Fundamentals of marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2007
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Inhaltsverzeichnis |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XXIV, 480 S. |
| ISBN: | 9780415370967 9780415370974 0415370965 0415370973 |
Internformat
MARC
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| 250 | |a 1. publ. | ||
| 264 | 1 | |a London [u.a.] |b Routledge |c 2007 | |
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Datensatz im Suchindex
| _version_ | 1804135586894708736 |
|---|---|
| adam_text | CONTENTS
List of illustrations
List of tables
List of case studies
Preface
Acknowledgements
List of abbreviations
Introduction
1
Introduction
The study of marketing
A managerial approach
Developments in marketing theory
Conclusion 1
2
Introduction
The marketing environment
Conclusion
3
Introduction
Economic theory
Freud and psychoanalysis
Freud s legacy: changing social characters
Gender identity
Behaviourism
Cognitive Information Processing
Consumer involvement
The behaviourist explanation of involvement
Conclusion
CONTENTS
4
Introduction
Types of organizational markets
The organizational buying centre
The B-to-B buying process
Comparison between B-to-B and consumer buyer behaviour
New approaches to B-to-B buying behaviour
Strategic use of technology in buying: intranets and
Conclusion
5
Introduction
The structure of the marketing research industry
The marketing research process
Marketing research methodology
Sampling methods
Questionnaire design
Attitude, beliefs and behaviour
Definition of the marketing mix
Marketing research industry controls
Conclusion
6
Introduction
Market segmentation
Selecting target markets
Positioning
Conclusion
7
Introduction
Brief modern history of branding
Brand decisions
Mainstream explanation of branding
Behaviourist view
Brand loyalty
Conclusion
8
Introduction
Characteristics of the product life cycle and their marketing implications
■ ■ viii
Facets of the PLC
New product development
The market diffusion process
Organizing for new product development
Conclusion
9
Introduction
Price and the marketing mix
Pricing objectives
Factors affecting pricing decisions
Setting a price
Pricing industrial goods
Pricing and information technology
Conclusion
10
Introduction
Relations between corporate and marketing communications
The communications process
The marketing communications process
Planning marketing communications campaigns
Communications contact techniques
IT influence on advertising media
Conclusion
11
Introduction
338
тло
Channel constraints °
The structure of channels of distribution
Intermediaries within channels of distribution
Types of retail franchise agreements
Developments in retailing
Development in information technology
international expansion of the retail industry
Conclusion 366
12
Introduction 370
The Internet 370
The World Wide Web 371
Consumer behaviour on the Web
ix
Contents
Marketing
Other issues relating to promotion
Conclusion
13
Introduction
Setting out the mission, aims and objectives
Conclusion
Notes
Answers to review questions
References
Index
■ ■x
|
| adam_txt |
CONTENTS
List of illustrations
List of tables
List of case studies
Preface
Acknowledgements
List of abbreviations
Introduction
1
Introduction
The study of marketing
A managerial approach
Developments in marketing theory
Conclusion 1
2
Introduction
The marketing environment
Conclusion
3
Introduction
Economic theory
Freud and psychoanalysis
Freud's legacy: changing social characters
Gender identity
Behaviourism
Cognitive Information Processing
Consumer involvement
The behaviourist explanation of involvement
Conclusion
CONTENTS
4
Introduction
Types of organizational markets
The organizational buying centre
The B-to-B buying process
Comparison between B-to-B and consumer buyer behaviour
New approaches to B-to-B buying behaviour
Strategic use of technology in buying: intranets and
Conclusion
5
Introduction
The structure of the marketing research industry
The marketing research process
Marketing research methodology
Sampling methods
Questionnaire design
Attitude, beliefs and behaviour
Definition of the marketing mix
Marketing research industry controls
Conclusion
6
Introduction
Market segmentation
Selecting target markets
Positioning
Conclusion
7
Introduction
Brief modern history of branding
Brand decisions
Mainstream explanation of branding
Behaviourist view
Brand loyalty
Conclusion
8
Introduction
Characteristics of the product life cycle and their marketing implications
■ ■ viii
Facets of the PLC
New product development
The market diffusion process
Organizing for new product development
Conclusion
9
Introduction
Price and the marketing mix
Pricing objectives
Factors affecting pricing decisions
Setting a price
Pricing industrial goods
Pricing and information technology
Conclusion
10
Introduction
Relations between corporate and marketing communications
The communications process
The marketing communications process
Planning marketing communications campaigns
Communications contact techniques
IT influence on advertising media
Conclusion
11
Introduction
338
тло
Channel constraints °
The structure of channels of distribution
Intermediaries within channels of distribution
Types of retail franchise agreements
Developments in retailing
Development in information technology
international expansion of the retail industry
Conclusion 366
12
Introduction 370
The Internet 370
The World Wide Web 371
Consumer behaviour on the Web
ix
Contents
Marketing
Other issues relating to promotion
Conclusion
13
Introduction
Setting out the mission, aims and objectives
Conclusion
Notes
Answers to review questions
References
Index
■ ■x |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
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| index_date | 2024-07-02T15:28:11Z |
| indexdate | 2024-07-09T20:42:52Z |
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| isbn | 9780415370967 9780415370974 0415370965 0415370973 |
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| spelling | Stone, Marilyn A. Verfasser aut Fundamentals of marketing Marilyn A. Stone and John Desmond 1. publ. London [u.a.] Routledge 2007 XXIV, 480 S. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Marketing Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4123623-3 Lehrbuch gnd-content Marketing (DE-588)4037589-4 s b DE-604 Desmond, John Verfasser aut Erscheint auch als Online-Ausgabe 978-0-203-03078-3 http://www.loc.gov/catdir/toc/ecip0613/2006015003.html Inhaltsverzeichnis Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014950509&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Fundamentals of marketing |
| title_auth | Fundamentals of marketing |
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| title_full | Fundamentals of marketing Marilyn A. Stone and John Desmond |
| title_fullStr | Fundamentals of marketing Marilyn A. Stone and John Desmond |
| title_full_unstemmed | Fundamentals of marketing Marilyn A. Stone and John Desmond |
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