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Better business / / Michael R. Solomon, Mary Anne Poatsy and Kendall Martin
| Better business / / Michael R. Solomon, Mary Anne Poatsy and Kendall Martin |
| Autore | Solomon Michael R. |
| Edizione | [Fourth edition, Global edition.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson, , 2016 |
| Descrizione fisica | 1 online resource (600 pages) : color illustrations, photographs |
| Disciplina | 650 |
| Collana | Always Learning |
| Soggetto topico |
Business
Commerce Entrepreneurship |
| Formato | Materiale a stampa  |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Better Business, GLOBAL EDITION -- Half Title Page -- Title page -- Copyright -- Dedication -- Brief Contents -- Contents -- About the Authors -- Acknowledgments -- Reviewers -- Preface -- Letter from the Authors -- Prologue -- Part 1: LOOKING AT THE BUSINESS ENVIRONMENT -- CHAPTER 1: Business Basics -- The Business Landscape -- Business Defined -- The Factors of Production -- THE LIST: Ten Tech Entrepreneurs-Under 30. Very Successful -- Common Business Challenges and Opportunities -- Competition -- ON TARGET: Nantucket Nectars: Tom and Tom's Partnership -- BizChat: Apple: Taking a Bite Out of Microsoft? -- Social Environment -- Globalization -- Technological Changes -- Types of Businesses -- Local and Regional Businesses -- National Businesses -- Multinational (International) Businesses -- Taking Business Personally -- Chapter 1: Summary -- Key Terms -- Self Test -- Team Time -- Ethics and Corporate Social Responsibility -- Web Exercises -- References -- CHAPTER 2: Economics and Banking -- The Basics of Economics -- Economics Defined -- Economic Systems -- Planned Economic Systems -- Market Economies -- Mixed Economies -- Business and Economics -- Determining Price: Supply and Demand -- Supply -- Demand -- Factors That Determine Price -- Factors That Affect Demand -- Factors That Shift Supply -- Degrees of Competition -- Monopolies -- ON TARGET: Keurig's Monopoly -- Duopolies and Oligopolies -- Monopolistic Competition -- BizChat: Is Sirius XM Radio a Monopoly? -- Perfect Competition -- Economic Indicators -- Gross Domestic Product -- THE LIST: Countries by GDP, 2012 -- Consumer and Producer Price Indices -- The Unemployment Rate -- BizChat: How Much Money Do You Need to Get By? -- Productivity of Firms -- Government and the Economy -- Economic Policies -- Fiscal Policy.
OFF THE MARK: The Dodd-Frank Act and the Consumer Financial Production Bureau -- Monetary Policy -- Reserve Requirements -- Short-Term Interest Rates -- Open Market Operations -- Chapter 2: Summary -- Key Terms -- Self Test -- Team Time -- Ethics and Corporate Social Responsibility -- Web Exercises -- References -- CHAPTER 3: Ethics in Business -- Ethics: The Basics -- Ethics Defined -- Systems of Ethical Conduct -- Personal Ethics -- BizChat: Can Living Ethically Make You Happy? -- Personal Ethics Meets Business Ethics -- You as a Person and as an Employee -- Identifying a Company's Ethics -- Corporate Social Responsibility -- The Five Pillars of Corporate Social Responsibility -- OFF THE MARK: Marketing Campaign Meets Ethics -- THE LIST: Nine Causes Americans Think Charities Should Focus On -- The Conflict of CSR in the Business Environment -- The Benefits of CSR -- Measuring CSR -- BizChat: Corporations as People -- CSR and Social Networking -- The Challenges of CSR -- The Effects of CSR on Society -- The Effects of Individuals on CSR -- Dangers of a Weak Ethical Focus -- Legal Regulations and Legal Compliance -- Recovering from Weak Ethical Conduct -- Business Opportunities Created by Ethical Needs -- Creating New Markets with an Ethical Focus -- Businesses Going Green -- How Businesses Develop an Ethical Environment -- Ethical Focus from the Start -- Ethical Focus Every Day -- ON TARGET: Playing the Ethics Game -- Chapter 3: Summary -- Key Terms -- Self Test -- Team Time -- Ethics and Corporate Social Responsibility -- Web Exercises -- References -- CHAPTER 4: Business in a Global Economy -- What Is Globalization? -- THE LIST: Powerful People to Know -- The Effects of Globalization -- Reasons for the Rise in