Marketing and Consumer Behaviour
from Introducing Management in a Global Context by Robert MacIntosh, Kevin D O'Gorman
Authors
Gillian Hogg, Heriot-Watt University
Keith Gori, Heriot-Watt University
Wendy Hisbent, Heriot-Watt University
Abstract
In today’s highly complex market economy an understanding of marketing is essential for businesses to succeed. Long-term business success is dependent on meeting consumer wants and needs using the company’s resources through offerings which create value for customers. Those businesses which do not create value for their customers cannot expect to achieve long-term success. Such is the scale of the topic several introductory management textbooks avoid engaging with it and there are a vast number of large textbooks devoted to the discipline alone. This chapter will attempt to briefly explain why marketing is important and how its core features have developed, before outlining the central relationship between producer and consumer and the importance of the exchange of value that occurs between them. It is this exchange that marketers aim to deliver and enhance in their work.
Format: Book chapter
DOI 10.1024/978-1-910158-48-7/ch03
Find on Google Scholar and CrossRef
Cite this chapter as:
Hogg, G; Gori, K; Hisbent, W (2016) Marketing and Consumer Behaviour In Management in a Global Context Oxford: Goodfellow Publishers
Link to sample chapter
References
Abbott, L. (1955). Quality and Competition. New York: Columbia University Press. American Marketing Association. (2013). Definition of Marketing. Retrieved June 2015, from https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
Baines, P., Fill, C. and Page, K. (2008). Marketing. Oxford: Oxford University Press.
Bhat, S., and Reddy, S. K. (1998). Symbolic and functional positioning of brands.
Journal of Consumer Marketing, 15(1), 32-43.
Borden, N. H. (1964). The Concept of the Marketing Mix. In G. Schwartz (Ed.), Science in Marketing. New York: John Wiley.
Demirdjian, Z. S. A. (2005). The Rise and Fall of Marketing in Mesopotamia: A
Conundrum in the Cradle of Civilization. Paper presented at the The Future of
Marketing’s Past: Proceedings of the 17th Conference on Historical Analysis and Research in Marketing, Long Beach, CA.
Denegri-Knott, J. and Molesworth, M. (2013). Redistributed consumer desire in
digital virtual worlds of consumption. Journal of Marketing Management, 29(13-14), 1561-1579.
Dibb, S., Simkin, L., Pride, W. M. and Ferrell, O. C. (2001). Marketing: Concepts and Strategies. Boston, MA: Houghton Mifflin Company.
Fullerton, R. A. (1988). How Modern is Modern Marketing? Marketing’s evolution and the myth of the “production eraâ€. Journal of Marketing, 52(1), 108-125.
Hirschman, E. C. and Holbrook, M. B. (1982). Hedonic consumption: Emerging
concepts, methods and propositions. The Journal of Marketing, 46(3), 92-101.
Holbrook, M. and Hirschman, E. (1982). The experiential aspects of consumption: consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132-140.
Hollander, S. C., Rassuli, K. M., Jones, D. G. B. and Dix, L. F. (2005). Periodization in Marketing History. Journal of Macromarketing, 25(1), 32-41.
Jones, D. G. B. and Tadajewski, M. (Eds.). (2016). The Routledge Companion to Marketing History. New York: Routledge.
Keith, R. J. (1960). The Marketing Revolution. Journal of Marketing, 24(3), 35-38.
Kohli, A. K. and Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1-18.
Kotler, P. (1972). A Generic Concept of Marketing. Journal of Marketing, 36(2), 46-54.
Kotler, P. (2005). The Role Played by the Broadening of Marketing Movement in the History of Marketing Thought. Journal of Public Policy & Marketing, 24(1), 114-116.
Kotler, P., Armstrong, G., Harris, L. C. and Piercy, N. (2013). Principles of Marketing (Sixth ed.). Harlow, Essex: Pearson Education Limited.
Kotler, P., Keller, K. L., Brady, M., Goodman, M. and Handsen, T. (2009). Marketing Management. Essex: Pearson Educational Limited.
Laing, A. and Hogg, G. (2008). Re-conceptualising the professional service encounter: information empowered consumers and service relationships. Journal of Customer Behaviour, 7(4), 333-346.
