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Author: Rudani R.B.
Publisher: S. Chand Publishing
ISBN: 8121931681
Category : Business & Economics
Languages : en
Pages : 441
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Book Description
Introduction To Marketing 1 42 2. Emerging Issues In Marketing 43 66 3. Marketing Environment And Demand Forecasting 67 81 4. Consumer Behavior And Market Segmentation 82 119 5. Product Decisions 120 152 5.1. Product-Related Strategies 153 174 6. Pricing Decisions 175 189 7. Market Promotion Mix 190 198 7.1. Advertising 199 235 7.2. Personal Selling And Sales Force Management 236 262 7.3. Sales Promotion 263 268 7.4. Publicity And Public Relations 269 283 8. Physical Distribution And Channel Of Distribution 284 305 9. Marketing Information System And Marketing Research 306 341 10. Rural Marketing 342 357 11. Marketing Of Services 358 264 12. Elements Of Retailing 365 387 13. International Marketing 388 399 14. Marketing Control 400 413 15. Analysing Competition 414 430 16. Case Study Marketing Cases And Analysis 431 448 17. Project Report In Marketing Practical Study 449 469 Bibliography
Author: Rudani R.B.
Publisher: S. Chand Publishing
ISBN: 8121931681
Category : Business & Economics
Languages : en
Pages : 441
Get Book Here
Book Description
Introduction To Marketing 1 42 2. Emerging Issues In Marketing 43 66 3. Marketing Environment And Demand Forecasting 67 81 4. Consumer Behavior And Market Segmentation 82 119 5. Product Decisions 120 152 5.1. Product-Related Strategies 153 174 6. Pricing Decisions 175 189 7. Market Promotion Mix 190 198 7.1. Advertising 199 235 7.2. Personal Selling And Sales Force Management 236 262 7.3. Sales Promotion 263 268 7.4. Publicity And Public Relations 269 283 8. Physical Distribution And Channel Of Distribution 284 305 9. Marketing Information System And Marketing Research 306 341 10. Rural Marketing 342 357 11. Marketing Of Services 358 264 12. Elements Of Retailing 365 387 13. International Marketing 388 399 14. Marketing Control 400 413 15. Analysing Competition 414 430 16. Case Study Marketing Cases And Analysis 431 448 17. Project Report In Marketing Practical Study 449 469 Bibliography
Author: Alexander Chernev
Publisher: Cerebellum Press
ISBN:
Category : Business & Economics
Languages : en
Pages : 954
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Book Description
Strategic Marketing Management: Theory and Practice offers a systematic overview of the fundamentals of marketing theory, defines the key principles of marketing management, and presents a value-based framework for developing viable market offerings. The theory presented stems from the view of marketing as a value-creation process that is central to any business enterprise. The discussion of marketing theory is complemented by a set of practical tools that enable managers to apply the knowledge contained in the generalized frameworks to specific business problems and market opportunities. The information on marketing theory and practice contained in this book is organized into eight major parts. The first part defines the essence of marketing as a business discipline and outlines an overarching framework for marketing management that serves as the organizing principle for the information presented in the rest of the book. Specifically, we discuss the role of marketing management as a value-creation process, the essentials of marketing strategy and tactics as the key components of a company’s business model, and the process of developing an actionable marketing plan. Part Two focuses on understanding the market in which a company operates. Specifically, we examine how consumers make choices and outline the main steps in the customer decision journey that lead to the purchase of a company’s offerings. We further discuss the ways in which companies conduct market research to gather market insights in order to make informed decisions and develop viable courses of action. Part Three covers issues pertaining to the development of a marketing strategy that will guide the company’s tactical activities. Here we focus on three fundamental aspects of a company’s marketing strategy: the identification of target customers, the development of a customer value proposition, and the development of a value proposition for the company and its collaborators. The discussion of the strategic aspects of marketing management includes an in-depth analysis of the key principles of creating market value in a competitive context. The next three parts of the book focus on the marketing tactics, viewed as a process of designing, communicating, and delivering value. Part Four describes how companies design their offerings and, specifically, how they develop key aspects of their products, services, brands, prices, and incentives. In Part Five, we address the ways in which companies manage their marketing communication and the role of personal selling as a means of persuading customers to choose, purchase, and use a company’s offerings. Part Six explores the role of distribution channels in delivering the company’s offerings to target customers by examining the value-delivery process both from a manufacturer’s and a retailer’s point of view. The seventh part of the book focuses on the ways in which companies manage growth. Specifically, we discuss strategies used by companies to gain and defend market position and, in this context, address the issues of pioneering advantage, managing sales growth, and managing product lines. We further address the process of developing new market offerings and the ways in which companies manage the relationship with their customers. The final part of this book presents a set of tools that illustrate the practical application of marketing theory. Specifically, Part Eight delineates two workbooks: a workbook for segmenting the market and identifying target customers and a workbook for developing the strategic and tactical components of a company’s business model. This part also contains examples of two marketing plans—one dealing with the launch of a new offering and the other focused on managing an existing offering.
