Sie sind bereits eingeloggt. Klicken Sie auf 2. tolino select Abo, um fortzufahren.
Bitte loggen Sie sich zunächst in Ihr Kundenkonto ein oder registrieren Sie sich bei bücher.de, um das eBook-Abo tolino select nutzen zu können.
What is 'the marketing mix'? Is marketing a concept, function or process? How do you construct a good SWOT analysis? What are the strategic marketing benefits of key account management? The Complete Marketer is a solid introduction to the marketing discipline, which is broken down into easily digestible chapters on topics such as digital marketing, understanding consumers, understanding markets, market audits, segmentation, sales forecasting, mobile marketing, advertising and PR, and managing a sales team. It features clear diagrams and definitions throughout to make concepts easy to…mehr
What is 'the marketing mix'? Is marketing a concept, function or process? How do you construct a good SWOT analysis? What are the strategic marketing benefits of key account management? The Complete Marketer is a solid introduction to the marketing discipline, which is broken down into easily digestible chapters on topics such as digital marketing, understanding consumers, understanding markets, market audits, segmentation, sales forecasting, mobile marketing, advertising and PR, and managing a sales team. It features clear diagrams and definitions throughout to make concepts easy to understand.
Malcolm McDonald and Mike Meldrum have simplified the discipline of marketing by translating jargon and creating an encyclopedia of marketing terms, concepts and fundamentals. It applies the authors' marketing expertise to every aspect of the marketing mix, making The Complete Marketer an invaluable resource for general managers, non-qualified marketers and students studying marketing as part of a broader degree.
Die Herstellerinformationen sind derzeit nicht verfügbar.
Autorenporträt
Malcolm McDonald MA(Oxon) MSc PhD DLitt DSc is Emeritus Professor of Marketing and, until recently, Deputy Director of the Cranfield School of Management. Formerly, he was the Marketing Director of Canada Dry, UK. He is the author of a number of books, including Marketing Accountability and Marketing Value Metrics (also published by Kogan Page). Mike Meldrum was a Lecturer in Marketing at the Cranfield School of Management, and now runs his own consultancy specializing in marketing, leadership development and coaching.
Inhaltsangabe
List of Figures List of Tables PART One Understanding the basics of marketing TOPIC 1 The discipline of marketing TOPIC 2 A market orientation TOPIC 3 The marketing mix Product (including service products) Price Promotion Place TOPIC 4 Customer retention strategies TOPIC 5 Marketing and ethics Consumerism and marketing TOPIC 6 Marketing: concept, function or process? The marketing concept Marketing as an organizational function Marketing as a process Concept, function or process? TOPIC 7 World-class marketing 1 A market orientation 2 Competitive advantage 3 Environmental scanning 4 Competitor surveillance 5 Market segmentation 6 Strengths and weaknesses analysis 7 Mirroring market dynamics 8 Adopt a portfolio management approach 9 Set strategic priorities 10 Be professional PART Two Different types of marketing TOPIC 8 Marketing consumer products Consumer markets Main methods for marketing consumer products Value chain management Micro marketing TOPIC 9 Marketing industrial products Understanding industrial marketing Issues in industrial marketing Industrial marketing and general management TOPIC 10 Marketing service products Defining a service TOPIC 11 Marketing high-tech products Distinguishing high-tech products Critical marketing issues TOPIC 12 Marketing capital goods Consequences for marketing Capital goods pricing Decision-making in the purchase of capital goods TOPIC 13 Trade marketing The rise of intermediaries Trade marketing tactics Trade marketing strategies The future TOPIC 14 Category management Growth of category management From brand management to category management Limitations of category management Challenges for the future TOPIC 15 Relationship marketing An expanded marketing mix The six markets model TOPIC 16 International and global marketing Environment Complexity International control PART Three Marketing in the digital age TOPIC 17 Internet marketing Benefits of the internet for marketing Top ten considerations in internet marketing TOPIC 18 