Marketing : real people, real decisions / / Solomon [and four others]

• Autore: Solomon Michael R.
• Pubblicazione: Harlow, England : , : Pearson, , [2013]; ©2013
• Edizione: Second European edition.
• Descrizione fisica: 1 online resource (632 pages) : color illustrations, photographs
• Disciplina: 658.8
• Soggetto topico: Marketing - Vocational guidance
• Altri autori: SolomonMichael R
• Note generali: Includes index.
• Nota di contenuto: Cover -- Title -- Copyright -- Contents -- Preface -- Guided tour of the book -- Guided tour of MyMarketingLab -- About the authors -- Publisher's acknowledgements -- 1 What is marketing? -- Real people, real decisions: Meet Steve Perry, Commercial Director of Visa Europe -- Objectives -- Welcome to a branded world -- The value of marketing -- When did marketing begin? The evolution of a concept -- What can be marketed? -- 'Something of value' to whom? -- Marketing as a process -- Real people, real decisions: How it worked out at Visa Europe -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: Real decisions at Ocado -- 2 Strategy and environment -- Real people, real decisions: Meet Kevin Parkin, a decision maker at DavyMarkham -- Objectives -- Business planning: composing the big picture -- The three levels of business planning -- Strategic planning: framing the picture -- The global marketing environment -- Marketing planning: selecting the camera setting -- Creating and working with a marketing plan -- Playing on an international stage: the complicated world of global marketing -- How global should a global marketing strategy be? -- Product-level decisions: choosing a marketing mix strategy -- Real people, real decisions: how it worked out at DavyMarkham -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: Real decisions at Mattel Toys -- 3 Marketing research -- Real people, real decisions: Meet Ryan Garton, Consumer Insights Director at Discover Financial Services -- Objectives -- Knowledge is power -- Steps in the marketing research process -- Real people, real decisions: How it worked out at Discover Financial -- Chapter summary -- Key terms -- Chapter review. ; Real people, real surfers: Exploring the web -- Marketing in action case: Neuromarketing - taking a peek inside the consumer's mind -- 4 Consumer behaviour -- Real people, real decisions: Meet Julie Cordua, Vice President of Marketing at (RED) -- Objectives -- Decisions, decisions -- Steps in the consumer decision process -- Influences on consumers' decisions -- Consumer-to-consumer e-commerce -- Real people, real decisions: How it worked out at (RED) -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: Real decisions at ASDA -- 5 Business-to-business marketing -- Real people, real decisions: Meet Paul Baxter-Gibson, a decision maker at Lucore -- Objectives -- Business markets: buying and selling when the stakes are high -- Characteristics that make a difference in business markets -- Business-to-business demand -- Types of business-to-business markets -- The nature of business buying -- Business-to-business e-commerce -- Real people, real decisions: How it worked out at Lucore -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: The Filter -- 6 Segmentation, targeting, positioning and CRM -- Real people, real decisions: Meet Jochen Barth, a decision maker at &samhoud -- Objectives -- Target marketing strategy: selecting and entering a market -- Step 1: Segmentation -- Step 2: Targeting -- Step 3: Postioning -- Customer relationship management -- Real people, real decisions: How it worked out at &samhoud -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: Real decisions at PizzaExpress -- 7 Creating the Product -- Real people, real decisions: Meet Fraser Chisholm, Head of Media Propositions and Communications, Royal Mail. ; Objectives -- Build a better mousetrap: the value proposition -- 'New and improved!' The process of innovation -- Developing new products -- Adoption and diffusion -- Real people, real decisions: How it worked out at Royal Mail -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: Real decisions at Starbucks -- 8 Managing the product -- Real people, real decisions: Meet Mads Kjaer, CEO and Chairman of the board of Kjaer Group -- Objectives -- Product planning: taking the next step -- Using product objectives to decide on a product strategy -- Marketing throughout the product life cycle -- Creating product identity: branding decisions -- Creating product identity: packaging and labelling decisions -- Organising for effective product management -- Real people, real choices: How it worked out at the Kjaer Group -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: Real decisions at Diageo -- 9 Services marketing -- Real people, real decisions: Meet Karen Wosskow, a decisions maker at KBW Management -- Objectives -- Marketing what isn't there -- Providing quality service -- Marketing people, places and ideas -- Real people, real decisions: How it worked out at KBW Management -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: The music industry -- 10 Pricing the product -- Real people, real decisions: Meet Mike Blundell, a decision maker and Senior Director at Blundells Estate Agents -- Objectives -- Yes, but what does it cost? -- Developing pricing objectives -- Step 1: Develop sales or market share objectives -- Step 2: Estimate demand -- Step 3: Determine costs -- Step 4: Evaluate the pricing environment. ; Step 5: Choose a price strategy -- Step 6: Develop pricing tactics -- Pricing and electronic commerce -- Psychological issues in pricing -- Legal and ethical considerations in pricing -- Real people, real decisions: How it worked out at Blundells -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: Low cost, big profit, really low price? The case of low-cost airlines -- 11 Integrated marketing communications -- Real people, real decisions: Meet James Dalton, Managing Director of Fonemedia Ltd -- Objectives -- Tailoring marketing communications to customers -- The communications model -- Marketing communication strategy and the promotion mix -- Integrated marketing communications -- Real people, real decisions: How it worked out at Fonemedia -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: Groupon keeps one buzz ahead -- 12 Advertising and PR -- Real people, real decisions: Meet Anthony Levy, Chairman of the Fresh Produce Consortium -- Objectives -- Advertising: the image of marketing -- Developing the advertising campaign -- Public relations -- Real people, real decisions: How it worked out at Eat in Colour -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: Real decisions on viral marketing -- 13 Sales promotions and sales management -- Real people, real decisions: Meet James McCaffrey, a decision maker at Towergate -- Objectives -- Sales promotion -- Personal selling -- Real people, real decisions: How it worked out at Towergate -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: Promotions in energy at EDF -- 14 Retail and distribution. ; Real people, real decisions: Meet Julia Gash, a decision maker at Bag It Don't Bin It -- Objectives -- Place: the final frontier -- Types of distribution channel -- Retailing: special delivery -- B2C e-commerce -- Real people, real decisions: How it worked out at Bag It Don't Bin It -- Chapter summary -- Key terms -- Chapter review -- Real people, real surfers: Exploring the web -- Marketing in action case: Real decisions, Wal-Mart in Germany -- Appendix 1 Sample marketing plan: The B & V Smoothie Company -- Appendix 2 Marketing maths -- Appendix 3 Marketing in a case -- Glossary.
• Sommario/riassunto: Real People, Real Decisions is the only text to introduce marketing from the perspective of real people who make real marketing decisions at leading companies every day. Marketing is about the flesh and blood people who need to make tough decisions about the best way to develop a new product, or about how to make a product so irresistible that it flies off store shelves. With this book, the authors show how marketing can come alive when practiced by real people who make real choices. Please note that the product you are purchasing does not include MyMarketingLab. MyMarketingLab Join over 11 million students benefiting from Pearson MyLabs. This title can be supported by MyMarketingLab, an online homework and tutorial system designed to test and build your understanding. Would you like to use the power of MyMarketingLab to accelerate your learning? You need both an access card and a course ID to access MyMarketingLab. These are the steps you need to take: 1. Make sure that your lecturer is already using the system Ask your lecturer before purchasing a MyLab product as you will need a course ID from them before you can gain access to the system. 2. Check whether an access card has been included with the book at a reduced cost If it has, it will be on the inside back cover of the book. 3. If you have a course ID but no access code, you can benefit from MyMarketingLab at a reduced price by purchasing a pack containing a copy of the book and an access code for MyMarketingLab (ISBN:9780273758594) 4. If your lecturer is using the MyLab and you would like to purchase the product... Go to www.pearsonmylabandmastering.com/global/mymarketinglab to buy access to this interactive study programme. For educator access, contact your Pearson representative. To find out who; your Pearson representative is, visit www.pearsoned.co.uk/replocator &nbsp.
• Titolo autorizzato: Marketing
• ISBN: 0-273-75824-1
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910150228403321
• Lo trovi qui: Univ. Federico II