`If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this is the book for you′ –
Emeritus Professor Michael J Baker
`Each section draws the reader in to the story – the what and why of marketing, and also deals well with how. While it is educational and informing it is also a jolly good read′ – Heather Skinner, Principal Lecturer, Glamorgan Business School
The perfect quick reference text for your marketing course, Key Concepts in Marketing introduces and examines the key issues, methods, models and debates that define the field of marketing today.
Over 50 essential concepts are covered, including the marketing mix, branding, consumerism, marketing communication and corporate image.
Each entries features:
– Useful definition box
– Summary of the concept
– A broader discussion
– Examples and illustrations
– Key literature references
This extremely readable and accessible format provides the reader a wealth of information at their fingertips, and provides a valuable reference to any student of marketing.
The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.
विषयसूची
PART ONE: CUSTOMERS AND MARKETS
Customer Centrality
Evolution of Marketing
Relationship Marketing
The Leaky Bucket Theory
Postmodern Marketing
The Marketing Environment
Marketing Research
The Marketing Audit
Competitive Advantage
Porter′s Competitive Strategies
Strategic Planning
Marketing Planning
Boston Consulting Group Matrix
Globalisation
Consumerism
PART TWO: THE OFFER
Product as a Bundle of Benefits
Product Anatomy
Core Product
Added Value
Service Products
Product Life Cycle
New Product Development
Diffusion of Innovation
Quality
Elasticity of Demand
Demand Pricing
Price Skimming
Psychological Pricing
Not-for-Profit Marketing
PART THREE: APPROACHING CUSTOMERS
Need Satisfaction
Involvement
Segmentation
Targeting
The Marketing Mix
The Elaboration Likelihood Model
Reference Groups
Distribution
Channel Management
Logistics
Stages of Development Model of International Market Entry
Market Share
PART FOUR: PROMOTION
Branding
Brand Personality
Positioning
The Communications Mix
Schramm Model of Communication
Advertising
The Weak and Strong Theories
Sales Promotion
Corporate Reputation
Personal Selling
Key Account Selling
Integrated Marketing Communication
लेखक के बारे में
Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic – he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success…), but he has a pilot’s licence and has learned to play drums in a samba band, so the beat goes on. Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for international training organisations and has been a Senior Examiner for the Chartered Institute of Marketing. His next venture is to study for a degree in modern languages – having left school at 16 he thinks it’s time to get the education he missed out on. He holds four real degrees (including one fake), and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of the TV show, Come Dine With Me. Perhaps the latest editions of his textbooks will help redress the balance a little…
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