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" Essentials of marketing "
Frances Brassington and Stephen Pettitt.
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BL
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| Record Number
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737191
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| Doc. No
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b557059
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| Main Entry
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Frances Brassington and Stephen Pettitt.
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| Title & Author
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Essentials of marketing\ Frances Brassington and Stephen Pettitt.
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| Edition Statement
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2. ed
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| Publication Statement
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Harlow: Financial Times Prentice Hall, 2007
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| Page. NO
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1 PDF-fil (xiv, 545 pages)
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| ISBN
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1408212137
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: 9781408212134
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| Notes
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E-bok.
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| Contents
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ContentsI. MARKETING DYNAMICS Marketing defined The marketing concept in the organisation Marketing management responsibilities Marketing scopeII. THE EUROPEAN MARKETING ENVIRONMENTThe nature of the European marketing environmentThe sociocultural environmentThe technological environmentThe economic and competitive environmentThe political and regulatory environmentIII. BUYER BEHAVIOURThe decision-making processBuying situationsEnvironmental influencesPsychological influences: the individualSociocultural influences: the groupDefining B2B marketingB2B customersCharacteristics of B2B marketsBuying decision-making processThe buying centreBuying criteriaIV. SEGMENTED MARKETSThe concept of segmentation Segmenting B2B marketsSegmenting consumer marketsImplementation of segmentationBenefits of segmentationDangers of segmentationCriteria for successful segmentationV. MARKETING INFORMATION AND RESEARCHMarketing research: definition and roleTypes of research Marketing information systemsDecision support systemsThe marketing research processSecondary researchPrimary researchEthics in marketing researchVI. PRODUCTAnatomy of a productBrandingProduct management and strategyVII. PRICEThe role and perception of priceExternal influences on the pricing decisionInternal influences on the pricing decisionThe process of price settingVIII. PLACEChannel structuresRationale for using intermediariesTypes of intermediaryChannel strategyIX. PROMOTION: INTEGRATED MARKETING COMMUNICATIONSCommunications planning modelCommunications planning model: reviewX. PROMOTION: ADVERTISING AND PERSONAL SELLINGThe role of advertisingFormulating the advertising messageAdvertising mediaUsing advertising agenciesDeveloping an advertising campaignPersonal selling: definition, role and tasksThe personal selling processSales managementXI. PROMOTION: OTHER TOOLS OF MARKETING COMMUNICATIONSales promotionDirect marketingTrade shows and exhibitionsPublic relationsSponsorshipCause related marketingXII. MARKETING MANAGEMENT, PLANNING AND CONTROLThe role and importance of marketing planning and strategyThe marketing planning processOrganising marketing activitiesControlling marketing activitiesXIII. SERVICES AND NON-PROFIT MARKETINGPerspectives on services marketsServices marketing managementNon-profit marketingXIV. E-MARKETING AND NEW MEDIAInternet marketing Marketing and new media
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| Subject
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marketing.
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| Subject
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Marketing.
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| LC Classification
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HF5415.F736 2007
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| Added Entry
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Frances Brassington
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Stephen Pettitt
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