Verfügbarkeit: Marketing essentials

Marketing essentials:

Gespeichert in:

Bibliographische Detailangaben
Hauptverfasser:	Dibb, Sally (VerfasserIn), Simkin, Lyndon (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Hampshire Cengage Learning 2013
Ausgabe:	2. ed.
Schlagworte:	Marketing
Online-Zugang:	Inhaltsverzeichnis
Beschreibung:	XV, 521 S. Ill., graph. Darst.
ISBN:	9781408073681

Internformat

MARC


LEADER	00000nam a2200000 c 4500
001	BV040882275
003	DE-604
005	00000000000000.0
007	t
008	130314s2013 ad\|\| \|\|\|\| 00\|\|\| eng d
020			\|a 9781408073681 \|9 978-1-4080-7368-1
035			\|a (OCoLC)835551584
035			\|a (DE-599)BVBBV040882275
040			\|a DE-604 \|b ger \|e rakwb
041	0		\|a eng
084			\|a QP 600 \|0 (DE-625)141905: \|2 rvk
100	1		\|a Dibb, Sally \|e Verfasser \|4 aut
245	1	0	\|a Marketing essentials \|c Sally Dibb ; Lyndon Simkin
250			\|a 2. ed.
264		1	\|a Hampshire \|b Cengage Learning \|c 2013
300			\|a XV, 521 S. \|b Ill., graph. Darst.
336			\|b txt \|2 rdacontent
337			\|b n \|2 rdamedia
338			\|b nc \|2 rdacarrier
650	0	7	\|a Marketing \|0 (DE-588)4037589-4 \|2 gnd \|9 rswk-swf
689	0	0	\|a Marketing \|0 (DE-588)4037589-4 \|D s
689	0		\|5 DE-604
700	1		\|a Simkin, Lyndon \|e Verfasser \|4 aut
856	4	2	\|m SWB Datenaustausch \|q application/pdf \|u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025861994&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA \|3 Inhaltsverzeichnis
999			\|a oai:aleph.bib-bvb.de:BVB01-025861994

