Marketing in a nutshell: key concepts for non-specialists
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Amsterdam u.a.
Elsevier
2007
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Publisher description Inhaltsverzeichnis |
| Beschreibung: | Includes index. |
| Beschreibung: | X, 294 S. graph. Darst. 24 cm |
| ISBN: | 0750681330 9780750681339 |
Internformat
MARC
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| 020 | |a 0750681330 |c pbk. |9 0-7506-8133-0 | ||
| 020 | |a 9780750681339 |9 978-0-7506-8133-9 | ||
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| 035 | |a (DE-599)BVBBV035302242 | ||
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| 100 | 1 | |a Meldrum, Mike |e Verfasser |4 aut | |
| 245 | 1 | 0 | |a Marketing in a nutshell |b key concepts for non-specialists |c Mike Meldrum and Malcolm McDonald |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a Amsterdam u.a. |b Elsevier |c 2007 | |
| 300 | |a X, 294 S. |b graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes index. | ||
| 650 | 4 | |a Marketing | |
| 700 | 1 | |a McDonald, Malcolm |d 1938- |e Verfasser |0 (DE-588)118107585 |4 aut | |
| 856 | 4 | |u http://www.loc.gov/catdir/enhancements/fy0745/2006935285-d.html |3 Publisher description | |
| 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=017107090&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |3 Inhaltsverzeichnis |
| 999 | |a oai:aleph.bib-bvb.de:BVB01-017107090 | ||
Datensatz im Suchindex
| _version_ | 1804138603117281280 |
|---|---|
| adam_text | Contents
Foreword vii
List of Tables viii
List of Figures ix
Part 1 Understanding the Basics of Marketing 1
1 The Discipline of Marketing 3
2 A Market Orientation 7
3 The Marketing Mix 10
4 Marketing: Concept, Function or Process? 15
5 Marketing and Ethics 19
6 World-class Marketing 23
Part 2 Different Types of Marketing 31
7 Marketing Consumer Products 33
8 Marketing Industrial Products 37
9 Marketing Service Products 41
10 Marketing High-tech Products 46
11 Marketing Capital Goods 51
12 Trade Marketing 54
13 Internet Marketing 58
14 Marketing Internationally 63
Part 3 Understanding Customers 67
15 Consumer Buying Behaviour 69
16 Organizational Buying Behaviour 74
17 Market Segmentation 79
18 International Market Segmentation 84
Part 4 Understanding Markets 87
19 Marketing Information and Research 89
20 Preparing a Marketing Research Brief 94
21 Auditing a Market 97
22 Constructing a SWOT 101
23 Competitor Analysis 106
wi Contents
Part 5 Product Management 111
24 Branding 113
25 The Product Lifecycle 117
26 Diffusion of Innovation 122
27 The Ansoff Matrix 126
28 The Boston Matrix 131
29 The Directional Policy Matrix 135
30 Developing New Products 141
Part 6 Key Elements of Positioning 147
31 Pricing Strategies 149
32 Setting a Price 153
33 Sales Promotion I57
34 Advertising 162
35 Public Relations 167
36 Sponsorship 171
Part 7 Marketing Relationships 177
37 Relationship Marketing 179
38 Customer Retention Strategies 184
39 Personal Selling 189
40 Key Account Management: Understanding the Concept 193
41 Key Account Management: Implementing the Concept 198
42 Channel Strategy 202
43 Channel Management 206
44 Customer Service Strategies 210
45 Databases for Marketing 214
46 M(obile) Marketing 220
47 Category Management 226
48 Multi-channel Integration 230
49 Integrated Marketing Communication and Distribution Channels 235
Part 8 Management, Planning and Control 239
50 Managing the Sales Team 241
51 Forecasting Sales 247
52 Marketing Planning 251
53 Barriers to Marketing Planning Implementation 256
54 International Product Planning 261
55 Organizational Structure and Marketing 265
56 Budgeting for Marketing 270
57 Legal Issues in Marketing Communications 274
58 Marketing Due Diligence 278
59 Marketing Metrics 281
Index 285
List of Tables
3.1 Product variables H
3.2 Pricing variables 11
9.1 Major examples of service industries 41
9.2 Variations in product tangibility 42
14.1 Environment differences when marketing overseas 64
14.2 Key questions in international marketing 66
21.1 Marketing audit checklist 99
23.1 Guide to market competitive position classifications 108
23.2 Alternative business directions 109
23.3 Individual competitor analysis 109
24.1 Bipolar scales for brand positioning 115
25.1 Typical marketing-mix strategies for different lifecycle stages 121
27.1 Kinds of new products and markets 129
29.1 Criteria which might make a market attractive 137
29.2 Factors which might be considered, or which may yield, business
strengths 138
29.3 The ten steps involved in producing a DPM 139
31.1 Appeal of a cost approach to pricing 152
31.2 Problems of a cost approach to pricing 152
33.1 Types of sales promotions 159
34.1 Suggested pro-forma for an advertising plan 165
37.1 Tendencies inherent in a transaction approach to marketing 179
38.1 Industries with traditionally high defection rates, where customer
retention improvements can have a significant impact 186
39.1 The advantages of personal selling 192
40.1 Key questions for the future of KAM 197
42.1 Major forms of intermediaries 203
45.1 Myths and realities about databases 215
45.2 Problems of reconciling internal and external market audits 216
45.3 Examples of business objectives and segmentation methods 217
45.4 The main components of a market database system 218
46.1 Key questions in choosing mobile marketing 223
50.1 Further quantitative objectives for a sales force 242
50.2 Setting objectives for an individual sales representative 243
