Essentials of marketing
著者
書誌事項
Essentials of marketing
Pearson Education, 2016
6th ed
大学図書館所蔵 全1件
  青森
  岩手
  宮城
  秋田
  山形
  福島
  茨城
  栃木
  群馬
  埼玉
  千葉
  東京
  神奈川
  新潟
  富山
  石川
  福井
  山梨
  長野
  岐阜
  静岡
  愛知
  三重
  滋賀
  京都
  大阪
  兵庫
  奈良
  和歌山
  鳥取
  島根
  岡山
  広島
  山口
  徳島
  香川
  愛媛
  高知
  福岡
  佐賀
  長崎
  熊本
  大分
  宮崎
  鹿児島
  沖縄
  韓国
  中国
  タイ
  イギリス
  ドイツ
  スイス
  フランス
  ベルギー
  オランダ
  スウェーデン
  ノルウェー
  アメリカ
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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