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Essentials of Marketing [Minkštas viršelis]

4.00/5 (24 ratings by Goodreads)
(Reader in Marketing and Director, MSc Strategic Marketing, School of Management, Cranfield University), (Lecturer in Digital ), (Director and Founder of Fillassociates, and formerly a Principal Lecturer at the University of Portsmouth)
  • Formatas: Paperback / softback, 440 pages, aukštis x plotis x storis: 246x190x18 mm, weight: 827 g, 79 photos and 68 figures
  • Išleidimo metai: 13-Dec-2012
  • Leidėjas: Oxford University Press
  • ISBN-10: 0199646503
  • ISBN-13: 9780199646500
Kitos knygos pagal šią temą:
Essentials of MarketingDidesnis paveikslėlis
  • Formatas: Paperback / softback, 440 pages, aukštis x plotis x storis: 246x190x18 mm, weight: 827 g, 79 photos and 68 figures
  • Išleidimo metai: 13-Dec-2012
  • Leidėjas: Oxford University Press
  • ISBN-10: 0199646503
  • ISBN-13: 9780199646500
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780199646500.html
Raktažodžiai:
Are you motivated by learning from marketers at top organizations like Apple and IKEA? Are you excited by the prolific growth in social media and its implications for marketing? Do you need a fresh and concise introduction to marketing?

Then look no further,as Essentials of Marketing has arrived!

Packed full of exciting and stimulating cases from organizations such as Twitter, Foursquare, and WOMAD, this text, written by these best-selling authors, encourages you to consider how you would tackle the real marketing challenges and issues encountered by professionals on a daily basis.

Fundamental marketing concepts are presented clearly, and illustrated by a wealth of European and international examples. In addition, links to classic and contemporary research papers introduce you to influential academic contributions to marketing.

Essentials of Marketing is the must-have textbook for students looking to shine and excel in their marketing studies and future careers.

Lecturers and students are provided with truly innovative online resources which are carefully integrated with the textbook.

For lecturers: · Exclusive video interviews of marketers from well-known organizations including 3M and Innocent · A fantastic bank of additional resources including PowerPoint slides, a test bank, and tutorial activities

For students: · Learn from the top recruitment professionals about the attributes they look for in graduates · Explore exciting developments in digital marketing and social media · Check your understanding with a wealth of multiple-choice questions, worksheets, and activities

Part 1. 1.Marketing Principles and Society; 2.The Global Marketing Environment; 3.Understanding Consumer Behaviour; 4.Marketing Research; Part 2. 5.Marketing Strategy; 6.Market Segmentation and Positioning; Part 3. 7.Products, Services and Branding Decisions; 8.Price Decisions; 9.An Overview of Marketing Communications; 10.Managing Marketing Communications; 11.Retailing and Channel Management; Part 4. 12.Services Marketing and CRM With content on digital marketing and social media integrated throughout the book.

Recenzijos

An absolute must for all marketing students! This text provides outstanding coverage of core marking knowledge underpinned by relevant, new and up-to-date cases * Dr Frauke Mattison Thompson, Lecturer in Marketing, King's College, London * This excellent book provides the perfect balance of theory and practice for those seeking a thorough grasp of marketing. Concise and accessible, yet crammed with interesting and highly relevant case studies, the authors have really succeeded in bringing the subject to life! * Dr. Ian Richardson, Stockholm University, School of Business * Essentials of Marketing's coverage of core topics is first rate, and the discussions about marketing ethics, digital and social marketing are simply essential to our understanding of the way in which marketing practice influences today's society. Highly recommended * Robert P. Ormrod, Associate Professor, Aarhus University * When Marketing was first published in 2008, I must confess to being sceptical at the launch of yet another marketing textbook. However, on reading it, my reaction was 'wow' as it is outstanding in every department. Now, these talented, experienced authors have launched Essentials of Marketing. My advice to all lecturers and students to is to take a look inside - like its cousin, it is a remarkable introduction to marketing * Malcolm McDonald, Emeritus Professor, Cranfield University *

