The fundamentals of marketing

著者

    • Russell, Edward

書誌事項

The fundamentals of marketing

Edward Russell

（AVA academia）

AVA Pub., c2010

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注記

Includes bibliographical references

内容説明・目次

内容説明

This title explains the key tools used to develop branding. It introduces selling theories and the principles of consumer behaviour, and documents the creation and development of brands using real-world examples. It goes on to explain strategic pricing, methods of distribution, market research, strategic thinking and the promotion of these brands through advertising. "The Fundamentals of Marketing" is fully illustrated with up-to-the-minute examples and case studies, including Amazon, Bling H20 and Tap'd NY, Petstages, Red Bull and Wal-Mart.

目次

  • Introduction. Chapter by chapter. How to get the most out of this book. The business of marketing: What is marketing?
  • Strategic marketing in business
  • A very brief history of marketing
  • Where are we headed?
  • Classic marketeers verses the new marketing model
  • Case study: The five 'P's' in action
  • Smart plan: Part One
  • Chapter questions and exercises. Consumer behaviour: What is consumer behaviour?
  • Consumer behaviour influencers
  • Consumer behaviour and psychological make-up
  • Market segmentation and target groups
  • How people shop
  • The Everyman effect
  • Case study: Amazon.com and analytics
  • Smart plan: Part Two
  • Chapter questions and exercises. Product and brand development: Brands and branding
  • Managing and growing existing brands
  • Why are brands important?
  • Developing new products and brands
  • Organising for new product development
  • Case study: Pestages
  • Smart plan: Part three
  • Chapter questions and exercises. Strategic pricing: Basics of marketing finance
  • Profit - the bottom line
  • Pricing strategies
  • Case study: Exotic water
  • Smart plan: Part four
  • Chapter questions and exercises. Distribution channel marketing: What are distribution channels and how do they work?
  • Distribution strategies
  • Developing and managing your sales force
  • Customer relationship marketing (CRM)
  • Case study: Wal-Mart
  • Smart plan: Part five
  • Chapter questions and exercises. Promotion in marketing: The basic theories
  • Rational verses emotional selling
  • The communications revolution
  • Developing marketing communications
  • The creative process
  • Pitching the concept
  • Assessing marketing communications
  • Measuring effectiveness
  • Case study: Red Bull
  • Smart plan: Part six
  • Chapter questions and exercises. Appendix. Student resources. Glossary of terminology. Picture credits and acknowledgements. Working with ethics.

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