Marketing: Concepts and Strategies

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Houghton Mifflin Company, 2003 - Marketing - 104 pages
To maximise this publication's core strengths, the authors have included revised concepts, features, and examples throughout to maintain timely coverage of current marketing trends and strategies.

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Contents

Part
1
Marketing Deals with Products Distribution
7
Implementing the Marketing Concept
13
Strategic Planning
27
The Marketing Environment
55
Monitoring Competition
61
Procompetitive Legislation
67
Video Case 3 1 Netscape Navigates a Changing
79
Multiple Marketing Channels and Channel Alliances
360
Channel Integration
366
2 Grainger Wires the Channel for Business
372
Wholesaling and Physical Distribution
373
The Nature of Physical Distribution
382
Strategic Issues in Physical Distribution
395
Retailing
401
Specialty Retailers
409

Social Responsibility and Ethics in Marketing
83
The Nature of Social Responsibility
85
The Nature of Ethics
94
into Strategic Planning
102
Global Markets and International Marketing
111
Economic Forces
117
Strategic Case 1
136
Part Two Buyer Behavior and Target Market Selection
139
The Importance of Marketing Research
142
Interpreting Research Findings
154
Segmentation and Evaluation
167
Differentiated Strategy Through Market Segmentation
173
Video Case 7 1 BuyandHold com Is Bullish
192
Consumer Buying Behavior
195
Purchase
201
Attitudes
207
Business Markets and Buying Behavior
221
Methods of Business Buying
229
Strategic Case 2
244
Part Three
247
What Is a Product?
250
Developing and Managing Products
271
Idea Generation
277
Product Quality
283
Branding and Packaging
295
Types of Brands
301
CoBranding
308
Services Marketing
321
Customer Contact
327
Nonprofit Marketing
338
Strategic Case 3
347
Part Four
349
Marketing Channels Create Utility
353
Strategic Case 4
428
Part Five
431
Communications
434
Stimulate Demand
440
Sales Promotion
446
Video Case 17 1 Brainshark Enhances Promotional
455
Advertising and Public Relations
459
The Nature and Types of Advertising
461
Creating the Advertising Message
468
Personal Selling and Sales Promotion
487
Order Takers
493
Strategic Case 5
514
Part Six Pricing Decisions
517
The Nature of Price
520
Demand Cost and Profit Relationships
526
Setting Prices
545
Selection of a Basis for Pricing
551
Strategic Case 6
569
Part Seven Implementation and Electronic Marketing
571
Marketing on the Internet
601
Interactivity
607
Product Considerations
614
GLOBAL MARKETING Mexicos PRI Party Woos Younger
621
eMarketing 631
The Job Interview
6
Appendix B Financial Analysis in Marketing
1
Sample Marketing Plan
1
Box Sources G16
17
Notes G20
27
Credits G38
39
Organization Index
1-6
Subject Index I18
1-18

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