Marketing is marketing Introduction: "Marketing is marketing, irrespective of the product or marketplace". This is a theme common to many introductory marketing texts and degree courses. The two most common exceptions cited to this proposition are buying behavior models between consumers and business buyers and the extended ingredients of the services marketing mix. While the overall sentiments of marketing hold true across product and market boundaries, perhaps the differences are in fact more marked? Intends …showed first 75 words of 2206 total…

…showed last 75 words of 2206 total…London. Kotler, P. et al. (1998), Principles of Marketing, Prentice-Hall, Hemel Hempstead. Lovelock, C. (1996), Services Marketing, Prentice-Hall, Englewood Cliffs, NJ. McDonald, M. and Dunbar, I. (1995), Market Segmentation, Macmillan, London. Macrae, C. (1996), The Brand Chartering Book, Addison-Wesley, London. Piercy, N. (1998), "Marketing implementation: the implications of marketing paradigm weakness for the strategy execution process", Academy of Marketing Science Journal, Vol. 26 No. 3, pp. 222-36. Simkin, L. (2000), "Delivering effective marketing planning", Journal of Targeting, Measurement and Analysis for Marketing, forthcoming.