Radical and unique in its approach and presentation, this book turns the traditional marketing introduction on its head by making students aware of the part they already play in the marketing process.
Radical and unique in its approach and presentation, this book turns the traditional marketing introduction on its head by making students aware of the part they already play in the marketing process.
Michael Saren is Professor of Marketing at the University of Leicester. He has an honorary fellowship of the UK Academy of Marketing, a PhD from the University of Bath and a visiting professorship at Birmingham University. He was a founding editor of the journal Marketing Theory.
Inhaltsangabe
Table of Contents 1.Marketing Contexts Views of markets Internal and external contexts Marketing value 2.Building Relations Relationships and interactions Building social relationships The role of communications A network perspective to business relationships 3.Consuming Experience What is consumed? Why consume? Motivation and stimulation The role of consumers 4.Creating Solutions Solutions to what? Information technology and innovation Information for innovative solutions Organizational processes and capabilities 5.Brand Selection The role of branding Corporate identity and branding Fast fashion branding~ from Prada to Primark 6.Moving Space How markets move space Moving materials through market space Moving information - the role of IT Social media marketing
Table of Contents 1.Marketing Contexts Views of markets Internal and external contexts Marketing value 2.Building Relations Relationships and interactions Building social relationships The role of communications A network perspective to business relationships 3.Consuming Experience What is consumed? Why consume? Motivation and stimulation The role of consumers 4.Creating Solutions Solutions to what? Information technology and innovation Information for innovative solutions Organizational processes and capabilities 5.Brand Selection The role of branding Corporate identity and branding Fast fashion branding~ from Prada to Primark 6.Moving Space How markets move space Moving materials through market space Moving information - the role of IT Social media marketing
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