Essentials of Marketing
- ISBN-10
- ISBN-13
- 9798732528503
- Series
- Essentials of Marketing
- Pages
- 125
- Language
- English
- Published
- 2021-04-03
- Author
- Jogi MATHEW
Description
Suitable to have a generic and simplistic understanding of marketing management as a discipline Real time examples connecting the concepts to enable applicationPractical situations correlating the marketing fundamentals to have an insightThe author's sales and marketing experiences incorporated sensiblyTable of contentsChapter-1 introduction to marketing fundamentalsMeaning Definition marketing Types of MarketingThe scope of marketingCore concepts of marketingCompany Orientation toward the Marketplace Marketing and Customer ValueCompany responses and adjustmentsMarketer responses and adjustmentsHow business and marketing are changingCharacteristics of new economyCompetition in today's marketingIntroduction to emerging market in third worldCharacteristics of Emerging MarketsChapter-2 Marketing PlanMarketing Plan CriteriaThe Nature and Contents of a Marketing PlanDeveloping Marketing Strategies and PlansCorporate and Division Strategic PlanningBusiness Unit Strategic PlanningThe Role of ResearchThe Role of RelationshipsFrom Marketing Plan to Marketing ActionCapturing Marketing InsightsMarketing Information System (MIS)Marketing researchThe Marketing Research ProcessCharacteristics of Good Marketing ResearchDeveloping marketing opportunitiesDiscover and seize the marketing opportunityChapter-3 Connecting with customersIntroduction to ConsumersConsumer MarketMeaning of Consumer BehaviourModels of Consumer BehaviourMajor Factors Affecting consumer BehaviorConsumer buying behaviourTypes of Buying Decision BehaviorThe Consumer Buying ProcessThe Buyer Decision Process for New ProductsBusiness Buyer BehaviorThe Business Buyer Decision ProcessInstitutional and Government MarketMarket segmenting, targeting and positioning for competitive advantageBrandingBrand EquityPackagingRural MarketingCompetitors and their marketing strategies Market leaders Market challengersMarket followers Market nichersChapter-4 Product decisionProduct LevelsProduct Characteristics and ClassificationsNew product development stagesCategories of New ProductReasons for launching new productsReasons for failure in launching new productsProduct Life Cycle Strategies and its extensionAnsoff's MatrixBCG MatrixMeaning of servicesCharacteristics of Services7Ps of service marketingService Delivery ProcessProduct-as-a-Service (PaaS)CHAPTER 5 PRICINGPricingDifferent types of pricingFactors to be considered in setting priceApproaches to determining pricePricing considerationsNew product pricing strategiesProduct mix pricing strategiesPrice adjustment strategiesPrice changesPublic policy and pricingCHAPTER 6 DISTRIBUTION CHANNELMarketing ChannelsChannel StructuresMajor Marketing ChannelsFactors to be considered in selecting distribution channelsSteps involved in the channel design processWholesalingRetailingPhysical DistributionE- Marketing distributionBenefits of electronic channels of distributionRecent trends in electronic distributionCommon Online Sales Channels for RetailersCHAPTER 7 PROMOTIONAn overview of PromotionTypes of Promotional MarketingAdvertisingTypes of advertising strategiesSales PromotionTypes of Sales PromotionsPersonal sellingPersonal selling tools and techniquesSales ManagementThe Three Key Aspects of Sales ManagementPublic RelationsCustomer RelationsBenefits of Positive Customer RelationsDirect MarketingOnline marketingMulti-Level MarketingNew marketing model: Modern Marketing Model (M3)Significance of Integrated Marketing CommunicationCHAPTER 8 RESPONSIBLE MARKETINGSustainable MarketingSocial Criticisms of MarketingPrinciples and Marketing EthicsEthical issues in marketingHow to conduct an ethical marketing strategy
Get the book
Other editions
Similar books
-
Essentials of Marketing
By Edmund Jerome McCarthy, William D. PerreaultEssentials of Marketing
-
Essentials of Marketing
By Jim Blythe, Jane MartinOn the other hand there is strong evidence that newness as such is an important factor in the consumer's decision-making process (Haines 1966). In other words, people like new things, but there is a cost attached.
-
Essentials of Marketing
By Edmund Jerome McCarthy, Joseph P. Cannon, PERREAULTThe 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field.
-
The Essentials of Contemporary Marketing
By Mo WillanIn alignment with its subject matter, The Handbook of Contemporary Marketing prioritises practicality over theory-based content - providing a comprehensive and contextualised insight into how marketing is developing in the 21st century.
-
Essentials of Marketing
Parents have children and manufacturers too have children i.e. products. Thus branding is a marketing process by which a product is named i.e. branded. 5.1.2 Reasons for Branding • It is useful for sales promotion in the market where ...
-
Essentials of Marketing- LOOSELEAF
By William D. Perreault, Joseph P. Cannon, E. Jerome McCarthyIts managerial orientation and practical "How-To-Do-It" strategy planning approach continues wit this newest 15th edition of Essentials of Marketing: A Marketing Strategy Planning Approach.
-
Essentials of Marketing Management
By Geoffrey Lancaster, Lester MassinghamThis second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem.
-
Absolute Essentials of Marketing Research
By Bonita M. KolbFocused on the core aspects of the subject, this is a perfect complement to the larger texts available, suitable for any undergraduate or postgraduate Marketing Research module.
-
Essentials of Marketing - Loose Leaf
By William D. Perreault, Joseph P. Cannon, E. Jerome McCarthyThere are several big changes to this edition of Essentials of Marketing and hundreds of smaller ones.
-
Essentials of Marketing Research: Putting Research Into Practice
By Kenneth E. Clow, Karen E. JamesAs a result, a newer, trimmer version of the marketing research report is being used by many companies. This executive-ready report is based on four principles: conciseness, adaptability, readability, and balance.2 Smartphones and email ...