Globalization -- Global Business Trends -- THE LIST: Countries in Which It Is Easy to Start a Business, 2013 -- International Trade. International Competition -- Fostering Competitiveness -- The Benefits and Costs of International Trade -- Free Trade and Protectionism -- Types of Trade Barriers -- Trade Barriers: Winners and Losers -- International Organizations Promoting Free Trade -- Regional Free Trade Agreements -- Conducting Business Internationally -- International Business Strategies -- Entering Foreign Markets -- The Advantages and Disadvantages of Each Entry Mode -- International Business: Economic Factors and Challenges -- The Role of Exchange Rates -- THE LIST: Top U.S. Trading Partners, 2014 -- BizChat: Which Is Better-A Strong Dollar or a Weak Dollar? -- Other Economic Challenges to Conducting International Business -- Creating Successful International Businesses -- Sociocultural Challenges -- OFF THE MARK: International Business Blunders -- Political Challenges -- Legal Challenges -- Ethical Challenges -- Chapter 4: Summary -- Key Terms -- Self Test -- Team Time -- Ethics and Corporate Social Responsibility -- Web Exercises -- References -- MINI CHAPTER 1: Business Law -- Part 2: STARTING AND STRUCTURING A BUSINESS -- CHAPTER 5: Small Business and the Entrepreneur -- Small Business: The Mainstream of the American Economy -- Small Business and the Economy -- Small Business and the Workforce -- Reasons for Starting a Small Business -- THE LIST: Ten Great Industries for Starting a Business -- The Impact of Technology on Small Businesses -- Social Media and Mobile Marketing -- OFF THE MARK: iSmell -- Entrepreneurs and the American Dream -- The Traits of Successful Entrepreneurs -- Types of Entrepreneurs -- Entrepreneurial Teams -- ON TARGET: Origami Owl -- Buying Franchises and Existing Businesses -- Franchising Basics -- Pros and Cons of Franchising -- Franchising Considerations -- Buying an Existing Business -- The Risks of Small Businesses and Where to Get Help. Why So Many Small Businesses Fail -- BizChat: What's in a Name? -- Getting Help -- Financing Considerations -- Cash and Credit -- Small Business Loans and Grants -- Angel and Venture Capital Financing -- BizChat: Conducting a SWOT Analysis -- Chapter 5: Summary -- Key Terms -- Self Test -- Team Time -- Ethics and Corporate Social Responsibility -- Web Exercises -- References -- CHAPTER 6: Forms of Business Ownership -- Sole Proprietorships -- Starting a Sole Proprietorship -- Advantages and Disadvantages -- Partnerships -- Advantages and Disadvantages of Partnerships -- Elements of a Partnership Agreement -- BizChat: How Do You Find the Right Business Partner? -- Types of Partnerships -- Corporations -- Advantages of Incorporation -- Structure of a Corporation -- Disadvantages of Incorporation -- S Corporations -- Limited Liability Companies -- Comparing Forms of Ownership -- Not-for-Profit and Cooperatives -- THE LIST: Largest Not-for-Profit Organizations -- Not-for-Profit Organizations -- Cooperatives -- Mergers and Acquisitions -- Mergers versus Acquisitions -- Advantages of Mergers and Acquisitions -- OFF THE MARK: AOL-Time Warner Merger -- Types of Mergers -- Disadvantages of Mergers -- Chapter 6: Summary -- Key Terms -- Self Test -- Team Time -- Ethics and Corporate Social Responsibility -- Web Exercises -- References -- MINI CHAPTER 2: Constructing an Effective Business Plan -- Part 3: MANAGING A BUSINESS AND EMPLOYEES -- CHAPTER 7: Business Management and Organization -- The Foundations of Management -- Business Management -- Levels of Management -- OFF THE MARK: How Are Managers Responsible for Employee Behavior? -- The Skills of Successful Managers -- BizChat: Social Media: How Do Web-Based Tools Make Time Management Easier? -- Strategic Planning -- Vision and Mission Statement -- SWOT Analysis -- Tactical and Operational Planning. Contingency Planning -- The Functions of Management: Organizing -- Organization Structures -- Changing Structures -- Alternative Organizational Structures -- THE LIST: Bits of Advice for Managers -- The Functions of Management: Controlling -- Controlling to Stay on Course -- Control Strategies -- ON TARGET: Pest Control Company Controls Its Fleet -- Chapter 7: Summary -- Key Terms -- Self Test -- Team Time -- Ethics and Corporate Social Responsibility -- Web Exercises -- References -- CHAPTER 8: Motivation, Leadership, and Teamwork -- Motivation -- Personal Motivation -- Motivating Employees -- Traditional Theories of Motivation -- Motivational Theories in the Modern Workplace -- Evolution of Motivational Theories -- Leadership -- Traits of Leadership -- OFF THE MARK: Masataka Shimizu -- Leadership and Corporate Culture -- BizChat: Do You Have to Be Tall to Be a Leader? -- ON TARGET: Southwest Airlines -- Teamwork -- The Advantages of Teams in the Workplace -- The Challenges of Teams in the Workplace -- Best Practices for Teams -- ON TARGET: Red Teamers in the Military -- Your Role on a Team -- Chapter 8: Summary -- Key Terms -- Self Test -- Team Time -- Ethics and Corporate Social Responsibility -- Web Exercises -- References -- CHAPTER 9: Human Resource Management -- Human Resource Management -- Managing Staffing Needs -- BizChat: Social Media and Privacy -- Hiring -- Training and Evaluating Employees -- Training Methods and Requirements -- Performance Appraisals and Alternatives -- Compensating, Scheduling, Promoting, and Terminating Employees -- Compensation Strategies -- Benefits -- Alternative Scheduling and Work Arrangements -- Contingent Workers -- Promotions -- THE LIST: Top 10 Ways to Get Promoted -- Terminating Employees -- Retirement -- Managing Workplace Diversity -- Benefits and Challenges of Diversity. OFF THE MARK: One Diversity Training Does Not Fit All. |
| Record Nr. | UNINA-9910154955803321 |
Solomon Michael R.
|
||
| Harlow, England : , : Pearson, , 2016 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Consumer behavior : buying, having, and being / / Michael R. Solomon
| Consumer behavior : buying, having, and being / / Michael R. Solomon |
| Autore | Solomon Michael R. |
| Edizione | [Eleventh edition, Global edition.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson, , 2015 |
| Descrizione fisica | 1 online resource (604 pages) : illustrations (some color) |
| Disciplina | 658.8342 |
| Collana | Always Learning |
| Soggetto topico |
Consumer behavior
Consumers - Attitudes |
| ISBN |
9781292017419
1-292-05701-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Brief Contents -- Contents -- About the Author -- New to this Edition! -- Preface -- Acknowledgments -- Section 1: Foundations of Consumer Behavior -- Chapter 1: Buying, Having, and Being: An Introduction to Consumer Behavior -- Consumer Behavior: People in the Marketplace -- What is Consumer Behavior? -- Consumer Behavior is a Process -- Consumers' Impact on Marketing Strategy -- Consumers are Different! How We Divide Them Up -- Segmenting by Behavior: Welcome to Big Data -- Marketing's Impact on Consumers -- Popular Culture is Marketing is Popular Culture . . . -- All the World's a Stage -- What Does it Mean to Consume? -- What do We Need-Really? -- How We Classify Consumer Needs -- The Global "Always On" Consumer -- The Digital Native: Living a Social [Media] Life -- Consumer Behavior as a Field of Study -- Where Do We Find Consumer Researchers? -- Interdisciplinary Influences on the Study of Consumer Behavior -- Two Perspectives on Consumer Research -- Should Consumer Research Have an Academic or an Applied Focus? -- Taking it from Here: The Plan of the Book -- Chapter Summary -- Key Terms -- Review -- Consumer Behavior Challenge -- Case Study -- Notes -- Chapter 2: Decision Making and Consumer Behavior -- What's Your Problem? -- Consumer Involvement -- Types of Involvement -- Cognitive Decision Making -- Steps in the Cognitive Decision-Making Process -- Habitual Decision Making -- Priming and Nudging -- Decision-Making Biases and Shortcuts -- Heuristics: Mental Shortcuts -- Affective Decision Making -- Emotions and Consumption -- Positive Affect -- Negative Affect -- How Social Media Tap into Our Emotions -- Chapter Summary -- Key Terms -- Review -- Consumer Behavior Challenge -- Case Study -- Notes -- Chapter 3: Cultural Influences on Consumer Decision Making -- Cultural Systems -- Cultural Values -- Core Values.
