Published in association with The Chartered Institute of Marketing

Butterworth-Heinemann
Linacre House, Jordan Hill, Oxford OX2 8DP
225 Wildwood Avenue, Woburn, MA 01801-2041

A division of Reed Educational and Professional Publishing Ltd

A member of the Reed Elsevier plc group

First published 1998

Reprinted 1999, 2000

Pauline Bickerton, Matthew Bickerton and Kate Simpson-Holley 1998

All rights reserved. No part of this publication may be reproduced in any material form (including photocopying or storing in any medium by electronic means and whether or not transiently or incidentally to some other use of this publication) without the written permission of the copyright holder except in accordance with the provisions of the Copyright, Designs and Patents Act 1988 or under the terms of a licence issued by the Copyright Licensing Agency Ltd, 90 Tottenham Court Road, London, England W1P 9HE. Applications for the copyright holder's written permission to reproduce any part of this publication should be addressed to the publishers

British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

Typeset by Avocet Typeset, Brill, Aylesbury, Bucks

Printed and Bound in Great Britain by Biddles Ltd,

Guildford and King's Lynn

Cyberstrategy

The Chartered Institute of Marketing/Butterworth-Heinemann Marketing Series is the most comprehensive, widely used and important collection of books in marketing and sales currently available worldwide.

As the CIM's official publisher,...