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Marketing / Geoff Lancaster and Paul Reynolds.

By: Contributor(s): Material type: TextTextAnalytics: Show analyticsPublication details: Basingstoke : Palgrave Macmillan, 2004.Edition: 2nd edDescription: xii, 434 p. : ill. ; 24cmISBN:
  • 0333987896
Subject(s): DDC classification:
  • 658.8 LAN
Holdings
Item type Current library Call number Copy number Status Date due Barcode
Standard Loan Moylish Library Main Collection 658.8 LAN (Browse shelf(Opens below)) 1 Available 39002000378282

Enhanced descriptions from Syndetics:

Adopting a student-centred approach with activities, exercises and case studies, this text is designed specifically as an introductory text for those studying marketing for the first time. The book includes coverage of newer areas such as Internet Marketing, Customer Relationship Marketing and International Marketing.

Includes bibliographical references and index.

Table of contents provided by Syndetics

  • List of Figures and Tables (p. x)
  • 1 Development of the Marketing Concept (p. 1)
  • A historical perspective (p. 1)
  • The modern era (p. 2)
  • Different types of business orientation (p. 4)
  • Modern marketing developments (p. 7)
  • Summary (p. 12)
  • Further reading (p. 12)
  • References (p. 13)
  • 2 Marketing and the Organisation's Micro- and Macroenvironments (p. 14)
  • The microenvironment (p. 14)
  • The proximate macroenvironment (p. 21)
  • The wider macroenvironment (p. 23)
  • Other macroenvironmental factors (p. 28)
  • Summary (p. 29)
  • Further reading (p. 30)
  • References (p. 31)
  • 3 Customers and Marketing (p. 32)
  • Segmentation defined (p. 32)
  • Targeted marketing efforts (p. 33)
  • Effective segmentation (p. 35)
  • Segmentation bases in consumer product markets (p. 36)
  • Segmentation bases in organisational/industrial markets (p. 43)
  • Effective segmentation (p. 46)
  • Product positioning (p. 46)
  • Summary (p. 49)
  • Further reading (p. 49)
  • References (p. 49)
  • 4 Buyer Behaviour (p. 50)
  • Importance of understanding customer motives (p. 50)
  • Social and cultural influences (p. 51)
  • Specific social influences (p. 52)
  • Models of consumer behaviour (p. 63)
  • Organisational buying behaviour (p. 71)
  • Summary (p. 82)
  • Further reading (p. 82)
  • References (p. 83)
  • 5 Marketing Information Systems and Forecasting (p. 84)
  • Introduction (p. 84)
  • Marketing information systems (p. 85)
  • Components of the MkIS (p. 87)
  • Designing, implementing and controlling the MkIS (p. 97)
  • Cost/benefit aspects of MkIS (p. 98)
  • Forecasting (p. 101)
  • Forecasting methods I Subjective methods (p. 105)
  • Forecasting methods II Objective methods (p. 108)
  • Summary (p. 114)
  • Further reading (p. 115)
  • References (p. 116)
  • 6 Marketing Research (p. 117)
  • Introduction (p. 117)
  • Marketing research and marketing information systems (p. 119)
  • Types of marketing research (p. 120)
  • Stages in the research process (p. 124)
  • Tools of marketing research (p. 125)
  • Main research areas (p. 131)
  • Summary (p. 135)
  • Further reading (p. 135)
  • References (p. 136)
  • 7 Products and Services (p. 137)
  • Introduction (p. 137)
  • Defining the product (p. 137)
  • Categories of products (p. 138)
  • Product management (p. 140)
  • New products (p. 142)
  • Product mix and product line (p. 147)
  • Product life cycle (p. 148)
  • Product diffusion and adoption (p. 154)
  • Portfolio models (p. 157)
  • Packaging (p. 166)
  • Summary (p. 167)
  • Further reading (p. 168)
  • References (p. 168)
  • 8 Price (p. 169)
  • The importance of pricing (p. 169)
  • Pricing perspectives (p. 170)
  • Pricing decisions (p. 171)
  • Concepts of pricing (p. 173)
  • Tactical pricing issues (p. 187)