Social media marketing Marketing objectives Key marketing considerations TOPIC 19 Mobile marketing The concept Marketing enhancements from mobiles Challenges for mobile marketing TOPIC 20 Databases for marketing Problems with databases Avoiding badly constructed databases Information needed to support a marketing strategy PART Four Understanding customers TOPIC 21 Consumer buying behaviour Components of a purchase decision Personal involvement The decision-making process TOPIC 22 Organizational buying behaviour Organizational buying stages Organizational buyer situations The organizational decision-making unit TOPIC 23 Market segmentation Starting the process Analysis of customer behaviour Analysis of customer attributes Analysis of benefits sought Clustering of groups TOPIC 24 International market segmentation Types of international products Implementation PART Five Understanding markets TOPIC 25 Marketing information and research TOPIC 26 Preparing a marketing research brief Contents of a brief The research proposal The sponsoring organization's response TOPIC 27 Auditing a market Marketing audit variables TOPIC 28 Constructing a SWOT Strengths and weaknesses Opportunities and threats TOPIC 29 Competitor analysis Components of Porter's five forces framework Performing a competitor analysis TOPIC 30 The Boston Matrix TOPIC 31 The Directional Policy Matrix Strategic business units Market attractiveness Business strength or position Constructing a DPM portfolio TOPIC 32 The Ansoff Matrix Existing products for existing markets New products for existing markets New markets for existing products New markets for new products PART Six Managing the marketing mix TOPIC 33 Branding The scope of branding Successful and unsuccessful brands The components of a brand TOPIC 34 The product life cycle Life cycles and product categories Stages in the product life cycle Deviant product life cycles Using the product life cycle TOPIC 35 Diffusion of innovation New product adoption New product diffusion Rate of diffusion TOPIC 36 Developing new products Types of new products Sources of new product ideas Stages in product development TOPIC 37 Pricing strategies Market skimming Sliding or reducing skim Market penetration Floor pricing Competitor pricing Cost-based pricing Value-based pricing Micro-transaction pricing TOPIC 38 Setting a price Occasions requiring price decision Price presentation Transaction price management TOPIC 39 Sales promotion Nature and scope of sales promotion activities Sales promotion strategy and tactics TOPIC 40 Advertising Advertising media Types of advertising objectives Making advertising effective TOPIC 41 Public relations Areas of public relations activity TOPIC 42 Sponsorship Types of sponsorship Growth of sponsorship Objectives of sponsorship Sponsorship processes Phase 1: Existing activity review Phase 2: Policy and strategy development Phase 3: Negotiation Phase 4: Activation of the sponsorship programme Phase 5: Return on investment Phase 6: Review TOPIC 43 Personal selling The sales process TOPIC 44 Managing the sales team Sales force objectives Motivating the sales force Remuneration TOPIC 45 Key account management Developmental stages of KAM relationships Exploratory KAM Basic KAM Co-operative KAM Interdependent KAM Integrated KAM Challenges for the future TOPIC 46 Implementing key account management Difference Strategic marketing benefits of KAM Skills required of a key account manager Organizational positioning Implementation issues TOPIC 47 Channel strategy Evaluating the use of intermediaries Channel and intermediary alternatives TOPIC 48 Channel management Motivating intermediaries Developing partnerships Channel conflict TOPIC 49 Customer service strategies Elements of customer service Developing a strategy TOPIC 50 Multi-channel integration Customer preferences How channels work together TOPIC 51 Integrated marketing communication and distribution channels PART Seven Planning and control TOPIC 52 Forecasting sales Macro and micro forecasting Forecasting techniques Forecasting and uncertainty TOPIC 53 Marketing planning The essence of marketing planning Types of marketing plan The contents of a strategic marketing plan The contents of a tactical marketing plan The marketing planning timetable Marketing vs business plans TOPIC 54 Barriers to implementing marketing planning systems Weak support from chief executive and top management Lack of a plan for planning