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Essentials of Marketing

Essentials of MarketingTitoloEssentials of Marketing
AutoreBaines, Paul ; Fill, Chris ; Page, Kelly
Prezzo
Sconto -2%
€ 59,01   Spedizioni gratuite in Italia
(Prezzo € 60,21)
CategoriaBusiness & Economics: International - Marketing
RilegaturaPaperback
Dati413 p.; ill.
Anno2013
EditoreOxford University Press, USA
Normalmente disponibile per la spedizione entro 5 giorni lavorativi (poche copie disponibili)

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Descrizione
Packed full of exciting and stimulating cases from organizations such as Twitter, Foursquare, and WOMAD, this text, written by these best-selling authors, encourages you to consider how you would tackle the real marketing challenges and issues encountered by professionals on a daily basis.

Indice e argomenti trattati
List of Case Insights
xiv
Acknowledgementsxv
Prefacexvi
How to Use this Package to Experience Marketingxviii
How to Use this Package to Test Understandingxx
How to Use this Package to Take Learning Furtherxxii
Part 1 Marketing Fundamentals
1 Marketing Principles and Society
3
Case Insight 1.1 Systembolaget
4
Introduction
5
What is Marketing?
5
What's the Difference between Customers and Consumers?
7
Market Orientation
8
A History of Marketing
9
What Do Marketers Do?
10
Principles of Marketing
11
The Marketing Mix and the 4Ps
11
Marketing as Exchange
13
Relationship Marketing and Co-creation
18
Marketing in Context
20
What Impact Does Marketing Have on Society?
25
Chapter Summary
30
Review Questions
31
Worksheet Summary
31
References
32
2 The Global Marketing Environment
34
Case Insight 2.1 Michelin Tyres
35
Introduction
36
Understanding the External Environment
37
Environmental Scanning
49
Understanding the Performance Environment
51
Understanding the Internal Environment
56
Chapter Summary
60
Review Questions
61
Worksheet Summary
61
References
61
3 Understanding Customer Behaviour
64
Case Insight 3.1 BRAND sense agency
65
Introduction
66
Consumer Buying Behaviour
67
The Consumer Acquisition Process
67
The Psychology of Consumer Behaviour
71
The Importance of Social Contexts
78
Organizational Buying Behaviour
82
Chapter Summary
90
Review Questions
91
Worksheet Summary
91
References
92
4 Marketing Research
94
Case Insight 4.1 I to I Research
95
Introduction
96
Definitions of Marketing Research
97
Marketing Information Systems
98
Commissioning Market Research
99
The Marketing Research Process
101
Market and Advertisement Testing
115
Marketing Research and Ethics
116
International Marketing Research
118
Chapter Summary
122
Review Questions
122
Worksheet Summary
123
References
123
Part 2 Principles of Marketing Management
5 Marketing Strategy
127
Case Insight 5.1 Innocent Drinks
128
Introduction
129
Influences on Strategic Marketing Planning
134
Strategic Market Analysis
135
Strategic Marketing Goals
141
Strategic Market Action
146
Marketing Planning
157
Chapter Summary
159
Review Questions
160
Worksheet Summary
160
References
161
6 Market Segmentation and Positioning
163
Case Insight 6.1 Stagecoach
164
Introduction
165
The STP Process
165
The Concept of Market Segmentation
166
The Process of Market Segmentation
168
Market Segmentation in Consumer Markets
171
Segmentation in Business Markets
182
Target Markets
186
Segmentation Limitations
189
Positioning
190
Chapter Summary
195
Review Questions
196
Worksheet Summary
196
References
197
Part 3 The Marketing Mix Principle
7 Products, Services, and Branding Decisions
201
Case Insight 7.1:3M
202
Introduction
203
Product Forms
204
Product Life Cycles
206
New Product Development
208
Idea Generation
211
New Service Development
214
Diffusion Theory
217
Branding
218
Chapter Summary
231
Review Questions
231
Worksheet Summary
232
References
232
8 Price Decisions
234
Case Insight 8.1 P&O Ferries
235
Introduction
236
The Concept of Pricing and Cost
236
Pricing and Transactional Management
250
Chapter Summary
257
Review Questions
258
Worksheet Summary
259
References
259
9 An Overview of Marketing Communications
261
Case Insight 9.1 The London Eye
262
Introduction
263
Introducing Marketing Communications
264
Communication Theory
266
Personal Influencers
272
What is Marketing Communications?
275
The Role of Marketing Communications
276
The Tasks of Marketing Communications
279
The Marketing Communications Mix
281
Word-of-Mouth
281
How Marketing Communications Might Work
282
The Strong and the Weak Theories of Advertising
283
A Composite Approach
285
Chapter Summary
288
Review Questions
288
Worksheet Summary
289
References
289
10 Managing Marketing Communications
291
Case Insight 10.1 ZSL London Zoo
292
Introduction
293
The Right Mix of Tools
294
The Right Mix of Media
295
The Right Mix of Message(s)
299
Digital Media and Marketing
301
The Changing Role of the Media
310
Marketing Communications Planning
312
Evaluation and Measurement
317
Integrated Marketing Communications
317
Chapter Summary
320
Review Questions
321
Worksheet Summary
321
References
322
11 Retailing and Channel Management
324
Case Insight 11.1 HMV
325
Introduction
326
Place
327
Distribution Channel Management
329
Member Channel Functions
331
Distribution Channel Strategy
333
Members of Channel Intermediaries
336
Intensity of Channel Coverage
337
Managing Relationships in the Channel
339
Logistics Management
341
Retailing
344
Chapter Summary
351
Review Questions
352
Worksheet Summary
352
References
352
Part 4 Principles of Relational Marketing
12 Services Marketing and CRM
357
Case Insight 12.1 RAKBANK
358
Introduction
359
What is a Service?
359
The Nature of Services
361
The Service Mix
368
The Service Marketing Mix
371
Service-dominant Logic
374
Service Encounters
374
Key Dimensions of Services Marketing
376
Chapter Summary
383
Review Questions
384
Worksheet Summary
384
References
385
Glossary387
Index403

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