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Book Description
Table of Contents
- About the author
- 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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