How Do Values Link to Consumer Behavior? -- The Yin and Yang of Marketing and Culture -- Cultural Movement -- High and Low Culture -- Cultural Formulae -- Reality Engineering -- Product Placement -- Advergaming -- Cultural Stories and Ceremonies -- Myths -- Rituals -- Sacred and Profane Consumption -- Sacralization -- Domains of Sacred Consumption -- From Sacred to Profane, and Back Again -- Global Consumer Culture -- It's a Brand New World -- Adopt a Standardized Strategy -- Adopt a Localized Strategy -- Cross-Cultural Differences Relevant to Marketers -- Does Global Marketing Work? -- Chapter Summary -- Key Terms -- Review -- Consumer Behavior Challenge -- Case Study -- Notes -- Chapter 4: Consumer and Social Well-Being -- Business Ethics and Consumer Rights -- Needs and Wants: Do Marketers Manipulate Consumers? -- Consumers' Rights and Product Satisfaction -- Market Regulation -- Consumerism -- Social Marketing and Corporate Social Responsibility (CSR) -- Major Policy Issues Relevant to Consumer Behavior -- Data Privacy and Identity Theft -- Market Access -- Sustainability and Environmental Stewardship -- The Dark Side of Consumer Behavior -- Consumer Terrorism -- Addictive Consumption -- Consumed Consumers -- Illegal Acquisition and Product Use -- Chapter Summary -- Key Terms -- Review -- Consumer Behavior Challenge -- Case Study -- Notes -- Nielsen Nugget -- Section 2: Internal Influences on Consumer Behavior -- Chapter 5: Perception -- Sensation -- Vision -- Dollars and Scents -- Sound -- Touch -- Taste -- The Stages of Perception -- Stage 1: Exposure -- Stage 2: Attention -- Stage 3: Interpretation -- Chapter Summary -- Key Terms -- Review -- Consumer Behavior Challenge -- Case Study -- Notes -- Chapter 6: Learning and Memory -- Learning -- Behavioral Learning Theories -- Marketing Applications of Classical Conditioning Principles. Marketing Applications of Instrumental Conditioning Principles -- Gamification -- Cognitive Learning Theory -- How Do We Learn to Be Consumers? -- Cognitive Development -- Memory -- How Our Brains Encode Information -- Memory Systems -- How Our Memories Store Information -- How We Retrieve Memories When We Decide What to Buy -- What Makes Us Forget? -- How We Measure Consumers' Recall of Marketing Messages -- Bittersweet Memories: The Marketing Power of Nostalgia -- Chapter Summary -- Key Terms -- Review -- Consumer Behavior Challenge -- Case Study -- Notes -- Chapter 7: The Self -- The Self -- Does the Self Exist? -- Self-Concept -- Fantasy: Bridging the Gap Between the Selves -- Symbolic Interactionism -- The Extended Self -- The Digital Self -- Personality -- Consumer Behavior on the Couch: Freudian Theory -- Neo-Freudian Theories -- Trait Theory -- Brand Personality -- Socializing with Brands -- Are We What We Buy? -- Body Image -- Ideals of Beauty -- Working on the Body -- Body Image Distortions -- Chapter Summary -- Key Terms -- Review -- Consumer Behavior Challenge -- Case Study -- Notes -- Chapter 8: Attitudes and Persuasion -- The Power of Attitudes -- The ABC Model of Attitudes -- Hierarchies of Effects -- How Do We Form Attitudes? -- All Attitudes are Not Created Equal -- The Consistency Principle -- Motivational Conflicts -- Self-Perception Theory -- Social Judgment Theory -- Balance Theory -- Attitude Models -- Do Attitudes Predict Behavior? -- Trying to Consume -- How Do Marketers Change Attitudes? -- Decisions, Decisions: Tactical Communications Options -- The Elements of Communication -- An Updated View: Interactive