Magrath, A. J. (1986). When marketing services, 4Ps are not enough. Business
Horizons, 29(3), 44-50.
McCarthy, J. E. (1960). Basic Marketing: A Managerial Approach. Homewood, IL:
Richard D. Irwin. McFadden, D. (1999). Rationality for economists? Journal of Risk and Uncertainty, 19(1-3), 73-105.
Mick, D. G. (2007). The end(s) of marketing and the neglect of moral responsibility by the American Marketing Association. Journal of Public Policy & Marketing, 26(2), 289-292.
Oxford Dictionaries. (2015). ‘Marketing’, from Oxford Dictionaries website.
Retrieved June 2015, from http://www.oxforddictionaries.com/definition/english/
marketing
Shaw, E. H. (1983). Plato and the Socio-Economic Foundations of Marketing: An Historical Analysis in the Development of Macro-marketing Thought. Paper presented at the First North American Workshop on Historical Research in Marketing, East Lansing, MI.
Shaw, E. H. (1995). The first dialogue on macromarketing. Journal of Macromarketing, 15(1), 7-20.
Shaw, E. H. (2015). On the Origins of Marketing Systems. Paper presented at the Crossing Boundaries, Spanning Borders: Voyages Around Marketing’s Past: Proceedings of the 17th Conference on Historical Analysis and Research in Marketing, Long Beach, CA.
Shaw, E. H. and Jones, D. G. B. (2005). A history of schools of marketing thought. Marketing Theory, 5(3), 239-281.
Sheth, J. N. and Uslay, C. (2007). Implications of the revised definition of marketing: from exchange to value creation. Journal of Public Policy & Marketing, 26(2), 302-307.
Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services. In J. Donnelly & W. George (Eds.), Marketing of Services (pp. 25-32). Chicago: American Marketing.
Zinkhan, G. M. and Williams, B. C. (2007). The new American Marketing Association definition of marketing: An alternative assessment. Journal of Public Policy & Marketing, 26(2), 284-288.
Gillian Hogg, Heriot-Watt University
Keith Gori, Heriot-Watt University
Wendy Hisbent, Heriot-Watt University
Abstract
In today’s highly complex market economy an understanding of marketing is essential for businesses to succeed. Long-term business success is dependent on meeting consumer wants and needs using the company’s resources through offerings which create value for customers. Those businesses which do not create value for their customers cannot expect to achieve long-term success. Such is the scale of the topic several introductory management textbooks avoid engaging with it and there are a vast number of large textbooks devoted to the discipline alone. This chapter will attempt to briefly explain why marketing is important and how its core features have developed, before outlining the central relationship between producer and consumer and the importance of the exchange of value that occurs between them. It is this exchange that marketers aim to deliver and enhance in their work.
Format: Book chapter
DOI 10.1024/978-1-910158-48-7/ch03
Find on Google Scholar and CrossRef
Cite this chapter as:
Hogg, G; Gori, K; Hisbent, W (2016) Marketing and Consumer Behaviour In Management in a Global Context Oxford: Goodfellow Publishers
Link to sample chapter
References
Abbott, L. (1955). Quality and Competition. New York: Columbia University Press. American Marketing Association. (2013). Definition of Marketing. Retrieved June 2015, from https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx
Baines, P., Fill, C. and Page, K. (2008). Marketing. Oxford: Oxford University Press.
Bhat, S., and Reddy, S. K. (1998). Symbolic and functional positioning of brands.
Journal of Consumer Marketing, 15(1), 32-43.
Borden, N. H. (1964). The Concept of the Marketing Mix. In G. Schwartz (Ed.), Science in Marketing. New York: John Wiley.
Demirdjian, Z. S. A. (2005). The Rise and Fall of Marketing in Mesopotamia: A
Conundrum in the Cradle of Civilization. Paper presented at the The Future of
Marketing’s Past: Proceedings of the 17th Conference on Historical Analysis and Research in Marketing, Long Beach, CA.
Denegri-Knott, J. and Molesworth, M. (2013). Redistributed consumer desire in
digital virtual worlds of consumption. Journal of Marketing Management, 29(13-14), 1561-1579.
