Fundamentals of Marketing
Goodfellow Publishers Limited (Verlag)
9781910158975 (ISBN)
* Marketing as an idea and a practice.
* How to understand and reach customers, researching and choosing segments
* Marketing functions-providing value from products, services, pricing and distribution to branding and communications.
* Responsible marketing and contemporary technologies
To help support their learning, readers have access to a range of online resources including chapter-by-chapter multiple choice questions which will enable them to assess how well they have grasped individual chapters. The text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life.
1.Marketing- Evolution, Idea and Action
Geraldine McKay and Lai Hong Ng
-Approaches to marketing
-Creating value for different markets
-Marketing applications
-Marketing fundamentals
-Marketing ethics and society
2.Marketing environment
Elaine Collinson
-Environmental analysis
-Societal environment
-Cultural environment
-Political and legal environment
-Economic and competitive environment
-Technological environment
-Ecological environment
-Internal environment
3.Marketing Research
Geraldine McKay
-nature and scope
-Research design
-Research methods
-Selecting participants
-Data collection
-Turning data into info
-The research report
-Being ethical
4.Understanding the consumer
Rodrigo Perez-Vega
-The ABC model of attitudes
-The decision making process- choosing, using and disposing
-Consumer involvement and engagement
-The decision making centre
-Understanding the consumer: A global perspective
-On line brand communities and reference groups
5.Market Segmentation, Targeting and Positioning
Lai Hong Ng
-Target marketing process
-Market segmentation
-Market targeting
-Marker positioning
-Positioning and repositioning using perceptual mapping
6.Products, services and Ideas
Geraldine McKay
-What is a product?- The anatomy
-Types of product and services
-Managing products over time
-Decisions on product range and variety
-Branding decisions
-Product and branding futures
7.Pricing
Graham Pogson
-Price- first considerations
-Approaches to pricing
-Pricing for different situations
-Further Pricing decision
-Ethical issues
-Forecasting
8.Marketing Communications- Promotion
Kitty Shaw
-Planning marketing communications
-Communications theory and recent developments
-Digital marketing
-Advertising and sales promotions
-Public relations
-Direct marketing and personal selling
9.Place and Physical Distribution
Carrie Annabi
-The 10 Ps of Distribution
-The distribution channel
-E- commerce within the distribution channel
-Marketing channels
-Omni channels
-Managing relationships across the supply chain
10.Competitive Marketing Planning and Strategy
Alistair Watson
-Business strategy
-Competitive behaviour
-Developing strategic objectives
-Global marketing strategy
-Implementing strategy- the marketing plan
11. Marketing Ethics and Corporate Social Responsibility
Gordon R.A. Jack
-Introduction-Ethics
-Corporate social responsibility
-Society and marketing
-Ethical marketing conflicts
-Bribery and corruption
-Customer behaving badly
12.Marketing in Transition: Harnessing technology whilst embracing sustainability and transitional values
Paul Hopkinson
-Artificial intelligence- Geraldine McKay
-The internet of things- Katherine Waite
-Social Customer relationship management- Paul Hopkinson
-Disruptive business models and physical distribution- Carrie Annabi
-From recycling to upcycling- Lai Hong Ng
| Erscheinungsdatum | 06.05.2018 |
|---|---|
| Reihe/Serie | Global Management Series |
| Zusatzinfo | 40 Figures |
| Verlagsort | Oxford |
| Sprache | englisch |
| Maße | 189 x 246 mm |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-13 | 9781910158975 / 9781910158975 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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