Pinto Cat of Her Dinner
XXX. “Somebody Hollered up on the Bluff”
XXXI. “God Wouldn’t Let Anything Happen to Gary!”
XXXII. “It’s the Voice! It Ain’t Human!”
XXXIII. “He’s Nearly Starved,” Said Patricia
XXXIV. Let’s Leave Them There
 CHAPTER ONE
PATRICIA ENTERTAINS
The telephone bell was shrilling insistent summons in his
apartment when Gary pushed open the hall door thirty feet away.
Even though he took long steps, he hoped the nagging jingle would
cease before he could reach the ’phone. But the bell kept ringing,
being an automatic telephone, dependent upon no perfunctory
Central for the persistency of its call. Gary was tired, and from his
neck to his waist his skin was painted a coppery bronze which,
having been applied at six-thirty that morning, was now itching
horribly as the grease paint dried. He did not feel like talking to any
one; but he unlocked his door, jerked down the receiver and barked
a surly greeting into the mouthpiece of the ’phone. Almost
immediately the wrinkles on his forehead slid down into smoothness.
“Oh, how-do, Gary! I was just wondering if you had changed your
apartments or something,” called the girl whom he hoped some day
to marry. “Did you just get in?”
“No-o—certainly not! I’ve been having a fit on the floor! Say, I
heard you ringing the ’phone a block away. Every tenant in the joint
is lined up on the sidewalk, watching for the Black Maria or the
ambulance; they don’t know which. But I recognized your ring.
What’s on your mind, Girlie?”
“Not a thing in the world but a new shell comb. If I’d known you
were so terrifically cross this evening, I wouldn’t have a lovely dinner
all waiting and a great big surprise for you afterwards. Now I won’t
tell you what it is. And, furthermore, I shall not give you even a hint of
what you’re going to eat when you get here. But I should think a man
who could recognize a certain telephone ring a block away might
smell fried chicken and strawberry shortcake clear across the city—
with oodles of butter under the strawberries, and double cream——”
“Oh-h, boy!” Gary brightened and smacked his lips into the
mouthpiece, just as any normal young man would do. Then, recalling
his physical discomfort, he hedged a little.
“Will it keep? I’m in a starving condition as usual—but listen, Pat;
I’m a savage under my shirt. Just got in from location away up in
Topanga Cañon, and I never stopped to get off anything but the
rainbow on my cheeks and my feathered war bonnet. Had a heck of
a day—I’ll tell the world! You know, honey; painted warriors hurtling
down the cliff shooting poisoned arrows at the hapless emigrants—
that kind of hokum. Big Chief Eagle Eye has been hurtling and
whooping war whoops since ten o’clock this morning. Dinner’ll have
to wait while I take a bath and clean up a little. I look like a bum and
that’s a fact. Say, listen, honey——”
“Aw, take that mush off the line. Ha-ang up!” Some impatient
neighboring tenant with a bad temper was evidently cutting in.
“Aw, go lead yourself out by the ear!” Gary retorted sharply. “Say,
Pat!” His voice softened to the wooing note of the young male
human. “Best I can do, honey, it’ll be forty minutes. That’s giving me
ten minutes to look like a white man again. You know it’ll take me
thirty minutes to ride out there——”
“You could walk, you bum, whilst you’re tellin’ her about it. Get off
the line! There ought to be a law against billy-cooin’ over the ’phone
——”
“Seddown! You’re rockin’ the boat!” Gary flung back spiritedly.
“Better make it forty-five, Girlie. It may take me five minutes to lick
this cheap heavy on the third floor that’s tryin’ to put on a comedy
act.”
“Say, one more crack like that an’ I’ll be down to your place an’
save yuh some valuable time. It’ll take me about two seconds to
knock yuh cold!” The harsh male voice interrupted eagerly.
“Are you there, Pat?”
“Right here, Gary. How did that get into a respectable house,
dear? You ought to call the janitor.” The girl he hoped to marry had
spirit and could assuredly hold her own in a wicked city. “Take your
time, Gary boy. But remember, I’ve the biggest surprise in your life
waiting for you out here. Something wonderful!”
It is astonishing how a woman can pronounce a few simple words
so that they sound like a hallelujah chorus of angels. Gary thrilled to
her voice, in spite of an intensely practical nature. Patricia went on,
after an impressive pause.
“Never mind that noise in the ’phone, Gary. It’s just some
mechanical deficiency caused by using cheap material. Never mind
the grease paint, either. You—you won’t always have to smear
around in it—partner!”
While he hurried to make himself presentable, Gary’s thoughts
dwelt upon that word “partner” and the lingering sweetness of
Patricia’s tone. Patricia Connolly was not a feather-brained creature
who would repeat parrotlike whatever phrase she happened to have
heard and fancied. She did not run to second-hand superlatives.
