Fundamentals of Marketing

Häftad, Engelska, 2018

Av Geraldine McKay, Paul Hopkinson, Lai Hong Ng, UK) McKay, Geraldine (Heriot Watt University, UK) Hopkinson, Paul (Heriot Watt University, Malaysia) Hong Ng, Lai (Heriot Watt University

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Introduces the key terms, concepts and practices to provide a firm foundation for undergraduate students. It discusses contemporary technologies used in marketing alongside established practices to develop an understanding of the positive effects of marketing balanced with critical discussion about it's contribution to the wider aims of society. International in approach, it highlights a range of real life practices through examples and short case studies. It includes: * Marketing as an idea and a practice. * How to understand and reach customers, researching and choosing segments * Marketing functions-providing value from products, services, pricing and distribution to branding and communications. * Responsible marketing and contemporary technologies To help support their learning, readers have access to a range of online resources including chapter-by-chapter multiple choice questions which will enable them to assess how well they have grasped individual chapters. The text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life.

Produktinformation

Utgivningsdatum2018-03-30
Mått189 x 246 x 18 mm
Vikt496 g
FormatHäftad
SpråkEngelska
SerieGlobal Management Series
Antal sidor244
FörlagGoodfellow Publishers Limited
ISBN9781910158982

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Försäljning och marknadsföring inom Ekonomi och ledarskap

1.Marketing- Evolution, Idea and Action Geraldine McKay and Lai Hong Ng-Approaches to marketing-Creating value for different markets-Marketing applications-Marketing fundamentals-Marketing ethics and society2.Marketing environment Elaine Collinson-Environmental analysis-Societal environment-Cultural environment-Political and legal environment-Economic and competitive environment-Technological environment-Ecological environment-Internal environment3.Marketing ResearchGeraldine McKay-nature and scope-Research design-Research methods-Selecting participants-Data collection-Turning data into info-The research report-Being ethical4.Understanding the consumer Rodrigo Perez-Vega-The ABC model of attitudes-The decision making process- choosing, using and disposing-Consumer involvement and engagement-The decision making centre-Understanding the consumer: A global perspective-On line brand communities and reference groups5.Market Segmentation, Targeting and PositioningLai Hong Ng-Target marketing process-Market segmentation-Market targeting-Marker positioning-Positioning and repositioning using perceptual mapping6.Products, services and IdeasGeraldine McKay-What is a product?- The anatomy-Types of product and services-Managing products over time-Decisions on product range and variety-Branding decisions-Product and branding futures7.PricingGraham Pogson-Price- first considerations-Approaches to pricing-Pricing for different situations-Further Pricing decision-Ethical issues-Forecasting8.Marketing Communications- PromotionKitty Shaw-Planning marketing communications-Communications theory and recent developments-Digital marketing-Advertising and sales promotions-Public relations-Direct marketing and personal selling9.Place and Physical DistributionCarrie Annabi-The 10 Ps of Distribution-The distribution channel-E- commerce within the distribution channel-Marketing channels-Omni channels-Managing relationships across the supply chain10.Competitive Marketing Planning and StrategyAlistair Watson-Business strategy-Competitive behaviour-Developing strategic objectives-Global marketing strategy-Implementing strategy- the marketing plan11. Marketing Ethics and Corporate Social ResponsibilityGordon R.A. Jack-Introduction-Ethics-Corporate social responsibility-Society and marketing-Ethical marketing conflicts-Bribery and corruption-Customer behaving badly12.Marketing in Transition: Harnessing technology whilst embracing sustainability and transitional valuesPaul Hopkinson-Artificial intelligence- Geraldine McKay-The internet of things- Katherine Waite-Social Customer relationship management- Paul Hopkinson-Disruptive business models and physical distribution- Carrie Annabi-From recycling to upcycling- Lai Hong Ng