Datensatz im Suchindex

_version_	1804150165782659072
adam_text	IMAGE 1 CONTENTS NOTE EACH CHAPTER CONTAINS A SUMMARY, KEY LINKS, A LIST OF IMPORTANT TERMS, DISCUSSION AND REVIEW QUESTIONS, RECOMMENDED READINGS, AN INTERNET EXERCISE AND AN APPLIED MINI-CASE. PREFACE VII ACKNOWLEDGEMENTS IX ABOUT THE AUTHORS X WALK THROUGH TOUR XI PART ONE MARKETING DEFINED AND MARKETING IN CONTEXT 1 1 THE MARKETING CONCEPT 8 MARKETING EXPLAINED AND DEFINED 10 THE DEFINITIONS OF MARKETING EXPLORED 14 THE MARKETING PROCESS 17 THE IMPORTANCE OF MARKETING 18 TOPICAL INSIGHT IRELAND: MARKETING A COUNTRY 20 THE MARKETING CONCEPT AND ITS EVOLUTION 21 TOPICAL INSIGHT AN ALTERNATIVE VIEW OF THE SCOPE FOR MARKETING: SOCIAL MARKETING 25 THE ESSENTIALS OF MARKETING 27 THE ORGANIZATION OF THIS BOOK 36 CASE STUDY SWEDEN S IKEA MARCHES ON 41 2 MARKETING STRATEGY AND UNDERSTANDING COMPETITORS 43 MARKETING STRATEGY DEFINED 45 ORGANIZATIONAL MISSION, GOALS AND CORPORATE STRATEGY 49 ORGANIZATIONAL OPPORTUNITIES AND RESOURCES 51 STRATEGIC OBJECTIVES AND STRATEGIC FOCUS 55 TARGET MARKET STRATEGY AND BRAND POSITIONING 59 COMPETITIVE ADVANTAGE 60 COMPETITIVE POSITIONS AND DIFFERENTIAL ADVANTAGE 61 MARKETING OBJECTIVES 70 MARKETING MIX DECISIONS 70 IMPLEMENTATION AND PERFORMANCE MONITORING 70 CASE STUDY ST ANDREW S HEALTHCARE: A CHARITY S MARKETING STRATEGY 75 IV PART TWO UNDERSTANDING MARKETS 77 3 THE MARKETING ENVIRONMENT 85 EXAMINING AND RESPONDING TO THE MARKETING ENVIRONMENT 85 POLITICAL FORCES 89 LEGAL FORCES 90 REGULATORY FORCES 92 SOCIETAL FORCES 94 TECHNOLOGICAL FORCES 95 TOPICAL INSIGHT BRANDS AND CONSUMERS EMBRACE FAIRTRADE 97 ECONOMIC AND COMPETITIVE FORCES 101 THE MICRO MARKETING ENVIRONMENT 110 THE MARKETING ENVIRONMENT AND STRATEGIC OPPORTUNITIES 113 CASE STUDY THE WORLD OF RICE: EXTERNAL CHALLENGES FOR TILDA S MARKETERS 120 4 CONSUMER BUYING BEHAVIOUR 122 TYPES OF CONSUMER BUYING BEHAVIOUR 124 TOPICAL INSIGHT HOW POINT OF SALE IS CHANGING HOW WE SHOP 125 THE CONSUMER BUYING DECISION PROCESS 125 PERSONAL FACTORS INFLUENCING THE BUYING DECISION PROCESS 130 PSYCHOLOGICAL FACTORS INFLUENCING THE BUYING DECISION PROCESS 132 SOCIAL FACTORS INFLUENCING THE BUYING DECISION PROCESS 139 THE IMPACT OF SOCIAL MEDIA AND CONSUMER-TO- CONSUMER (C2C) COMMUNICATION 143 BUILDING CUSTOMER RELATIONSHIPS MARKETING TO ETHNIC CONSUMERS 144 UNDERSTANDING CONSUMER BEHAVIOUR 146 CASE STUDY CRAYOLA PROMOTES COLOURING IN FOR ALL 150 IMAGE 2 CONTENTS 5 BUSINESS MARKETS AND BUSINESS BUYING BEHAVIOUR 152 TYPES OF BUSINESS MARKET 154 DIMENSIONS OF BUSINESS BUYING 157 BUSINESS BUYING DECISIONS 164 TOPICAL INSIGHT INSURANCE BROKERS REFLECT INFLUENCES ON CLIENTS DECISION-MAKING 172 SELECTION AND ANALYSIS OF BUSINESS MARKETS 173 MARKETING S VARIATIONS IN BUSINESS MARKETS 176 CASE STUDY NYNAS: IN THE BLACK AND LEADING 181 6 SEGMENTING MARKETS, TARGETING AND POSITIONING 183 WHAT ARE MARKETS? 185 WHAT IS MARKET SEGMENTATION? 