Fundamentals of Marketing

ISBN-13: 9780415370974 / Angielski / Miękka / 2006 / 512 str.

Marilyn Stone

Opis

Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. Using case studies drawn from a cross section of sectors, in particular the banking, hospitality, retail and public service sectors this textbook critically evaluates the effectiveness of different marketing strategies and approaches. Exploring the principles of marketing this volume engages the reader, not only in theory but also in practice, using a broad range of real-life case studies such as Coca Cola, Apple, FCUK, Virgin, Amazon.com, Barnes and Noble, Dyno Rod and New Zealand wool. The text analyzes the marketing mix: product development, pricing, promotion (and communications marketing) and place (channels of distribution). It also emphasizes the role of Marketing Information Systems (MIS) using internal reporting, marketing intelligence and marketing research including the contribution from marketing research agencies and reviews the role of technology, e-commerce and the Internet in supporting successful marketing. Featuring a support website that provides student and lecturer resources, Fundamentals of Marketing conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Visit the Companion website at www.routledge.com/textbooks/9780415370974

Spis treści

 1.Marketing: Development and Scope of the Subject  2. Strategic Marketing and the Planning Process  3. Consumer Buyer Behaviour  4. Industrial Buyer Behaviour  5. Marketing Research  6. Segmentation, Targeting and Positioning  7.  Branding  8. Product  9. Pricing  10. Promotion  11. Place  12. Virtual Marketing  10. Planning and Implementation

O autorze

Marilyn A. Stone is a Senior Lecturer and Director of the International Management degree at Heriot-Watt University, Edinburgh.

John Desmond is Reader in Management at St Andrews University, Scotland.