Foundation Marketing (Modular Texts In Business & Economics)

Description

Foundation Marketing, third edition is an essential text for anyone seeking a no-nonsense introduction to marketing.  Clear and easy to use, it offers practical examples to highlight the basics of marketing, including its strategic and international dimensions.  With interactive features such as in-text activities designed to develop key skills as well as marketing knowledge, Foundation Marketing is the ideal text to help you master marketing skills. Cover Foundation Marketing Contents Preface Acknowledgements Introduction to marketing Introduction What is marketing? The growth of marketing Alternative approaches to marketing The practice of marketing The scope of marketing Key concepts Self-Check Questions References Marketing in the real world Introduction Extending the boundaries of marketing Services versus physical products Modelling service provision Non-consumer marketing Not-for-profit marketing Internal marketing Marketing ethics Key concepts Self-Check Questions Further study References The marketing environment Introduction What do we mean by ‘the environment’? The macro-environment The micro-environment Assessing the marketing environment Key concepts Self-Check Questions Further study References Buyer behaviour Introduction Consumer behaviour Organisational buyer behaviour Key concepts Self-Check Questions Further study References Marketing research Introduction What is marketing research? Planning marketing research Conducting marketing research Data collection Conducting a survey Marketing information systems Key concepts Self-Check Questions Further study References Target marketing Introduction The development of target marketing Market segmentation Market targeting Market positioning Key concepts Self-Check Questions Further study References Product Introduction What is a product? Product classifications The product portfolio Branding Key concepts Self-Check Questions Further study References New product development Introduction What is a new product? What is innovation? Buyer behaviour and new products Key concepts Self-Check Questions Further study References Price Introduction Price in the marketing mix Pricing objectives Putting pricing into practice How much is enough? Factors in setting prices Pricing and ethics Key concepts Self-Check Questions Further study References Distribution Introduction Distribution channels What happens in distribution? Who does what in distribution? Channel conflict Choosing the right channels Retailing Physical distribution and logistics Distributing a service Key concepts Self-Check Questions Further study References Promotion – introduction, advertising and direct marketing Introduction Integration – the way forward in promotion Theories of advertising Agencies and clients Evaluating advertising Which medium to use? Direct marketing Legal, decent, honest and truthful? Key concepts Self-Check Questions Further study References Promotion – selling, sales promotion and public relations Introduction Selling Motivating and managing the personal selling process Sales promotion Public relations Key concepts Self-Check Questions Further study References International marketing Introduction The international environment Market selection Market entry decisions The international marketing mix International marketing planning Key concepts Self-Check Questions Further study References Strategic marketing management – planning, organisation and control Introduction Strategic options Marketing planning Writing the marketing plan Marketing organisation Writing the marketing plan Marketing organisation Marketing control Key concepts Self-Check Questions Further study References Appendix Answers to self-check questions Index