Essentials of marketing

著者

• Blythe, Jim
• Martin, Jane

書誌事項

Essentials of marketing

Jim Blythe, Jane Martin

Pearson Education, 2016

6th ed

• : print

注記

Includes bibliographical references and index

内容説明・目次

内容説明

Essentials of Marketing, sixth edition, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives. Using contemporary case studies, in-chapter examples and suggestions for further reading the book provides everything an undergraduate or CIM student needs to excel in their discipline. The book is further complemented by a full range of online resources, including video cases, self-test questions, power-point slides and an instructor's manual. Professor Jim Blythe is the author of eighteen textbooks and over fifty journal articles. A former sales manager and marketing consultant, he has taught at universities in the UK, France, Germany, Japan and Zambia. He is widely travelled, and holds a private pilot's licence. Jane Martin is a senior lecturer in Marketing and Marketing Programme Leader at the University of Chester. She has taught in Universities in the UK and China and has previously been a company director and worked in business-to-business marketing. She has also been a member of the Chartered Institute of Marketing for a number of years.

目次

CONTENTS List of tables List of figures Preface Acknowledgements 1 What do marketers do? Objectives Introduction Video case: Electrolux About marketing The development of the marketing concept Marketing and other business disciplines Marketing on a day-to-day basis Marketing jobs Key concepts in marketing Definitions of some marketing terms Meeting marketing resistance Quotations about marketing Case study 1: John Lewis Partnership Summary Chapter questions Further reading References 2 The marketing environment Objectives Introduction Video case: St Paul's Cathedral The marketing environment The external environment The international environment World trade initiatives The internal environment Case study 2: Volkswagen Summary Chapter questions Further reading References 3 Consumer and buyer behaviour Objectives Introduction Video case: Royal Enfield Consumer behaviour Perception Influences on the buying decision Impulse buying Industrial buying behaviour Case study 3: Choosing a mobile phone Summary Chapter questions Further reading References 4 Segmentation, targeting and positioning Objectives Introduction Video case: Birmingham Reasons for segmenting markets Segmentation variables Segmenting industrial markets Segmentation effectiveness Global segmentation Targeting Positioning Sales forecasting Case study 4: Marketing to Mummy Summary Chapter questions Further reading References 5 Market research Objectives Introduction Video case: HSBC Private Banking The need for market research The research process Approaching respondents Analysing the results Case study 5: Borderless Access Summary Chapter questions Further reading References 6 Products, branding and packaging Objectives Introduction Video case: Acme Whistles Defining products Classifying products Managing the product range Developing better products Diffusion of innovation Branding Strategic issues in branding Extending the brand Retailers' own-brands Packaging Case study 6: Wearable technology Summary Chapter questions Further reading References 7 Pricing strategies Objectives Introduction Video case: Tata Economic theories of pricing and value Pricing and market orientation Setting prices Case study 7: Differential pricing Summary Chapter questions Further reading References 8 Distribution Objectives Introduction Video case: Friday's Logistics v distribution Wholesalers Retailers Selecting channels Managing distribution channels Efficient consumer response Case study 8: Aldi Summary

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詳細情報

• NII書誌ID(NCID): BC16337781
• ISBN:
  • 9781292098449
• 出版国コード: uk
• タイトル言語コード: eng
• 本文言語コード: eng
• 出版地: Harlow
• ページ数/冊数: xviii, 350 p.
• 大きさ: 27 cm
• 件名:
  • LCSH : Marketing