Atnaujinkite slapukų nuostatas

Foundations of Marketing 5th edition [Minkštas viršelis]

3.53/5 (35 ratings by Goodreads)
,
  • Formatas: Paperback / softback, 384 pages, aukštis x plotis x storis: 260x190x10 mm, weight: 1 g
  • Išleidimo metai: 16-Mar-2015
  • Leidėjas: McGraw-Hill Inc.,US
  • ISBN-10: 0077167953
  • ISBN-13: 9780077167950
Kitos knygos pagal šią temą:
Foundations of Marketing 5th editionDidesnis paveikslėlis
  • Formatas: Paperback / softback, 384 pages, aukštis x plotis x storis: 260x190x10 mm, weight: 1 g
  • Išleidimo metai: 16-Mar-2015
  • Leidėjas: McGraw-Hill Inc.,US
  • ISBN-10: 0077167953
  • ISBN-13: 9780077167950
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780077167950.html
Valued by instructors and students alike, Foundations of Marketing presents an accessible introduction to Marketing. Packed with examples and end of chapter case studies highlighting the real world application of marketing concepts, this fully updated 5th Edition features a dedicated chapter on digital marketing, whilst the focus on customer value is retained throughout the text.

Discover:

A framework for digital marketing and social media that will help students navigate this rapidly changing fieldHow marketing adds value to customers and organisationsHow innovative brand positioning drives commercial successHow companies in the service sector such as Paddy Power build a loyal customer baseHow viral campaigns are an effective marketing tool for charitable organisations like the Rainforest Alliance
Case list x
Vignette list xi
Preface to the fifth edition xii
Acknowledgements xiv
Guided tour xvi
Tour our video and digital resources xviii
Part 1 The Market-Led Organization
1(112)
1 The Nature of Marketing
2(30)
Learning outcomes
2(1)
Marketing Spotlight: Spotify
3(1)
What is marketing?
4(5)
The development of marketing
9(2)
Marketing planning and strategy
11(1)
Business mission and strategy
12(1)
The marketing audit
13(1)
Marketing objectives
14(1)
Marketing strategy
15(1)
Marketing actions
15(1)
Evaluation of performance
16(1)
Marketing and business performance
16(2)
Marketing metrics
18(2)
The scope of marketing
20(2)
Summary
22(1)
Study questions
22(1)
Suggested reading
22(1)
References
23(9)
Appendix 1.1 Careers in marketing
25(2)
Case 1 Primary care trust: helping to save lives
27(5)
2 The Global Marketing Environment
32(28)
Learning outcomes
32(1)
Marketing Spotlight: The Pepsi Global Refresh Project
33(1)
The macroenvironment
34(1)
Economic forces
34(3)
Social forces
37(2)
Political and legal forces
39(2)
Ecological forces
41(5)
Technological forces
46(4)
The microenvironment
50(3)
Environmental scanning
53(2)
Summary
55(1)
Study questions
55(1)
Suggested reading
55(1)
References
56(1)
Case 2 Hidesign: the emergence of a global fashion brand
57(3)
3 Understanding Customer Behaviour
60(28)
Learning outcomes
60(1)
Marketing Spotlight: Supercell
61(1)
The dimensions of customer behaviour
62(1)
Who buys?
62(2)
How they buy
64(5)
What are the choice criteria?
69(1)
Influences on consumer behaviour
70(8)
Influences on organizational buying behaviour
78(3)
Summary
81(1)
Study questions
82(1)
Suggested reading
82(1)
References
82(2)
Case 3 Fiat and consumer behaviour in the UK market
84(4)
4 Marketing Research and Customer Insights
88(28)
Learning outcomes
88(1)
Marketing Spotlight: Mondelez chocolate lovers
89(1)
The role of customer insights
90(1)
Marketing information systems
91(3)
Market intelligence -- the `era' of big data
94(3)
Approaches to conducting marketing research
97(1)
Stages in the marketing research process
98(9)
Summary
107(1)
Study questions
107(1)
Suggested reading
107(1)
References
108(1)
Appendix 4.1 Sources of European marketing information
109(2)
Case 4 H&M and social media: an effective market research tool
111(5)
5 Market Segmentation, Targeting and Positioning
116
Learning outcomes
116(1)
Marketing Spotlight: One Direction
117(2)
Segmenting consumer markets
119(1)
Consumer segmentation criteria
119(6)
Segmenting organizational markets
125(1)
Criteria for successful segmentation
126(2)
Target marketing
128(3)
Positioning
131(3)
Repositioning
134(2)
Summary
136(1)
Study questions
136(1)
Suggested reading
136(1)
References
137(1)
Case 5 Rolex: the symbol of personal achievement
138
Part 2 Creating Customer Value
113(108)
6 Value through Products and Brands
144(30)
Learning outcomes
144(1)
Marketing Spotlight: Gillette
