简介
Summary:
Publisher Summary 1
`This is a really excellent introductory text that brings to life the key principles of marketing. It is packed with good examples of marketing in practice and students will find it highly accessible.' Pauline Maclaran, Professor of Marketing & Consumer Research, Royal Holloway University of London, Editor in Chief Marketing Theory.
If you're new to studying Marketing and looking for an engaging, strightforward and contemporary introduction to the field, this is the textbook for you!
Marketing: an introduction gives you a clear and accessible grounding in theory and brings the principles of marketing to life by illustrating their practical applications through numerous examples and case studies. Each chapter contains activities, focus boxes, and self-review questions, encouraging you to take an active role and apply what you've learned to your own experience. The book covers: the marketing environment; making sense of markets and buyer behaviour; the marketing mix (the 7 Ps); and managing marketing.
Designed specifically for students new to Marketing, the second edition of this much-loved book provides you with all you need know to succeed in your introductory course.
Publisher Summary 2
The Second Edition of Marketing: An Introduction provides a clear and accessible grounding in theory, and brings the principles of marketing to life by illustrating their practical applications through numerous examples and case studies. Each chapter contains activities, focus boxes, and self-test questions, encouraging students to practice and apply what they've learned. The book covers the marketing environment, making sense of markets and buyer behavior, the marketing mix, and managing marketing.
目录
Table Of Contents:
Acknowledgements ix
Introduction to the focus themes x
Guided tour xvi
Part One This is Marketing
1 Marketing today 3(34)
Introduction 4(1)
What is marketing? 4(5)
What marketing is not 9(1)
Before marketing 10(1)
Marketing beginnings 11(1)
Demand and supply 12(2)
Exchanges 14(1)
Markets 15(1)
Strategic orientations 15(8)
Focusing on customers 23(1)
Customers or consumers? 23(1)
Marketing's changing emphasis 24(1)
Retaining valuable customers 25(1)
Twenty-first-century marketing 26(6)
Summary 32(1)
Challenges reviewed 32(1)
Reading around 33(1)
Self-review questions 33(1)
Mini case study 34(1)
References 35(2)
2 The marketing environment 37(46)
Introduction 38(1)
Market dynamics 38(3)
Environmental information 41(3)
Marketing environment models 44(2)
The organisational environment (the internal environment) 46(2)
The external environment 48(20)
The international marketing environment 68(3)
Situation analysis 71(3)
Stakeholders 74(2)
Summary 76(1)
Challenges reviewed 76(1)
Reading around 77(1)
Self-review questions 77(1)
Mini case study 78(1)
References 79(4)
Part Two Making Sense of Markets
3 Buyer behaviour 83(36)
Introduction 84(1)
The consumer buyer decision process 84(7)
Types of consumer buying decision 91(1)
Levels of involvement 92(3)
Influences on consumer buyer behaviour 95(9)
The consumer buyer decision process for new products 104(2)
Types of organisation and the products they purchase 106(1)
Characteristics of organisational markets 107(2)
Organisational buying situations 109(1)
The buying centre 109(1)
The organisational buying process 110(2)
Organisational purchase criteria 112(2)
Summary 114(1)
Challenges reviewed 114(1)
Reading around 114(1)
Self-review questions 115(1)
Mini case study 116(1)
References 117(2)
4 Market segmentation, targeting and positioning 119(42)
Introduction 120(1)
Market attractiveness 120(2)
Why segment and target markets? 122(3)
Segmentation approaches 125(17)
