Marketing: The Basics

Marketing: The Basics

by Karl Moore, Niketh Pareek
     
 

ISBN-10: 0415380790

ISBN-13: 9780415380799

Pub. Date: 08/28/2006

Publisher: Taylor & Francis

The marketing manager of tomorrow must think in international terms in order to keep up with increasingly unpredictable consumer behaviour. Competition in business today is fierce and you need to know how to capture and keep hold of your target audience. This book includes all the vital information you need to excel and covers: The role of the manager, Marketing as a

Overview

The marketing manager of tomorrow must think in international terms in order to keep up with increasingly unpredictable consumer behaviour. Competition in business today is fierce and you need to know how to capture and keep hold of your target audience. This book includes all the vital information you need to excel and covers: The role of the manager, Marketing as a corporate function, How to analyse competitors, Market research, Models of consumer behaviour, Global marketing. The book is ideal for any student or practitioner wanting to learn the fundamentals of marketing applied in a global context.

About the Author:
Karl Moore is a Professor in Marketing Strategy at McGill University and an Associate Fellow at Templeton College, Oxford University

Product Details

ISBN-13:
9780415380799
Publisher:
Taylor & Francis
Publication date:
08/28/2006
Series:
Basics Series
Edition description:
1ST
Pages:
232
Product dimensions:
5.00(w) x 7.70(h) x 0.80(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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