Name: Principles of Marketing von Frances Brassington
SKU: 9780273605133
Price: 8.39 EUR
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Principles of Marketing Zusammenfassung

Principles of Marketing Frances Brassington

Principles of Marketing is a brand new, comprehensive and extremely well written book addressing the modern Marketing Environment and the needs of modern marketeers and marketing students. No other book has the same range of up-to-date cases and references from so many countries and industries. The latest thinking is integrated throughout the book and detailed explanations of all aspects of marketing are supported by an unparallelled range of activities, vignettes and support material.

Inhaltsverzeichnis

PART I: MARKETING AND ITS ENVIRONMENT 1. Marketing dynamics; Introduction; Marketing defined; Marketing in action 1.1: Fisherman's Friend; The marketing concept in the organisation; Marketing in action 1.2: Slovenia's struggle; Marketing management responsibilities; Marketing in action 1.3: Virgin Direct; Marketing scope; Chapter summary; Questions for review; Questions for discussion; Case study 1.1: Liptonice; Case study 1.2: Plasser and Theurer make tracks; References. 2. The European marketing environment; The nature of the European marketing environment; The sociocultural environment; Marketing in action 2.1: Bread; Marketing in action 2.2: The technological environment; The economic and competitive environment; Marketing in action 2.3: Austria plc joins the EU; The political and regulatory environment; Marketing in action 2.4: Airline deregulation; Case study 2.1: Sanpro; Case study 2.2: Kabo; PART II: CUSTOMERS AND MARKETS 3. Customer behaviour; The decision-making process; Buying situations; Environmental influences; Marketing in action 3.1: The 1990s woman; Psychological influences: the individual; Marketing in action 3.2: Savory snacks; Sociocultural influences: the group; Marketing in action 3.3: Reaching the youth market; Marketing in action 3.4:Pester power; Case study 3.1: Madame Tussaud's Rock Circus; Case study 3.2: Premium lagers; 4. Organisational behaviour; Defining organisational marketing; Organisational customers; Characteristics of organisational markets; Marketing in action 4.1: Buying machine tools; Marketing in action 4.2: Automotive component suppliers; Buying decision-making process; Marketing in action 4.3: Pendolino - on time, on track; Roles in the buying process; The buying centre; Buying criteria; Relationship marketing; Marketing in action 4.4: Buyer-Supplier co-operation; Case study: 4.1: Taurus; Case study 4.2: Philips cultivates suppliers; 5. Segmenting markets; The concept of segmentations; Segmenting organisational markets; Marketing in action 5.1: Go for bust; Marketing in action 5.2: Cola fatigue; Marketing in action 5.3: Are you a yak or a ewe?; Segmenting consumer markets; Implementation of segmentation; Marketing in action 5.4: Blue circle's standardisation boiler; Benefits of segmentation; Dangers of segmentation; Criteria for successful segmentation; Case study 5.1: Kings hotel (A); Case study 5.2: A night at the opera; 6. Marketing information and research; Marketing research overview; Marketing in action 6.1: Research for your convenience; Secondary research; Primary research; Marketing in action 6.2: Big brother is watching you; Marketing in action 6.3: Trouble brewing; The marketing research process; Marketing in action 6.4: Business travel; Ethics in marketing research; Marketing information systems; Case study 6.1: Kings Hotel (B); Case study 6.2: Gathering information on an up and coming market; PART III: PRODUCT 7. Anatomy of a product; Meaning of a product; Product classification; Marketing in action 7.1: Raw material pricing; Understanding the product range; Branding; Marketing in action 7.2: Moving brands into new markets; Marketing in action 7.3: Own-label manufacture; Packaging; Marketing in action 7.4: Ecolabelling; Product design, quality and guarantees; Case study 7.1: Cott Corporation, Cola and copycatting; Case study 7.2: German diesel railcar; 8. Product management; The product life-cycle; Marketing in action 8.1: Male fragrance; Market evolution; Marketing in action 8.2: The evolving PLC of the PC; Managing the product mix; Marketing in action 8.3: Repositioning for good health; Marketing in action 8.4: Making records; Customer-specified products; Product management and organisation; European product strategy; Case study 8.1: Pubs in peril; Case study 8.2: Fokker takes flight; 9. New product development; The meaning of a new product; Marketing in action 9.1: Rubbing salt into the market; Marketing in action 9.2: Neutraceuticals; The importance of a new product development; The new product development process; Marketing in action 9.3: Recycled paper; New product failure; Trends in new product process management; Marketing in action 9.4: Business forums; Case study 9.1: Digital compact cassette vs Minidisc; Case study 9.2: Soap wars; PART IV: PRICE 10. Pricing: context and concepts; The role and perception of price; Marketing in action 10.1: Putting you in the picture; Pricing contexts; Marketing in aciton 10.2: Budget tyres; External influences on the pricing decision; Marketing in action 10.3: Sweet smell of success; Internal influenced on the pricing decision; marketing in action 10.4: Pricing a pinta; The European influence on pricing; Case study 10.1: The Net Book Agreement; Case study 10.2: Eurostar; 11. Establishing and modifying prices; Pricing objectives; Pricing policies and strategies; Marketing in action 11.1: Premium sausages; Marketing in action 11.2: Apple turnover; Setting the price ranges; Marketing in action 11.3: Channel tunnel and freight costs; Pricing tactics and adjustments; Marketing in action 11.4: Deutsche Telekom; Issues in pricing; Case study 11.1: Summer of CD price discontent; Case study 11.2: Lucerne Hotel and conference centre; PART V: PLACE 12. Marketing channels; Definition of marketing channels; Marketing in action 12.1: Telmat; Marketing in action 12.2: Going Dutch; Channel strategy; Marketing in action 12.3: Emerging forms of channel structure; Marketing in action 12.4: Daewoo; Behavioural aspects of channels; Case study 12.1: Monaghan Mushrooms; Case study 12.2: French hypermarkets and their smaller suppliers; 13. Retailers and wholesalers; The nature of retailing and wholesaling; The structure of the European retail sector; Marketing in action 13.1: Menswear; Types of retailers; Marketing in action 13.2: Hypermarkets in Portugal; Non-store retailing; Retailer strategy; Marketing in action 13.3: Tie Rack; Marketing in action 13.4: Retailing in Poland; Wholesalers and distributors; Case study 13.1: Sainsbury's; Case study 13.2: Amstrad sells direct; 14. Physical distribution and logistics management; The nature of physical distribution and logistics; Marketing in action 14.1: Apple Hollyhill; Marketing in action 14.2: Benetton; Customer service concept; Logistics functions; Marketing in action 14.3: EDI - a central part of the logistics system; Marketing in action 14.4: Efficient consumer response; Marketing strategy and physical distribution; Case study 14.1: Putting some fizz into supply chain management; Case study 14.2: Fording the channel; PART VI: PROMOTION 15. Communication and the promotional mix; Communications theory; Communications planning model; Marketing in action 15.1: A model market; Marketing in action 15.2: Hooper's Hooch; Marketing in action 15.3: Olive oil; Communications planning model:review; Case study 15.1: Riverdance; Case study 15.2: Le Shuttle; Reference 16. Advertising; The role of advertising in the promotional mix; Marketing in action 16.1: Foden trucks; Formulating the advertising message; Marketing in action 16.2: Pan-European advertising - east and west; Advertising media; Using advertising agencies; Developing an advertising campaign; Marketing in action 16.3: Christian Cable TV; Case study 16.1: Nike; Case study 16.2: Anti-drugs advertising; 17. Sales promotion; The role and definition of sales promotion; Marketing in action 17.1: Trade promotions; Consumer sales promotion methods (1): Money based; Consumer sales promotion methods (2): Product based; Marketing in action 17.2: Sampling kids; Consumer sales promotion methods (3): Gift, prize or merchandise based; Consumer sales promotion methods (4): Store based; Methods of promotion to the retail trade; Sales promotion to organisational markets; Marketing in action 17.3: JCB; Managing sales promotion; Case study 17.1: Student banking; Case study 17.2: Supermarket loyalty cards; 18. Personal selling and sales management; The definition and role of personal selling; Tasks of the