186 SEGMENTING, TARGETING AND POSITIONING 188 SEGMENTATION VARIABLES 190 MARKETING INSIGHT TARGETING FASHION 192 SEGMENTATION EFFECTIVENESS 201 CRM 202 SEGMENTATION TARGETING STRATEGIES 204 TARGET MARKET ATTRACTIVENESS AND OPPORTUNITY SELECTION 210 EVALUATING MARKETS AND FORECASTING SALES 212 MARKETING PROGRAMMES 213 POSITIONING 214 CASE STUDY MARRIOTT: GETTING DOWN TO BUSINESS WITH BUSINESS TRAVELLERS 221 7 MARKETING RESEARCH 223 THE IMPORTANCE OF MARKETING RESEARCH 225 THE MARKETING RESEARCH PROCESS 228 STEP 1: LOCATING AND DEFINING PROBLEMS OR RESEARCH ISSUES 229 STEP 2: DESIGNING THE RESEARCH 230 STEP 3: COLLECTING DATA 231 STEP 4: ANALYZING AND INTERPRETING RESEARCH * FINDINGS 244 STEP 5: REPORTING RESEARCH FINDINGS 244 USING TECHNOLOGY TO IMPROVE MARKETING INFORMATION GATHERING AND ANALYSIS 245 THE IMPORTANCE OF ETHICAL MARKETING RESEARCH 247 CASE STUDY FOCUS GROUP INTERVIEWING: IN-DEPTH VIEWS FROM GROUP DISCUSSIONS 253 PART THREE DEVELOPING MARKETING PROGRAMMES 255 8 PRODUCT DECISIONS 260 WHAT IS A PRODUCT? 262 CLASSIFYING PRODUCTS 262 THE THREE LEVELS OF PRODUCT 266 PRODUCT LINE AND PRODUCT MIX 267 PRODUCT LIFE CYCLES 268 TOPICAL INSIGHT CRAVE LIFE NOT CIGARETTES 270 WHY SOME PRODUCTS FAIL AND OTHERS SUCCEED 272 TANGIBLE AND INTANGIBLE PRODUCT CHARACTERISTICS 272 CASE STUDY HEINEKEN S PORTFOLIO OF BRANDS 277 9 DEVELOPING PRODUCTS AND MANAGING PRODUCT PORTFOLIOS 279 ORGANIZING TO MANAGE PRODUCTS 281 NEW PRODUCT DEVELOPMENT 282 PRODUCT ADOPTION PROCESS 287 PRODUCT LIFE CYCLE MANAGEMENT 289 TOPICAL INSIGHT EBANKING, TELEBANKING, TEXTS, TV BANKING AND NOW BANKING APPS: WHAT NEXT? 291 TOOLS FOR MANAGING PRODUCT PORTFOLIOS 295 CASE STUDY SELLOTAPE OR ADHESIVE TAPE? INCREASING MARKET PENETRATION - A CLASSIC TALE 307 10 THE MARKETING OF SERVICES 309 THE NATURE AND IMPORTANCE OF SERVICES 311 BUILDING CUSTOMER RELATIONSHIPS PEOPLE S PERFORMANCE IS INCONSISTENT... GOOD LECTURE? 315 CLASSIFICATION OF SERVICES 316 DEVELOPING MARKETING STRATEGIES FOR SERVICES 318 SERVICE QUALITY 320 BUILDING CUSTOMER RELATIONSHIPS WE RE COMMITTED TO HELPING YOU: BANKS REMEMBER CUSTOMER SERVICE 322 NON-PROFIT MARKETING 325 CASE STUDY SOCIAL MARKETING FOR CHARITIES 334 IMAGE 3 VI CONTENTS 1 1 MARKETING CHANNELS 336 THE NATURE OF MARKETING CHANNELS AND SUPPLY CHAIN MANAGEMENT 338 FUNCTIONS OF MARKETING CHANNELS 340 BUILDING CUSTOMER RELATIONSHIPS TESCO S MULTI-CHANNEL APPROACH TO MARKET LEADERSHIP 343 TYPES OF CHANNEL 344 CHANNEL INTEGRATION 348 DIFFERENT LEVELS OF MARKET COVERAGE 350 CHOOSING DISTRIBUTION CHANNELS 352 BUILDING CUSTOMER RELATIONSHIPS GAMES WORKSHOP: THE BEST MODEL SOLDIERS IN THE WORLD! 353 BEHAVIOUR OF CHANNEL MEMBERS 355 LEGAL ISSUES IN CHANNEL MANAGEMENT 358 CASE STUDY FIRST DIRECT S INNOVATIVE BANKING CHANNELS 363 12 PRICING 364 THE CHARACTERISTICS AND ROLE OF PRICE 366 PRICE AND NON-PRICE COMPETITION 367 FACTORS AFFECTING PRICING DECISIONS 369 PRICING FOR BUSINESS MARKETS 376 STAGES FOR ESTABLISHING PRICES 380 CASE STUDY ORDER JUST ABOUT ANYTHING FROM AMAZON AT A REASONABLE PRICE 387 13 AN OVERVIEW OF MARKETING COMMUNICATIONS 388 THE ROLE OF PROMOTION 390 THE COMMUNICATION PROCESS 391 PROMOTION AND THE PRODUCT ADOPTION PROCESS 395 AIMS OF PROMOTION 398 THE PROMOTIONAL MIX 399 TOPICAL INSIGHT A WEB PRESENCE: NOW ROUTINE BEHAVIOUR 400 TOPICAL INSIGHT FACEBOOK CAN BE A MARKETER S BEST FRIEND 404 CASE STUDY HAAGEN-DAZS: DISCOVER INDULGENCE 414 14 BRANDING AND PACKAGING 415 BRANDING 417 PACKAGING AND LABELLING 434 CASE STUDY 446 PART FOUR MANAGING MARKETING 447 15 PLANNING AND IMPLEMENTATION 451 MARKETING PLANNING 453 MARKETING IMPLEMENTATION 464 CONCEPTS RELATED TO MARKETING IMPLEMENTATION 470 CONTROLLING MARKETING ACTIVITIES 474 METHODS OF EVALUATING PERFORMANCE 477 CASE STUDY DELL PLANS FOR A NEW FUTURE 487 NOTES 488 GLOSSARY 500 INDEX 516
any_adam_object	1
author	Dibb, Sally Simkin, Lyndon