  • Summary (p. 189)
  • Further reading (p. 189)
  • 9 Channels of Distribution (p. 190)
  • Introduction (p. 190)
  • Components of distribution (p. 190)
  • Indirect versus direct systems (p. 192)
  • The nature of distribution (p. 195)
  • Strategic elements of channel choice (p. 197)
  • Changing channel systems (p. 198)
  • Types and classification of channel (p. 200)
  • Channel conflict and cooperation (p. 201)
  • Changes in the structure of retailing (p. 205)
  • World Wide Web and the Internet (p. 213)
  • Summary (p. 216)
  • Further reading (p. 217)
  • References (p. 217)
  • 10 Logistics Management (p. 218)
  • Introduction (p. 218)
  • Scope of logistics management (p. 218)
  • History and development of logistics management (p. 222)
  • Definitions (p. 224)
  • The distribution process (p. 225)
  • A systems approach to PDM (p. 229)
  • Monitoring and control of PDM (p. 231)
  • Summary (p. 237)
  • Further reading (p. 238)
  • References (p. 238)
  • 11 Managing Selling (p. 239)
  • Importance of personal selling in the organisation (p. 239)
  • Benefits of personal selling (p. 241)
  • The broader task of selling (p. 242)
  • Different types of selling task (p. 244)
  • Selling skills and qualities (p. 246)
  • The sales routine (p. 249)
  • Sales management (p. 258)
  • Summary (p. 268)
  • Further reading (p. 268)
  • References (p. 269)
  • 12 Above- and Below-the-line Promotion (p. 270)
  • Introduction (p. 270)
  • Real and implied product attributes (p. 271)
  • The marketing communications mix (p. 272)
  • The marketing communications process (p. 276)
  • Above-the-line promotion (p. 281)
  • Below-the-line promotion (p. 288)
  • Direct marketing (p. 292)
  • Summary (p. 300)
  • Further reading (p. 300)
  • References (p. 301)
  • 13 Public Relations (p. 302)
  • Introduction (p. 302)
  • Recent developments (p. 304)
  • Role and nature of PR (p. 306)
  • The need for PR (p. 312)
  • Publics of PR (p. 312)
  • Media used in public relations (p. 320)
  • Internal and relationship marketing (p. 323)
  • Summary (p. 325)
  • Further reading (p. 326)
  • Reference (p. 326)
  • 14 International Marketing (p. 327)
  • Definitions (p. 327)
  • Significance of international marketing (p. 327)
  • A macro overview of international trade (p. 330)
  • The four Ps of the international marketing mix (p. 333)
  • Sales channels (p. 340)
  • Cultural and environment factors (p. 343)
  • Summary (p. 345)
  • Further reading (p. 345)
  • References (p. 346)
  • 15 Marketing Planning (p. 347)
  • Marketing planning in the context of corporate planning (p. 347)
  • An overview of marketing planning (p. 350)
  • Summary (p. 359)
  • Further reading (p. 359)
  • Reference (p. 359)
  • 16 Marketing and the Use of Internet Technology (p. 360)
  • Introduction (p. 360)
  • Development of e-marketing (p. 362)
  • Database marketing (p. 371)
  • The Internet (p. 377)
  • World Wide Web (p. 377)
  • The World Wide Web: a new model for electronic marketing (p. 379)
  • E-commerce: opportunities (p. 381)
  • Principles of successful Internet marketing (p. 383)
  • Basic principles in website construction (p. 385)
  • Improving Web sales (p. 386)
  • Steps to a successful sale (p. 389)
  • Summary (p. 393)
  • Further reading (p. 394)
  • References (p. 395)
  • 17 Customer Relationship Management (p. 396)
  • Introduction (p. 396)
  • Customer care (p. 397)
  • Relationship marketing (p. 402)
  • Service marketing (p. 406)
  • Internal marketing (p. 411)
  • Customer relationship management (p. 414)
  • Summary (p. 424)
  • Further reading (p. 425)
  • References (p. 426)
  • Index (p. 428)

Author notes provided by Syndetics

Paul Reynolds is a Senior Lecturer in Marketing at the University of Huddersfield.

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