When she told Gary that she had a wonderful surprise for him, she
would not, for instance, mean that she had done her hair in a new
fashion or had bought a new record for the phonograph. And she
had never before called him partner in any tone whatever. Gary
would have remembered it if she had.
“What the heck is she going to spring on me now?” he kept
wondering during the hour that intervened between the ’phone call
and his entrance into the scrap of bungalow in a bepalmed court
where Patricia had her milk and her mail delivered to the tiny front
porch.
The extra fifteen minutes had not been spent in whipping the
harsh-voiced tenant on the third floor; indeed, Gary had forgotten all
about him the moment he hung up the receiver. One simply cannot
annihilate all the men one abuses in the course of a day’s strained
living in Los Angeles or any other over-full city. Gary had been
delayed first by the tenacity of the grease paint on his person, and
after that by the heavy traffic on the street cars. Two cars had gone
whanging past him packed solidly with peevish human beings and
with men and boys clinging to every protuberance on the outside.
When the third car stopped to let a clinging passenger drop off—
shaking down his cuffs and flexing his cramped fingers—Gary had
darted in like a hornet, seized toe-hold and finger-hold and hung on.
And so, fifteen minutes late, he arrived at Patricia’s door and was
let into Paradise and delectable odors and the presence of Patricia,
who looked as though Christmas had come unexpectedly and she
was waiting until the candles were lighted on the tree so she could
present Gary with a million dollars. Her honest sweetness and her
adorable little way of mothering Gary—though she was fours years
younger—tingled with an air of holding back with difficulty the news
of some amazing good fortune.
Patricia shared the bungalow with a trained nurse who was
usually absent on a “case”, so that Patricia was practically
independent and alone. Most girls of twenty couldn’t have done it
and kept their mental balance; but Patricia was herself under any
and all conditions, and it did not seem strange for her to be living
alone the greater part of the time. Freedom, to her, spelled neither
license nor loneliness; she lived as though her mother were always
in the next room. Patricia felt sometimes that her mother was closer,
very close beside her. It made her happier to feel so, but never had it
made her feel ashamed.
She had evolved the dinner in this manner: while her boss was
keeping her waiting until he had refreshed his memory of a certain
special price on alfalfa molasses and oil cakes, etc., etc., in carload
and half-carload lots, Patricia had jotted down in good shorthand,
“chicken, about two pounds with yellow legs and a limber wishbone
or nothing doing; cost a dollar, I expect—is Gary worth it? I’ll say he
is. God love ums. Strawberries, two boxes—Hood Rivers, if possible
—try the City Market. Celery—if there’s any that looks decent; if not,
then artichokes or asparagus—Gary likes asparagus best—says he
eats artichokes because it’s fun—Dear Sir:—In response to your
favor of the 17th inst.,—” and so on.
Some girls would have quoted asparagus in carload lots,
transcribing from such notes, and would have put alfalfa molasses
on the dinner menu; but not Patricia.
On her way home from the office in the dusty, humming barn of a
building that housed the grain milling company which supported her
in return for faithful service rendered, Patricia shopped at the big City
Market where the sales people all had tired eyes and mechanical
smiles, and a general air of hopelessly endeavoring to please every
one so that no harassed marketers would complain to the manager.
Patricia made her purchases as painless to the sales girl as
possible, knowing too well what that strained smile meant. The great
market buzzed like a bee-tree when you strike its trunk with a club.
 She bought a manila paper shopping bag, but her packages
overflowed the bag, so that she carried the two boxes of strawberries
in her hand, and worried all the way home for fear the string would
break; and held the warm tea biscuits under her arm, protecting
them as anxiously as a hen protects her covered chicks. By prodding
with her elbows and bracing her feet against the swaying crush, and
giving now and then a haughty stare, Patricia achieved the miracle of
arriving at Rose Court with her full menu and only one yellow leg of
the chicken protruding stiffly from its wrappings.
She dumped her armload on the table in the kitchenette and
rushed out again to buy flowers from the vendor who was chanting
his wares half a block away. She was tingling all over with nerve
weariness, yet she could smile brightly at the Greek so that he went
on with a little glow of friendliness toward the world. At the rose-
arched entrance to the Court she tilted her wrist, looked at her watch
and said, “Good Lord! That late?” and dashed up to her door like a
maiden pursued.
Yet here she was at seven, in a cool little pansy-tinted voile, dainty
and serene as any young hostess in Westmoreland Place half a mile
away. Even the strawberry stain on her finger tips could easily be
mistaken for the new fad in manicuring. Can you wonder that Gary
forgot every disagreeable thing he ever knew—including frowsy,
unhomelike bachelor quarters, crowded street cars, all the petty
aches and ills of movie work—when he unfolded his napkin and
looked across the table at Patricia?
