Essentials of marketing:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow ; Munich [u.a.]
Prentice Hall Financial Times
2007
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 545 S. Ill., graph. Darst. Student access kit |
| ISBN: | 027370818X 9780273708186 |
Internformat
MARC
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| 264 | 1 | |a Harlow ; Munich [u.a.] |b Prentice Hall Financial Times |c 2007 | |
| 300 | |a XIV, 545 S. |b Ill., graph. Darst. |e Student access kit | ||
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Datensatz im Suchindex
| _version_ | 1804136557568851968 |
|---|---|
| adam_text | Guided tour viii
Preface xi
About the authors xii
Acknowledgements xiii
1 Marketing dynamics 1
Learning objectives 1
Introduction 1
Marketing defined 2
The marketing concept in the organisation 16
Marketing management responsibilities 20
Marketing scope 26
Chapter summary 29
Questions for review and discussion 30
Case study 1 Tween queens 30
References 33
2 The European marketing environment 35
Learning objectives 35
Introduction 35
The nature of the European marketing
environment 37
The sociocultural environment 39
The technological environment 48
The economic and competitive environment 50
The political and regulatory environment 58
Chapter summary 64
Questions for review and discussion 65
Case study 2 Does the muffin herald a new ice
age? 66
References 67
3 Buyer behaviour 69
Learning objectives 69
Introduction 69
The decision making process 69
Buying situations 76
Environmental influences 78
Psychological influences: the individual 79
Sociocultural influences: the group 86
Defining B2B marketing 94
B2B customers 95
Characteristics of B2B markets 95
The buying decision making process 100
The buying centre 103
Buying criteria 105
Chapter summary 106
Questions for review and discussion 107
Case study 3 Vend me your leers 107
References 110
4 Segmenting markets 112
Learning objectives 112
Introduction 112
The concept of segmentation 113
Segmenting B2B markets 114
Segmenting consumer markets 116
Implementation of segmentation 128
Benefits of segmentation 132
Dangers of segmentation 133
Criteria for successful segmentation 133
Chapter summary 135
Questions for review and discussion 135
Case study 4 The pink pound 136
References 137
5 Marketing information and research 139
Learning objectives 139
Introduction 139
Marketing research: definition and role 141
Types of research 144
Marketing information systems 147
Decision support systems 150
The marketing research process 150
Secondary research 154
Primary research 155
Ethics in marketing research 172
Chapter summary 173
Questions for review and discussion 174
Case study 5 SMA: Finding the right formula 175
References 176
6 Product 178
Learning objectives 178
Introduction 178
Anatomy of a product 179
Product classification 181
Understanding the product range 185
Branding 187
Product management and strategy 191
The product lifecycle 202
Market evolution 209
Product management and organisation 214
European product strategy 215
Chapter summary 216
Questions for review and discussion 217
Case study 6 Small, but perfectly formed 218
References 219
7 Price 221
Learning objectives 221
Introduction 221
The role and perception of price 222
CONTENTS
External influences on the pricing decision 227
Internal influences on the pricing decision 233
The process of price setting 236
Chapter summary 251
Questions for review and discussion 252
Case study 7 An away win for the OFT 252
References 254
8 Place 256
Learning objectives 256
Introduction 256
Channel structures 257
Rationale for using intermediaries 263
Types of intermediary 269
Channel strategy 281
Chapter summary 291
Questions for review and discussion 292
Case study 8 The fresh appeal of the farmers
market 292
References 295
9 Promotion: integrated marketing
communication 297
Learning objectives 297
Introduction 297
Communications planning model 299
Communications planning model: review 319
Chapter summary 320
Questions for review and discussion 320
Case study 9 Flying in from Rio 320
References 322
10 Promotion: advertising and personal
selling 323
Learning objectives 323
Introduction 323
The role of advertising 324
Formulating the advertising message 328
Advertising media 333
Using advertising agencies 338
