Marketing made simple:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Made Simple
2002
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | VIII, 261 S. graph. Darst. |
| ISBN: | 075064771X |
Internformat
MARC
| LEADER | 00000nam a2200000 c 4500 | ||
|---|---|---|---|
| 001 | BV014412837 | ||
| 003 | DE-604 | ||
| 005 | 00000000000000.0 | ||
| 007 | t | ||
| 008 | 020621s2002 d||| |||| 00||| eng d | ||
| 020 | |a 075064771X |9 0-7506-4771-X | ||
| 035 | |a (OCoLC)49539092 | ||
| 035 | |a (DE-599)BVBBV014412837 | ||
| 040 | |a DE-604 |b ger |e rakwb | ||
| 041 | 0 | |a eng | |
| 049 | |a DE-1102 | ||
| 050 | 0 | |a HF5415 | |
| 082 | 0 | |a 658.8 |2 21 | |
| 084 | |a QP 600 |0 (DE-625)141905: |2 rvk | ||
| 100 | 1 | |a Lancaster, Geoff |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing made simple |c Geoff Lancaster ; Paul Reynolds |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Oxford [u.a.] |b Made Simple |c 2002 | |
| 300 | |a VIII, 261 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Marketing | |
| 650 | 4 | |a Marketing |v Case studies | |
| 655 | 7 | |0 (DE-588)4522595-3 |a Fallstudiensammlung |2 gnd-content | |
| 700 | 1 | |a Reynolds, Paul |e Verfasser |4 aut | |
| 856 | 4 | 2 | |m HBZ Datenaustausch |q application/pdf |u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009857408&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-009857408 | ||
Datensatz im Suchindex
| _version_ | 1804129270945021952 |
|---|---|
| adam_text | Foreword ix
1 Marketing explained 1
1.1 Introduction 1
1.2 The customer or consumer 1
1.3 Definitions of marketing 3
1.4 Historical development 3
1.5 Different types of business orientation 6
1.6 Marketing as a business philosophy 12
1.7 The marketing environment 14
2 Functions of marketing 24
2.1 Introduction 24
2.2 The marketing mix 24
2.3 Product (or service) 25
2.4 Price 27
2.5 Promotion 29
2.6 Place 31
2.7 Personal selling 34
2.8 Marketing information 35
3 Consumer and organisational buyer behaviour 38
3.1 Introduction 38
3.2 The need for segmentation and targeting 38
3.3 Effective segmentation 39
3.4 Segmentation bases in consumer product markets 40
3.5 Segmentation in organisational product markets 44
3.6 Assessing and selecting market segments 46
3.7 Product/service positioning strategies 46
3.8 Consumer buyer behaviour 48
3.9 Organisational buying behaviour 63
vi Marketing Made Simple
4 Advertising, promotion and public relations 68
4.1 Introduction 68
4.2 Marketing communications overview 68
4.3 Elements of marketing communications 69
4.4 Message source 72
4.5 Advertising 72
4.6 Sales promotion 79
4.7 Public relations (PR) 82
5 Selling and sales management 84
5.1 The nature of selling 84
5.2 Situations requiring a personal approach 85
5.3 The expanded role of the modern salesperson 86
5.4 Communication and the salesperson 87
5.5 The sales sequence 88
5.6 Sales management 93
6 Direct marketing 97
6.1 What is direct marketing? 97
6.2 The objective of direct marketing 98
6.3 The Direct Marketing Association (The DMA) 100
6.4 The use of direct marketing using different media 100
6.5 Database marketing 110
6.6 Multi Level Marketing 114
6.7 Direct response advertising 116
7 Customer relationship management 120
7.1 The essence of customer relationship management 120
7.2 CRM and customer satisfaction 121
7.3 The nature of modern marketing and CRM 122
7.4 Customer care and its role in CRM 123
7.5 Relationship marketing: its evolution into CRM 125
7.6 Supply chain integration and CRM 128
7.7 Key account management and CRM 129
7.8 Integrated customer relationship management 131
7.9 CRM computer software 133
7.10 Data fusion 135
8 Pricing 138
8.1 The nature of price 138
8.2 Pricing objectives 143
Contents vii
8.3 Steps in price determination 145
8.5 Price selection techniques 148
8.6 Pricing strategy 151
9 Channels and logistics 155
9.1 The nature of distribution 155
9.2 Strategic elements of channel choice 155
9.3 Retail channel systems 157
9.4 Business format franchising 160
9.5 Non shop shopping 161
9.6 Logistics 162
9.7 The distribution process 163
9.8 The systems approach to PDM 165
9.9 Monitoring and control of PDM 166
10 Product 172
10.1 Defining the product 172
10.2 Product classification: consumer goods 173
10.3 Product classification: industrial goods 175
10.4 New product development 177
10.5 The product life cycle 181
10.6 The PLC as a management tool 185
10.7 The product adoption process 186
10.8 Product (and market) management 187
10.9 Product line and product mix 188
11 Marketing information systems 189
11.1 Scope of the MkIS 189
11.2 Scope and methodology of marketing research 190
11.3 The marketing research process 196
11.4 Methods of collecting marketing research data 197
11.5 Marketing research planning 205
11.6 Sales forecasting overview 207
11.7 Data collection 208
11.8 Forecasting methods 211
12 Broader issues in marketing 213
12.1 Introduction 213
12.2 Criticisms of marketing 214
12.3 Consumerism ^16
12.4 Social marketing 220
viii Marketing Made Simple
12.5 Marketing in not for profit organisations 222
12.6 Quality and marketing 223