Target marketing 142(5)
Positioning 147(7)
The five-stage process from market segmentation to positioning 154(3)
Summary 157(1)
Challenges reviewed 157(1)
Reading around 158(1)
Self-review questions 158(1)
Mini case study 159(1)
References 159(2)
5 Marketing research 161(40)
Introduction 162(1)
The use and value of marketing research 163(1)
The marketing research process 164(2)
Ethics in marketing research 166(1)
Areas of marketing research 167(4)
Secondary (desk) research 171(2)
Commercially available research 173(2)
Primary (field) research 175(4)
Primary research methods and techniques 179(8)
Sampling 187(2)
Questionnaire design 189(3)
Quality of marketing information 192(2)
Forecasting and trend spotting 194(1)
Summary 195(1)
Challenges reviewed 195(1)
Reading around 195(1)
Self-review questions 196(1)
Mini case study 197(1)
References 197(4)
Part Three The Marketing Mix
6 Product 201(38)
Introduction 202(1)
What is a product? 202(2)
The total product offering 204(4)
Product types 208(4)
Branding 212(5)
Product development 217(6)
The product life cycle 223(6)
Product portfolio management 229(6)
Summary 235(1)
Challenges reviewed 235(1)
Reading around 235(1)
Self-review questions 236(1)
Mini case study 237(1)
References 238(1)
7 Service products 239(30)
Introduction 240(1)
The importance of services 241(4)
The nature of services 245(9)
Different types of service 254(2)
The services marketing mix 256(5)
Service quality 261(1)
Branding services 262(1)
Service recovery 263(2)
Summary 265(1)
Challenges reviewed 265(1)
Reading around 266(1)
Self-review questions 266(1)
Mini case study 267(1)
References 268(1)
8 Promotion (marketing communications) 269(48)
Introduction 270(1)
Managing promotion 271(1)
Marketing communications objectives 272(1)
Promotional strategy 273(3)
The marketing communications process 276(2)
Influencing customers 278(3)
The marketing communications mix 281(1)
Advertising 281(12)
Public relations (PR) 293(4)
Sales promotion 297(4)
Personal selling 301(3)
Direct marketing 304(3)
Regulations 307(1)
Setting the marketing budget 308(3)
Summary 311(1)
Challenges reviewed 311(1)
Reading around 312(1)
Self-review questions 313(1)
Mini case study 314(1)
References 315(2)
9 Place 317(38)
Introduction 318(1)
The importance of distribution 318(1)
Channel members 319(5)
The right space and time 324(5)
Differing views of place 329(3)
Place management 332(2)
Designing the supply chain 334(5)
Overseas operations and market entry options 339(3)
Sources of power and conflict in the supply chain 342(2)
Marketing functions in the supply chain 344(2)
e-channels 346(4)
Summary 350(1)
Challenges reviewed 351(1)
Reading around 351(1)
Self-review questions 351(2)
Mini case study 353(1)
References 354(1)
10 Price 355(40)
Introduction 356(1)
Why it is so important to get the price right 356(2)
Pricing viewpoints 358(3)
Pricing in the mix 361(1)
Pricing objectives 361(1)
Pricing techniques 362(1)
Pricing methods 362(10)
Pricing strategies 372(4)
International pricing 376(2)
Pricing tactics 378(2)
Changing the price 380(2)
Price elasticity of demand 382(3)
Pricing on the Internet 385(3)
Summary 388(1)
Challenges reviewed 388(1)
Reading around 389(1)
Self-review questions 389(1)
Mini case study 390(1)
References 390(1)
Appendix: additional cost-based pricing activity 391(4)
Part Four Managing Marketing
11 Building brands: using the marketing mix 395(40)
Introduction 396(1)
Marketing mix objectives 396(2)
The marketing mix: a reprise 398(9)
Packaging-the fifth P? 407(2)
The extended marketing mix: 7Ps 409(3)
Mixing it (integrating the marketing mix) 412(1)
Varying the mix through a product's life 413(2)
Criticisms of the marketing mix 415(1)