Developing an advertising campaign 340
Personal selling: definition, role and tasks 345
The personal selling process 351
Sales management 356
Chapter summary 360
Questions for review and discussion 361
Case study 10 Getting real about getting behind the
wheel 362
References 364
11 Promotion: other tools of marketing
communication 366
Learning objectives 366
Introduction 366
Sales promotion 368
Direct marketing 384
Trade shows and exhibitions 395
Public relations 396
Sponsorship 400
Cause related marketing 406
Chapter summary 406
Questions for review and discussion 407
Case study 11 Whether it s £1 or £1000, they want
your loyalty 408
References 410
12 Marketing planning, management and
control 413
Learning objectives 413
Introduction 413
The role and importance of marketing planning and
strategy 415
The marketing planning process 422
Organising marketing activities 448
Controlling marketing activities 451
Chapter summary 452
Questions for review and discussion 452
Case study 12 Do you want something quick and
thrashy? 543
References 455
13 Services and non profit marketing 457
Learning objectives 457
Introduction 457
Perspectives on service markets 458
Services marketing management 466
Non profit marketing 480
Chapter summary 486
Questions for review and discussion 487
Case study 13 Full Stop 488
References 489
14 E marketing and new media 491
Learning objectives 491
Introduction 491
Internet marketing 492
Marketing and new media 507
Chapter summary 519
Questions for review and discussion 520
Case study 14 E /oves me, e /oves me not 521
« References 523
Index 527
Index of company names 541
|
| adam_txt |
Guided tour viii
Preface xi
About the authors xii
Acknowledgements xiii
1 Marketing dynamics 1
Learning objectives 1
Introduction 1
Marketing defined 2
The marketing concept in the organisation 16
Marketing management responsibilities 20
Marketing scope 26
Chapter summary 29
Questions for review and discussion 30
Case study 1 Tween queens 30
References 33
2 The European marketing environment 35
Learning objectives 35
Introduction 35
The nature of the European marketing
environment 37
The sociocultural environment 39
The technological environment 48
The economic and competitive environment 50
The political and regulatory environment 58
Chapter summary 64
Questions for review and discussion 65
Case study 2 Does the muffin herald a new ice
age? 66
References 67
3 Buyer behaviour 69
Learning objectives 69
Introduction 69
The decision making process 69
Buying situations 76
Environmental influences 78
Psychological influences: the individual 79
Sociocultural influences: the group 86
Defining B2B marketing 94
B2B customers 95
Characteristics of B2B markets 95
The buying decision making process 100
The buying centre 103
Buying criteria 105
Chapter summary 106
Questions for review and discussion 107
Case study 3 'Vend me your leers' 107
References 110
4 Segmenting markets 112
Learning objectives 112
Introduction 112
The concept of segmentation 113
Segmenting B2B markets 114
Segmenting consumer markets 116
Implementation of segmentation 128
Benefits of segmentation 132
Dangers of segmentation 133
Criteria for successful segmentation 133
Chapter summary 135
Questions for review and discussion 135
Case study 4 The pink pound 136
References 137
5 Marketing information and research 139
Learning objectives 139
Introduction 139
Marketing research: definition and role 141
Types of research 144
Marketing information systems 147
Decision support systems 150
The marketing research process 150
Secondary research 154
Primary research 155
Ethics in marketing research 172
Chapter summary 173
Questions for review and discussion 174
Case study 5 SMA: Finding the right formula 175
References 176
6 Product 178
Learning objectives 178
Introduction 178
Anatomy of a product 179
Product classification 181
Understanding the product range 185
Branding 187
Product management and strategy 191
The product lifecycle 202
Market evolution 209
Product management and organisation 214
European product strategy 215
Chapter summary 216
Questions for review and discussion 217
Case study 6 Small, but perfectly formed 218
References 219
7 Price 221
Learning objectives 221
Introduction 221
The role and perception of price 222
CONTENTS
