Principles of marketing
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| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow [u.a.]
Financal Times Prentice Hall
2003
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
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| 245 | 1 | 0 | |a Principles of marketing |c Frances Brassington ; Stephen Pettitt |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Harlow [u.a.] |b Financal Times Prentice Hall |c 2003 | |
| 300 | |a XXIV, 1136 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
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| 500 | |a An impr. of Pearson Education | ||
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Marketing | |
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| 943 | 1 | |a oai:aleph.bib-bvb.de:BVB01-010775550 | |
Datensatz im Suchindex
| _version_ | 1819690204547514368 |
|---|---|
| adam_text | brief contents
U part one MARKETING AND ITS ENVIRONMENT l
1 Marketing dynamics 3
2 The European marketing environment 44
¦ part two CUSTOMERS AND MARKETS 91
3 Consumer behaviour 93
4 B2B buying behaviour 135
5 Segmenting markets 179
6 Marketing information and research 212
¦ part three PRODUCT 265
7 Anatomy of a product 267
8 Product management 311
9 New product development 350
¦ part four PRICE 389
10 Pricing: contexts and concepts 391
11 Pricing strategies 427
¦ part five PLACE 469
12 Marketing channels and logistics 471
13 Retailers and wholesalers 522
¦ part six PROMOTION 567
14 Integrated marketing communication 569
15 Advertising 603
16 Sales promotion 652
17 Personal selling and sales management 694
18 Direct marketing and exhibitions 739
19 Public relations and sponsorship 792
II part seven MARKETING MANAGEMENT 837
20 Strategic marketing 839
21 Marketing planning, management and control 895
22 Services and non profit marketing 950
23 International marketing 1006
24 E marketing and new media 1053
contents
Guided tour xii
Preface xv
About the authors xix
Acknowledgements xxi
MARKETING AND ITS ENVIRONMENT
1 Marketing dynamics 3
Learning objectives 3
Introduction 3
Marketing defined 4
The marketing concept in the organisation 20
Marketing management responsibilities 24
Marketing scope 32
Chapter summary 35
Key words and phrases 36
Questions for review 36
Questions for discussion 36
Case study 1.1 Showing the customer
who s Boss 36
Case study 1.2 lastminute.com: inspiration and
solutions 39
References 41
2 The European marketing environment 44
Learning objectives 44
Introduction 44
The nature of the European marketing
environment 45
The sociocultural environment 48
The technological environment 59
The economic and competitive environment 67
The political and legal environment 76
Chapter summary 85
Key words and phrases 86
Questions for review 86
Questions for discussion 86
Case study 2.1 Sanpro 86
Case study 2.2 A friend in need is a friend
indeed 88
References 89
CUSTOMERS AND MARKETS
3 Consumer behaviour 93
Learning objectives 93
Introduction 93
The decision making process 95
Buying situations 104
Environmental influences 107
Psychological influences: the individual 109
Sociocultural influences: the group 118
Chapter summary 129
Key words and phrases 129
Questions for review 130
Questions for discussion 130
Case study 3.1 Reaching the youth market:
Euroteens 130
Case study 3.2 Breezing out for a night on
the tiles 132
References 133
4 B2B buying behaviour 135
Learning objectives 135
Introduction 135
Defining B2B marketing 136
B2B customers 138
Characteristics of B2B markets 141
Buying decision making process 151
Roles in the buying process 157
The buying centre 160
Buying criteria 163
The changing nature of supply chains 167
Chapter summary 171
Key words and phrases 172
Questions for review 172
Questions for discussion 172
Case study 4.1 Alstom China 172
Case study 4.2 Fairtrade: playing fair with
third world suppliers 175
References 177
5 Segmenting markets 179
Learning objectives 179
Introduction 179
The concept of segmentation 180
Segmenting B2B markets 181
Segmenting consumer markets 183
Implementation of segmentation 197
Benefits of segmentation 203
Dangers of segmentation 203
Criteria for successful segmentation 204
Chapter summary 205
Key words and phrases 206
Questions for review 206
Questions for discussion 207
Case study 5.1 Neu Engineering 207
Case study 5.2 The pink pound 208
References 210
I CONTENTS
6 Marketing information and research 212
Learning objectives 212
Introduction 212
Marketing research: definition and role 213 g
Types of research 216
Marketing information systems 221
Decision support systems 225
The marketing research process 226
Secondary research 230
Primary research 232
Ethics in marketing research 256
Chapter summary 258
Key words and phrases 259
Questions for review 259
Questions for discussion 259
Case study 6.1 Kings Hotel 260
Case study 6.2 Gathering information on an
up and coming market 261
References 263
PRODUCT ***
PRI
7 Anatomy of a product 267
Learning objectives 267 ^
Introduction 267
Meaning of a product 268
Product classification 270