Dibb, S., Simkin, L., Pride, W. M. and Ferrell, O. C. (2001). Marketing: Concepts and Strategies. Boston, MA: Houghton Mifflin Company.
Fullerton, R. A. (1988). How Modern is Modern Marketing? Marketing’s evolution and the myth of the “production eraâ€. Journal of Marketing, 52(1), 108-125.
Hirschman, E. C. and Holbrook, M. B. (1982). Hedonic consumption: Emerging
concepts, methods and propositions. The Journal of Marketing, 46(3), 92-101.
Holbrook, M. and Hirschman, E. (1982). The experiential aspects of consumption: consumer fantasies, feelings and fun. Journal of Consumer Research, 9(2), 132-140.
Hollander, S. C., Rassuli, K. M., Jones, D. G. B. and Dix, L. F. (2005). Periodization in Marketing History. Journal of Macromarketing, 25(1), 32-41.
Jones, D. G. B. and Tadajewski, M. (Eds.). (2016). The Routledge Companion to Marketing History. New York: Routledge.
Keith, R. J. (1960). The Marketing Revolution. Journal of Marketing, 24(3), 35-38.
Kohli, A. K. and Jaworski, B. J. (1990). Market Orientation: The Construct, Research Propositions, and Managerial Implications. Journal of Marketing, 54(2), 1-18.
Kotler, P. (1972). A Generic Concept of Marketing. Journal of Marketing, 36(2), 46-54.
Kotler, P. (2005). The Role Played by the Broadening of Marketing Movement in the History of Marketing Thought. Journal of Public Policy & Marketing, 24(1), 114-116.
Kotler, P., Armstrong, G., Harris, L. C. and Piercy, N. (2013). Principles of Marketing (Sixth ed.). Harlow, Essex: Pearson Education Limited.
Kotler, P., Keller, K. L., Brady, M., Goodman, M. and Handsen, T. (2009). Marketing Management. Essex: Pearson Educational Limited.
Laing, A. and Hogg, G. (2008). Re-conceptualising the professional service encounter: information empowered consumers and service relationships. Journal of Customer Behaviour, 7(4), 333-346.
Magrath, A. J. (1986). When marketing services, 4Ps are not enough. Business
Horizons, 29(3), 44-50.
McCarthy, J. E. (1960). Basic Marketing: A Managerial Approach. Homewood, IL:
Richard D. Irwin. McFadden, D. (1999). Rationality for economists? Journal of Risk and Uncertainty, 19(1-3), 73-105.
Mick, D. G. (2007). The end(s) of marketing and the neglect of moral responsibility by the American Marketing Association. Journal of Public Policy & Marketing, 26(2), 289-292.
Oxford Dictionaries. (2015). ‘Marketing’, from Oxford Dictionaries website.
Retrieved June 2015, from http://www.oxforddictionaries.com/definition/english/
marketing
Shaw, E. H. (1983). Plato and the Socio-Economic Foundations of Marketing: An Historical Analysis in the Development of Macro-marketing Thought. Paper presented at the First North American Workshop on Historical Research in Marketing, East Lansing, MI.
Shaw, E. H. (1995). The first dialogue on macromarketing. Journal of Macromarketing, 15(1), 7-20.
Shaw, E. H. (2015). On the Origins of Marketing Systems. Paper presented at the Crossing Boundaries, Spanning Borders: Voyages Around Marketing’s Past: Proceedings of the 17th Conference on Historical Analysis and Research in Marketing, Long Beach, CA.
Shaw, E. H. and Jones, D. G. B. (2005). A history of schools of marketing thought. Marketing Theory, 5(3), 239-281.
Sheth, J. N. and Uslay, C. (2007). Implications of the revised definition of marketing: from exchange to value creation. Journal of Public Policy & Marketing, 26(2), 302-307.
Zeithaml, V. A. (1981). How consumer evaluation processes differ between goods and services. In J. Donnelly & W. George (Eds.), Marketing of Services (pp. 25-32). Chicago: American Marketing.
Zinkhan, G. M. and Williams, B. C. (2007). The new American Marketing Association definition of marketing: An alternative assessment. Journal of Public Policy & Marketing, 26(2), 284-288.
