Key Concepts in Marketing

Informationen zum Autor Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot's licence and has learned to play drums in a samba band, so the beat goes on. Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for international training organisations and has been a Senior Examiner for the Chartered Institute of Marketing. His next venture is to study for a degree in modern languages having left school at 16 he thinks it's time to get the education he missed out on. He holds four real degrees (including one fake), and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of the TV show, Come Dine With Me. Perhaps the latest editions of his textbooks will help redress the balance a little... Klappentext The extremely readable and accessible format brings the reader a wealth of information, and provides a valuable reference to any student of marketing. Zusammenfassung The extremely readable and accessible format brings the reader a wealth of information! and provides a valuable reference to any student of marketing. Inhaltsverzeichnis PART ONE: CUSTOMERS AND MARKETS Customer Centrality Evolution of Marketing Relationship Marketing The Leaky Bucket Theory Postmodern Marketing The Marketing Environment Marketing Research The Marketing Audit Competitive Advantage Porter s Competitive Strategies Strategic Planning Marketing Planning Boston Consulting Group Matrix Globalisation Consumerism PART TWO: THE OFFER Product as a Bundle of Benefits Product Anatomy Core Product Added Value Service Products Product Life Cycle New Product Development Diffusion of Innovation Quality Elasticity of Demand Demand Pricing Price Skimming Psychological Pricing Not-for-Profit Marketing PART THREE: APPROACHING CUSTOMERS Need Satisfaction Involvement Segmentation Targeting The Marketing Mix The Elaboration Likelihood Model Reference Groups Distribution Channel Management Logistics Stages of Development Model of International Market Entry Market Share PART FOUR: PROMOTION Branding Brand Personality Positioning The Communications Mix Schramm Model of Communication Advertising The Weak and Strong Theories Sales Promotion Corporate Reputation Personal Selling Key Account Selling Integrated Marketing Communication ...

Autorentext
Jim Blythe is Visiting Professor of Marketing at University of Plymouth, UK. Jim Blythe has been a Merchant Navy officer, a ladies hairdresser, a business consultant, a rock musician, a truck driver, a company director and an award-winning playwright all before becoming an academic he always planned on having a varied life and likes learning new skills. Currently he is trying to learn to grow vegetables (with limited success...), but he has a pilot's licence and has learned to play drums in a samba band, so the beat goes on. Jim has written 18 books, over 50 journal articles, and has contributed chapters to 8 other books. He has taught overseas, written open-learning packs for international training organisations and has been a Senior Examiner for the Chartered Institute of Marketing. His next venture is to study for a degree in modern languages having left school at 16 he thinks it's time to get the education he missed out on. He holds four real degrees (including one fake), and therefore feels somewhat irritated that he is mainly known for winning the Cardiff heat of the TV show, Come Dine With Me. Perhaps the latest editions of his textbooks will help redress the balance a little...

Klappentext
The extremely readable and accessible format brings the reader a wealth of information, and provides a valuable reference to any student of marketing.

Inhalt
PART ONE: CUSTOMERS AND MARKETS
Customer Centrality
Evolution of Marketing
Relationship Marketing
The Leaky Bucket Theory
Postmodern Marketing
The Marketing Environment
Marketing Research
The Marketing Audit
Competitive Advantage
Porter s Competitive Strategies
Strategic Planning
Marketing Planning
Boston Consulting Group Matrix
Globalisation
Consumerism
PART TWO: THE OFFER
Product as a Bundle of Benefits
Product Anatomy
Core Product
Added Value
Service Products
Product Life Cycle
New Product Development
Diffusion of Innovation
Quality
Elasticity of Demand
Demand Pricing
Price Skimming
Psychological Pricing
Not-for-Profit Marketing
PART THREE: APPROACHING CUSTOMERS
Need Satisfaction
Involvement
Segmentation
Targeting
The Marketing Mix
The Elaboration Likelihood Model
Reference Groups
Distribution
Channel Management
Logistics
Stages of Development Model of International Market Entry
Market Share
PART FOUR: PROMOTION
Branding
Brand Personality
Positioning
The Communications Mix
Schramm Model of Communication
Advertising
The Weak and Strong Theories
Sales Promotion
Corporate Reputation
Personal Selling
Key Account Selling
Integrated Marketing Communication

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