Communications -- New Message Formats -- The Source -- The Message -- Types of Message Appeals -- The Source versus the Message: Do We Sell the Steak or the Sizzle? -- Chapter Summary -- Key Terms -- Review. Consumer Behavior Challenge -- Case Study -- Notes -- Nielsen Nugget -- Section 3: External Influences on Consumer Behavior -- Chapter 9: Group and Situational Effects on Consumer Behavior -- Situational Effects on Consumer Behavior -- Our Social and Physical Surroundings -- Temporal Factors -- Waiting Time -- The Shopping Experience -- When the Going Gets Tough, the Tough Go Shopping -- E-Commerce: Clicks Versus Bricks -- Retailing as Theater -- Store Image -- In-Store Decision-Making -- The Salesperson: A Lead Role in the Play -- The Social Power of Groups -- Reference Groups aren't Just Any Groups -- Conformity -- Collective Decision-Making -- B2B Decision-Making -- Family Decision-Making -- Animals are People Too! Nonhuman Family Members -- The Family Life Cycle -- The Intimate Corporation: Family Decision-Making -- Sex Roles and Family Decision-Making Responsibilities -- Chapter Summary -- Key Terms -- Review -- Consumer Behavior Challenge -- Case Study -- Notes -- Chapter 10: Consumer Identity I: Sex Roles and Subcultures -- Consumer Identity -- Gender Identity -- Sex Role Socialization -- Gender Identity Versus Sexual Identity -- Sex-Typed Products -- Ethnic and Racial Subcultures -- Ethnic and Racial Stereotypes -- Ethnicity and Acculturation -- The "Big Three" American Ethnic Subcultures -- Religious Subcultures -- Organized Religion and Consumption -- Born-Again Consumers -- Islamic Marketing -- Age Subcultures -- Children as Decision-Makers: Consumers-in-Training -- The Youth Market -- Gen Y -- Gen X -- The Mature Market -- Place-Based Subcultures -- Chapter Summary -- Key Terms -- Review -- Consumer Behavior Challenge -- Case Study -- Notes -- Chapter 11: Consumer Identity II: Social Class and Lifestyles -- Income and Consumer Identity -- Income Patterns -- To Spend or Not to Spend, That Is the Question. The Great Recession and Its Aftermath -- Materialism and Economic Conditions -- Social Class and Consumer Identity -- Pick a Pecking Order -- Components of Social Class -- Social Class in the United States -- Social Class Around the World -- How Do We Measure Social Class? -- Status Symbols and Social Capital -- What Do You Use That Fork For?" Taste Cultures, Codes, and Cultural Capital -- Social Capital -- Status Symbols -- Lifestyles and Consumer Identity -- Product Complementarity and Co-Branding Strategies -- Psychographics -- Chapter Summary -- Key Terms -- Review -- Consumer Behavior Challenge -- Case Study -- Notes -- Chapter 12: Networked Consumer Behavior: Word-of-Mouth, Social Media, and Fashion -- Word-of-Mouth Communication -- Buzz Building -- Negative WOM: The Power of Rumors -- Opinion Leadership -- How Influential Is an Opinion Leader? -- Types of Opinion Leaders -- How Do We Find Opinion Leaders? -- The Social Media Revolution -- Social Media and Community -- The Structure of Social Networks -- The Power of Online Communities -- Online Opinion Leaders -- The Diffusion of Innovations -- How Do We Decide to Adopt an Innovation? -- Behavioral Demands of Innovations -- What Determines If an Innovation will Diffuse? -- The Fashion System -- Chapter Summary -- Key Terms -- Review -- Consumer Behavior Challenge -- Case Study -- Notes -- Nielsen Nugget -- Glossary -- Index. |
| Record Nr. | UNINA-9910154799303321 |
|
Solomon Michael R.
