Marketing

Definitive text on the theory and practice of market segmentation

Provides structured frameworks for identifying, evaluating, and targeting customer segments

Rich in case studies, tools, and templates applicable across industries

Balances academic rigor with practical application, making it valuable for both students and practitioners

Dense and technical — can be overwhelming for beginners

Early editions focus heavily on traditional B2B and consumer goods sectors, with less on digital and service segmentation

Implementation examples sometimes dated compared to modern data-driven segmentation approaches

Broad strategic marketing framework including segmentation, positioning, and branding

Complements McDonald’s deep dive with a wider strategic context

Strong on integrating segmentation into brand and portfolio strategy

Less methodological detail on segmentation itself

More U.S.-centric examples compared to McDonald’s UK/European orientation

Modern perspective focusing on customer lifetime value (CLV) and customer-centric segmentation

Data-driven approach relevant to digital and subscription-based businesses

Complements McDonald’s classical frameworks with analytics-led insights

Narrower scope, focused on CLV rather than broad segmentation models

Less applicable to industries without rich customer data

Leverages advanced analytics, AI, and big data for micro-segmentation

Highly relevant for digital marketing, personalization, and omnichannel strategies

Expands McDonald’s frameworks into modern practice

Often fragmented across technical and marketing literature

Requires advanced data capabilities not available to all firms

Focused specifically on the unique dynamics of services marketing (intangibility, variability, inseparability, perishability)

Strong emphasis on the interactive nature of services between employees and customers

Pedagogically structured with cases, examples, and practical frameworks for students

Bridges theory with service-specific applications across industries (hospitality, healthcare, finance, etc.)

Primarily designed as a teaching text; less strategic depth for senior practitioners

Early editions underrepresent digital and online service interactions

U.S.-centric examples may not fully reflect global service contexts

Widely regarded as the flagship services marketing text

Comprehensive frameworks (e.g., Gaps Model of Service Quality)

Broader global adoption with updated editions covering digital services

Heavier and more detailed; can overwhelm undergraduates or non-marketers

Less interactive, more theoretical compared to Fisk’s approach

Strong European perspective, balancing relationship marketing and service quality

Deep theoretical grounding in service-dominant logic

Useful complement to Fisk’s more pedagogical style

Denser, more academic tone — less accessible to entry-level students

Lighter on teaching aids compared to Fisk

Connects employee satisfaction, service quality, and profitability in a clear causal chain

Highly influential for practitioners, linking HR and operations to marketing

Complements Fisk’s focus on customer-employee interactions with business impact

More managerial than pedagogical

Less comprehensive in covering marketing tools or frameworks

Sharp critique of shallow brand-speak and marketing clichés

Emphasizes brand as an organizational system, not just communications

Calls for measurable, integrated brand management tied to business outcomes

Written in early 2000s — some examples feel dated

Tone can be confrontational, less instructive for beginners

Limited guidance on digital-era branding challenges

Evidence-based, challenges conventional brand wisdom

Data-driven insights into consumer behavior & brand loyalty

Clear implications for media, reach, and mental availability

Focused on FMCG — may not translate fully to services or B2B

Less discussion of purpose, culture, or brand identity

Classic framework on brand identity, positioning, brand portfolio strategy

Rich in managerial tools for long-term brand building

Complements Schultz by providing constructive frameworks

More conceptual than empirical

Earlier editions less adapted to digital channels

Focus on brand experience across digital touchpoints

Practical guidance on content, communities, and social media branding

Brings Schultz’s critique into modern, digital-first contexts

Very tactical, sometimes fragmented

Risk of overemphasis on digital metrics vs. holistic brand equity

Practical, step-by-step guide for securing sponsorships

Covers proposal writing, valuation of sponsorship assets, and relationship management

Highly accessible with templates, checklists, and actionable advice

Focused mainly on sports, events, and arts sponsorship; less on corporate partnerships in emerging industries

Emphasis on traditional sponsorship models — lighter coverage of digital and influencer sponsorship trends

Best suited for beginners to mid-level practitioners rather than advanced strategists

Adapts sponsorship principles to influencer marketing and online platforms

Highlights the role of social media, brand ambassadors, and community engagement

Complements the traditional approach with digital-first tools

Narrow focus; less applicable for large-scale event sponsorships

Often more tactical than strategic

Strong focus on measuring ROI and accountability

Provides frameworks for evaluating sponsorship effectiveness

Balances academic research with applied marketing perspectives

More academic; less “toolkit” style

Requires additional practitioner adaptation for day-to-day use

Offers a broader marketing communications perspective

Integrates sponsorship into brand-building and IMC (integrated marketing communications)

Good for understanding sponsorship as part of a holistic strategy

Less hands-on than Skildum-Reid’s toolkit

Heavier on theory and communications models