Introduction to Marketing / Edition 4 available in Paperback
The fourth edition of Introduction to Marketing offers all students new to the subject a deep insight into the development of marketing as a 'whole organization' activity. The book focuses on the link between marketing and corporate strategy, combining a detailed coverage of basic themes and issues with a 'how to do it' approach. Comprehensive and accessible in scope and style, the text incorporates numerous examples of 'marketing in action.' Fully revised and up-dated, features of this new edition include: in-depth description of marketing and corporate strategy; analysis of the influence of corporate culture on marketing policy; illustrations of the value of logical and quantitative analysis for decision-making; detailed coverage/deeper treatment of a number of key areas: the influence of collaboration and competition on strategy; the case for an enlarged 'marketing mix'; product design and technological innovation; the importance of 'the people factor'; IT and marketing; the development of the marketing plan.
|Publisher:||Cengage Learning EMEA Higher Education|
|Product dimensions:||7.47(w) x 9.69(h) x 0.77(d)|
About the Author
Dr John Frain is a highly respected lecturer and author. Now officially retired, he is still active in a number of academic post, including the role of tutor and examiner on the Durham MBA and the Henley distance learning MBA. He is honorary lecturer in industrial marketing at Liverpool university and with the CIM and the LCCI.
Table of Contents
1. Marketing: Its Meaning and Significance. 2. Organizational Strategy. 3. Strategic Marketing: Its Scope and Function. 4. Marketing in its Context, Part I: Structure and Systems. 5. Marketing in its Context Part II: Culture, Law and Ethics. 6. The Preparation Element, Part I: Information as the basis for Decision-Making. 7. The Preparation Element, Part II: Customers and Customer Buying Behaviour. 8. The Strategic Formula, Element 2: Products and Processes, Services and Ideas. 9. The Strategic Formula, Element 3: Prices and Pricing Strategy. 10. The Strategic Formula, Element 4: Distribution-Function and Strategy. 11. The Strategic Formula, Element 5: Promotion-Function and Strategy. 12. The Strategic Formula, Element 6: People. 13. The Broader Base of Marketing. 14. Thoughts on Forecasting and Marketing Planning. 15. Marketing in the New Millennium Index.