|
||
| Harlow, England : , : Pearson, , 2015 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Consumer behaviour : a European perspective / / Michael R. Solomon [and three others]
| Consumer behaviour : a European perspective / / Michael R. Solomon [and three others] |
| Autore | Solomon Michael R. |
| Edizione | [Sixth edition.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson, , [2016] |
| Descrizione fisica | 1 online resource (xxv, 706 p.) : ill |
| Disciplina | 658.8342 |
| Soggetto topico | Consumer behavior - Europe |
| ISBN |
1-292-25799-7
1-292-11675-7 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Half Title Page -- Title Page -- Copyright Page -- Brief Contents -- Contents -- List of case studies -- Preface -- About the authors -- Author's acknowledgements -- Publisher's acknowledgements -- Part A Consumers in the Marketplace -- Chapter 1 An Introduction To Consumer Behaviour -- Chapter objectives -- Consumption in Europe? The European consumer -- Consumers' impact on marketing strategy -- Marketing's impact on consumers -- Do marketers manipulate consumers? -- Consumer behaviour as a field of study -- Taking it from here: the plan of the book -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Chapter 2 A Consumer Society -- Chapter objectives -- Consumer culture -- The meaning of things -- A branded world -- Global consumer culture -- The politics of consumption -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Chapter 3 Shopping, Buying and Disposing -- Chapter objectives -- Introduction -- Consumers' choices -- Antecedent states -- Purchase environment -- E-commerce: clicks vs bricks -- Servicescapes: retailing as theatre -- Net profit -- Product disposal -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Part B How Consumers See the World and Themselves -- Chapter 4 Perception -- Chapter objectives -- Introduction -- The perceptual process -- Sensory systems -- Sensory thresholds -- Perceptual selection -- Interpretation: deciding what things mean -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Chapter 5 The Self -- Chapter objectives -- Perspectives on the self -- Products that shape the self: you are what you consume -- Gender roles -- Body image -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Chapter 6 Motivation, Lifestyles And Values -- Chapter objectives -- Introduction.
The motivation process: why ask why? -- Motivational strength -- Motivational direction -- Motivational conflicts -- How can we classify consumer needs? -- Some classifications of consumer needs -- Consumer involvement -- Lifestyles, consumer identity and consumption choices -- Lifestyle marketing -- Psychographics -- Values -- The means-end chain model -- Sustainability: a new core value? -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Part C Consumers as Decision-Makers -- Chapter 7 Learning and Memory -- Chapter objectives -- introduction -- Behavioural learning theories -- Marketing applications of learning principles -- The role of learning in memory -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Chapter 8 Attitudes -- Chapter objectives -- The power of attitudes -- The function of attitudes -- How do we form attitudes? -- Attitude models -- Do attitudes predict behaviour? -- How do marketers change attitudes? -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Chapter 9 Individual Decision-Making -- Chapter objectives -- What's your problem? Perspectives on decision-making -- Cognitive decision-making -- Step 1: Problem recognition -- Step 2: Information search -- Step 3: Evaluation of alternatives -- Step 4: Product choice -- Step 5: Post-purchase evaluation -- Habitual decision-making -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Part D European Consumers and Their Social Groups -- Chapter 10 Groups and Social Media -- Chapter objectives -- Introduction -- The social power of groups -- Reference groups -- Conformity -- Word-of-mouth communication -- Opinion leadership -- The social media revolution -- Digital word of mouth -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes. Chapter 11 European Family Structures, Household Decision-Making and Age Cohorts -- Chapter objectives -- Introduction -- The family -- The intimate corporation: family decision-making -- Children as decision-makers: consumers-in-training -- Age and consumer identity -- The teen market: it totally rules -- Baby busters: 'Generation X' -- Baby boomers -- The grey market -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Chapter 12 Income and Social Class -- Chapter objectives -- Consumer spending and economic behaviour -- Social class -- How social class affects purchase decisions -- Status symbols -- Capital and practices: class-based lifestyles -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Part E Culture and European Consumers -- Chapter 13 Culture and Consumer Behaviour -- Chapter objectives -- Culture and consumption -- Magic, myths and rituals -- Sacred and profane consumption -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Chapter 14 Cultural Change Processes -- Chapter objectives -- Introduction -- The diffusion of innovations -- The fashion system -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Chapter 15 Consumption And European Consumers -- Chapter objectives -- Subcultures and consumer identity -- The acculturation process -- Ethnicity, religion and marketing strategies -- Euro-consumers -- Chapter summary -- Key terms -- Consumer behaviour challenge -- Notes -- Case studies -- Glossary -- Indexes. |
| Record Nr. | UNINA-9910154948203321 |
|
Solomon Michael R.
