A preface to marketing management:
Gespeichert in:
| Vorheriger Titel: | Tarpey, Lawrence X. A preface to marketing management |
|---|---|
| 1. Verfasser: | |
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Homewood, Ill. u.a.
Irwin
1991
|
| Ausgabe: | 5. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XII, 324 S. graph. Darst. |
| ISBN: | 0256094454 |
Internformat
MARC
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| 100 | 1 | |a Peter, Jerome Paul |e Verfasser |0 (DE-588)12139591X |4 aut | |
| 245 | 1 | 0 | |a A preface to marketing management |c J. Paul Peter ; James H. Donnelly |
| 250 | |a 5. ed. | ||
| 264 | 1 | |a Homewood, Ill. u.a. |b Irwin |c 1991 | |
| 300 | |a XII, 324 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Marketingmanagement |0 (DE-588)4168907-0 |2 gnd |9 rswk-swf |
| 655 | 7 | |8 1\p |0 (DE-588)4151278-9 |a Einführung |2 gnd-content | |
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| 780 | 0 | 0 | |i 1. Aufl. u.d.T. |a Tarpey, Lawrence X. |t A preface to marketing management |
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Datensatz im Suchindex
| _version_ | 1804122675800440832 |
|---|---|
| adam_text | SECTION I
Essentials of Marketing Management l
Part A
Introduction 3
Chapter 1 Strategic Planning and the Marketing Management
Process 4
The Marketing Concept. What Is Marketing? What Is Strategic Plan¬
ning? Strategic Planning and Marketing Management. The Strategic Planning
Process. The Complete Strategic Plan. The Marketing Management Pro¬
cess: Organizational Mission and Objectives. Situation Analysis. Marketing
Planning. Implementation and Control of the Marketing Plan. Marketing Infor¬
mation Systems and Marketing Research. The Relationship between the Strategic
Plan and the Marketing Plan. Conclusion. Appendix: Portfolio Models.
PartB
Marketing Information, Research, and Understanding the Target
Market 33
Chapter 2 Marketing Decision Support Systems and Marketing
Research 34
Marketing Decision Support Systems: The Marketing Information Cen¬
ter. Marketing Decision Making. Marketing Research: The Research Pro¬
cess. Problems in the Research Process. Conclusion.
Chapter 3 Consumer Behavior 52
The Buying Process: Need Recognition. Alternative Search. Alternative Eval¬
uation. Purchase Decision. Postpurchase Feelings. Group Influences on Con¬
sumer Behavior: Cultural and Subcultural Influences. Social Class. Rejerence
Groups. Product Class Influences. Situational Influences. Conclusion.
Appendix: Selected Consumer Behavior Data Sources.
ix
x Contents
Chapter 4 Organizational Buyer Behavior 70
Product Influences on Organizational Buying. Structural Influences on Or¬
ganizational Buying: Joint Decision Making. Organization Specific Fac¬
tors. Behavioral Influences on Organizational Buying: Personal Motiva¬
tions. Role Perception. Stages in the Buying Process: Problem Recogni¬
tion. Assignment of Buying Authority. Search Procedures. Choice
Procedures. Conclusion.
Chapter 5 Market Segmentation 82
Delineate the Firm s Current Situation. Determine Consumer Needs and
Wants. Divide Markets on Relevant Dimensions: A Priori versus Post Hoc
Segmentation. Relevance of Segmentation Dimensions. Bases for Segmenta¬
tion. Develop Product Positioning. Decide Segmentation Strategy.
Design Marketing Mix Strategy. Conclusion.
Part C
The Marketing Mix 99
Chapter 6 Product Strategy 100
Basic Issues in Product Management: Product Definition. Product Classifica¬
tion. Product Mix and Product Line. Packaging and Branding. Product Life
Cycle. The Product Audit: Deletions. Product Improvement. Organizing
for Product Management. Conclusion.
Chapter 7 New Product Planning and Development 119
New Product Policy. New Product Planning and Development Process:
Idea Generation. Idea Screening. Project Planning. Product Development. Test
Marketing. Commercialization. The Importance of Time. Causes of New
Product Failure: Need for Research. Conclusion.
Chapter 8 Promotion Strategy: Advertising and Sales
Promotion 133
The Promotion Mix. Advertising: Planning and Strategy: Objectives of Ad¬
vertising. Specific Tasks of Advertising. Advertising Decisions: The Expen¬
diture Question. The Allocation Question. Sales Promotion: Push versus Pull
Marketing. Trade Sales Promotions. Consumer Promotions. What Sales Pro¬
motion Can and Can t Do. Conclusion. Appendix: Major Federal Agencies
Involved in Control of Advertising.
Contents xi
Chapter 9 Promotion Strategy: Personal Selling 156
Importance of Personal Selling. The Sales Process: Selling Fundamen¬
tals. Managing the Sales Process: The Sales Management Task. Controlling
the Sales Force. Conclusion.