Lack of line management support Confusion over planning terms Numbers in lieu of written objectives and strategies Too much detail, too far ahead Once-a-year ritual Separation of operational planning from strategic planning Failure to integrate marketing planning into a total corporate planning system Delegation of planning to a planner Conclusion TOPIC 55 International product planning Product line choice Product adaptation TOPIC 56 Organizational structure and marketing Central and decentralized activities Departmental structures Process redesign Other developments TOPIC 57 Budgeting for marketing Budgeting practices Marketing costs for budgeting Costing marketing activities TOPIC 58 Legal issues in marketing Legal barriers to market entry Legal requirements for marketing activities Law as a weapon for competitive advantage TOPIC 59 Marketing due diligence The process Implementation Market risk Share risk Profit risk TOPIC 60 Marketing metrics Level one metrics Level two metrics Level three metrics
List of Figures List of Tables PART One Understanding the basics of marketing TOPIC 1 The discipline of marketing TOPIC 2 A market orientation TOPIC 3 The marketing mix Product (including service products) Price Promotion Place TOPIC 4 Customer retention strategies TOPIC 5 Marketing and ethics Consumerism and marketing TOPIC 6 Marketing: concept, function or process? The marketing concept Marketing as an organizational function Marketing as a process Concept, function or process? TOPIC 7 World-class marketing 1 A market orientation 2 Competitive advantage 3 Environmental scanning 4 Competitor surveillance 5 Market segmentation 6 Strengths and weaknesses analysis 7 Mirroring market dynamics 8 Adopt a portfolio management approach 9 Set strategic priorities 10 Be professional PART Two Different types of marketing TOPIC 8 Marketing consumer products Consumer markets Main methods for marketing consumer products Value chain management Micro marketing TOPIC 9 Marketing industrial products Understanding industrial marketing Issues in industrial marketing Industrial marketing and general management TOPIC 10 Marketing service products Defining a service TOPIC 11 Marketing high-tech products Distinguishing high-tech products Critical marketing issues TOPIC 12 Marketing capital goods Consequences for marketing Capital goods pricing Decision-making in the purchase of capital goods TOPIC 13 Trade marketing The rise of intermediaries Trade marketing tactics Trade marketing strategies The future TOPIC 14 Category management Growth of category management From brand management to category management Limitations of category management Challenges for the future TOPIC 15 Relationship marketing An expanded marketing mix The six markets model TOPIC 16 International and global marketing Environment Complexity International control PART Three Marketing in the digital age TOPIC 17 Internet marketing Benefits of the internet for marketing Top ten considerations in internet marketing TOPIC 18 Social media marketing Marketing objectives Key marketing considerations TOPIC 19 Mobile marketing The concept Marketing enhancements from mobiles Challenges for mobile marketing TOPIC 20 Databases for marketing Problems with databases Avoiding badly constructed databases Information needed to support a marketing strategy PART Four Understanding customers TOPIC 21 Consumer buying behaviour Components of a purchase decision Personal involvement The decision-making process TOPIC 22 Organizational buying behaviour Organizational buying stages Organizational buyer situations The organizational decision-making unit TOPIC 23 Market segmentation Starting the process Analysis of customer behaviour Analysis of customer attributes Analysis of benefits sought Clustering of groups TOPIC 24 International market segmentation Types of international products Implementation PART Five Understanding markets TOPIC 25 Marketing information and research TOPIC 26 Preparing a marketing research brief Contents of a brief The research proposal The sponsoring organization's response TOPIC 27 Auditing a market Marketing audit variables TOPIC 28 Constructing a SWOT Strengths and weaknesses Opportunities and threats TOPIC 29 Competitor analysis Components of Porter's five forces framework Performing a competitor analysis TOPIC 30 The Boston Matrix TOPIC 31 The Directional Policy Matrix Strategic business units Market attractiveness Business strength