Essentials of marketing management:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2011
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Mit Literaturangaben u. Index |
| Beschreibung: | XXV, 524 S. graph. Darst. |
| ISBN: | 9780415553469 9780415553476 |
Internformat
MARC
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| 020 | |a 9780415553469 |c hardback |9 978-0-415-55346-9 | ||
| 020 | |a 9780415553476 |c pbk. |9 978-0-415-55347-6 | ||
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| 100 | 1 | |a Lancaster, Geoffrey |d 1938- |e Verfasser |0 (DE-588)129451851 |4 aut | |
| 245 | 1 | 0 | |a Essentials of marketing management |c Geoff Lancaster and Lester Massingham |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London [u.a.] |b Routledge |c 2011 | |
| 300 | |a XXV, 524 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Mit Literaturangaben u. Index | ||
| 650 | 0 | |a Marketing / Management | |
| 650 | 0 | 7 | |a Marketingmanagement |0 (DE-588)4168907-0 |2 gnd |9 rswk-swf |
| 689 | 0 | 0 | |a Marketingmanagement |0 (DE-588)4168907-0 |D s |
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| 700 | 1 | |a Massingham, Lester |e Verfasser |0 (DE-588)129470228 |4 aut | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe |z 978-0-203-84720-6 |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-020311036 | ||
Datensatz im Suchindex
| _version_ | 1804142920028127232 |
|---|---|
| adam_text | Contents
List of case studies
xv
List of boxes
xvii
List of figures
xix
Lm of tables
xxii
Preface
xxiii
Development of
α
strategic approach to
marketing: its culture; internal macro- and
external micro-environmental issues
1
Introduction
2
The origin and development of marketing
2
Marketing orientation
9
Marketing management
12
The need for a strategic approach to marketing
16
The concept of strategic business units
17
Strategic marketing planning
19
Steps and inputs to developing a strategic marketing plan
21
Trends and developments in marketing concepts and applications
29
Summary
33
Key terms
34
Case Study
35
References
37
vi
Contents
Markets and customers* consumer and oraanizational
buyer behaviour and marketing strategy
39
Introduction
40
The scope and complexity of buyer behaviour
40
Buyer behaviour models
42
Researching buyer behaviour
43
Consumer buyer behaviour
46
Organizational buying behaviour
55
Trends in organizational purchasing
59
Strategic implications of buyer behaviour
62
Summary
65
Key terms
66
Case Study
67
References
68
3
Markets and customers: market boundaries;
target marketing
69
Introduction
70
The concept of
а
market: defining market boundaries
70
Customer functions, technology and customer group-based definitions
74
Market segmentation, targeting and positioning
77
Advantages of target marketing: criteria for effective segmentation
79
Steps in target marketing
81
Developments in consumer segmentation techniques: databases, one-to-one
marketing and the Internet
92
Bases for segmenting organizational/industrial markets
93
Segment evaluation: choice of targeting strategies and market targets
97
Targeting strategies
98
Product positioning and market development
99
Repositioning within existing segments
102
Summary
103
Key terms
103
Case Study
104
References
105
4
Product and innovation strategies
107
Introduction
108
Elements of product strategy
1
1
18
Contents
vii
Product
mix decisions
110
Product life cycle
111
Using the life cycle concept
113
Implementing product strategies
117
Managing the product line: new product development; product life cycle
extension strategies
118
Service products
123
New product development and innovation
124
The meaning and scope of innovation
125
Technological forecasting
133
Developing and launching new products
137
The Internet and new product development
154
Summary
155
Key terms
155
Case Study
156
References
157
5
Pricing strategies
159
Introduction
160
The economist s view of pricing
160
A framework for pricing decisions: key inputs
161
Cost considerations
169
Competitor considerations
172
Pricing methods
173
Pricing/marketing strategies for different competitive positions
182
Pricing of services
184
Clues to effective pricing strategies
184
Developments and further issues in pricing concepts and practice
185
Summary
186
Key terms
187
Case Study
187
References
188
6
Channels of distribution and logistics
190
Introduction
191
The consumer wants cycle
191
The producer-user gap
191
Demand stimulus
191
Distribution system design
192
viii Contents
Strategic
channel choices
192
Types and classification of channels
193
Structure of marketing channels
199
Flows in marketing channels
202
Channel co-ordination
204
Channel conflict
206
The dynamic nature of channels
211
Physical distribution and logistics
213
Designing and operating a business logistics system: marketing strategy implications
221
Developments and trends in logistics
227
The Internet
229
Summary
229
Key terms
230
Case Study
231
References
232
7
Communications strategy
234
Introduction
235
Understanding marketing communications
235
Implications of the communications process
235
Marketing communications
237
Planning marketing communications strategies
238
Advertising
245
Sales promotion
258
Public relations and sponsorship
265
Summary
268
Key terms
268
Case Study
269
References
270
8
Sales management
272
Introduction
273
Role of the sales force
273
Types of sales force
274
Types of selling job
275
Role of selling within marketing
276
Recruitment and selection of salespeople
277
Training
280
The sales sequence: the seven steps model
286
Contents ix
Effective communication
288
Managing
and controlling the
sales force
288
Sales performance
289
Remuneration
294
Sales force
size
296
Sales office administration
296
Developments in selling and
sales management
297
Relationship
marketing
298
Summary
299
Key terms
300
Case Study
300
References
301
9
Customer care and relationship marketing
303
Introduction
304
Customer care
304
Steps in establishing a customer care programme
307
Customer care and the marketing process
310
Customer care and quality
312
Customer care and customer service
314
Relationship marketing
315
Relationship marketing and transactional marketing compared and contrasted
316
Branding and relationship marketing
319
The implications of relationship marketing
319
Summary
323
Key terms
323
Case Study
324
References
324
10
Direct marketing
326
Introduction
327
Objectives of direct marketing
329
Scope of direct marketing
330
Direct mail
331
Direct response advertising
333
Practical aspects of database marketing
334
Consumer direct mail
335
Business direct mail
336
Mail order
337
Contents
Using the Internet as a direct marketing tool
339
Telephone marketing
340
Other direct marketing applications
342
Direct personal selling
343
Multi-level marketing (MLM)
344
Summary
346
Key terms
346
Case Study
347
References
348
11
Sales forecasting
349
Introduction
350
Aid to marketing planning
350
Short, medium and long-term forecasting
351
Corporate objectives
352
Functional objectives
354
Sales budgets and their uses
356
Need for profit planning and its derivation
357
Techniques of forecasting
358
Appropriateness of technique chosen
363
Measures of value or volume?