53.1 Barriers to the integration of strategic marketing planning 256
54.1 Areas requiring attention in international product planning 264
57.1 Sources of legal information 274
List of Figures
1.1 Marketing as a business process 6
3.1 Channel possibilities for the produce of a market gardener 14
4.1 Marketing as a process 18
5.1 Consumerism s way to better marketing 22
6.1 Ensuring a market orientation 24
6.2 Striving for competitive advantage 24
6.3 Monitoring the environment: key areas 25
6.4 Developing competitor profiles 25
6.5 The process of market segmentation 26
6.6 Identifying strengths and weaknesses 26
6.7 The dynamics of product/market lifecycles 27
6.8 Portfolio of products and markets 28
6.9 Contents of a strategic marketing plan 28
6.10 Core professional curriculum 29
7.1 Priorities for a consumer brand manager 35
8.1 Continuum of industrial marketing 38
9.1 Continuum of tangible-intangible products 42
10.1 The technology lifecycle 49
15.1 Components of a consumer s purchase decision 70
16.1 Organizational buying behaviour model 75
17.1 Example of segmentation of consumer market for
replacement tyres 82
17.2 Example of segmentation of market for industrial
compressors (£ 10K-f 100K plus) 83
17.3 Typical segmentation grid 83
22.1 Establishing competitive positions using critical success factors 103
22.2 Strengths and weaknesses analysis 103
22.3 Opportunities matrix 104
22.4 Threats matrix 104
23.1 Competitor analysis framework 108
25.1 Standard product lifecycle curve 117
25.2 Phases in the product lifecycle 119
25.3 Alternative product lifecycles 120
26.1 The diffusion of innovation curve 123
27.1 The Ansoff Matrix 126
x List of Figures
27.2 An extended product/market matrix 130
28.1 The Boston Matrix 131
28.2 The experience curve 132
28.3 The Boston Matrix - cashflow implications 134
29.1 The Directional Policy Matrix (DPM) 135
29.2 Four strategic categories 139
29.3 Programme guidelines suggested for different positioning
on the DPM 140
30.1 New product classification 142
30.2 Cultural blockages to new product initiatives 143
30.3 Risk and new product development 144
32.1 The price continuum 153
36.1 Sponsorship types 171
36.2 Sponsorship management cycle 173
37.1 Expanded marketing mix 180
37.2 The relationship marketing six markets model 182
40.1 Evolutionary nature of KAM relationships 193
40.2 The basic KAM stage 194
40.3 The cooperative KAM stage 195
40.4 The interdependent KAM stage 196
40.5 The integrated KAM stage 197
41.1 Customer satisfaction virtuous circle 199
44.1 Example of customer service trade-off matrix 212
45.1 Information flows in a marketing system 218
46.1 M-market brand enhancement 221
47.1 Category management evolution 229
48.1 Choosing channels-the value curve 231
48.2 Channel-chain analysis: the corporate PC market 233
49.1 Communications strategy 235
49.2 Value chain and associated communications activities 236
52.1 Strategic and tactical marketing plans 254
52.2 Strategic and operational planning cycle 255
55.1 Organizational structure and marketing 266
57.1 Three faces of the law 276
59.1 Map of the marketing domain 282
59.2 The Ansoff Matrix 283
59.3 Critical success factors 284
|
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| author | Meldrum, Mike McDonald, Malcolm 1938- |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV035302242 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T21:30:48Z |
| institution | BVB |
| isbn | 0750681330 9780750681339 |
| language | English |
| lccn | 2006935285 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-017107090 |
| oclc_num | 171047988 |
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| owner | DE-384 |
| owner_facet | DE-384 |
| physical | X, 294 S. graph. Darst. 24 cm |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Elsevier |
| record_format | marc |
| spelling | Meldrum, Mike Verfasser aut Marketing in a nutshell key concepts for non-specialists Mike Meldrum and Malcolm McDonald 1. ed. Amsterdam u.a. Elsevier 2007 X, 294 S. graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes index. Marketing McDonald, Malcolm 1938- Verfasser (DE-588)118107585 aut http://www.loc.gov/catdir/enhancements/fy0745/2006935285-d.html Publisher description HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017107090&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Meldrum, Mike McDonald, Malcolm 1938- Marketing in a nutshell key concepts for non-specialists Marketing |
| title | Marketing in a nutshell key concepts for non-specialists |
| title_auth | Marketing in a nutshell key concepts for non-specialists |
| title_exact_search | Marketing in a nutshell key concepts for non-specialists |
| title_full | Marketing in a nutshell key concepts for non-specialists Mike Meldrum and Malcolm McDonald |
| title_fullStr | Marketing in a nutshell key concepts for non-specialists Mike Meldrum and Malcolm McDonald |
| title_full_unstemmed | Marketing in a nutshell key concepts for non-specialists Mike Meldrum and Malcolm McDonald |
| title_short | Marketing in a nutshell |
| title_sort | marketing in a nutshell key concepts for non specialists |
| title_sub | key concepts for non-specialists |
| topic | Marketing |
| topic_facet | Marketing |
| url | http://www.loc.gov/catdir/enhancements/fy0745/2006935285-d.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017107090&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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