|
||
| Harlow, England : , : Pearson, , [2016] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Consumer behaviour : a European perspective / / Michael Solomon [and three others]
| Consumer behaviour : a European perspective / / Michael Solomon [and three others] |
| Autore | Solomon Michael R. |
| Edizione | [3rd edition.] |
| Pubbl/distr/stampa | Harlow : , : Prentice Hall, , 2006 |
| Descrizione fisica | 1 online resource (xxv, 701 páginas) |
| Disciplina | 658.8342094 |
| Altri autori (Persone) | SolomonMichael R |
| Soggetto topico | Consumer behavior - Europe |
| ISBN |
1-5129-4130-1
1-280-60159-0 9786610601592 1-4058-7159-8 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Consumer Behaviour -- Brief Contents -- Contents -- Chapter Summary -- Preface -- Guided Tour Of The Book -- Acknowledgements -- Publisher's Acknowledgements -- Consumers In The marketplace -- An Introduction To Consumer Behaviour -- Consumption in europe? The european consumer? -- Consumers' Impact On Marketing Strategy -- Marketing's Impact On Consumers -- Do marketers manipulate consumers? -- Consumer Behaviour As A Field Of Study -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Consumers As Individuals -- Perception -- Introduction -- The Perceptual Process -- Sensory Systems -- Sensory Thresholds -- Perceptual Selection -- Interpretation: Deciding What Things Mean -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Learning And Memory -- Introduction -- Behavioural Learning Theories -- Marketing Applications Of Learning Principles -- The Role Of Learning In Memory -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Motivation, Values And Involvement -- Introduction -- The Motivation Process: A Psychological Perspective -- Motivational Strength -- Motivational Direction -- Motivational Conflicts -- Classifying Consumer Needs -- Hidden Motives: The Psychoanalytical Perspective -- Consumer Desire -- Values -- The Means-End Chain Model -- Materialism: the ultimate 'why' of consumption? -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Attitudes -- The Power Of Attitudes -- The Content Of Attitudes -- Forming Attitudes -- Attitude Models -- Using Attitudes To Predict Behaviour -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Attitude Change And interactive Communications -- Changing Attitudes Through Communication -- The Source -- The Message -- The source vs. The message: sell the steak or the sizzle? -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- The Self.
Perspectives On The Self -- Consumption And Self-Concept -- Gender Roles -- Body Image -- Consumer Behaviour Challenge -- Notes -- Appealing to taste buds or healthy lifestyles? Marketing low-fat foods to consumers in Greece -- Should I - or shouldn't I? Consumers' motivational conflicts in purchase decisions for electronics -- Prams are not just for babies . . .1 -- Hidden motives: is consumer behaviour shaped by fairy-tale archetypes? -- Consumers As Decision-Makers -- Individual Decision-Making -- Consumers As Problem-Solvers -- Problem Recognition -- Information Search -- Evaluation Of Alternatives -- Product Choice: Selecting Among Alternatives -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Shopping, Buying,Evaluating And Disposing -- Introduction -- Antecedent States -- Social And Physical Surroundings -- Shopping: Motivations And Experiences -- E-commerce: clicks vs. Bricks -- Servicescapes: Retailing As Theatre -- Post-Purchase Satisfaction -- Tqm: Going Back To The Gemba -- Product Disposal -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Group Influence Andopinion Leadership -- Introduction -- Reference Groups -- Conformity -- Word-Of-Mouth Communication -- Opinion Leadership -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- 'It's just being a student isn't it?' - The story of a young binge drinker -- Holiday decision-making: an adaptable and opportunistic ongoing process -- From space to place: creating Utopian meanings in a festival marketplace -- How second-hand consumption re-enchants and empowers the consumer's life -- A Portrait Of European consumers -- European Family Structuresand Household Decision-Making -- Introduction -- The Family -- The Intimate Corporation: Family Decision-Making -- Children As Decision-Makers: Consumers-In-Training -- Chapter Summary -- Consumer Behaviour Challenge. Notes -- Income And Social Class -- Consumer Spending And Economic Behaviour -- Social Class -- How Social Class Affects Purchase Decisions -- Status Symbols -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Age Subcultures -- Age And Consumer Identity -- The Teen Market: It Totally Rules -- Baby busters: 'generation x' -- Baby Boomers -- The Grey Market -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Consumption of gold and gold jewellery in Turkey -- Socially excluded? Low income consumers' grocery shopping behaviour1 -- Scenes from the lives of Athenian mothers and daughters -- Consuming across borders: four vignettes -- Advertising targeted towards children: are the legal controls effective? The case of Belgium -- Port wine: ruby, tawny, white and the premiums -- Culture And European Lifestyles -- Culture And Consumer behaviour -- Culture And Consumption -- Myths And Rituals -- Sacred And Profane Consumption -- Consumer Society - Material Culture -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Cultural Change Processes -- Introduction -- The Diffusion Of Innovations -- The Fashion System -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Lifestyles And European Cultures -- Lifestyles And Consumption Choices -- Lifestyle Marketing -- Geographic Influences On Lifestyles -- Ethnic And Religious Subcultures -- Euro-consumers: do they exist? -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- New Times,New Consumers -- Introduction -- Environmentalism: Saving The Planet With a Shopping Basket -- Global Marketing And Culture -- Postmodernism? -- Chapter Summary -- Consumer Behaviour Challenge -- Notes -- Consumption and immigration: the distribution of the Halal brand in Spain -- Black youth identity in Britain: acculturation, consumption, hip hop and self-identity. Brand building on Holy Mount Athos: consumer perceptions of speciality wine brands -- Sandra: an illustration of addictive consumption -- Glass collectors in consumer culture -- Adapt or die? Developments in the British funeral industry -- Glossary -- Indexes -- Author Index -- Product/Company/Name Index -- Subject Index. |
| Record Nr. | UNINA-9910154651503321 |
|
Solomon Michael R.