“Coffee now, or with dessert? Gary, don’t you dare look question
marks at me! I can’t have your mind distracted with food while I’m
telling you the most wonderful thing in the world. Moreover, this
dinner deserves a little appreciation.” Patricia’s lips trembled, but
only because she was tired and excited and happy. Her happiness
would have been quite apparent to a blind man.
I do not mean to hint that Patricia deliberately fed Gary to
repletion with the things he liked best, before imparting her won-
derful surprise. She had frequently cooked nice little dinners for him
when there was nothing surprising to follow. But it is a fact that when
she had stacked the dishes neatly away for a later washing, and
returned the dining table to its ordinary library-table guise, Gary
looked as if nothing on earth could disturb him. Mental, emotional
and physical content permeated the atmosphere of his immediate
neighborhood. Patricia sat down and laid her arms upon the table,
and studied Gary, biting her lips to hide their quiver.
 CHAPTER TWO
PATRICIA EXPLAINS
Womanlike, Patricia began in a somewhat roundabout fashion
and in a tone not far from cajolery.
“Gary! You do know all about ranch life and raising cattle and hay
and horses and so on, don’t you?”
Gary was lighting a cigarette. If he had learned the “picture value”
of holding a pose, he was at least unconscious of his deliberation in
waving out the match flame before he replied. His was a profile very
effective in close-ups against the firelight. Holding a pose comes to
be second nature to an actor who has to do those things for a living.
“Dad would rather feature the so-on stuff. Subtitle, father saying,
‘You ain’t much on raisin’ cattle but you’re shore an expert at raisin’
hell!’ Cut back to son on horse at gate, gazing wistfully toward
house. Sighs. Turns away. Iris out, son riding away into dusk. Why?”
“Fathers are like that. Of course you know all about those things.
You were raised on a ranch. Have you landed that contract with Mills
yet, to play Western leads?”
“Not yet—Mills is waiting for his chief to come on from New York.
He’s due here about the First. I was talking with Mills to-day, and he
says he’s morally certain they’ll give me a company of my own and
put on Western Features. You know what that would mean, Pat—a
year’s contract for me. And we could get married——”
“Yes, never mind that, since you haven’t landed it.” Patricia drew
in her breath. “Well, you know what I think of the movie game; we’ve
thrashed that all out, times enough. I simply can’t see my husband
making movie love to various and sundry females who sob and smile
and smirk at him for so many dollars per. We’ll skip that. Also my
conviction that the movies are lowering—cheapening to any full-
sized man. Smirking and frowning before a camera, and making
mushy love for kids on the front seats to stamp and whistle at—well,
never mind; we won’t go into that at this time.
 “You know, Gary. I just love you to be Western; but I want you to
be real Western—my own range hero. Not cheap, movie make-
believe. I want you to get out and live the West. I can close my eyes
and see you on a cattle ranch, riding out at dawn after your own
cattle—doing your part in increasing the world’s production of food—
being something big and really worth while!”
“Can you? You’re a good little seer, Pat. Golly, grandma! I wish I’d
saved half of that shortcake to eat after a while. Now I’m so full I
can’t swallow a mouthful of smoke. What’s the surprise, kid? Don’t
hold the suspense till the interest flags—that’s bad business. Makes
the story drag.”
“Why, I’m telling you, Gary!” Patricia opened her eyes at him in a
way that would have brought any movie queen a raise in salary. “It’s
just that you’re going to have a chance to live up to what’s really in
you. You’re going to manage a cattle ranch, dear. Not a real big one
—yet. But you’ll have the fun of seeing it grow.”
“Oh-ah-h—I’ll have the fun—er-r—all right, Pat, I give it up.” Gary
settled back again with his head against the cushion “Tell us the
joke. My brain’s leather to-night; had a heck of a day.”
“The joke? Why, the joke is—well, just that you don’t get it! I knew
you wouldn’t, just at first. Think, Gary! Just close your eyes and think
of miles and miles of open range and no fences, and herds of cattle
roaming free. Picture a home ranch against the mountains, in a
cañon called—let’s play it’s called Johnnywater. Are you doing it?”
“Uh-huh. I’m thinking——” But he sounded drowsy, as if he would
be asleep presently if he continued holding his eyes shut. “Open
range and cattle roaming free—there ain’t no such animal.”
“That’s where the big surprise comes in, Gary. Listen. This is the
most important thing that ever happened to either of us. I—I can
hardly talk about it, it’s so perfectly wonderful. You’d never guess in a
million years. But I—well, read these papers, Gary boy—I’ll explain
them afterwards.”
Gary opened his eyes somewhat reluctantly, smiled endearingly at
the flushed Patricia and accepted two legal-looking documents which
she proffered with what might almost have been termed a flourish.
He glanced at them somewhat indifferently, glanced again, gave