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
You might also like
book
Brilliant Marketing
Marketing. Everyone knows its really hard to do well and marketers have never been under so …
book
The Complete Idiot's Guide to Target Marketing
Twenty-first century tools and tactics to get the word out. You want to get the word …
book
Internal Marketing
A clear-sighted introduction to a complex subject, 'Internal Marketing' provides the reader with a succinct overview …
book
Services Marketing, 2nd Edition
Services marketing has evolved as a specialized branch of study. Present-day managers need this knowledge to …