Understanding the product range 276
Branding 279
Packaging 293
Product design, quality and guarantees 298
Chapter summary 303
Key words and phrases 304
Questions for review 304 1
Questions for discussion 304 1
Case study 7.1 Is small still beautiful second time 1
around? 305
Case study 7.2 The market with stiffening
competition 306
References 308 11
8 Product management 311
Learning objectives 311
Introduction 311
The product lifecycle 312 :
Market evolution 322
Managing the product mix 328
Customer specified products 337 1
Product management and organisation 339
European product strategy 340 1
Chapter summary 342 1
Key words and phrases 343 1
Questions for review 343
Questions for discussion 344
Case study 8.1 Playing the game 344
I
j
Case study 8.2 Diamonds are no longer a girl s j
best friend 346 i
References 348 ;
New product development 350
Learning objectives 350
Introduction 350
The meaning of a new product 351
The importance of new product development 356
The new product development process 358
New product failure 374
Trends in NPD process management 376
Chapter summary 381
Key words and phrases 382
Questions for review 382
Questions for discussion 382
Case study 9.1 The 3G revolution . . . but
not yet 382
Case study 9.2 Because we re worth it 383
References 384
ICE
Pricing: context and concepts 391
Learning objectives 391
Introduction 391
The role and perception of price 392
Pricing contexts 396
External influences on the pricing decision 401
Internal influences on the pricing decision 412
The European influence on pricing 415
Chapter summary 421
Key words and phrases 421
Questions for review 421
Questions for discussion 422
Case study 10.1 Kitting out the fans 422
Case study 10.2 The white stuff 423
References 425
Pricing strategies 427
Learning objectives 427
Introduction 427
Pricing objectives 428
Pricing policies and strategies 435
Setting the price range 443
Pricing tactics and adjustments 453
Issues in pricing 456
Chapter summary 461
Key words and phrases 461
Questions for review 462
Questions for discussion 462
Case study 11.1 Measuring up to the supplier s
expectations 462
Case study H.2 Driving pricing decisions 463
References 466
PLACE
12 Marketing channels and logistics 471
Learning objectives 471
Introduction 471
Definition of marketing channels 472
Channel strategy 484
Channel structure 490
Behavioural aspects of channels 494
The nature of physical distribution
and logistics 500
Customer service concept 509
Chapter summary 514
Key words and phrases 515
Questions for review 515
Questions for discussion 515
Case study 12.1 Sweet harmony in the
distribution channel 516
Case study 12.2 French hypermarkets and their
smaller suppliers 518
References 519
13 Retailers and wholesalers 522
Learning objectives 522
Introduction 522
The nature of retailing and wholesaling 523
The structure of the European retail sector 527
Types of retailer 533
Non store retailing 543
Retailer strategy 545
Wholesalers and distributors 559
Chapter summary 560
Key words and phrases 561
Questions tor review 561
Questions for discussion 561
Case study 13.1 On time every time: the key
components of success 562
Case study 13.2 Amazon: a pioneering adventurer
in e tailing 563
References 565
PROMOTION
14 Integrated marketing communication 569
Learning objectives 569
Introduction 569
Communications theory 571
Communications planning model 577
Communications planning model: review 596
Chapter summary 596
Key words and phrases 597
Questions for review 597
Questions for discussion 597
CONTENTS Dl
Case study 14.1 Xbox: trte mean green
machine 598
Case study 14.2 Alliance Leicester banking
on good communications 600
References 602
15 Advertising 603
Learning objectives 603
Introduction 603
The role of advertising In the promotional mix
604
Formulating the advertising message 610
Advertising media 621
Using advertising agencies 631
Developing an advertising campaign 634
Chapter summary 643
Key words and phrases 644
Questions for review 645
Questions for discussion 645
Case study 15.1 Announcing a new arrival 645
Case study 15.2 Driving a sober message
home 648
References 650
16 Sales promotion 652
Learning objectives 652
Introduction 652
The role and definition of sales promotion 653
Consumer sales promotion methods (1):
money based 661
Consumer sales promotion methods (2):
product based 665
Consumer sales promotion methods (3):
gift, prize, or merchandise based 671
Consumer sales promotion methods (4):
store based 677
Methods of promotion to the retail trade 678
Sales promotion to 828 markets 683
Managing sales promotion 683
Chapter summary 688
Key words and phrases 689
Questions for review 689
Questions for discussion 689
Case study 16.1 Learning to manage your
money 689
Case study 16.2 Pennies off the price or points
on the plastic? 691
References 693
17 Personal selling and sales
management 694
Learning objectives 694
Introduction 694
The definition and role of personal selling 695
Tasks of the sales representative 699
Forms of personal selling 703
X CONTENTS
The personal selling process 708
