Essentials of marketing
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow ; Munich [u.a.]
Pearson
2013
|
| Ausgabe: | 3. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
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| 245 | 1 | 0 | |a Essentials of marketing |c Frances Brassington ; Stephen Pettitt |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a Harlow ; Munich [u.a.] |b Pearson |c 2013 | |
| 300 | |a XVI, 608 S. |b Ill., graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 7 | |a Marketing |2 gtt | |
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Datensatz im Suchindex
| _version_ | 1819748170549166080 |
|---|---|
| adam_text | Titel: Essentials of marketing
Autor: Brassington, Frances
Jahr: 2013
Contents
Endorsements xii
Preface xiii
About the authors xiv
Brief contents v 3 Buyer behaviour 81
Guided tour of the book and MyMarketingLab x Learning objectives 81
Introduction 81
The consumer decision-making process 82
Buying situations 88
Acknowledgements xv Environmental influences 91
Psychological influences: the individual 93
1 Marketing dynamics 1 Sociocultural influences: the group 102
Learning objectives 1 Defining B2B marketing 109
Introduction 1 B2B customers 110
Marketing defined 3 Characteristics of B2B markets 111
The marketing concept in the organisation 21 The buying decision-making process 116
Marketing management responsibilities 26 jne buying centre 120
Marketing scope 32 Buying criteria 121
Chapter summary 35 chapter summary 123
Questions for review and discussion 36 Questions for review and discUssion 124
Case study} Devices and desires 36 Case study 3 Choose your own remedy 124
References for chapter 1 39 References for chapter 3 127
2 The European marketing
environment 41 4 Segmenting markets 129
Learning objectives 41 Learning objectives 129
Introduction 129
The concept of segmentation 132
environment 42 Segmenting B2B markets 132
The sociocultural environment 45 Segmenting consumer markets 135
The technological environment 51 Implementation of segmentation 148
The economic environment 55 Benefits of segmentation 152
The ethical environment 61 The dangers of segmentation 153
The political and legal environments 63 Criteria for successful segmentation 154
The ecological environment 70 Chapter summary 155
Chapter summary 73 Questions for review and discussion 156
Questions for review and discussion 75 Case study 4 The colour of money: is the
Case study 2 Got any gum, chum? 75 pink pound any different? 157
References for chapter 2 78 References for chapter 4 159
Introduction 41
The nature of the European marketing
5 Marketing information and research 161 Questions for review and discussion 285
Case study 7 You want to go compare?
Simples 285
References for chapter 7 288
Learning objectives 161 Case study 7 You wont to ao compare?
Simples 285
Introduction 161
Marketing research: definition and role 164
Types of research 167 8 place 291
Marketing information systems 172
Decision support systems 175
The marketing research process 175
Secondary research 179
Primary research 180
Ethics in marketing research 198
Chapter summary 200
Questions for review and discussion 201
Learning objectives 291
Introduction 291
Channel structures 293
Rationale for using intermediaries 299
Types of intermediary 306
Channel strategy 321
Chapter summary 332
Questions for review and discussion 333
Case study 5 And now, here are the
football results 201 Case study 8 Strolling down the virtual aisles 334
References for chapter 5 203
References for chapter 8 336
6 Product 205 9 Promotion: integrated marketing
communication 339
Learning objectives 205
Introduction 205
Anatomy of a product 206
Product classification 209
Understanding the product range 212
Branding 215
Product management and strategy 221
The product lifecycle 234
Market evolution 240
Product management and organisation 246 1Q promotion: advertising and
Chapter summary 246 sales promotion 370
Questions for review and discussion 247 Leamjng objectives 370
Case study 6 Opulence in the Orient 248 |ntroduction 370
References for chapter 6 249 The role of advertising 371
Learning objectives 339
Introduction 339
Communications planning model 341
Communications planning model: review 364
Chapter summary 365
Questions for review and discussion 366
Case study 9 Flying in from Rio 366
References for chapter 9 368
7 Price 252
Formulating the advertising message 376
Advertising media 381
Learning objectives 252 Developing an advertising campaign 391
lntroduction 252 Sales promotion 397
The role and perception of price 254 chapter summary 415
External influences on the pricing decision 258 Questions for review and discussion 416
Internal influences on the pricing decision 267 Case study 1Q Celebrjty endorsement:
The process of price setting 270 we can t see the Woods for the tweets 416
Chapter summary 284 References for chapter 10 418
11 Promotion: direct and digital Introduction 497
marketing 421 The role and importance of marketing
Learning objectives 421 planning and strategy 499
Introduction 421 Influences on planning and strategy 503
Direct marketing 423 The marketing planning process 509
Digital direct marketing 436 Organising marketing activities 541
Chapter summary 449 Controlling marketing activities 543
Questions for review and discussion 450 Chapter summary 544
Case study 11 If the shoe fits... 451 Questions for review and discussion 545
References for chapter 11 452 Case study 13 Retailing a sustainable strategy 546
References for chapter 13 549
12 Promotion: personal selling,
PR and sponsorship 455 14 Services and non-profit marketing 552
Learning objectives 455 Learning objectives 552
Introduction 455 Introduction 552
Personal selling: definition, role and tasks 457 Perspectives on service markets 554
The personal-selling process 462 Services marketing management 564
Sales management 469 Cause-related marketing 578
Trade shows and exhibitions 474 Chapter summary 586
Public relations 476 Questions for review and discussion 587
Sponsorship 483 Case study 14 Fast-food: feeding the
Cause-related marketing 489 hungry traveller 587
Chapter summary 490 References for chapter 14 589
Questions for review and discussion 492
Case study 12 Trust: winning it, exploiting it,
Index 591
losing it 492 Index of company names 605
References for chapter 12 494
13 Marketing strategy and planning 497
Learning objectives 497
|
| any_adam_object | 1 |
| author | Brassington, Frances Pettitt, Stephen |
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| ctrlnum | (OCoLC)820374280 (DE-599)BVBBV040357801 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
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| discipline | Wirtschaftswissenschaften |
| edition | 3. ed. |
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| genre_facet | Lehrbuch |
| id | DE-604.BV040357801 |
| illustrated | Illustrated |
| indexdate | 2024-12-24T02:47:53Z |
| institution | BVB |
| isbn | 9780273727644 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-025211722 |
| oclc_num | 820374280 |
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| owner_facet | DE-11 DE-1050 DE-521 |
| physical | XVI, 608 S. Ill., graph. Darst. |
| publishDate | 2013 |
| publishDateSearch | 2013 |
| publishDateSort | 2013 |
| publisher | Pearson |
| record_format | marc |
| spellingShingle | Brassington, Frances Pettitt, Stephen Essentials of marketing Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4123623-3 |
| title | Essentials of marketing |
| title_auth | Essentials of marketing |
| title_exact_search | Essentials of marketing |
| title_full | Essentials of marketing Frances Brassington ; Stephen Pettitt |
| title_fullStr | Essentials of marketing Frances Brassington ; Stephen Pettitt |
| title_full_unstemmed | Essentials of marketing Frances Brassington ; Stephen Pettitt |
| title_short | Essentials of marketing |
| title_sort | essentials of marketing |
| topic | Marketing gtt Marketing Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing Lehrbuch |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=025211722&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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