Marketing: Essential Principles, New RealitiesKogan Page Publishers, 2004 - 540 من الصفحات Marketing: Essential principles, new realities has been researched, developed and written primarily with the undergraduate and diploma-level student in mind. This student-oriented text, with its relaxed and free flowing language, provides the reader with material of a rigorous academic standard. Each chapter follows a set structure that has been designed to encourage discussion and raise issues for consideration and research:introduction;learning objectives;chapter sub headings - key issues;chapter summary;exercises and questions for review and critical thinking.At the end of the book there are additional notes and references to support student learning.Written by authors from both an academic and practitioner background, this new textbook offers an excellent introduction to the subject for the next generation of marketers and business people.FREE CD ROM FOR LECTURERSThe authors have created a unique CD ROM containing both lecture presentation slides and essay questions. This is available on request from the publisher.CONTENTSIntroductionWhat is marketing?The business and marketing environmentEthical marketing and social responsibilityBuyer behaviourSegmenting, positioning and targetingMarketing researchMarketing and strategyProducts and brandsPrice and pricing strategiesPromotion part 1Promotion part 2People, physical evidence and processPlacement, distribution and logisticsMarketing across borders: the international dimensionApplication: bringing the elements togetherNotesReferenceIndexPlease view more information on this book, including a sample chapter and detailed, full contents at http://www.kogan-page.co.uk/groucutt |
المحتوى
What is marketing? | 5 |
The business and marketing environment | 27 |
Ethical marketing and social responsibility | 61 |
Buyer behaviour | 91 |
Segmenting positioning and targeting | 127 |
Marketing research | 153 |
Marketing and strategy | 187 |
Products and brands | 253 |
Promotion 1 | 321 |
Promotion 2 | 377 |
People physical evidence and process | 401 |
People participants 402 Physical evidence also known as physicality 405 Process 412 | 412 |
Types of process 413 Chapter summary 417 Exercises and questions for review | 418 |
the international dimension | 453 |
bringing the elements together | 489 |
Notes | 517 |
278 How branding started 279 The worlds most valuable brands 280 Why companies | 278 |
Price and pricing strategies | 301 |
531 | |
عبارات ومصطلحات مألوفة
activities advertising aircraft airline analysis areas behaviour benefits Benetton brand buyers Cadbury Schweppes channels Chapter company's competitive competitors consider consumer cost countries create decision delivery direct marketing distribution easyJet economic effective environment ethical example factors Figure focus global groups impact important increase individual industry influence Internet investment issues Johnson & Johnson launch lifestyle major manufacturers market share marketing communications Marketing insight marketing mix marketing research marketplace movie Nestlé objectives offer operations outlets overall particular position potential customers product life cycle product or service product placement products and services profit promotion purchase range relationship relationship marketing retail sales promotion seek segments selling strategy supermarket suppliers SWOT analysis Table target techniques television Tylenol United viral marketing