Chapter 10 Distribution Strategy 174
The Need for Marketing Intermediaries. Classification of Marketing Inter¬
mediaries and Functions. Channels of Distribution. Selecting Channels of
Distribution: General Considerations. Specific Considerations. Managing a
Channel of Distribution: A Channel Leader. Conclusion.
Chapter 11 Pricing Strategy 188
Demand Influences on Pricing Decisions. Supply Influences on Pricing
Decisions: Pricing Objectives. Cost Considerations in Pricing. Product
Consideration in Pricing. Environmental Influences on Pricing Deci¬
sions: Competition. Government Regulations. A General Pricing Decision
Model. Conclusion.
Part D
Marketing in Special Fields 199
Chapter 12 The Marketing of Services 200
Important Characteristics of Services: Intangibility. Inseparability. Perish¬
ability and Fluctuating Demand. Highly Differentiated Marketing Systems.
Client Relationship. Service Quality. The Importance of Internal Marketing.
Overcoming the Obstacles in Service Marketing: Limited View of
Marketing. Limited Competition. Noncreative Management. No Obsolescence.
A Lack of Innovation in the Distribution of Services. The Service
Challenge: Implications for Service Marketers. Conclusion.
Chapter 13 International Marketing 219
Organizing for International Marketing: Problem Conditions: External.
Problem Conditions: Internal. The Aiultidomestic versus the Global Ap¬
proach. Industry Conditions Dictating a Global Perspective. Internal Factors
that Facilitate a Global Strategy. Programming for International Marketing:
International Marketing Research. Product Planning for International Markets.
International Distribution Systems. Pricing for International Marketing.
xii Contents
International Advertising and Sales Promotion. Strategies for International Mar¬
keting. Strategy One: Same Product, Same Message Worldwide. Strategy Two:
Same Product, Different Communications. Strategy Three: Different Product, Same
Communications. Strategy Four: Different Product, Different Communica¬
tions. Strategy Five: Product Invention. Conclusion.
PartE
Marketing Response to a Changing Society 241
Chapter 14 Marketing Management: Social and Ethical
Dimensions 242
The Rights of Marketers and Consumers. Legal Influences. Political Influ¬
ences. Competitive Influences. Ethical Influences. Conclusion.
SECTION II
Analyzing Marketing Problems and Cases 255
SECTION III
Financial Analysis for Marketing Decisions 271
SECTION IV
Developing Marketing Plans 283
SECTION V
Secondary Data Sources 299
NAME INDEX 311
SUBJECT INDEX 316
|
| any_adam_object | 1 |
| author | Peter, Jerome Paul |
| author_GND | (DE-588)12139591X |
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| author_role | aut |
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| author_variant | j p p jp jpp |
| building | Verbundindex |
| bvnumber | BV008278871 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415.13 |
| callnumber-search | HF5415.13 |
| callnumber-sort | HF 45415.13 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)21559178 (DE-599)BVBBV008278871 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 5. ed. |
| format | Book |
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| genre | 1\p (DE-588)4151278-9 Einführung gnd-content |
| genre_facet | Einführung |
| id | DE-604.BV008278871 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T17:17:39Z |
| institution | BVB |
| isbn | 0256094454 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-005470045 |
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| physical | XII, 324 S. graph. Darst. |
| publishDate | 1991 |
| publishDateSearch | 1991 |
| publishDateSort | 1991 |
| publisher | Irwin |
| record_format | marc |
| spelling | Peter, Jerome Paul Verfasser (DE-588)12139591X aut A preface to marketing management J. Paul Peter ; James H. Donnelly 5. ed. Homewood, Ill. u.a. Irwin 1991 XII, 324 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing gtt Marketing Management Marketing (DE-588)4037589-4 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf 1\p (DE-588)4151278-9 Einführung gnd-content Marketingmanagement (DE-588)4168907-0 s DE-604 Marketing (DE-588)4037589-4 s 2\p DE-604 Donnelly, James H. Sonstige oth 1. Aufl. u.d.T. Tarpey, Lawrence X. A preface to marketing management HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005470045&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Peter, Jerome Paul A preface to marketing management Marketing gtt Marketing Management Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4151278-9 |
| title | A preface to marketing management |
| title_auth | A preface to marketing management |
| title_exact_search | A preface to marketing management |
| title_full | A preface to marketing management J. Paul Peter ; James H. Donnelly |
| title_fullStr | A preface to marketing management J. Paul Peter ; James H. Donnelly |
| title_full_unstemmed | A preface to marketing management J. Paul Peter ; James H. Donnelly |
| title_old | Tarpey, Lawrence X. A preface to marketing management |
| title_short | A preface to marketing management |
| title_sort | a preface to marketing management |
| topic | Marketing gtt Marketing Management Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Marketing Management Marketingmanagement Einführung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=005470045&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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