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Introduction to Marketing Concepts [electronic resource].

By: Contributor(s): Material type: TextTextLanguage: English Publication details: Hoboken : Taylor and Francis, 2005.Description: 1 online resource (295 p.)Content type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 1136392270
  • 1280638796
  • 9786610638796
  • 0080454836
Subject(s): Genre/Form: Additional physical formats: No titleDDC classification:
  • 658.8
LOC classification:
  • HF5415 .D78 2005
Contents:
Front Cover; Introduction to Marketing Concepts; Copyright Page; Contents; Preface; Figures; 1. Introduction to marketing; 1.1 What is marketing?; 1.2 Marketing as a business philosophy; 1.3 Creating customer value and satisfaction; 1.4 An overview of the marketing mix; 1.5 Criticism of the marketing mix; 1.6 Making the marketing mix effective; 1.7 Marketing and ethical issues; 1.8 e-Marketing perspective; Summary; Discussion questions; 2. Strategic marketing: an overview; 2.1 Corporate and marketing plans; 2.2 Corporate planning; 2.3 Marketing plans: strategy or tactics?
2.4 Why does planning matter?2.5 Barriers to successful planning; 2.6 The structure of a strategic marketing plan; 2.7 Approaches to marketing planning; 2.8 e-Marketing perspective; Summary; 3. Environmental factors; 3.1 Introduction; 3.2 Macro-environmental analysis; 3.3 Industry analysis; 3.4 Competitor analysis; 3.5 Problems in identifying competitors; 3.6 The market analysis; Summary; Discussion questions; 4. Marketing research; 4.1 Marketing information systems; 4.2 Importance of marketing research; 4.3 Types of marketing research; 4.4 Research methods
4.5 Approaches to marketing research4.6 Stages in marketing research; 4.7 e-Marketing perspective; Summary; Discussion questions; 5. Segmentation; 5.1 Introduction; 5.2 Why segment?; 5.3 The segmentation process; 5.4 Consumer behaviour; 5.5 Consumer segmentation criteria; 5.6 Organizational/industrial segmentation techniques; 5.7 Organizational buyer behaviour; 5.8 Approaches to organizational market segmentation; Summary; Discussion questions; 6. Products, new product development and innovation; 6.1 What is a product?; 6.2 Components of a product offering; 6.3 The service element
6.4 Uses and limitations of the product life cycle6.5 Managing product portfolios; 6.6 Managing new products; 6.7 Why do products fail?; 6.8 The new product development process; 6.9 Managing innovation; 6.10 e-Marketing perspective; Summary; Discussion questions; 7. Price and pricing strategy; 7.1 Introduction; 7.2 Pricing from an economic/accounting viewpoint; 7.3 Pricing objectives; 7.4 Pricing strategies; 7.5 Revenue management; 7.6 The 'non-price' price; 7.7 Pricing and ethical issues; 7.8 e-Marketing perspective; Summary; Discussion questions; 8. Promotion; 8.1 The communications mix
8.2 Integrated marketing communications8.3 The communications process; 8.4 Developing a communications strategy; 8.5 Customer relationship management; 8.6 Viral marketing; 8.7 Ethical issues in marketing communication; Summary; Discussion questions; 9. Place; 9.1 Distribution channels; 9.2 Marketing channels add value; 9.3 Types of middlemen; 9.4 Distribution strategies; 9.5 Channel conflict; 9.6 The contemporary situation: channels of distribution vs. channels of supply; 9.7 Vertical marketing channels; 9.8 Channel controllers; 9.9 The retail marketing mix; 9.10 Public sector distribution
9.11 e-Marketing perspective
Summary: Written in a user-friendly way to ensure the information is accessible, Introduction to Marketing Concepts is ideally suited to students that are faced with time-pressures yet need to gain a comprehensive understanding of the main concepts of marketing.The authors focus only on the points that are needed to be able to understand the theory, without the entanglement of additional information. This ensures students do not have to wade through non-essential information to get to grips with the subject. A balance betw
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Description based upon print version of record.

Front Cover; Introduction to Marketing Concepts; Copyright Page; Contents; Preface; Figures; 1. Introduction to marketing; 1.1 What is marketing?; 1.2 Marketing as a business philosophy; 1.3 Creating customer value and satisfaction; 1.4 An overview of the marketing mix; 1.5 Criticism of the marketing mix; 1.6 Making the marketing mix effective; 1.7 Marketing and ethical issues; 1.8 e-Marketing perspective; Summary; Discussion questions; 2. Strategic marketing: an overview; 2.1 Corporate and marketing plans; 2.2 Corporate planning; 2.3 Marketing plans: strategy or tactics?

2.4 Why does planning matter?2.5 Barriers to successful planning; 2.6 The structure of a strategic marketing plan; 2.7 Approaches to marketing planning; 2.8 e-Marketing perspective; Summary; 3. Environmental factors; 3.1 Introduction; 3.2 Macro-environmental analysis; 3.3 Industry analysis; 3.4 Competitor analysis; 3.5 Problems in identifying competitors; 3.6 The market analysis; Summary; Discussion questions; 4. Marketing research; 4.1 Marketing information systems; 4.2 Importance of marketing research; 4.3 Types of marketing research; 4.4 Research methods

4.5 Approaches to marketing research4.6 Stages in marketing research; 4.7 e-Marketing perspective; Summary; Discussion questions; 5. Segmentation; 5.1 Introduction; 5.2 Why segment?; 5.3 The segmentation process; 5.4 Consumer behaviour; 5.5 Consumer segmentation criteria; 5.6 Organizational/industrial segmentation techniques; 5.7 Organizational buyer behaviour; 5.8 Approaches to organizational market segmentation; Summary; Discussion questions; 6. Products, new product development and innovation; 6.1 What is a product?; 6.2 Components of a product offering; 6.3 The service element

6.4 Uses and limitations of the product life cycle6.5 Managing product portfolios; 6.6 Managing new products; 6.7 Why do products fail?; 6.8 The new product development process; 6.9 Managing innovation; 6.10 e-Marketing perspective; Summary; Discussion questions; 7. Price and pricing strategy; 7.1 Introduction; 7.2 Pricing from an economic/accounting viewpoint; 7.3 Pricing objectives; 7.4 Pricing strategies; 7.5 Revenue management; 7.6 The 'non-price' price; 7.7 Pricing and ethical issues; 7.8 e-Marketing perspective; Summary; Discussion questions; 8. Promotion; 8.1 The communications mix

8.2 Integrated marketing communications8.3 The communications process; 8.4 Developing a communications strategy; 8.5 Customer relationship management; 8.6 Viral marketing; 8.7 Ethical issues in marketing communication; Summary; Discussion questions; 9. Place; 9.1 Distribution channels; 9.2 Marketing channels add value; 9.3 Types of middlemen; 9.4 Distribution strategies; 9.5 Channel conflict; 9.6 The contemporary situation: channels of distribution vs. channels of supply; 9.7 Vertical marketing channels; 9.8 Channel controllers; 9.9 The retail marketing mix; 9.10 Public sector distribution

9.11 e-Marketing perspective

Written in a user-friendly way to ensure the information is accessible, Introduction to Marketing Concepts is ideally suited to students that are faced with time-pressures yet need to gain a comprehensive understanding of the main concepts of marketing.The authors focus only on the points that are needed to be able to understand the theory, without the entanglement of additional information. This ensures students do not have to wade through non-essential information to get to grips with the subject. A balance betw

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