12.7 International marketing 225
13 Marketing strategy, planning and control 237
13.1 Introduction 237
13.2 Strategic planning 237
13.3 Audit and SWOT 240
13.4 Portfolio analysis 241
13.5 Operational marketing planning 248
Further reading 255
Index 257
Contents
1 Introduction to marketing 1
2 The marketing orientated organisation 14
3 The marketing environment 28
4 The functions of marketing 49
5 Market segmentation, targeting and positioning of marketing 68
6 Buyer behaviour 89
7 Marketing communications I 119
8 Marketing communications II personal selling 153
9 Channels of distribution 176
10 Physical distribution management 191
11 Pricing 209
12 Product policy 233
13 Marketing research 257
14 Sales forecasting 285
15 International marketing 310
16 Societal marketing 333
17 Marketing strategy, planning and control 355
18 The use of Internet technology in marketing 380
19 Customer care and customer relationship management 414
Index 431
v
|
| any_adam_object | 1 |
| author | Lancaster, Geoff Reynolds, Paul |
| author_facet | Lancaster, Geoff Reynolds, Paul |
| author_role | aut aut |
| author_sort | Lancaster, Geoff |
| author_variant | g l gl p r pr |
| building | Verbundindex |
| bvnumber | BV014412837 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5415 |
| callnumber-raw | HF5415 |
| callnumber-search | HF5415 |
| callnumber-sort | HF 45415 |
| callnumber-subject | HF - Commerce |
| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)49539092 (DE-599)BVBBV014412837 |
| 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 | 1. publ. |
| format | Book |
| fullrecord | <?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01259nam a2200361 c 4500</leader><controlfield tag="001">BV014412837</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">020621s2002 d||| |||| 00||| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">075064771X</subfield><subfield code="9">0-7506-4771-X</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)49539092</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV014412837</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-1102</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HF5415</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield><subfield code="2">21</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Lancaster, Geoff</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing made simple</subfield><subfield code="c">Geoff Lancaster ; Paul Reynolds</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">1. publ.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Oxford [u.a.]</subfield><subfield code="b">Made Simple</subfield><subfield code="c">2002</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">VIII, 261 S.</subfield><subfield code="b">graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="v">Case studies</subfield></datafield><datafield tag="655" ind1=" " ind2="7"><subfield code="0">(DE-588)4522595-3</subfield><subfield code="a">Fallstudiensammlung</subfield><subfield code="2">gnd-content</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Reynolds, Paul</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009857408&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-009857408</subfield></datafield></record></collection> |
| genre | (DE-588)4522595-3 Fallstudiensammlung gnd-content |
| genre_facet | Fallstudiensammlung |
| id | DE-604.BV014412837 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:02:29Z |
| institution | BVB |
| isbn | 075064771X |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-009857408 |
| oclc_num | 49539092 |
| open_access_boolean | |
| owner | DE-1102 |
| owner_facet | DE-1102 |
| physical | VIII, 261 S. graph. Darst. |
| publishDate | 2002 |
| publishDateSearch | 2002 |
| publishDateSort | 2002 |
| publisher | Made Simple |
| record_format | marc |
| spelling | Lancaster, Geoff Verfasser aut Marketing made simple Geoff Lancaster ; Paul Reynolds 1. publ. Oxford [u.a.] Made Simple 2002 VIII, 261 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing Marketing Case studies (DE-588)4522595-3 Fallstudiensammlung gnd-content Reynolds, Paul Verfasser aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009857408&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Lancaster, Geoff Reynolds, Paul Marketing made simple Marketing Marketing Case studies |
| subject_GND | (DE-588)4522595-3 |
| title | Marketing made simple |
| title_auth | Marketing made simple |
| title_exact_search | Marketing made simple |
| title_full | Marketing made simple Geoff Lancaster ; Paul Reynolds |
| title_fullStr | Marketing made simple Geoff Lancaster ; Paul Reynolds |
| title_full_unstemmed | Marketing made simple Geoff Lancaster ; Paul Reynolds |
| title_short | Marketing made simple |
| title_sort | marketing made simple |
| topic | Marketing Marketing Case studies |
| topic_facet | Marketing Marketing Case studies Fallstudiensammlung |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009857408&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT lancastergeoff marketingmadesimple AT reynoldspaul marketingmadesimple |