or position Constructing a DPM portfolio TOPIC 32 The Ansoff Matrix Existing products for existing markets New products for existing markets New markets for existing products New markets for new products PART Six Managing the marketing mix TOPIC 33 Branding The scope of branding Successful and unsuccessful brands The components of a brand TOPIC 34 The product life cycle Life cycles and product categories Stages in the product life cycle Deviant product life cycles Using the product life cycle TOPIC 35 Diffusion of innovation New product adoption New product diffusion Rate of diffusion TOPIC 36 Developing new products Types of new products Sources of new product ideas Stages in product development TOPIC 37 Pricing strategies Market skimming Sliding or reducing skim Market penetration Floor pricing Competitor pricing Cost-based pricing Value-based pricing Micro-transaction pricing TOPIC 38 Setting a price Occasions requiring price decision Price presentation Transaction price management TOPIC 39 Sales promotion Nature and scope of sales promotion activities Sales promotion strategy and tactics TOPIC 40 Advertising Advertising media Types of advertising objectives Making advertising effective TOPIC 41 Public relations Areas of public relations activity TOPIC 42 Sponsorship Types of sponsorship Growth of sponsorship Objectives of sponsorship Sponsorship processes Phase 1: Existing activity review Phase 2: Policy and strategy development Phase 3: Negotiation Phase 4: Activation of the sponsorship programme Phase 5: Return on investment Phase 6: Review TOPIC 43 Personal selling The sales process TOPIC 44 Managing the sales team Sales force objectives Motivating the sales force Remuneration TOPIC 45 Key account management Developmental stages of KAM relationships Exploratory KAM Basic KAM Co-operative KAM Interdependent KAM Integrated KAM Challenges for the future TOPIC 46 Implementing key account management Difference Strategic marketing benefits of KAM Skills required of a key account manager Organizational positioning Implementation issues TOPIC 47 Channel strategy Evaluating the use of intermediaries Channel and intermediary alternatives TOPIC 48 Channel management Motivating intermediaries Developing partnerships Channel conflict TOPIC 49 Customer service strategies Elements of customer service Developing a strategy TOPIC 50 Multi-channel integration Customer preferences How channels work together TOPIC 51 Integrated marketing communication and distribution channels PART Seven Planning and control TOPIC 52 Forecasting sales Macro and micro forecasting Forecasting techniques Forecasting and uncertainty TOPIC 53 Marketing planning The essence of marketing planning Types of marketing plan The contents of a strategic marketing plan The contents of a tactical marketing plan The marketing planning timetable Marketing vs business plans TOPIC 54 Barriers to implementing marketing planning systems Weak support from chief executive and top management Lack of a plan for planning Lack of line management support Confusion over planning terms Numbers in lieu of written objectives and strategies Too much detail, too far ahead Once-a-year ritual Separation of operational planning from strategic planning Failure to integrate marketing planning into a total corporate planning system Delegation of planning to a planner Conclusion TOPIC 55 International product planning Product line choice Product adaptation TOPIC 56 Organizational structure and marketing Central and decentralized activities Departmental structures Process redesign Other developments TOPIC 57 Budgeting for marketing Budgeting practices Marketing costs for budgeting Costing marketing activities TOPIC 58 Legal issues in marketing Legal barriers to market entry Legal requirements for marketing activities Law as a weapon for competitive advantage TOPIC 59 Marketing due diligence The process Implementation Market risk Share risk Profit risk TOPIC 60 Marketing metrics Level one metrics Level two metrics Level three metrics
Es gelten unsere Allgemeinen Geschäftsbedingungen: www.buecher.de/agb
Impressum
www.buecher.de ist ein Internetauftritt der buecher.de internetstores GmbH
Geschäftsführung: Monica Sawhney | Roland Kölbl | Günter Hilger
Sitz der Gesellschaft: Batheyer Straße 115 - 117, 58099 Hagen
Postanschrift: Bürgermeister-Wegele-Str. 12, 86167 Augsburg
Amtsgericht Hagen HRB 13257
Steuernummer: 321/5800/1497
USt-IdNr: DE450055826