363
Importance of accurate forecasts
364
The sales forecasting system
364
The time factor
366
Summary
367
Key terms
367
Case Study
368
References
368
Marketing information systems and research
369
Introduction
370
Information requirements
370
Inputs to the MkIS
373
The market intelligence system
375
The marketing research system
380
Industrial marketing research (B2B)
384
International marketing research
385
The research brief and the research proposal
386
Need for an MkIS
387
Contents xi
Application
of an MkIS
388
Developments in
marketing information systems technology: databases
389
Summary
391
Key terms
391
Case Study
392
References
393
13
Analysing the
environment:
(opportunities and threats)
and appraising resources (strengths and weaknesses)
394
Introduction
395
Importance of analysing the environment
395
Range and level of environmental factors
397
Intra-firm environment
398
Micro-environment
398
Macro-environment
399
Environmental scanning
401
Strategic decision making
404
Forecasting the future
405
Assessing the impact of environmental trends
405
Traditional view of competitive industry structures
407
Strategic group analysis
410
The concept of value chains
420
Profiling systems in evaluating strengths and weaknesses
423
Relationship to other areas of strategic marketing planning
426
Summary
428
Key terms
429
Case Study
430
References
431
14
Evaluating and controlling strategic marketing
432
Introduction
433
The essentials of the control process
434
The control process in action
435
Key areas for control in marketing
438
The marketing audit
448
Summary
454
Key terms
454
Case Study
455
References
455
xii Contents
15 Strategie
marketing planning
tools
456
Introduction
457
Porter s model of industry/market evolution
457
Arthur D. Little s industry maturity/competitive position matrix
459
The experience curve effect in strategic marketing planning
461
Comprehensive tools of strategic marketing planning
464
The Boston Consulting Group s
(BCG)
growth/share matrix
465
The McKinsey/General Electric business screen
468
The Shell directional policy matrix
473
The product life cycle portfolio matrix
475
Profit impact of marketing strategy (PIMS)
478
Green portfolio analysis
480
Summary
481
Key terms
482
Case Study
482
References
483
16
Global marketing
484
Introduction
485
The growth of international/global marketing
485
International marketing definitions: levels of involvement in international
marketing
488
International marketing management: differences and special issues
490
Cultural and social forces in international marketing
490
International marketing strategies and decisions
493
The extent of involvement and commitment to international markets
494
Methods of market entry
495
The marketing mix strategies to be used
496
Marketing organization and implementation for developing international markets
499
International marketing research and information systems
500
Summary
501
Key terms
501
Case Study
502
References
502
17
Services marketing and not-for-profit marketing
503
Introduction
504
Services marketing
504
Contents xiii
Service
product characteristics:
intangibility and non-ownership
504
Inseparability
506
Perishability
506
Variability
507
The marketing mix for services
507
Implications for marketing of service products
512
Not-for-profit marketing
515
Summary
517
Key terms
517
Case Study
517
References
518
Index
519
|
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| illustrated | Illustrated |
| indexdate | 2024-07-09T22:39:25Z |
| institution | BVB |
| isbn | 9780415553469 9780415553476 |
| language | English |
| lccn | 2010002512 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-020311036 |
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| physical | XXV, 524 S. graph. Darst. |
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| publisher | Routledge |
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| spelling | Lancaster, Geoffrey 1938- Verfasser (DE-588)129451851 aut Essentials of marketing management Geoff Lancaster and Lester Massingham 1. publ. London [u.a.] Routledge 2011 XXV, 524 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Mit Literaturangaben u. Index Marketing / Management Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 s DE-604 Massingham, Lester Verfasser (DE-588)129470228 aut Erscheint auch als Online-Ausgabe 978-0-203-84720-6 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020311036&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Lancaster, Geoffrey 1938- Massingham, Lester Essentials of marketing management Marketing / Management Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4168907-0 |
| title | Essentials of marketing management |
| title_auth | Essentials of marketing management |
| title_exact_search | Essentials of marketing management |
| title_full | Essentials of marketing management Geoff Lancaster and Lester Massingham |
| title_fullStr | Essentials of marketing management Geoff Lancaster and Lester Massingham |
| title_full_unstemmed | Essentials of marketing management Geoff Lancaster and Lester Massingham |
| title_short | Essentials of marketing management |
| title_sort | essentials of marketing management |
| topic | Marketing / Management Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing / Management Marketingmanagement |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020311036&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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