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Marketing Made Simple

Book Description

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.

Table of Contents

  1. Front Cover
  2. Half Title
  3. Title Page
  4. Copyright
  5. Contents
  6. Foreword
  7. 1 Marketing explained
    1. 1.1 Introduction
    2. 1.2 The customer or consumer
    3. 1.3 Definitions of marketing
    4. 1.4 Historical development
    5. 1.5 Different types of business orientation
    6. 1.6 Marketing as a business philosophy
    7. 1.7 The marketing environment
  8. 2 Functions of marketing
    1. 2.1 Introduction
    2. 2.2 The marketing mix
    3. 2.3 Product (or service)
    4. 2.4 Price
    5. 2.5 Promotion
    6. 2.6 Place
    7. 2.7 Personal selling
    8. 2.8 Marketing information
  9. 3 Consumer and organisational buyer behaviour
    1. 3.1 Introduction
    2. 3.2 The need for segmentation and targeting
    3. 3.3 Effective segmentation
    4. 3.4 Segmentation bases in consumer product markets
    5. 3.5 Segmentation in organisational product markets
    6. 3.6 Assessing and selecting market segments
    7. 3.7 Product/service positioning strategies
    8. 3.8 Consumer buyer behaviour
    9. 3.9 Organisational buying behaviour
  10. 4 Advertising, promotion and public relations
    1. 4.1 Introduction
    2. 4.2 Marketing communications overview
    3. 4.3 Elements of marketing communications
    4. 4.4 Message source
    5. 4.5 Advertising
    6. 4.6 Sales promotion
    7. 4.7 Public relations (PR)
  11. 5 Selling and sales management
    1. 5.1 The nature of selling
    2. 5.2 Situations requiring a personal approach
    3. 5.3 The expanded role of the modern salesperson
    4. 5.4 Communication and the salesperson
    5. 5.5 The sales sequence
    6. 5.6 Sales management
  12. 6 Direct marketing
    1. 6.1 What is direct marketing?
    2. 6.2 The objective of direct marketing
    3. 6.3 The Direct Marketing Association (The DMA)
    4. 6.4 The use of direct marketing using different media
    5. 6.5 Database marketing
    6. 6.6 Multi-Level Marketing
    7. 6.7 Direct response advertising
  13. 7 Customer relationship management
    1. 7.1 The essence of customer relationship management
    2. 7.2 CRM and customer satisfaction
    3. 7.3 The nature of modern marketing and CRM
    4. 7.4 Customer care and its role in CRM
    5. 7.5 Relationship marketing: its evolution into CRM
    6. 7.6 Supply chain integration and CRM
    7. 7.7 Key account management and CRM
    8. 7.8 Integrated customer relationship management
    9. 7.9 CRM computer software
    10. 7.10 Data fusion
  14. 8 Pricing
    1. 8.1 The nature of price
    2. 8.2 Pricing objectives
    3. 8.3 Steps in price determination
    4. 8.5 Price selection techniques
    5. 8.6 Pricing strategy
  15. 9 Channels and logistics
    1. 9.1 The nature of distribution
    2. 9.2 Strategic elements of channel choice
    3. 9.3 Retail channel systems
    4. 9.4 Business format franchising
    5. 9.5 Non-shop shopping
    6. 9.6 Logistics
    7. 9.7 The distribution process
    8. 9.8 The systems approach to PDM
    9. 9.9 Monitoring and control of PDM
  16. 10 Product
    1. 10.1 Defining the product
    2. 10.2 Product classification: consumer goods
    3. 10.3 Product classification: industrial good
    4. 10.4 New product development
    5. 10.5 The product life cycle
    6. 10.6 The PLC as a management tool
    7. 10.7 The product adoption process
    8. 10.8 Product (and market) management
    9. 10.9 Product line and product mix
  17. 11 Marketing information systems
    1. 11.1 Scope of the MkIS
    2. 11.2 Scope and methodology of marketing research
    3. 11.3 The marketing research process
    4. 11.4 Methods of collecting marketing research data
    5. 11.5 Marketing research planning
    6. 11.6 Sales forecasting overview
    7. 11.7 Data collection
    8. 11.8 Forecasting methods
  18. 12 Broader issues in marketing
    1. 12.1 Introduction
    2. 12.2 Criticisms of marketing
    3. 12.3 Consumerism
    4. 12.4 Social marketing
    5. 12.5 Marketing in not-for-profit organisations
    6. 12.6 Quality and marketing
    7. 12.7 International marketing
  19. 13 Marketing strategy, planning and control
    1. 13.1 Introduction
    2. 13.2 Strategic planning
    3. 13.3 Audit and SWOT
    4. 13.4 Portfolio analysis
    5. 13.5 Operational marketing planning
  20. Further reading
  21. Index