Essentials of marketing. (2019)

• Record Type: Book
• Further Information: Note: Jim Blythe, Jane Martin.
• Authors: Blythe, Jim; (Lecturer in marketing), Martin, Jane
• Contents: Front Cover; Half-Title Page; Title Page; Copyright Page; Brief Contents; Contents; List of Tables; List of Figures; Preface to the Seventh Edition; Acknowledgements; 1 What do marketers do?; Objectives; Introduction; 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: Lush; Summary; Chapter questions; Further reading; References; 2 The marketing environment ObjectivesIntroduction; The marketing environment; The external environment; The international environment; World trade initiatives; The internal environment; Case Study 2: Samsung; Summary; Chapter questions; Further reading; References; 3 Consumer and buyer behaviour; Objectives; Introduction; Consumer behaviour; Perception; Influences on the buying decision; Impulse buying; Industrial buyer behaviour; Case Study 3: Armani; Summary; Chapter questions; Further reading; References; 4 Segmentation, targeting and positioning; Objectives; Introduction; Reasons for segmenting markets Segmentation variablesSegmenting industrial markets; Segmentation effectiveness; Global segmentation; Targeting; Positioning; Sales forecasting; Case Study 4: Apple; Summary; Chapter questions; Further reading; References; 5 Market research; Objectives; Introduction; The need for market research; The research process; Approaching respondents; Analysing the results; Case Study 5: Nike; Summary; Chapter questions; Further reading; References; 6 Products, branding and packaging; Objectives; Introduction; Defining products; Classifying products; Managing the product range Developing better productsDiffusion of innovation; Branding; Strategic issues in branding; Extending the brand; Retailers' own-brands; Packaging; Case Study 6: Subway; Summary; Chapter questions; Further reading; References; 7 Pricing strategies; Objectives; Introduction; Economic theories of pricing and value; Pricing and market orientation; Setting prices; Case Study 7: KFC; Summary; Chapter questions; Further reading; References; 8 Distribution; Objectives; Introduction; Logistics versus distribution; Wholesalers; Retailers; Selecting channels; Managing distribution channels Efficient consumer responseCase study 8: ASOS; Summary; Chapter questions; Further reading; References; 9 Marketing communications and promotional tools; Objectives; Introduction; Marketing communications theory; Developing communications; The promotional mix; Managing advertising; Sales promotion; Managing personal selling; Managing the salesforce; Managing PR; Digital marketing; Integrating the promotional mix; Case Study 9: BMW; Summary; Chapter questions; Further reading; References; 10 Marketing planning, implementation and control; Objectives; Introduction; The marketing planning process
• Edition: Seventh edition
• Publisher Details: Harlow, United Kingdom : Pearson Education
• Publication Date: 2019
• Extent: 1 online resource (383 pages)
• Subjects: 658.8; Marketing; Marketing; Marketing; marketing; Marketing; Electronic books; Electronic books
• Languages: English
• ISBNs: 9781292244136; 1292244135; 9781292298801; 1292298804
• Notes: Note: Print version record.
• Access Rights: Legal Deposit; Only available on premises controlled by the deposit library and to one user at any one time; The Legal Deposit Libraries (Non-Print Works) Regulations (UK).
• Access Usage: Restricted: Printing from this resource is governed by The Legal Deposit Libraries (Non-Print Works) Regulations (UK) and UK copyright law currently in force.