List of Case Insights
xiv
Acknowledgements xv
Preface xvi
How to Use this Package to Experience Marketing xviii
How to Use this Package to Test Understanding xx
How to Use this Package to Take Learning Further xxii
Part 1 Marketing Fundamentals
1 Marketing Principles and Society
3(31)
Case Insight 1.1 Systembolaget
4(1)
Introduction
5(1)
What is Marketing?
5(2)
What's the Difference between Customers and Consumers?
7(1)
Market Orientation
8(1)
A History of Marketing
9(1)
What Do Marketers Do?
10(1)
Principles of Marketing
11(1)
The Marketing Mix and the 4Ps
11(2)
Marketing as Exchange
13(5)
Relationship Marketing and Co-creation
18(2)
Marketing in Context
20(5)
What Impact Does Marketing Have on Society?
25(5)
Chapter Summary
30(1)
Review Questions
31(1)
Worksheet Summary
31(1)
References
32(2)
2 The Global Marketing Environment
34(30)
Case Insight 2.1 Michelin Tyres
35(1)
Introduction
36(1)
Understanding the External Environment
37(12)
Environmental Scanning
49(2)
Understanding the Performance Environment
51(5)
Understanding the Internal Environment
56(4)
Chapter Summary
60(1)
Review Questions
61(1)
Worksheet Summary
61(1)
References
61(3)
3 Understanding Customer Behaviour
64(30)
Case Insight 3.1 BRAND sense agency
65(1)
Introduction
66(1)
Consumer Buying Behaviour
67(1)
The Consumer Acquisition Process
67(4)
The Psychology of Consumer Behaviour
71(7)
The Importance of Social Contexts
78(4)
Organizational Buying Behaviour
82(8)
Chapter Summary
90(1)
Review Questions
91(1)
Worksheet Summary
91(1)
References
92(2)
4 Marketing Research
94(33)
Case Insight 4.1 I to I Research
95(1)
Introduction
96(1)
Definitions of Marketing Research
97(1)
Marketing Information Systems
98(1)
Commissioning Market Research
99(2)
The Marketing Research Process
101(14)
Market and Advertisement Testing
115(1)
Marketing Research and Ethics
116(2)
International Marketing Research
118(4)
Chapter Summary
122(1)
Review Questions
122(1)
Worksheet Summary
123(1)
References
123(4)
Part 2 Principles of Marketing Management
5 Marketing Strategy
127(36)
Case Insight 5.1 Innocent Drinks
128(1)
Introduction
129(5)
Influences on Strategic Marketing Planning
134(1)
Strategic Market Analysis
135(6)
Strategic Marketing Goals
141(5)
Strategic Market Action
146(11)
Marketing Planning
157(2)
Chapter Summary
159(1)
Review Questions
160(1)
Worksheet Summary
160(1)
References
161(2)
6 Market Segmentation and Positioning
163(38)
Case Insight 6.1 Stagecoach
164(1)
Introduction
165(1)
The STP Process
165(1)
The Concept of Market Segmentation
166(2)
The Process of Market Segmentation
168(3)
Market Segmentation in Consumer Markets
171(11)
Segmentation in Business Markets
182(4)
Target Markets
186(3)
Segmentation Limitations
189(1)
Positioning
190(5)
Chapter Summary
195(1)
Review Questions
196(1)
Worksheet Summary
196(1)
References
197(4)
Part 3 The Marketing Mix Principle
7 Products, Services, and Branding Decisions
201(33)
Case Insight 7.1:3M
202(1)
Introduction
203(1)
Product Forms
204(2)
Product Life Cycles
206(2)
New Product Development
208(3)
Idea Generation
211(3)
New Service Development
214(3)
Diffusion Theory
217(1)
Branding
218(13)
Chapter Summary
231(1)
Review Questions
231(1)
Worksheet Summary
232(1)
References
232(2)
8 Price Decisions
234(27)
Case Insight 8.1 P&O Ferries
235(1)
Introduction
236(1)
The Concept of Pricing and Cost
236(14)
Pricing and Transactional Management
250(7)
Chapter Summary
257(1)
Review Questions
258(1)
Worksheet Summary
259(1)
References
259(2)
9 An Overview of Marketing Communications
261(30)
Case Insight 9.1 The London Eye
262(1)
Introduction
263(1)
Introducing Marketing Communications
264(2)
Communication Theory
266(6)
Personal Influencers
272(3)
What is Marketing Communications?
275(1)
The Role of Marketing Communications
276(3)
The Tasks of Marketing Communications
279(2)
The Marketing Communications Mix
281(1)
Word-of-Mouth
281(1)
How Marketing Communications Might Work
282(1)
The Strong and the Weak Theories of Advertising
283(2)
A Composite Approach
285(3)
Chapter Summary
288(1)
Review Questions
288(1)
Worksheet Summary
289(1)
References
289(2)
10 Managing Marketing Communications
291(33)
Case Insight 10.1 ZSL London Zoo
292(1)
Introduction
293(1)
The Right Mix of Tools
294(1)
The Right Mix of Media
295(4)
The Right Mix of Message(s)
299(2)
Digital Media and Marketing
301(9)
The Changing Role of the Media
310(2)
Marketing Communications Planning
312(5)
Evaluation and Measurement
317(1)
Integrated Marketing Communications
317(3)
Chapter Summary
320(1)
Review Questions
321(1)
Worksheet Summary
321(1)
References
322(2)
11 Retailing and Channel Management
324(33)
Case Insight 11.1 HMV
325(1)
Introduction
326(1)
Place
327(2)
Distribution Channel Management
329(2)
Member Channel Functions
331(2)
Distribution Channel Strategy
333(3)
Members of Channel Intermediaries
336(1)
Intensity of Channel Coverage
337(2)
Managing Relationships in the Channel
339(2)
Logistics Management
341(3)
Retailing
344(7)
Chapter Summary
351(1)
Review Questions
352(1)
Worksheet Summary
352(1)
References
352(5)
Part 4 Principles of Relational Marketing
12 Services Marketing and CRM
357(30)
Case Insight 12.1 RAKBANK
358(1)
Introduction
359(1)
What is a Service?
359(2)
The Nature of Services
361(7)
The Service Mix
368(3)
The Service Marketing Mix
371(3)
Service-dominant Logic
374(1)
Service Encounters
374(2)
Key Dimensions of Services Marketing
376(7)
Chapter Summary
383(1)
Review Questions
384(1)
Worksheet Summary
384(1)
References
385(2)
Glossary 387(16)
Index 403
Paul Baines is Reader in Marketing and Director, MSc Strategic Marketing at Cranfield School of Management, Cranfield University. He is an international authority in the field of political marketing and Managing Editor, Europe, for the Journal of Political Marketing. He has published widely in journals and books on marketing topics including on public relations, public opinion, market segmentation and positioning, marketing research and strategic marketing. Paul runs his own strategic marketing and research consultancy, Baines Associates, which has undertaken work for a number of large and medium sized organisations including government departments, national charities and private sector organisations. In this spare time, he likes to swim, travel and devour current affairs magazines.



