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999			_c947 _d947
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003			MACHS
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007			cr -n---------
008			130418s2005||||||| s|||||||||||eng|d
020			_a1136392270
020			_a1280638796
020			_a9786610638796
020			_a0080454836
035			_a(CKB)1000000000350444
035			_a(EBL)269900
035			_a(OCoLC)475999943
035			_a(SSID)ssj0000182704
035			_a(PQKBManifestationID)11179810
035			_a(PQKBTitleCode)TC0000182704
035			_a(PQKBWorkID)10173201
035			_a(PQKB)10582492
035			_a(EXLCZ)991000000000350444
040			_aAU-PeEL _beng _cAU-PeEL _dAU-PeEL
041			_aeng
050		4	_aHF5415 _b.D78 2005
082	0	0	_a658.8
100	1		_aDrummond, Graeme.
245	1	0	_aIntroduction to Marketing Concepts _h[electronic resource].
260			_aHoboken : _bTaylor and Francis, _c2005.
300			_a1 online resource (295 p.)
336			_atext _btxt
337			_acomputer _bc
338			_aonline resource _bcr
500			_aDescription based upon print version of record.
505	0		_aFront 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?
505	8		_a2.4 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
505	8		_a4.5 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
505	8		_a6.4 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
505	8		_a8.2 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
505	8		_a9.11 e-Marketing perspective
520			_aWritten 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
546			_aEnglish
650		4	_aMarketing.
650		7	_aCommerce _2HILCC
650		7	_aBusiness & Economics _2HILCC
650		7	_aMarketing & Sales _2HILCC
655		0	_aElectronic books.
700	1		_aEnsor, John.
776			_z0-7506-5995-5
906			_aBOOK
942			_2lcc _cBK