author_facet	Dibb, Sally Simkin, Lyndon
author_role	aut aut
author_sort	Dibb, Sally
author_variant	s d sd l s ls
building	Verbundindex
bvnumber	BV040882275
classification_rvk	QP 600
ctrlnum	(OCoLC)835551584 (DE-599)BVBBV040882275
discipline	Wirtschaftswissenschaften
edition	2. ed.
format	Book
fullrecord	<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>01183nam a2200325 c 4500</leader><controlfield tag="001">BV040882275</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">00000000000000.0</controlfield><controlfield tag="007">t</controlfield><controlfield tag="008">130314s2013 ad\|\| \|\|\|\| 00\|\|\| eng d</controlfield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9781408073681</subfield><subfield code="9">978-1-4080-7368-1</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)835551584</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV040882275</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">rakwb</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Dibb, Sally</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing essentials</subfield><subfield code="c">Sally Dibb ; Lyndon Simkin</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">2. ed.</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Hampshire</subfield><subfield code="b">Cengage Learning</subfield><subfield code="c">2013</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XV, 521 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Simkin, Lyndon</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">SWB Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025861994&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="999" ind1=" " ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-025861994</subfield></datafield></record></collection>
id	DE-604.BV040882275
illustrated	Illustrated
indexdate	2024-07-10T00:34:36Z
institution	BVB
isbn	9781408073681
language	English
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-025861994
oclc_num	835551584
open_access_boolean
physical	XV, 521 S. Ill., graph. Darst.
publishDate	2013
publishDateSearch	2013
publishDateSort	2013
publisher	Cengage Learning
record_format	marc
spelling	Dibb, Sally Verfasser aut Marketing essentials Sally Dibb ; Lyndon Simkin 2. ed. Hampshire Cengage Learning 2013 XV, 521 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Simkin, Lyndon Verfasser aut SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025861994&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Dibb, Sally Simkin, Lyndon Marketing essentials Marketing (DE-588)4037589-4 gnd
subject_GND	(DE-588)4037589-4
title	Marketing essentials
title_auth	Marketing essentials
title_exact_search	Marketing essentials
title_full	Marketing essentials Sally Dibb ; Lyndon Simkin
title_fullStr	Marketing essentials Sally Dibb ; Lyndon Simkin
title_full_unstemmed	Marketing essentials Sally Dibb ; Lyndon Simkin
title_short	Marketing essentials
title_sort	marketing essentials
topic	Marketing (DE-588)4037589-4 gnd
topic_facet	Marketing
url	http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025861994&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT dibbsally marketingessentials AT simkinlyndon marketingessentials

Verfügbarkeit

Es ist kein Print-Exemplar vorhanden.

Fernleihe Bestellen Achtung: Nicht im THWS-Bestand! Inhaltsverzeichnis

MARC

Datensatz im Suchindex

Es ist kein Print-Exemplar vorhanden.

Ähnliche Einträge