Marketing made simple / Geoff Lancaster, Paul Reynolds.

Format:

Book

Author/Creator:

Lancaster, Geoffrey, 1938-

Contributor:

Reynolds, Paul.

Language:

English

Subjects (All):

Marketing.

Marketing--Case studies.

Physical Description:

1 online resource (273 p.)

Edition:

1st edition

Place of Publication:

Oxford : Made Simple, 2002.

Language Note:

English

System Details:

text file

Summary:

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 with examples and vignettes, it offers a clear-sighted starting point of value to students, practitioners and those wishing to gain a better insight into the subject of marketing.

Contents:

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

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9786611024024

9781136432873

1136432876

9781281024022

1281024023

9780080524948

008052494X

OCLC:

437182931