Sales management 720
Chapter summary 732
Key words and phrases 733
Questions for review 733
Questions for discussion 733
Case study 17.1 Colomer: Spanish leather 734
Case study 17.2 Irish Fire Products 736
References 737
18 Direct marketing and exhibitions 739
Learning objectives 739
Introduction 739
The definition of direct marketing 740
The rise of direct marketing 741
Techniques of direct marketing 744
The role of direct marketing in the
promotional mix 769
Managing a direct marketing campaign 770
Database creation and management 775
Trade shows and exhibitions 777
Chapter summary 784
Key words and phrases 785
Questions for review 786
Questions for discussion 786
Case study 18.1 Camp followers 786
Case study 18.2 The Big Country 788
References 790
19 Public relations and sponsorship 792
Learning objectives 792
Introduction 792
The definition of public relations 793
The role of public relations 797
Techniques in public relations 799
Evaluation 806
Corporate reputation 808
Corporate identity 810
Sponsorship 816
Evaluating sponsorship 829
Chapter summary 830
Key words and phrases 831
Questions for review 831
Questions for discussion 831
Case study 19.1 A rose by any other name ... 831
Case study 19.2 Chicken run 833
References 835
MARKETING MANAGEMENT
20 Strategic marketing 839
Learning objectives 839
Introduction 839
Definitions and perspectives 841
Strategic marketing analysis 849
Growth strategies for marketing 858
Marketing and competitive strategy 865
Competitive positions and postures 876
Chapter summary 886
Key words and phrases 887
Questions for review 888
Questions for discussion 888
Case study 20.1 Prudential (A): An evolving
competitive strategy 888
Case study 20.2 Stopping the bottom falling out
of the jeans market 891
References 892
21 Marketing planning, management and
control 895
Learning objectives 895
Introduction 895
Strategic marketing plans and planning 896
The marketing planning process 900
Market potential and sales forecasting 915
Organising marketing activities 924
Controlling marketing activities 928
Marketing planning for the smaller business 931
Chapter summary 941
Key words and phrases 942
Questions for review 942
Questions for discussion 943
Case study 21.1 Prudential (B): Moving from
strategy to action 943
Case study 21.2 Chuft Toys and Gifts 946
References 948
22 Services and non profit marketing 950
Learning objectives 950
Introduction 950
Perspectives on service markets 951
Services marketing management 961
Franchising 979
Non profit marketing 992
Chapter summary 999
Key words and phrases 1000
Questions for review 1000
Questions for discussion 1001
Case study 22.1 Developing a new franchise
proposal: budget priced hostels 1001
Case study 22.2 Full Stop 1002
References 1004
23 International marketing 1006
Learning objectives 1006
Introduction 1006
The meaning of international marketing 1007
Understanding international markets 1015
Market entry methods 1024
International marketing strategy 1034
Chapter summary 1045
Key words and phrases 1046
Questions for review 1046
Questions for discussion 1046
Case study 23.1 Going international in banking:
standardisation or adaptation? 1046
Case study 23.2 Wine wars 1048
References 1050
24 E marketing and new media 1053
Learning objectives 1053
Introduction 1053
Internet marketing 1055
Marketing and new media 1075
Chapter summary 1091
CONTENTS XI
Key words and phrases 1092
Questions tor review 1092
Questions for discussion 1092
Case study 24.1 Here s a bit of marketing for
you, son 1093
Case study 24.2 From dotcom to dotbomb
todotboom? 1094
References 1096
Glossary 1099
Index 1111
Index of company names 1129
|
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| author | Brassington, Frances Pettitt, Stephen |
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| discipline | Wirtschaftswissenschaften |
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| id | DE-604.BV017984545 |
| illustrated | Illustrated |
| indexdate | 2024-12-23T16:30:12Z |
| institution | BVB |
| isbn | 0273657917 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-010775550 |
| oclc_num | 249286095 |
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| physical | XXIV, 1136 S. Ill., graph. Darst. |
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| spellingShingle | Brassington, Frances Pettitt, Stephen Principles of marketing Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 |
| title | Principles of marketing |
| title_auth | Principles of marketing |
| title_exact_search | Principles of marketing |
| title_full | Principles of marketing Frances Brassington ; Stephen Pettitt |
| title_fullStr | Principles of marketing Frances Brassington ; Stephen Pettitt |
| title_full_unstemmed | Principles of marketing Frances Brassington ; Stephen Pettitt |
| title_short | Principles of marketing |
| title_sort | principles of marketing |
| topic | Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010775550&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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