External influences on the pricing decision 227
Internal influences on the pricing decision 233
The process of price setting 236
Chapter summary 251
Questions for review and discussion 252
Case study 7 An away win for the OFT 252
References 254
8 Place 256
Learning objectives 256
Introduction 256
Channel structures 257
Rationale for using intermediaries 263
Types of intermediary 269
Channel strategy 281
Chapter summary 291
Questions for review and discussion 292
Case study 8 The fresh appeal of the farmers'
market 292
References 295
9 Promotion: integrated marketing
communication 297
Learning objectives 297
Introduction 297
Communications planning model 299
Communications planning model: review 319
Chapter summary 320
Questions for review and discussion 320
Case study 9 Flying in from Rio 320
References 322
10 Promotion: advertising and personal
selling 323
Learning objectives 323
Introduction 323
The role of advertising 324
Formulating the advertising message 328
Advertising media 333
Using advertising agencies 338
Developing an advertising campaign 340
Personal selling: definition, role and tasks 345
The personal selling process 351
Sales management 356
Chapter summary 360
Questions for review and discussion 361
Case study 10 Getting real about getting behind the
wheel 362
References 364
11 Promotion: other tools of marketing
communication 366
Learning objectives 366
Introduction 366
Sales promotion 368
Direct marketing 384
Trade shows and exhibitions 395
Public relations 396
Sponsorship 400
Cause related marketing 406
Chapter summary 406
Questions for review and discussion 407
Case study 11 Whether it's £1 or £1000, they want
your loyalty 408
References 410
12 Marketing planning, management and
control 413
Learning objectives 413
Introduction 413
The role and importance of marketing planning and
strategy 415
The marketing planning process 422
Organising marketing activities 448
Controlling marketing activities 451
Chapter summary 452
Questions for review and discussion 452
Case study 12 Do you want something quick and
thrashy? 543
References 455
13 Services and non profit marketing 457
Learning objectives 457
Introduction 457
Perspectives on service markets 458
Services marketing management 466
Non profit marketing 480
Chapter summary 486
Questions for review and discussion 487
Case study 13 Full Stop 488
References 489
14 E marketing and new media 491
Learning objectives 491
Introduction 491
Internet marketing 492
Marketing and new media 507
Chapter summary 519
Questions for review and discussion 520
Case study 14 E /oves me, e /oves me not 521
« References 523
Index 527
Index of company names 541 |
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| index_date | 2024-07-02T17:44:26Z |
| indexdate | 2024-07-09T20:58:18Z |
| institution | BVB |
| isbn | 027370818X 9780273708186 |
| language | English |
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| spelling | Brassington, Frances Verfasser (DE-588)129538604 aut Essentials of marketing Frances Brassington ; Stephen Pettitt 2. ed. Harlow ; Munich [u.a.] Prentice Hall Financial Times 2007 XIV, 545 S. Ill., graph. Darst. Student access kit txt rdacontent n rdamedia nc rdacarrier Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd rswk-swf 1\p (DE-588)4123623-3 Lehrbuch gnd-content Marketing (DE-588)4037589-4 s DE-604 Pettit, Stephen Verfasser (DE-588)129538620 aut HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015678015&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 |
| spellingShingle | Brassington, Frances Pettit, Stephen Essentials of marketing Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4123623-3 |
| title | Essentials of marketing |
| title_auth | Essentials of marketing |
| title_exact_search | Essentials of marketing |
| title_exact_search_txtP | Essentials of marketing |
| title_full | Essentials of marketing Frances Brassington ; Stephen Pettitt |
| title_fullStr | Essentials of marketing Frances Brassington ; Stephen Pettitt |
| title_full_unstemmed | Essentials of marketing Frances Brassington ; Stephen Pettitt |
| title_short | Essentials of marketing |
| title_sort | essentials of marketing |
| topic | Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Lehrbuch |
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