Essentials of Marketing & Companion Website with Gradetracker Student Access Card
Autor Dr Frances Brassington, Stephen Pettitten Limba Engleză Mixed media product – mar 2007
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Specificații
ISBN-13: 9781405858281
ISBN-10: 1405858281
Greutate: 1.11 kg
Ediția:2Nouă
Editura: Pearson Education
Colecția Financial Times/ Prentice Hall
Locul publicării:Harlow, United Kingdom
ISBN-10: 1405858281
Greutate: 1.11 kg
Ediția:2Nouă
Editura: Pearson Education
Colecția Financial Times/ Prentice Hall
Locul publicării:Harlow, United Kingdom
Cuprins
Contents
I. MARKETING DYNAMICS
Marketing defined
The marketing concept in the organisation
Marketing management responsibilities
Marketing scope
II. THE EUROPEAN MARKETING ENVIRONMENT
The nature of the European marketing environment
The sociocultural environment
The technological environmet
The economic and competitive environment
The political and regulatory environment
III. BUYER BEHAVIOUR
The decision-making process
Buying situations
Environmental influences
Psychological influences: the individual
Sociocultural influences: the group
Defining B2B marketing
B2B customers
Characteristics of B2B markets
Buying decision-making process
The buying centre
Buying criteria
IV. SEGMENTED MARKETS
The concept of segmentation
Segmenting B2B markets
Segmenting consumer markets
Implementation of segmentation
Benefits of segmentation
Dangers of segmentation
Criteria for successful segmentation
V. MARKETING INFORMATION AND RESEARCH
Marketing research: definition and role
Types of research
Marketing information systems
Decision support systems
The marketing research process
Secondary research
Primary research
Ethics in marketing research
VI. PRODUCT
Anatomy of a product
Branding
Product management and strategy
VII. PRICE
The role and perception of price
External influences on the pricing decision
Internal influences on the pricing decision
The process of price setting
VIII. PLACE
Channel structures
Rationale for using intermediaries
Types of intermediary
Channel strategy
IX. PROMOTION: INTEGRATED MARKETING COMMUNICATIONS
Communications planning model
Communications planning model: review
X. PROMOTION: ADVERTISING AND PERSONAL SELLING
The role of advertising
Formulating the advertising message
Advertising media
Using advertising agencies
Developing an advertising campaign
Personal selling: definition, role and tasks
The personal selling process
Sales management
XI. PROMOTION: OTHER TOOLS OF MARKETING COMMUNICATION
Sales promotion
Direct marketing
Trade shows and exhibitions
Public relations
Sponsorship
Cause related marketing
XII. MARKETING MANAGEMENT, PLANNING AND CONTROL
The role and importance of marketing planning and strategy
The marketing planning process
Organising marketing activities
Controlling marketing activities
XIII. SERVICES AND NON-PROFIT MARKETING
Perspectives on services markets
Services marketing management
Non-profit marketing
XIV. E-MARKETING AND NEW MEDIA
Internet marketing
Marketing and new media
I. MARKETING DYNAMICS
Marketing defined
The marketing concept in the organisation
Marketing management responsibilities
Marketing scope
II. THE EUROPEAN MARKETING ENVIRONMENT
The nature of the European marketing environment
The sociocultural environment
The technological environmet
The economic and competitive environment
The political and regulatory environment
III. BUYER BEHAVIOUR
The decision-making process
Buying situations
Environmental influences
Psychological influences: the individual
Sociocultural influences: the group
Defining B2B marketing
B2B customers
Characteristics of B2B markets
Buying decision-making process
The buying centre
Buying criteria
IV. SEGMENTED MARKETS
The concept of segmentation
Segmenting B2B markets
Segmenting consumer markets
Implementation of segmentation
Benefits of segmentation
Dangers of segmentation
Criteria for successful segmentation
V. MARKETING INFORMATION AND RESEARCH
Marketing research: definition and role
Types of research
Marketing information systems
Decision support systems
The marketing research process
Secondary research
Primary research
Ethics in marketing research
VI. PRODUCT
Anatomy of a product
Branding
Product management and strategy
VII. PRICE
The role and perception of price
External influences on the pricing decision
Internal influences on the pricing decision
The process of price setting
VIII. PLACE
Channel structures
Rationale for using intermediaries
Types of intermediary