Branding 416(3)
Brand equity 419(1)
Brand types 420(1)
Brand names 420(2)
Branding strategies 422(2)
Global branding 424(1)
Brand loyalty 425(4)
Summary 429(1)
Challenges reviewed 429(1)
Reading around 429(1)
Self-review questions 430(1)
Mini case study 431(1)
References 432(3)
12 Marketing planning 435(52)
Introduction 436(1)
Organising for marketing 436(4)
Top-down or bottom-up planning? 440(4)
The marketing planning process 444(8)
Situation analysis 452(8)
Business mission and marketing objectives 460(3)
Marketing strategy 463(10)
Marketing operations and implementation: tactics, resources and action 473(2)
Contingency plans 475(1)
Marketing evaluation and control 476(6)
Summary 482(1)
Challenges reviewed 482(1)
Reading around 482(1)
Self-review questions 483(1)
Mini case study 484(1)
References 484(3)
Glossary 487(12)
Index 499
Acknowledgements ix
Introduction to the focus themes x
Guided tour xvi
Part One This is Marketing
1 Marketing today 3(34)
Introduction 4(1)
What is marketing? 4(5)
What marketing is not 9(1)
Before marketing 10(1)
Marketing beginnings 11(1)
Demand and supply 12(2)
Exchanges 14(1)
Markets 15(1)
Strategic orientations 15(8)
Focusing on customers 23(1)
Customers or consumers? 23(1)
Marketing's changing emphasis 24(1)
Retaining valuable customers 25(1)
Twenty-first-century marketing 26(6)
Summary 32(1)
Challenges reviewed 32(1)
Reading around 33(1)
Self-review questions 33(1)
Mini case study 34(1)
References 35(2)
2 The marketing environment 37(46)
Introduction 38(1)
Market dynamics 38(3)
Environmental information 41(3)
Marketing environment models 44(2)
The organisational environment (the internal environment) 46(2)
The external environment 48(20)
The international marketing environment 68(3)
Situation analysis 71(3)
Stakeholders 74(2)
Summary 76(1)
Challenges reviewed 76(1)
Reading around 77(1)
Self-review questions 77(1)
Mini case study 78(1)
References 79(4)
Part Two Making Sense of Markets
3 Buyer behaviour 83(36)
Introduction 84(1)
The consumer buyer decision process 84(7)
Types of consumer buying decision 91(1)
Levels of involvement 92(3)
Influences on consumer buyer behaviour 95(9)
The consumer buyer decision process for new products 104(2)
Types of organisation and the products they purchase 106(1)
Characteristics of organisational markets 107(2)
Organisational buying situations 109(1)
The buying centre 109(1)
The organisational buying process 110(2)
Organisational purchase criteria 112(2)
Summary 114(1)
Challenges reviewed 114(1)
Reading around 114(1)
Self-review questions 115(1)
Mini case study 116(1)
References 117(2)
4 Market segmentation, targeting and positioning 119(42)
Introduction 120(1)
Market attractiveness 120(2)
Why segment and target markets? 122(3)
Segmentation approaches 125(17)
Target marketing 142(5)
Positioning 147(7)
The five-stage process from market segmentation to positioning 154(3)
Summary 157(1)
Challenges reviewed 157(1)
Reading around 158(1)
Self-review questions 158(1)
Mini case study 159(1)
References 159(2)
5 Marketing research 161(40)
Introduction 162(1)
The use and value of marketing research 163(1)
The marketing research process 164(2)
Ethics in marketing research 166(1)
Areas of marketing research 167(4)
Secondary (desk) research 171(2)
Commercially available research 173(2)
Primary (field) research 175(4)
Primary research methods and techniques 179(8)
Sampling 187(2)
Questionnaire design 189(3)
Quality of marketing information 192(2)
Forecasting and trend spotting 194(1)
Summary 195(1)
Challenges reviewed 195(1)
Reading around 195(1)
Self-review questions 196(1)
Mini case study 197(1)
References 197(4)
Part Three The Marketing Mix
6 Product 201(38)