Author: Adrian Palmer
Publisher: Oxford University Press
ISBN: 0199602131
Category : Business & Economics
Languages : en
Pages : 575
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Book Description
This new, innovative textbook provides a highly accessible introduction to the principles of marketing, presenting a theoretical foundation and illustrating the application of the theory through a wealth of case studies.
Author: Tony Proctor
Publisher:
ISBN: 9780412623509
Category : Lærebøger
Languages : en
Pages : 0
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Book Description
Tony Proctor's Marketing Management provides a highly accessible & rigorous introduction to the theory & practice of marketing management. Clear analysis of the fundamental theories, concepts & techniques is integrated with marketing in practice.
Author: Dr. D. Ranjith Kumar
Publisher: Academic Guru Publishing House
ISBN: 8119843045
Category : Study Aids
Languages : en
Pages : 222
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Book Description
Everything that happens in the course of a successful transaction between a buyer & a seller is the focus of marketing. One may say that marketing is based on the premise that the client is the centre of attention for everyone working for the firm as opposed to economics which focuses on the link between supply and demand. Applying the marketing principle to a company means making the consumer the focal point of every decision-making process. In accordance with the marketing philosophy the organization's dominant tendency will be to cater to the demands and requirements of the end user. To provide the goods and services that customers want the company will persistently try to learn what those desires are both now and in the future. The company may need to expand into new areas modify its fixed asset bases or drastically alter the products and services it offers as a result of this. When businesses accomplish their goals—profit and otherwise—by meeting or exceeding the expectations of their consumers they have traditionally adhered to the tenets of marketing. Nevertheless it fails to take into account a crucial element of the business world: competition. To succeed businesses need more than just the tried-and-true marketing formula. Companies can't rest on their laurels if they want to succeed; they need to outperform the competition. The idea of contemporary marketing is best articulated as: The attainment of organizational objectives by outperforming rivals in satisfying and delighting customers.
Author: Helen Goworek
Publisher: Pearson Higher Ed
ISBN: 0273758780
Category : Business & Economics
Languages : en
Pages : 369
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Book Description
The unique approach of Retail Marketing combines theory with current retail concepts and international examples. It starts by looking at the nature of retailing as an activity and then introduces retail marketing, followed by a discussion of consumer behaviour, the retail marketing mix, and other important issues such as location strategies, branding, the application of IT and ethics. The author takes an integrated approach to explaining the process of internationalisation which is reinforced by a wealth of international examples. The book is ideal for undergraduate and postgraduate students taking courses in retail marketing as well as those studying for marketing and business degrees where retail marketing is a core module. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you'll gain instant access to this eBook. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.
Author: Katy Mason
Publisher: Routledge
ISBN: 1315300214
Category : Business & Economics
Languages : en
Pages : 287
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Book Description
Marketing Performativity: Theories, practices and devices addresses concerns about the theory-practice gap so often discussed by marketing scholars, and indeed reframes this ‘gap’ by asking ‘how is marketing theory performative?’ How does marketing theory shape action? Who uses it in practice and to what effects? The individual contributions in this book look at how marketing theories are used in practice and what this means for our understanding of the practicing–theorising landscape of marketing. The book begins by considering what performativity is and how this concept is used in the marketing literature. It then considers three themes concerning the performativity of marketing that emerge from the contributions, before presenting ten empirical studies that ask how, why, and to what effect marketing theories are used and ‘performed’ in marketing practice. The book also summarises the implications of three themes and sketches research areas for further developing our understanding of the performativity of marketing. This book was originally published as a special issue of the Journal of Marketing Management.
Author: Aleksandar Mratinković
Publisher:
ISBN: 9781984637277
Category : Commerce
Languages : en
Pages : 315
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Book Description
Author: 3G E-learning LLC, USA
Publisher:
ISBN: 9781680947724
Category :
Languages : en
Pages : 316
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Book Description
Author: Tevfik Dalgic
Publisher: Business Expert Press
ISBN: 1606495216
Category : Business & Economics
Languages : en
Pages : 173
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Book Description
What is customer orientation? And how does it fit in your idea of a good marketing strategy? This book can help you understand more about the relationships, applications, and steps to take to drive continuous relationships with customers to aid in the process of defining and implementing niche strategies, international marketing efforts, and electronic commerce. Inside, the authors start with classic marketing concepts and then review important developments and research of the latest findings (both from the theoretical and applied points of view) to present specific examples, methodologies, policy measures, and strategies that can be implemented to increase and perfect customer satisfaction. Both manufacturing and service businesses are addressed, and the results will give you a combination of the major studies in this specific field of marketing and strategy to offer a comprehensive strategic tool for decision makers in organizations.
