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Principles of marketing : a value-based approach / edited by Ayantunji Gbadamosi, Ian K. Bathgate, Sonny Nwankwo

Gbadamosi, Ayantunji, (editor of compilation.)
Bathgate, Ian K., (editor of compilation.)
Nwankwo, Sonny, (editor of compilation.)
ISBN 9780230392700 (pbk)
Publicerad: Basingstoke : Palgrave Macmillan, 2013
Engelska xxvii, 400 pages
  • Bok
Innehållsförteckning Sammanfattning Ämnesord
Stäng  
  • Machine generated contents note: 1.The Purpose of Marketing / Sonny Nwankwo -- Introduction -- Defining marketing from a value perspective -- Evolutionary trends in marketing -- Marketing as a function and philosophy of business -- The marketing mix and value creation -- Conclusion -- 2.Understanding the Marketing Environment / Peter Gruenwald Taylor -- Introduction -- Perspectives on the marketing environment: Macro and micro features -- Environmental scanning: Tactics and techniques -- Contemporary issues in the marketing environment -- Conclusion -- 3.Consumer Buying Behaviour / Hina Khan -- Introduction -- Stimulus--response model of consumer buying behaviour -- Consumer buying roles -- Consumer decision-making process -- High-involvement vs. low-involvement purchasing decisions -- Organizational buying behaviour -- Factors influencing organizational buying decisions -- Factors influencing consumer purchasing decisions --. 
  • Contents note continued: The influence of the internet on consumer buying behaviour -- Attitude models and consumer buying behaviour -- Conclusion -- 4.Managing Marketing Information for Value Creation / Kaushik V. Pandya -- Introduction -- Marketing information systems -- Marketing research -- The research brief and proposal -- The scope of marketing research -- Steps in the marketing research process -- Defining the research problem and objectives -- Formulation of research design -- Collection of data -- Analysis of data -- Presentation of findings -- Online marketing research -- Ethical issues in marketing research -- Conclusion -- 5.Marketing Strategy: Segmentation, Targeting and Positioning / Uzoamaka Anozie -- Introduction -- Value-oriented marketing strategy -- Markets and segmentation -- Market targeting -- Positioning the product offering -- Conclusion -- 6.The Product as a Point of Value / Helena A. Williams -- Introduction -- What are products? --. 
  • Contents note continued: Product as a point of value -- Ways to classify products -- Managing products -- Standardization and adaptation of products -- Branding, positioning and packaging -- Conclusion -- 7.Pricing Strategies / Emmanuel Ohohe -- Introduction -- Defining price from a value perspective -- The importance of price to marketers -- Factors influencing pricing decisions -- Methods of setting prices -- Pricing strategies -- Conclusion -- 8.Value-Added Distribution Strategies / Hugh D. Conway -- Introduction -- The role of distribution as part of the marketing mix -- Demand chain flows -- Supply chain management -- Channel strategy -- Selecting channel members -- Motivating channel members -- Marketing logistics -- Conclusion -- 9.Marketing Communications Strategies / Sue Clews -- Introduction -- The communications process -- The need for integrated marketing communications -- The marketing communications mix -- Digital communications --. 
  • Contents note continued: Developing a marketing communications strategy -- Conclusion -- 10.Services Marketing / Sanjit Kumar Roy -- Introduction -- Service value -- Definition of services -- The services mix -- Service quality -- Servqual and gap analysis -- Relationship marketing of services -- Creating a service product -- The service delivery process -- Conclusion -- 11.Marketing Planning for Value Delivery / Zubin Sethna -- Introduction -- Defining marketing planning from a value perspective -- The marketing plan -- Conclusion -- 12.Marketing in a Global Context / Shuyu Lin -- Introduction -- Perspectives on global marketing -- Value creation in products and services -- Why companies internationalize -- Market entry modes -- The international marketing environment -- International marketing strategy -- Conclusion -- 13.Social Media Marketing / Chris Imafidon -- Introduction -- Social media overview -- Previous trends in social media -- Types of social media --. 
  • Contents note continued: The impacts and benefits of social media -- Motivation for social media usage -- The viral propensity of social media -- Conclusion.
  • An engaging, introductory textbook designed to help students develop an understanding of the basic principles of marketing and how they can be applied in practical settings to create superior value for customers. 

Ämnesord

Marketing.  (LCSH)

Indexterm och SAB-rubrik

Marketing
Customer relationships
Marketing communications

Klassifikation

658.8 (DDC)
Qbl (kssb/8 (machine generated))
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