Marketing: The Basics / Edition 2

Marketing: The Basics / Edition 2

by Karl Moore, Niketh Pareek
     
 

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ISBN-10: 0415779006

ISBN-13: 9780415779005

Pub. Date: 01/13/2010

Publisher: Taylor & Francis

‘…a punchy, stripped-down version of what marketing is all about.’The Times Higher Education Supplement

If you have a product you’re looking to market, or you’re seeking to learn more about the potential of online marketing, Marketing: The Basics tells you everything you need to know about the

Overview

‘…a punchy, stripped-down version of what marketing is all about.’The Times Higher Education Supplement

If you have a product you’re looking to market, or you’re seeking to learn more about the potential of online marketing, Marketing: The Basics tells you everything you need to know about the techniques marketers use to push their product to the ‘tipping point’. The essentials of e-commerce are explored and explained, along side more traditional marketing approaches in this revised and updated new edition. This book:

  • Explains the fundamentals of marketing and useful concepts such as the Long Tail
  • Includes an international range of topical case studies, such as Obama’s presidential campaign, Facebook, and Google
  • Also includes a glossary of terms, guides to further reading and critical questions to assist further thinking and study

This lively and user-friendly introduction is perfect for professionals seeking to learn more about subject, and recommended for sixth-form, first-year undergraduate and MBA students.

Product Details

ISBN-13:
9780415779005
Publisher:
Taylor & Francis
Publication date:
01/13/2010
Series:
Basics Series
Pages:
256
Sales rank:
1,167,405
Product dimensions:
5.10(w) x 7.70(h) x 0.90(d)

Table of Contents


List of Illustrations     vii
Introduction     1
What is Marketing Management?     8
What is Marketing Management?     8
What are the Responsibilities of a Marketing Manager?     16
Marketing Orientations     17
Conclusion     21
Marketing as a Corporate Function     24
The Strategic Plan     25
The Experiential Economy     33
Conclusion     35
Product and Placement     38
Customer Value Hierarchy Theory     38
The Product Mix     40
Product Level Strategies     42
The Supply Chain viewed as a Value Network     46
Marketing Channels     48
Building a Marketing Channel     52
Price     60
Declare the Marketing Objective     61
Determine Demand and Supply     65
Estimating Costs     68
Analysing competitors' costs, prices and offers to position the product     72
Selecting a price method     73
Selecting the price     79
Promotion     85
The Communication Process     85
Promotion Tools     95
People     106
Sales Force Management     107
The Selling Process     115
Direct Marketing     122
Support Staff     126
Segmentation, Targeting and Positioning     131
Market Segmentation     131
Targeting the Market     142
Positioning     144
Brands and experience     156
Market Research     161
Introduction to Consumer Behaviour     161
Models of Consumer Behaviour     163
Research Methodologies     169
Conclusion     179
Global Marketing     185
Introduction     184
Adopting the Marketing Program     192
Glossary     204
Index     215

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