By Tessa Greenleaf
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Book Description
Table of Contents
  • Preface
  • 1. Introducing marketing
    • Elvis—alive and well
    • Marketing: definition and justification
    • Keys to marketing success
  • 2. Understanding and approaching the market
    • Defining the market
    • Types of markets
    • Approaching the market
  • 3. Marketing research: an aid to decision making
    • The nature and importance of marketing research
    • What needs researching in marketing?
    • Procedures and techniques in marketing research
    • Conducting the research
    • Processing the data
    • The value of marketing research
  • 4. Understanding buyer behavior
    • Till death do us part
    • Buyer behavior and exchange
    • Buyer behavior as problem solving
    • Organizational buyer behavior
  • 5. External considerations in marketing
    • External factors that affect planning
  • 6. Marketing in global markets
    • Defining international marketing
    • Standardization and customization
    • Reasons for entering international markets
    • Reasons to avoid international markets
    • The stages of going international
    • The international marketing plan
    • The international marketing environment
  • 7. Introducing and managing the product
    • Defining the product
    • Classification of products
    • Product planning and strategy formulation
  • 8. Communicating to mass markets
    • The role of IMC
    • The objectives of marketing communication
    • How we communicate
    • Designing an IMC strategy
    • Understanding advertising
    • Sales promotion and public relations
  • 9. Pricing the product
    • Price defined: three different perspectives
    • Pricing objectives
    • Developing a pricing strategy
    • New product pricing
    • Price lines
    • Price flexibility
    • Price bundling
    • Psychological aspects of pricing
    • Alternative approaches to determining price
    • The future of pricing
  • 10. Channel concepts: distributing the product
    • The dual functions of channels
    • The evolution of the marketing channel
    • Flows in marketing channels
    • Functions of the channel
    • Channel institutions: capabilities and limitations
    • Organizing the channel
    • The channel management process
    • The human aspect of distribution
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