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
- Front Cover
- Half Title
- Title Page
- Copyright
- Contents
- Foreword
- 1 Marketing explained
- 2 Functions of marketing
-
3 Consumer and organisational buyer behaviour
- 3.1 Introduction
- 3.2 The need for segmentation and targeting
- 3.3 Effective segmentation
- 3.4 Segmentation bases in consumer product markets
- 3.5 Segmentation in organisational product markets
- 3.6 Assessing and selecting market segments
- 3.7 Product/service positioning strategies
- 3.8 Consumer buyer behaviour
- 3.9 Organisational buying behaviour
- 4 Advertising, promotion and public relations
- 5 Selling and sales management
- 6 Direct marketing
-
7 Customer relationship management
- 7.1 The essence of customer relationship management
- 7.2 CRM and customer satisfaction
- 7.3 The nature of modern marketing and CRM
- 7.4 Customer care and its role in CRM
- 7.5 Relationship marketing: its evolution into CRM
- 7.6 Supply chain integration and CRM
- 7.7 Key account management and CRM
- 7.8 Integrated customer relationship management
- 7.9 CRM computer software
- 7.10 Data fusion
- 8 Pricing
- 9 Channels and logistics
-
10 Product
- 10.1 Defining the product
- 10.2 Product classification: consumer goods
- 10.3 Product classification: industrial good
- 10.4 New product development
- 10.5 The product life cycle
- 10.6 The PLC as a management tool
- 10.7 The product adoption process
- 10.8 Product (and market) management
- 10.9 Product line and product mix
- 11 Marketing information systems
- 12 Broader issues in marketing
- 13 Marketing strategy, planning and control
- Further reading
- Index
Product information
- Title: Marketing Made Simple
- Author(s):
- Release date: June 2007
- Publisher(s): Routledge
- ISBN: 9781136432866
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