Marketing Fundamentals : Reaching Your Target Audience / Sunil Tiwari and Richa Tiwari.

Format:

Book

Author/Creator:

Tiwari, Sunil, author.

Tiwari, Richa, author.

Language:

English

Subjects (All):

Market segmentation.

Marketing--Social aspects.

Marketing.

Physical Description:

1 online resource (293 pages)

Edition:

First edition.

Place of Publication:

Burlington, ON : Society Publishing, [2024]

Summary:

This book, 'Marketing Fundamentals: Reaching Your Target Audience' by Prof. Sunil Tiwari and Dr. Richa Tiwari, provides a comprehensive introduction to marketing, addressing key concepts such as customer orientation, integrated marketing, and the functionalist approach. It explores contemporary marketing strategies, including market segmentation, brand positioning, and the marketing mix (product, price, place, and promotion). The authors aim to help readers understand marketing activities through examples from various business contexts. The book discusses the importance of aligning marketing strategies with customer needs and includes topics like the marketing environment, market research, and campaign design. It is intended for students and professionals seeking to deepen their understanding of marketing theory and practice. Generated by AI.

Contents:

Cover

Half Title

Title Page

Copyright

About The Authors

Table of Contents

List of Figures

List of Abbreviations

Abstract

Preface

Chapter 1: What Is Marketing

Contents

1.1. Marketing Strategy

1.2. Types Of Marketing

1.3. Goals Of Marketing

1.4. Benefits And Limitations Of Marketing

1.5. Popular Types Of Marketing

Chapter 2: Consumer Buyer Behavior

2.1. Introduction

2.2. Problem Recognition

2.3. Information Search

2.4. Alternative Evaluation: The Four Components

2.5. Formation Of Brand Sets For Alternative Evaluation

2.6. The Choice-making Rules

2.7. The Basic Choice Heuristics

2.8. Purchase Decision

2.9. Post-purchase Behavior

2.10 Factors Influencing Consumer Buyer Behavior

Chapter 3: Marketing Segmentation, Targeting And Positioning

3.1. Introduction

3.2. Literature Review

3.3. Marketing Segmentation

3.4. Targeting

3.5. Positioning

3.6. Market Research And Data Analysis

3.7. Integration Of STP In Marketing Strategies

3.8. Challenges And Limitations

3.9. Case Studies And Examples

Chapter 4: Branding Operations

4.1. Features Of Strong Brands

4.2. Time For Branding Or Rebranding

4.3. Rebranding Vs. Brand Refresh Vs. Brand Extension

4.4. The Process Of Branding

4.5. Importance Of Branding Operations

4.6. Co-branding

4.7. Creating A Brand

4.8. Branding Your Business By Channel

4.9. Small Business Branding Ideas (figure 4.4)

Chapter 5: Pricing Operations

5.1. Pricing Objectives

5.2. Cost Based Pricing

5.3. Value Based Pricing

5.4. Competitor-based Pricing

5.5. Price Elasticity Of Demand

5.6. Dynamic Pricing

5.7. Psychological Pricing

5.8. Price Management And Adjustments

Chapter 6: Promotion Operations

Contents.

6.1. Introduction

6.2. Understanding Promotion Operations

6.3. Promotion Strategies

6.4. Integrated Marketing Communications (IMC)

6.5. Digital Promotion Operations

6.6. Measuring And Evaluation Promotion Operations Effectiveness

6.7. Adapting To Changing Markets

Chapter 7: Planning, Implementing, And Evaluating Marketing Strategies

7.1. Introduction

7.2. The Planning Phase

7.3. Implementing Marketing Strategies

7.4. Evaluating Marketing Strategies

7.5. Case Studies

7.6. Future Trends In Marketing Strategy

7.7. Recap Of Key Takeaways

Chapter 8: Marketing Budget

8.1. Introduction

8.2. Understanding The Basics Of Marketing Budgeting

8.3. Creating A Marketing Budget Strategy

8.4. Setting Clear Objectives

8.5. Allocating Marketing Budget

8.6. Tracking And Measuring Return On Investment (ROI)

8.7. Strategies For Cost-effective Marketing

Chapter 9: Marketing Environment, Social Responsibilities, And Ethics

9.1. Introduction

9.2. Social Responsibility In Marketing

9.3. Ethics In Marketing

Chapter 10: Managing Marketing Relationships

10.1. Introduction

10.2. Building Strong Marketing Relationships

10.3. Nurturing Customer Relationships

10.4. Managing Partner Relationships

10.5. Ways To Improve Employee Relationship Management

10.6. Supplier Relationship Management

Bibliography

Index

Back Cover.

Notes:

Description based on publisher supplied metadata and other sources.

Part of the metadata in this record was created by AI, based on the text of the resource.

Description based on print version record.

Includes bibliographical references and index.

ISBN:

9781779561114

1779561113

OCLC:

1446131671