book

Marketing Made Simple

by Paul Reynolds, Geoff Lancaster

June 2007

Beginner

256 pages

8h 59m

English

Routledge

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Front Cover
Half Title
Title Page
Copyright
Contents
Foreword
1 Marketing explained
1.1 Introduction1.2 The customer or consumer1.3 Definitions of marketing1.4 Historical development1.5 Different types of business orientation1.6 Marketing as a business philosophy1.7 The marketing environment
2 Functions of marketing
2.1 Introduction2.2 The marketing mix2.3 Product (or service)2.4 Price2.5 Promotion2.6 Place2.7 Personal selling2.8 Marketing information
3 Consumer and organisational buyer behaviour
3.1 Introduction3.2 The need for segmentation and targeting3.3 Effective segmentation3.4 Segmentation bases in consumer product markets3.5 Segmentation in organisational product markets3.6 Assessing and selecting market segments3.7 Product/service positioning strategies3.8 Consumer buyer behaviour3.9 Organisational buying behaviour
4 Advertising, promotion and public relations
4.1 Introduction4.2 Marketing communications overview4.3 Elements of marketing communications4.4 Message source4.5 Advertising4.6 Sales promotion4.7 Public relations (PR)

5 Selling and sales management
5.1 The nature of selling5.2 Situations requiring a personal approach5.3 The expanded role of the modern salesperson5.4 Communication and the salesperson5.5 The sales sequence5.6 Sales management
6 Direct marketing
6.1 What is direct marketing?6.2 The objective of direct marketing6.3 The Direct Marketing Association (The DMA)6.4 The use of direct marketing using different media6.5 Database marketing6.6 Multi-Level Marketing6.7 Direct response advertising
7 Customer relationship management
7.1 The essence of customer relationship management7.2 CRM and customer satisfaction7.3 The nature of modern marketing and CRM7.4 Customer care and its role in CRM7.5 Relationship marketing: its evolution into CRM7.6 Supply chain integration and CRM7.7 Key account management and CRM7.8 Integrated customer relationship management7.9 CRM computer software7.10 Data fusion
8 Pricing
8.1 The nature of price8.2 Pricing objectives8.3 Steps in price determination8.5 Price selection techniques8.6 Pricing strategy
9 Channels and logistics
9.1 The nature of distribution9.2 Strategic elements of channel choice9.3 Retail channel systems9.4 Business format franchising9.5 Non-shop shopping9.6 Logistics9.7 The distribution process9.8 The systems approach to PDM9.9 Monitoring and control of PDM
10 Product
10.1 Defining the product10.2 Product classification: consumer goods10.3 Product classification: industrial good10.4 New product development10.5 The product life cycle10.6 The PLC as a management tool10.7 The product adoption process10.8 Product (and market) management10.9 Product line and product mix
11 Marketing information systems
11.1 Scope of the MkIS11.2 Scope and methodology of marketing research11.3 The marketing research process11.4 Methods of collecting marketing research data11.5 Marketing research planning11.6 Sales forecasting overview11.7 Data collection11.8 Forecasting methods
12 Broader issues in marketing
12.1 Introduction12.2 Criticisms of marketing12.3 Consumerism12.4 Social marketing12.5 Marketing in not-for-profit organisations12.6 Quality and marketing12.7 International marketing
13 Marketing strategy, planning and control
13.1 Introduction13.2 Strategic planning13.3 Audit and SWOT13.4 Portfolio analysis13.5 Operational marketing planning
Further reading
Index

Overview

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.

Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
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