Marketing made simple
Marketing Made Simple is an introductory text offering an overview of all basic marketing concepts and techniques. The book covers the latest developments in marketing thinking and practice, including hot topics such as Customer Relationship Management (CRM) and business-to-business marketing.Packed...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Oxford :
Made Simple
2002.
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| Edición: | 1st edition |
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| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627399606719 |
Tabla de Contenidos:
- Marketing Made Simple; Copyright; Contents; Foreword; 1 Marketing explained; 1.1 Introduction; 1.2 The customer or consumer; 1.3 Definitions of marketing; 1.4 Historical development; 1.5 Different types of business orientation; 1.6 Marketing as a business philosophy; 1.7 The marketing environment; 2 Functions of marketing; 2.1 Introfuction; 2.2 The marketing mix; 2.3 Product ( or service ); 2.4 Price; 2.5 Promotion; 2.6 Place; 2.7 Personal selling; 2.8 Marketing information; 3 Consumer and organisational buyer behaviour; 3.1 Introduction; 3.2 The need for segmentation and targeting
- 3.3 Effective segmentation3.4 Segmentation bases in consumer product markets; 3.5 Segmentation in organisational product markets; 3.6 Assessing and selecting market segments; 3.7 Product/service positioning strategies; 3.8 Consumer buyer behaviour; 3.9 Organisational buying behaviour; 4 Advertising, promotion and public relations; 4.1 Introduction; 4.2 Marketing communications overview; 4.3 Elements of marketing communications; 4.4 Message source; 4.5 Advertising; 4.6 Sales promotion; 4.7 Public relations (PR); 5 Selling and sales management; 5.1 The nature of selling
- 5.2 Situations requiring a personal approach5.3 The expanded role of the modern salesperson; 5.4 Communication and the salesperson; 5.5 The sales sequence; 5.6 Sales management; 6 Direct marketing; 6.1 What is direct marketing?; 6.2 The objective of direct marketing; 6.3 The Direct Marketing Association ( The DMA); 6.4 The use of direct marketing using different media; 6.5 Database marketing; 6.6 Multi-Level Marketing; 6.7 Direct response advertising; 7 Customer relationship management; 7.1 The essence of customer relationship management; 7.2 CRM and customer satisfaction
- 7.3 The nature of modem marketing and CRM7.4 Customer care and its role in CRM; 7.5 Relationnship marketing: its evolution into CRM; 7.6 Supply chain integration and CRM; 7.7 Key account management and CRM; 7.8 Integrated customer relationship management; 7.9 CRM computer software; 7.10 Data fusion; 8 Pricing; 8.1 The nature of price; 8.2 Pricing objectives; 8.3 Steps in price determination; 8.5 Price selection techniques; 8.6 Pricing strategy; 9 Channels and logistics; 9.1 The nature of distribution; 9.2 Strategic elements of channel choice; 9.3 Retail channel systems
- 9.4 Business format franchising9.5 Non-shop shopping; 9.6 Logistics; 9.7 The distribution process; 9.8 The systems approach to PDM; 9.9 Monitoring and control of PDM; 10 Product; 10.1 Defining the product; 10.2 Product classification: consumer goods; 10.3 Product classification: industrial good; 10.4 New product development; 10.5 The product life cycle; 10.6 The PLC as a management tool; 10.7 The product adoption process; 10.8 Product (and market )management; 10.9 Product line and product mix; 11 Marketing information systems; 11.1 Scope of the MkIS
- 11.2 Scope and methodology of marketing research