Channel strategy
IX. PROMOTION: INTEGRATED MARKETING COMMUNICATIONS
Communications planning model
Communications planning model: review
X. PROMOTION: ADVERTISING AND PERSONAL SELLING
The role of advertising
Formulating the advertising message
Advertising media
Using advertising agencies
Developing an advertising campaign
Personal selling: definition, role and tasks
The personal selling process
Sales management
XI. PROMOTION: OTHER TOOLS OF MARKETING COMMUNICATION
Sales promotion
Direct marketing
Trade shows and exhibitions
Public relations
Sponsorship
Cause related marketing
XII. MARKETING MANAGEMENT, PLANNING AND CONTROL
The role and importance of marketing planning and strategy
The marketing planning process
Organising marketing activities
Controlling marketing activities
XIII. SERVICES AND NON-PROFIT MARKETING
Perspectives on services markets
Services marketing management
Non-profit marketing
XIV. E-MARKETING AND NEW MEDIA
Internet marketing
Marketing and new media
Textul de pe ultima copertă
Essentials of Marketing is the quintessential guide to current marketing thinking. The core concepts of marketing are imaginatively conveyed and reinforced with topical vignettes and cases. An essential read for all marketing students.
Noel Dennis, Senior Lecturer in Marketing, Teesside Business School, University of Teesside
The second edition of Essentials of Marketing is clearly written, with lots of appropriate examples and illustrations, so the reader can see how the key marketing principles are applied in real life.
Marianne Hough, Westminster Business School, University of Westminster
By stripping back the subject to its building blocks, Brassington and Pettitt uncover the DNA of marketing.
Essentials of Marketing is the indispensable introduction to the subject for all students taking a short or one-semester marketing module – whatever their background.
The second edition retains the lively writing style and authority of the authors’ Principles of Marketing, and highlights the links between theory and practice by using fresh and topical case studies drawn from real life, whilst focusing on the most important concepts and theories of marketing.
Essentials of Marketing also boasts an unrivalled selection of online learning resources at www.pearsoned.co.uk/brassington, which includes multiple choice questions that test your learning and help monitor your progress, video interviews with top marketing managers, answering your questions on how they use the theories of marketing every day in their professional lives, a full online glossary explaining the key terms of the subject, and weblinks for every chapter that help your ideas evolve!
Dr Frances Brassington is Senior Lecturer in Retail Management and Marketing at Oxford Brookes University.
Dr Stephen Pettitt is Deputy Vice-Chancellor of the University of Bedfordshire.
Noel Dennis, Senior Lecturer in Marketing, Teesside Business School, University of Teesside
The second edition of Essentials of Marketing is clearly written, with lots of appropriate examples and illustrations, so the reader can see how the key marketing principles are applied in real life.
Marianne Hough, Westminster Business School, University of Westminster
By stripping back the subject to its building blocks, Brassington and Pettitt uncover the DNA of marketing.
Essentials of Marketing is the indispensable introduction to the subject for all students taking a short or one-semester marketing module – whatever their background.
The second edition retains the lively writing style and authority of the authors’ Principles of Marketing, and highlights the links between theory and practice by using fresh and topical case studies drawn from real life, whilst focusing on the most important concepts and theories of marketing.
Essentials of Marketing also boasts an unrivalled selection of online learning resources at www.pearsoned.co.uk/brassington, which includes multiple choice questions that test your learning and help monitor your progress, video interviews with top marketing managers, answering your questions on how they use the theories of marketing every day in their professional lives, a full online glossary explaining the key terms of the subject, and weblinks for every chapter that help your ideas evolve!
Dr Frances Brassington is Senior Lecturer in Retail Management and Marketing at Oxford Brookes University.
Dr Stephen Pettitt is Deputy Vice-Chancellor of the University of Bedfordshire.