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Book Details
Abstract
Essentials of Marketing, seventh edition, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives.
Using contemporary case studies, in-chapter examples and suggestions for further reading the book provides everything an undergraduate or CIM student needs to excel in their discipline. The 7th edition also includes increased content on digital marketing, as well as a new ‘thinking ethically’ feature which is designed to make students think about this vital area of marketing.
The book is further complemented by a full range of online resources, including companion website, power-point slides and an instructor’s manual.
Table of Contents
| Section Title | Page | Action | Price |
|---|---|---|---|
| Front Cover | Front Cover | ||
| Half-Title Page | i | ||
| Title Page | iii | ||
| Copyright Page | iv | ||
| Brief Contents | v | ||
| Contents | vii | ||
| List of Tables | xiii | ||
| List of Figures | xv | ||
| Preface to the Seventh Edition | xvii | ||
| Acknowledgements | xix | ||
| 1 What do marketers do? | 1 | ||
| Objectives | 1 | ||
| Introduction | 1 | ||
| About marketing | 2 | ||
| The development of the marketing concept | 3 | ||
| Marketing and other business disciplines | 8 | ||
| Marketing on a day-to-day basis | 9 | ||
| Marketing jobs | 10 | ||
| Key concepts in marketing | 12 | ||
| Definitions of some marketing terms | 12 | ||
| Meeting marketing resistance | 14 | ||
| Quotations about marketing | 16 | ||
| Case Study 1: Lush | 16 | ||
| Summary | 18 | ||
| Chapter questions | 19 | ||
| Further reading | 19 | ||
| References | 20 | ||
| 2 The marketing environment | 22 | ||
| Objectives | 22 | ||
| Introduction | 22 | ||
| The marketing environment | 23 | ||
| The external environment | 23 | ||
| The international environment | 36 | ||
| World trade initiatives | 37 | ||
| The internal environment | 41 | ||
| Case Study 2: Samsung | 42 | ||
| Summary | 44 | ||
| Chapter questions | 45 | ||
| Further reading | 46 | ||
| References | 46 | ||
| 3 Consumer and buyer behaviour | 48 | ||
| Objectives | 48 | ||
| Introduction | 48 | ||
| Consumer behaviour | 49 | ||
| Perception | 55 | ||
| Influences on the buying decision | 57 | ||
| Impulse buying | 63 | ||
| Industrial buyer behaviour | 64 | ||
| Case Study 3: Armani | 67 | ||
| Summary | 69 | ||
| Chapter questions | 70 | ||
| Further reading | 71 | ||
| References | 71 | ||
| 4 Segmentation, targeting and positioning | 75 | ||
| Objectives | 75 | ||
| Introduction | 75 | ||
| Reasons for segmenting markets | 76 | ||
| Segmentation variables | 78 | ||
| Segmenting industrial markets | 82 | ||
| Segmentation effectiveness | 83 | ||
| Global segmentation | 84 | ||
| Targeting | 85 | ||
| Positioning | 89 | ||
| Sales forecasting | 91 | ||
| Case Study 4: Apple | 93 | ||
| Summary | 96 | ||
| Chapter questions | 96 | ||
| Further reading | 97 | ||
| References | 98 | ||
| 5 Market research | 100 | ||
| Objectives | 100 | ||
| Introduction | 100 | ||
| The need for market research | 101 | ||
| The research process | 103 | ||
| Approaching respondents | 104 | ||
| Analysing the results | 112 | ||
| Case Study 5: Nike | 117 | ||
| Summary | 119 | ||
| Chapter questions | 119 | ||
| Further reading | 120 | ||
| References | 120 | ||
| 6 Products, branding and packaging | 122 | ||
| Objectives | 122 | ||
| Introduction | 122 | ||
| Defining products | 123 | ||
| Classifying products | 123 | ||
