This volume is a text-book for students of marketing, providing a basic understanding of the concept and techniques of marketing. It shows how basic background information relating to the UK market may be integrated into business planning and how information from other sources should be incorporated and used.
‘Every teacher of marketing should read this book…’ Quarterly Review of Marketing
‘Very comprehensive and engaging’ Morris Holbrook, Columbia University
Part 1: Marketing and Marketing Planning 1. The Nature of Marketing 2. Corporate Strategy and Marketing 3. The Planning Process and Strategy Formulation Part 2: Buyers, Markets and Competition 4. Images of Buyers/Consumers and What Influences Them 5. Understanding the Buyer/Consumer 6. Markets, Segmentation and Positioning 7. Competitive (rival-oriented) Strategies Part 3: Marketing Intelligence 8. Information, Marketing Research and the Marketing Manager Part 4: Marketing Mix Elements 9. Product Management: Needs, Policies, and Strategies 10. New Product Development 11. Advertising, Sales Promotion, Publicity and Corporate Communications – Their Roles and How They Work to Persuade 12. Developing An Advertising Strategy 13. Sales Management 14. Pricing – Role, Objectives, Factors, Strategies 15. Distribution Strategy and Channel Management Part 5: Implementation and Organization 16. Strategies for Change 17. Organization, Strategy and Marketing.