145(1)
What is a product?
146(1)
Product differentiation
147(3)
Branding
150(3)
Building brands
153(4)
Managing brands
157(1)
Managing product and brand portfolios
158(2)
Managing brands and product lines over time: the product life cycle
160(4)
New product development
164(3)
Summary
167(1)
Study questions
168(1)
Suggested reading
168(1)
References
169(1)
Case 6 Carlsberg: changing an iconic slogan
170(4)
7 Value through Services, Relationships and Experiences
174(24)
Learning outcomes
174(1)
Marketing Spotlight: The Van Gogh Museum
175(1)
The unique characteristics of services
176(4)
Managing services enterprises
180(5)
Relationship marketing
185(2)
Experiential marketing
187(1)
Marketing in non-profit organizations
188(3)
Summary
191(1)
Study questions
192(1)
Suggested reading
192(1)
References
192(2)
Case 7 IKEA: a unique service experience
194(4)
8 Value through Pricing
198(23)
Learning outcomes
198(1)
Marketing Spotlight: Netflix
199(1)
Key considerations when setting prices
200(5)
Other factors influencing price-setting decisions
205(4)
Managing price changes
209(4)
Customer value through pricing
213(2)
Summary
215(1)
Study questions
215(1)
Suggested reading
216(1)
References
216(1)
Case 8 The Jelly Bean Factory (Aran Candy): post-acquisition reflections on international pricing
217(4)
Part 3 Delivering and Managing Customer Value
221(111)
9 Distribution: Delivering Customer Value
222(28)
Learning outcomes
222(1)
Marketing Spotlight: John Lewis
223(1)
Types of distribution channel
224(6)
Channel integration
230(5)
Retailing
235(3)
Key retail marketing decisions
238(3)
Physical distribution
241(2)
Summary
243(1)
Study questions
243(1)
Suggested reading
244(1)
References
244(2)
Case 9 Cinnabon: on a roll across all channels
246(4)
10 Integrated Marketing Communications I: Mass Communications Techniques
250(30)
Learning outcomes
250(1)
Marketing Spotlight: Coca-Cola: share a Coke
251(1)
Integrated marketing communications
252(2)
Stages in developing an integrated communications campaign
254(1)
Advertising
255(8)
Sales promotion
263(3)
Public relations and publicity
266(1)
Sponsorship
267(2)
Other promotional techniques
269(3)
Summary
272(1)
Study questions
273(1)
Suggested reading
273(1)
References
273(2)
Case 10 Captain Morgan: integrating traditional and social media to build a successful brand
275(5)
11 Integrated Marketing Communications 2: Direct Communications Techniques
280(24)
Learning outcomes
280(1)
Marketing Spotlight: Skoda: the worst car in the country!
281(1)
Database marketing
282(3)
Customer relationship management
285(1)
Direct marketing
286(5)
Buzz marketing
291(2)
Personal selling
293(3)
Sales management
296(2)
Summary
298(1)
Study questions
298(1)
Suggested reading
298(1)
References
299(1)
Case 11 Happy Arthur's Day?
300(4)
12 Digital Marketing
304(28)
Learning outcomes
304(1)
Marketing Spotlight: ASOS
305(1)
Digital natives and digital immigrants
306(1)
Introduction to digital marketing
306(1)
Objectives of digital marketing
307(1)
Web design
308(4)
Search engine optimization
312(3)
Market research
315(1)
Netnography
316(1)
Netiquette
317(2)
Social media
319(2)
Campaign measurement
321(1)
Future potential in digital marketing
322(3)
Summary
325(1)
Study questions
325(1)
Suggested reading
325(1)
References
326(2)
Case 12 Net-A-Porter: digital by design
328(4)
Glossary 332(7)
Author index 339(4)
Companies and brands index 343(3)
Subject index 346
John Fahy is Professor of Marketing at the University of Limerick in Ireland and Adjunct Professor of Marketing at the University of Adelaide, Australia. He has a distinguished track record of teaching and research in the fields of marketing and business strategy. In particular, he is known for his work in the area of marketing resources and capabilities and how these factors impact on organisational performance. He is a founder member of the MC21 group which has conducted research on marketing resources and performance across 15 countries. Other current research interests include evolutionary perspectives on marketing and strategic decision making.





David Jobber is Professor of Marketing at the University of Bradford, School of Management. His research interests include the use of mail surveys in marketing research, selling and sales management. In 2008 he received the Academy of Marketings Life Achievement award for distinguished and extraordinary services to marketing.