Chris Fill is a Director of Fillassociates. The company develops resources relating to marketing, communications, advertising and corporate reputation. Formerly a Principal Lecturer at the University of Portsmouth, Chris now works with a variety of organisations. He is a Visiting Professor at the Grenoble Graduate School of Business and a Fellow of the Chartered Institute of Marketing where he was the Senior Examiner responsible for designing, writing and managing the Professional Diploma in Marketing Communications and subsequently the Professional Postgraduate Diploma module, Managing Corporate Reputation. In addition to numerous papers published in a range of academic journals, he has authored several books, including his internationally recognised text Marketing Communications, soon to be published in its sixth edition. He has just published Essentials of Marketing Communications, and Corporate Reputation, and Business Marketing

Kelly is a researcher, writer and speaker, and works in partnership with organizations exploring situated digital and social media learning and practices in organizational communications and developing case and strategic insights for digital participation. Kelly has a PhD on Web Knowledge(UNSW), is Associate Editor of Journal of Consumer Behaviour and authority on Digital Marketing for the 3rd Wiley Encyclopedia of Management. Her work is published in Psychology and Marketing, Behaviour and Information Technology, International Journal of Retailing and Distribution Management, Consumer Behaviour, and is co-author of Marketing. She won Best Paper in Interactive Marketing at the 2010 AM Conference for her work on 'The Web Makes Youth Feel', presented at the 2011 TedxCardiff on 'Rediscovering Friendship', and is member of the Academy of Marketing Research Committee (AMRC). Kelly is a lecturer in Digital Media Marketing at Cardiff University.