Introduction 202(1)
What is a product? 202(2)
The total product offering 204(4)
Product types 208(4)
Branding 212(5)
Product development 217(6)
The product life cycle 223(6)
Product portfolio management 229(6)
Summary 235(1)
Challenges reviewed 235(1)
Reading around 235(1)
Self-review questions 236(1)
Mini case study 237(1)
References 238(1)
7 Service products 239(30)
Introduction 240(1)
The importance of services 241(4)
The nature of services 245(9)
Different types of service 254(2)
The services marketing mix 256(5)
Service quality 261(1)
Branding services 262(1)
Service recovery 263(2)
Summary 265(1)
Challenges reviewed 265(1)
Reading around 266(1)
Self-review questions 266(1)
Mini case study 267(1)
References 268(1)
8 Promotion (marketing communications) 269(48)
Introduction 270(1)
Managing promotion 271(1)
Marketing communications objectives 272(1)
Promotional strategy 273(3)
The marketing communications process 276(2)
Influencing customers 278(3)
The marketing communications mix 281(1)
Advertising 281(12)
Public relations (PR) 293(4)
Sales promotion 297(4)
Personal selling 301(3)
Direct marketing 304(3)
Regulations 307(1)
Setting the marketing budget 308(3)
Summary 311(1)
Challenges reviewed 311(1)
Reading around 312(1)
Self-review questions 313(1)
Mini case study 314(1)
References 315(2)
9 Place 317(38)
Introduction 318(1)
The importance of distribution 318(1)
Channel members 319(5)
The right space and time 324(5)
Differing views of place 329(3)
Place management 332(2)
Designing the supply chain 334(5)
Overseas operations and market entry options 339(3)
Sources of power and conflict in the supply chain 342(2)
Marketing functions in the supply chain 344(2)
e-channels 346(4)
Summary 350(1)
Challenges reviewed 351(1)
Reading around 351(1)
Self-review questions 351(2)
Mini case study 353(1)
References 354(1)
10 Price 355(40)
Introduction 356(1)
Why it is so important to get the price right 356(2)
Pricing viewpoints 358(3)
Pricing in the mix 361(1)
Pricing objectives 361(1)
Pricing techniques 362(1)
Pricing methods 362(10)
Pricing strategies 372(4)
International pricing 376(2)
Pricing tactics 378(2)
Changing the price 380(2)
Price elasticity of demand 382(3)
Pricing on the Internet 385(3)
Summary 388(1)
Challenges reviewed 388(1)
Reading around 389(1)
Self-review questions 389(1)
Mini case study 390(1)
References 390(1)
Appendix: additional cost-based pricing activity 391(4)
Part Four Managing Marketing
11 Building brands: using the marketing mix 395(40)
Introduction 396(1)
Marketing mix objectives 396(2)
The marketing mix: a reprise 398(9)
Packaging-the fifth P? 407(2)
The extended marketing mix: 7Ps 409(3)
Mixing it (integrating the marketing mix) 412(1)
Varying the mix through a product's life 413(2)
Criticisms of the marketing mix 415(1)
Branding 416(3)
Brand equity 419(1)
Brand types 420(1)
Brand names 420(2)
Branding strategies 422(2)
Global branding 424(1)
Brand loyalty 425(4)
Summary 429(1)
Challenges reviewed 429(1)
Reading around 429(1)
Self-review questions 430(1)
Mini case study 431(1)
References 432(3)
12 Marketing planning 435(52)
Introduction 436(1)
Organising for marketing 436(4)
Top-down or bottom-up planning? 440(4)
The marketing planning process 444(8)
Situation analysis 452(8)
Business mission and marketing objectives 460(3)
Marketing strategy 463(10)
Marketing operations and implementation: tactics, resources and action 473(2)
Contingency plans 475(1)
Marketing evaluation and control 476(6)
Summary 482(1)
Challenges reviewed 482(1)
Reading around 482(1)
Self-review questions 483(1)
Mini case study 484(1)
References 484(3)
Glossary 487(12)
Index 499
- 名称
- 类型
- 大小
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