Essentials of Marketing Includes MyMarketingLab

Name: Essentials of Marketing Includes MyMarketingLab
Availability: OutOfStock
ISBN: 9780273687856

ISBN-10: 0273687859

ISBN-13: 9780273687856

Edition: 2004

Authors: Frances Brassington, Stephen Pettitt

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ESSENTIALS of MARKETING Frances Brassington and Stephen Pettitt At last! A concise version of the best-selling Principles of Marketing by Brassington and Pettitt. Combining the best of theory and practice, Essentials of Marketing is the only choice for those who want a fresh and topical introduction to the discipline in a brief format. This text is especially designed to accommodate shorter modules and accelerated courses, providing the fundamental concepts and applications of marketing. Essentials of Marketing has all the clarity and academic rigour you expect from Frances Brassington and Stephen Pettitt and retains the classic features of the larger version. Features Strong… pedagogy including chapter objectives and summary. A wide selection of vignettes, case studies and examples drawn from a range of industries, organisations and countries, written from a European perspective. End-of-chapter questions to reinforce knowledge. Discussion questions encouraging debate and further research. A robust Companion Website at www.booksites.net/brassington with revision material and both learning and teaching aids for students and lecturers. " Essentials of Marketing is a practical text for undergraduates, postgraduates and practitioners. The text is well positioned for students to cover all the key marketing topics in a concise format. Students will find this text attractive to use with excellent case studies and exercises." Cathy Leng, Senior Lecturer: Business Studies, School of Social Sciences, Bath Spa University College. " Essentials of Marketing retains all the great qualities of Principles of Marketing -accessible and well-written, comprehensive coverage of the key issues and up-to-date and appealing examples and cases - but in a more portable, condensed format which will be welcomed by undergraduates and students on short marketing courses alike." Dr . Lucy Woodliffe, School of Marketing, Bristol Business School, University of the West of England. "This cut-down version loses little of its value whilst offering a portable and quick introduction to the most important areas of marketing." Cathy Bakewell, Senior Lecturer, the Marketing Group, Manchester Metropolitan University Business School. "The daring duo have done it again! This is the text by which all others are benchmarked. Brassington and Pettitt's Essentials of Marketing introduces the core concepts of marketing in a concise and digestible format for short course provision. It's the instant coffee for real coffee lovers. The appeal of this text is the use of stimulating and up-to-date examples and illustrations - these really help students of marketing to gain insight to context and application." Jonathan H Deacon, Head of Marketing and Entrepreneurship Subject Group, School of Business and Management, University of Wales College. Dr. Frances Brassington is a Senior Lecturer in Retail Management and Marketing at Oxford Brookes University. Dr. Stephen Pettitt is Deputy Vice-chancellor of the University of Luton.

Book details

Copyright year: 2004
Publisher: Pearson Education, Limited
Binding: Paperback
Pages: 528
Size: 7.25" wide x 10.00" long x 0.75" tall
Weight: 2.2
Language: English




Marketing Dynamics


Marketing defined


The marketing concept in the organisation


Marketing management responsibilities


Marketing scope



The European Marketing Environment


The nature of the European marketing environment


The sociocultural environment


The technological environmet


The economic and competitive environment


The political and regulatory environment



Buyer Behaviour


The decision-making process


Buying situations


Environmental influences


Psychological influences: the individual


Sociocultural influences: the group


Defining B2B marketing B2B customers


Characteristics of B2B markets


Buying decision-making process


The buying centre Buying criteria



Segmented Markets


The concept of segmentation


Segmenting B2B markets


Segmenting consumer markets


Implementation of segmentation


Benefits of segmentation


Dangers of segmentation


Criteria for successful segmentation



Marketing Information And Research


Marketing research: definition and role


Types of research


Marketing information systems


Decision support systems


The marketing research process


Secondary research


Primary research


Ethics in marketing research



Product


Anatomy of a product


Branding Product management and strategy



Price


The role and perception of price


External influences on the pricing decision


Internal influences on the pricing decision


The process of price setting



Place


Channel structures


Rationale for using intermediaries


Types of intermediary


Channel strategy



Promotion: Integrated Marketing Communications


Communications planning model


Communications planning model: review



Promotion: Advertising And Personal Selling


The role of advertising


Formulating the advertising message


Advertising media


Using advertising agencies


Developing an advertising campaign


Personal selling: definition, role and tasks


The personal selling process


Sales management



Promotion: Other Tools Of Marketing Communication


Sales promotion Direct marketing


Trade shows and exhibitions


Public relations


Sponsorship


Cause related marketing



Marketing Management, Planning And Control


The role and importance of marketing planning and strategy


The marketing planning process


Organising marketing activities


Controlling marketing activities



Services And Non-Profit Marketing


Perspectives on services markets


Services marketing management


Non-profit marketing



E-Marketing And New Media


Internet marketing


Marketing and new media