Essentials of marketing
Author(s)
Bibliographic Information
Essentials of marketing
Pearson Education, 2016
6th ed
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Note
Includes bibliographical references and index
Description and Table of Contents
Description
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.
Table of Contents
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
by "Nielsen BookData"
