Holdings: Key concepts in marketing

Key concepts in marketing:

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Bibliographic Details
Main Author:	Blythe, Jim (Author)
Format:	Book
Language:	English
Published:	Los Angeles [u.a.] SAGE 2009
Edition:	1. publ.
Series:	SAGE key concepts
Subjects:	Marketing Wörterbuch
Online Access:	Inhaltsverzeichnis
Item Description:	Includes bibliographical references
Physical Description:	IX, 219 S. graph . Darst.
ISBN:	9781847874986 9781847874993

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Record in the Search Index

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adam_text	Alphabetical List of Concepts Preface Part 1 Customers and Markets Customer Centrality Management of Exchange Evolution of Marketing Relationship Marketing The Leaky Bucket Theory Postmodern Marketing The Marketing Environment Marketing Research The Marketing Audit Competitive Advantage Porter s Competitive Strategies Strategic Planning Marketing Planning Globalisation Consumerism Part 2 The Offer Product as a Bundle of Benefits Product Anatomy Core Product Added Value Service Products The Product Life Cycle New Product Development Diffusion of Innovation Quality Elasticity of Demand Demand Pricing Price Skimming vu ix 1 3 6 10 15 20 22 25 30 34 38 42 45 51 54 58 61 63 66 68 69 73 78 83 87 93 96 99 102 Psychological Pricing 105 Not-for-profit marketing 107 Part 3 Approaching Customers 109 Need Satisfaction 111 Involvement 115 Segmentation 120 Targeting 126 The Marketing Mix 130 The Elaboration Likelihood Model 133 Reference Groups 135 Distribution 141 Channel Management 146 Logistics 150 The Stages of Development Model of International Market Entry 154 Market Share 158 Part 4 Promotion 161 Branding 163 Brand Personality 168 Positioning 170 The Communications Mix 174 The Schramm Model of Communication 177 Advertising: the Weak and Strong Theories 181 Sales Promotion 185 Corporate Reputation 189 Personal Selling 193 Key Account Selling 200 Integrated Marketing Communication 206 ^^ Index 211 vil
adam_txt	Alphabetical List of Concepts Preface Part 1 Customers and Markets Customer Centrality Management of Exchange Evolution of Marketing Relationship Marketing The Leaky Bucket Theory Postmodern Marketing The Marketing Environment Marketing Research The Marketing Audit Competitive Advantage Porter's Competitive Strategies Strategic Planning Marketing Planning Globalisation Consumerism Part 2 The Offer Product as a Bundle of Benefits Product Anatomy Core Product Added Value Service Products The Product Life Cycle New Product Development Diffusion of Innovation Quality Elasticity of Demand Demand Pricing Price Skimming vu ix 1 3 6 10 15 20 22 25 30 34 38 42 45 51 54 58 61 63 66 68 69 73 78 83 87 93 96 99 102 Psychological Pricing 105 Not-for-profit marketing 107 Part 3 Approaching Customers 109 Need Satisfaction 111 Involvement 115 Segmentation 120 Targeting 126 The Marketing Mix 130 The Elaboration Likelihood Model 133 Reference Groups 135 Distribution 141 Channel Management 146 Logistics 150 The Stages of Development Model of International Market Entry 154 Market Share 158 Part 4 Promotion 161 Branding 163 Brand Personality 168 Positioning 170 The Communications Mix 174 The Schramm Model of Communication 177 Advertising: the Weak and Strong Theories 181 Sales Promotion 185 Corporate Reputation 189 Personal Selling 193 Key Account Selling 200 Integrated Marketing Communication 206 ^^ Index 211 vil
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isbn	9781847874986 9781847874993
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spelling	Blythe, Jim Verfasser aut Key concepts in marketing Jim Blythe 1. publ. Los Angeles [u.a.] SAGE 2009 IX, 219 S. graph . Darst. txt rdacontent n rdamedia nc rdacarrier SAGE key concepts Includes bibliographical references Marketing Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4066724-8 Wörterbuch gnd-content Marketing (DE-588)4037589-4 s DE-188 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016586014&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
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title	Key concepts in marketing
title_auth	Key concepts in marketing
title_exact_search	Key concepts in marketing
title_exact_search_txtP	Key concepts in marketing
title_full	Key concepts in marketing Jim Blythe
title_fullStr	Key concepts in marketing Jim Blythe
title_full_unstemmed	Key concepts in marketing Jim Blythe
title_short	Key concepts in marketing
title_sort	key concepts in marketing
topic	Marketing Marketing (DE-588)4037589-4 gnd
topic_facet	Marketing Wörterbuch
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016586014&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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