Essentials of Marketing

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
	Objectives
	Introduction
	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 variables
	Segmenting 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 products
	Diffusion 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 response
	Case 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
	The marketing audit
	Corporate objectives
	Internationalisation strategy
	Tactical planning
	Organisational alternatives
	Promotional strategies
	Tactical approaches
	Deciding the type of campaign
	Putting it all together
	Monitoring and evaluating marketing performance
	Feedback systems
	Case Study 10: Pandora
	Summary
	Chapter questions
	Deeper thinking
	Further reading
11 Services marketing
	Objectives
	Introduction
	Services versus physical products
	Services and consumer behaviour
	Providing services
	Loyalty in services
	Case Study 11: Accor Hotels
	Summary
	Chapter questions
	Further reading
	References
12 Sustainable marketing
	Objectives
	Introduction
	Relationship versus traditional marketing
	People with whom business is done
	Developing a relationship marketing approach
	Marketing ethics
	Globalisation
	Marketing strategy revisited
	The twenty-first-century marketplace
	Case Study 12:  Facebook
	Summary
	Chapter questions
	Further reading
	References
GLOSSARY
INDEX
Back Cover