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Marketing: Origins, Concepts and Environment

Marketing: Origins, Concepts and Environment

by Wright (Author)

  • Used

    Paperback 1999

    $3.24
Synopsis

This exciting introductory book covers both a theoretical and practical approach to the wide-ranging discipline of marketing. It takes the reader through a step-by-step logical process beginning with the basic origins and concepts of marketing, knowing the customer, segmentation and the importance of marketing research through every element of the marketing mix finishing with a simple but detailed approach to the marketing planning process. Models are used throughout to aid understanding.

$3.24

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More Information

Format: Paperback
 Pages: 320
 Edition: 2nd
 Publisher: Thomson Learning
Published: 26 Aug 1999
ISBN 10: 1861525265
ISBN 13: 9781861525260

Media Reviews
1. INTRODUCTION TO MARKETING ORIGINS, CONCEPTS AND THE ENVIRONMENT Introduction. The Historical Background to Marketing. Changing Customers and Markets. A Definition of Marketing. Marketing as a Philosophy and Management Function. The Marketing Environment. Customer, Resource, Technology Approaches. Summary. Questions for Discussion. Case Study. Case Study Questions. Further Reading 2. INFORMATION SYSTEMS AND MARKETING RESEARCH Introduction. The Information Gathering Process. The Marketing Research Process. Market Research Survey Design. The Use of Information Technology in Marketing Research. Market Research as a Basis for Decision Making. Summary. Questions for Discussion. Case Study. Case Study Questions. Further Reading 3. CONSUMER BEHAVIOUR Introduction. Factors Influencing Behaviour. Other Factors Influencing Behaviour. Summary. Questions for Discussion. Case Study. Case Study Questions. Further Reading 4. SEGMENTATION, TARGETING AND POSITIONING THE PRODUCT Introduction. Market Segmentation. Industrial and Consumer Markets. Segmentation Methods Change and Shift. Targeting the Market. Benefits of Segmentation. Market Segmentation Strategies. Summary. Questions for Discussion. Case Study. Case Study Questions. Further Reading 5. THE MARKETING MIX: THE PRODUCT Introduction. The Product. Building Customer Benefits by Adding Value to the Product. Packaging. Branding. Summary. Questions for Discussion. Case Study. Case Study Questions. Further Reading 6. PRODUCT MODELS AND PRODUCT DEVELOPMENT Introduction. The Product Life Cycle. The Product Portfolio. New Product Development. Product Innovation and Adoption. Summary. Questions for Discussion. Case Study. Case Study Questions. Further Reading 7. PRICE Introduction. Factors Determining Price. Methods of Selecting the Price. Summary. Questions for Discussion. Case Study. Case Study Questions. Further Reading 8. CHANNELS OF DISTRIBUTION Introduction. Channels of Distribution. Physical Distribution. Summary. Questions for Discussion. Case Study. Case Study Questions. Further Reading 9. PROMOTION Introduction. The Promotion Mix. Exhibitions and Sponsorship. Using the Promotional Mix. Summary. Questions for Discussion. Case Study. Case Study Questions. Further Reading 10. MARKETING PLANNING AND CONTROL Introduction. Stage 1 The Marketing Audit. Stage 2 Objective Setting. Stage 3 Marketing Strategy. Stage 4 Planning and Implementation Operations Summary Questions for Discussion Case Study Case Study Questions Further Reading
Author Bio
Ray Wright (MBA, BA (Hons), DMS, MCIM, C.ed.) worked for over twenty years in marketing and sales for various commercial organizations before coming into education. After spending six years as Head of Marketing and Retail at the Croydon Business School before coming to lecture in Marketing at the Anglia Business School, he now lectures at the Anglia Polytechnic University. He can be found on his web-site at www.raynetmarketing.com