Strategy and Process in Marketing

Reflecting the current paradigm shift away from the traditional view of markets with the emphasis on the consumer and the four Ps, this book embraces a wider network approach with relational marketing and channel management as key. Process rather than hierarchy underpins its market focus. The world of marketing activity is explained in terms of the management of business systems, both macro and micro, and value-adding activities, thus allowing ideas of TQM, lean production and engineering to be incorporated.