TAILIEUCHUNG - Ebook Fundamentals of marketing: Part 1

(BQ) Part 1 book "Fundamentals of marketing" has contents: Marketing - Development and scope of the subject, strategic marketing and the planning process, consumer buyer behaviour, marketing research, industrial buyer behaviour, segmentation targeting and positioning. | 4683 FUND MARKET-PT/bp 30/11/06 9:23 am Page i (PANTONE 201 CVU plate) (Black/Process Black plate) FUNDAMENTALS OF MARKETING Fundamentals of Marketing provides a sound appreciation of the fundamentals of the theory and practice of marketing. It critically evaluates the effectiveness of different marketing strategies and approaches using case studies drawn from a cross section of sectors. Case studies include: I I I I I I I I I I I I I Coke’s distinct image in Trinidad Role of guanxi in Chinese buying negotiations Technology development: Apple Mac to iMac and iPod Brand personality: image of FCUK Virgin’s use of direct sales in financial services New product global success of dumpy bottles Rebranding New Zealand merino wool Online retail pricing Changing image of Dyson cleaner Dyno-Rod franchising Charity shop achievements Introducing Stoats Porridge Bars Internet competition with traditional channels: versus Barnes & Noble Featuring a website to run alongside the text providing student and lecturer resources, this text conveys the main principles of marketing in a challenging yet accessible manner and provides the reader with insights into the workings of marketing today. Marilyn A. Stone is Senior Lecturer and Director of the International Management degree at Heriot-Watt University, Edinburgh. John Desmond is Reader in Management at St Andrews University, Scotland. 4683 FUND MARKET-PT/bp 30/11/06 9:23 am Page ii (PANTONE 201 CVU plate) (Black/Process Black plate) 4683 FUND MARKET-PT/bp 30/11/06 9:23 am Page iii (PANTONE 201 CVU plate) (Black/Process Black plate) FUNDAMENTALS OF MARKETING Marilyn A. Stone and John Desmond With a contribution by . (Ian) McCall 4683 FUND MARKET-PT/bp 30/11/06 9:23 am Page iv (PANTONE 201 CVU plate) (Black/Process Black plate) First published 2007 by Routledge 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Simultaneously published in the USA and Canada by Routledge 270 Madison Ave, New

• Marketing - Bán hàng
• Fundamentals of marketing
• The planning process
• Industrial buyer behaviour
• Segmentation targeting
• Marketing research
• Segmentation targeting
• The planning process
• Strategic marketing
• Lecture fundamentals of marketing
• Marketing mix
• Marketing task
• Marketing management
• Marketing process
• Customer needs
• Capturing customer value
• Integrated marketing plan
• Strategic planning
• Marketing effort
• Marketing environment
• Managing marketing information
• Developing marketing information
• Customer driven marketing strategy
• Marketing channels
• Delivering customer value
• Communicating customer value
• Integrated marketing communications strategy
• Direct marketing
• Dialogue builder
• Companywide strategic planning
• Planning marketing
• Online marketing
• Sustainable marketing