| Managing the product range | 126 | ||
| Developing better products | 129 | ||
| Diffusion of innovation | 135 | ||
| Branding | 138 | ||
| Strategic issues in branding | 142 | ||
| Extending the brand | 146 | ||
| Retailers’ own-brands | 147 | ||
| Packaging | 149 | ||
| Case Study 6: Subway | 150 | ||
| Summary | 152 | ||
| Chapter questions | 153 | ||
| Further reading | 154 | ||
| References | 155 | ||
| 7 Pricing strategies | 160 | ||
| Objectives | 160 | ||
| Introduction | 160 | ||
| Economic theories of pricing and value | 161 | ||
| Pricing and market orientation | 163 | ||
| Setting prices | 172 | ||
| Case Study 7: KFC | 173 | ||
| Summary | 175 | ||
| Chapter questions | 176 | ||
| Further reading | 176 | ||
| References | 177 | ||
| 8 Distribution | 179 | ||
| Objectives | 179 | ||
| Introduction | 179 | ||
| Logistics versus distribution | 180 | ||
| Wholesalers | 183 | ||
| Retailers | 186 | ||
| Selecting channels | 190 | ||
| Managing distribution channels | 191 | ||
| Efficient consumer response | 195 | ||
| Case study 8: ASOS | 195 | ||
| Summary | 197 | ||
| Chapter questions | 197 | ||
| Further reading | 198 | ||
| References | 199 | ||
| 9 Marketing communications and promotional tools | 200 | ||
| Objectives | 200 | ||
| Introduction | 200 | ||
| Marketing communications theory | 201 | ||
| Developing communications | 203 | ||
| The promotional mix | 204 | ||
| Managing advertising | 205 | ||
| Sales promotion | 213 | ||
| Managing personal selling | 216 | ||
| Managing the salesforce | 218 | ||
| Managing PR | 221 | ||
| Digital marketing | 234 | ||
| Integrating the promotional mix | 241 | ||
| Case Study 9: BMW | 243 | ||
| Summary | 245 | ||
| Chapter questions | 245 | ||
| Further reading | 247 | ||
| References | 247 | ||
| 10 Marketing planning,implementation and control | 252 | ||
| Objectives | 252 | ||
| Introduction | 252 | ||
| The marketing planning process | 253 | ||
| The marketing audit | 254 | ||
| Corporate objectives | 256 | ||
| Internationalisation strategy | 258 | ||
| Tactical planning | 262 | ||
| Organisational alternatives | 264 | ||
| Promotional strategies | 265 | ||
| Tactical approaches | 266 | ||
| Deciding the type of campaign | 268 | ||
| Putting it all together | 269 | ||
| Monitoring and evaluating marketing performance | 270 | ||
| Feedback systems | 272 | ||
| Case Study 10: Pandora | 273 | ||
| Summary | 274 | ||
| Chapter questions | 275 | ||
| Deeper thinking | 275 | ||
| Further reading | 276 | ||
| 11 Services marketing | 278 | ||
| Objectives | 278 | ||
| Introduction | 278 | ||
| Services versus physical products | 279 | ||
| Services and consumer behaviour | 280 | ||
| Providing services | 283 | ||
| Loyalty in services | 293 | ||
| Case Study 11: Accor Hotels | 296 | ||
| Summary | 297 | ||
| Chapter questions | 298 | ||
| Further reading | 299 | ||
| References | 299 | ||
| 12 Sustainable marketing | 302 | ||
| Objectives | 302 | ||
| Introduction | 302 | ||
| Relationship versus traditional marketing | 303 | ||
| People with whom business is done | 308 | ||
| Developing a relationship marketing approach | 310 | ||
| Marketing ethics | 313 | ||
| Globalisation | 315 | ||
| Marketing strategy revisited | 317 | ||
| The twenty-first-century marketplace | 317 | ||
| Case Study 12: Facebook | 319 | ||
| Summary | 322 | ||
| Chapter questions | 323 | ||
| Further reading | 324 | ||
| References | 324 | ||
| GLOSSARY | 328 | ||
| INDEX | 345 | ||
| Back Cover | Back Cover |