sales representative; Forms of personal selling; Marketing in action 18.1: Is the sales rep an endangered species?; The personal selling process; Marketing in action 18.2: The sales force and IT; Sales Management; Marketing in action 18.3: 'The man for the Pru"; Case study 18.1: Buying a car; Case study 18.2: Irish Fire Products; 19. Direct marketing; Techniques of direct marketing; Marketing in action 19.1: Automated call handling; Marketing in action 19.2: The next generation of mail order catalogues; The role of direct marketing in the promotional mix; Marketing in action 19.3: Castle cement sweeps telemarketing awards; Managing direct marketing; Database creation and management; Case study 19.1: Hyatt International Hotels; Case study 19.2: Into the Internet; 20. Public relation, sponsorship and exhibitions; Definition of public relations; The role of public relations; Marketing in action 20.1: Mad cows and Englishmen; Techniques in public relations; Marketing in action 20.2: Corporate magazine; Evaluation; Sponsorship; Marketing in action 20.3: Music sponsorship; Exhibitions and trade shows; Case study 20.1: Shell, Greenpeace and Brent Spar; Case study 20.2: Antiques exhibitions; PART VII: MARKETING MANAGEMENT 21. Strategic management; Marketing in action 21.1: Grolsch; Strategic marketing analysis; Marketing in action 21.2: Tele Danmark makes international calls; Strategic marketing analysis; Marketing in action 21.3: Williams Holdings decides to refocus its product portfolio; Growth strategies for marketing; Marketing and competitive strategy; Competitive positions and postures; Marketing in action: Aerospatiale and Dassaclt take off; Case study 21.1: Chuft toys and gifts; Case study 21.2: Boots' strategic headaches; 22. Marketing planning, management and control; Strategic marketing plans and planning; Marketing in action 22.1: Behind the Hollywood glitter; The marketing planning process; Marketing in action 22.2: The car park environment; Marketing in action 22.3: TI rethinks its portfolio; Market potential and sales forecasting; Marketing in action 22.4: Bouygues backs its forecasts; Organising marketing activities; Marketing in action 22.5: Restructuring marketing departments; Controlling marketing activities; Case study 22.1: DHL - a global brand; Case study 22.2: Filofax; PART VIII: MARKETING APPLICATIONS 23. Services marketing; Perspectives on service markets; Marketing in action 23.1: Multiplex cinemas; Services marketing management; Marketing in action 23.2: Novotel design; Non-profit and public sector marketing; Marketing in action 23.3: Fundraising and image creation; Marketing in action 23.4: The National Missing Persons Helpline; Case study 23.1: The Education Catering Service; Case study 23.2: Day visitor attractions; 24. Marketing and the smaller business; The nature of small businesses; Marketing in action 24.1: A reason to celebrate; The stages in small business development; Marketing in action 24.2: Small businesses move into international markets; Franchising; Marketing in action 24.3: La Compagnie des Petits; Marketing in action 24.4: Domino's Pizza franchises; Case study 24.1: Styles Precision Components Ltd; Case study 24.2: Developing a new franchise proposal: budget- priced hostels; 25. International marketing; The meaning of international marketing; Marketing in action 25.1: Novo Nordisk; Understanding international markets; Marketing in action 25.2: Eastern Europe strikes back; Market entry methods; Marketing in action 25.3: Barco - projecting the future; Marketing in action 25.4: British Airways and American Airlines take off; Case study 25.1: Martin Joinery; Case study 25.2: Vinprom-C; Conclusions; Boss Group Ltd; Wilkinson Sword; Vauxhall UK; DMB&B; Continental Microwave Ltd; Graduate trainees in marketing; Conclusion; Glossary Index.

Zusätzliche Informationen

Sku

GOR002036438

ISBN 13

9780273605133

ISBN 10

0273605135

Titel

Principles of Marketing Frances Brassington

Autor

Frances Brassington

Zustand

Gebraucht - Sehr Gut

Bindung

Broschiert

Verlag

Pearson Education Limited

Datum

1997-01-31

Anzahl der Seiten

1104

Preise

N/A

Begleitschreiben

Die Abbildung des Buches dient nur Illustrationszwecken, die tatsächliche Bindung, das Cover und die Auflage können sich davon unterscheiden.

Hinweis

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