|
||
| Harlow : , : Prentice Hall, , 2006 | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||
Marketing : real people, real choice / / Michael R. Solomon, Greg W. Marshall, Elnora Stuart
| Marketing : real people, real choice / / Michael R. Solomon, Greg W. Marshall, Elnora Stuart |
| Autore | Solomon Michael R. |
| Edizione | [Eighth edition.] |
| Pubbl/distr/stampa | Boston : , : Pearson, , [2015] |
| Descrizione fisica | 1 online resource (569 pages) : color illustrations, photographs |
| Disciplina | 658.8002373 |
| Soggetto topico | Marketing - Vocational guidance |
| ISBN | 1-292-09776-0 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| Nota di contenuto |
Cover -- Title Page -- Copyright Page -- Contents -- Preface -- About the Authors -- Acknowledgments -- PART 1 Understand the Value Proposition -- CHAPTER 1: Welcome to the World of Marketing: Create and Deliver Value -- Real people, Real Choices: Here's my problem -- MARKETING: WHAT IS IT? -- WHEN DID MARKETING BEGIN? THE EVOLUTION OF A CONCEPT -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- THE VALUE OF MARKETING AND THE MARKETING OF VALUE -- THE CUTTING EDGE: Users Build Brands that Customers Trust -- MARKETING AS A PROCESS -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at Nestlé -- CHAPTER 2: Global, Ethical, and Sustainable Marketing -- Real people, Real Choices: Here's my problem -- TAKE A BOW: MARKETING ON THE GLOBAL STAGE -- UNDERSTAND INTERNATIONAL, REGIONAL, AND COUNTRY REGULATIONS -- ANALYZE THE MARKETING ENVIRONMENT: INTERNAL AND EXTERNAL SCANS -- IS THE WORLD FLAT OR NOT? HOW "GLOBAL" SHOULD A GLOBAL MARKETING STRATEGY BE? -- ETHICS IS JOB ONE IN MARKETING PLANNING -- SUSTAINABILITY: MARKETERS DO WELL BY DOING GOOD -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at Mattel -- CHAPTER 3: Strategic Market Planning -- Real people, Real Choices: Here's my problem -- PLANNING: COMPOSE THE BIG PICTURE -- STRATEGIC PLANNING: FRAME THE PICTURE -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- MARKET PLANNING: DEVELOP AND EXECUTE MARKETING STRATEGY -- THE CUTTING EDGE: Strengthen Your Message with Twitter Cards -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at Amazon.
PART 2 Determine the Value Propositions Different Customers Want -- CHAPTER 4: Market Research -- Real people, Real Choices: Here's my problem -- KNOWLEDGE IS POWER -- THE ROLE OF THE CUSTOMER INSIGHTS FUNCTION IN A MARKETING ORGANIZATION -- STEPS IN THE MARKET RESEARCH PROCESS -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- THE CUTTING EDGE: Cookies That Track You 24/7 -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at GetFeedback -- CHAPTER 5: Marketing Analytics: Welcome to the Era of Big Data! -- Real people, Real Choices: Here's my problem -- CUSTOMER RELATIONSHIP MANAGEMENT (CRM): A KEY DECISION TOOL FOR MARKETERS -- BIG DATA: TERABYTES RULE -- THE CUTTING EDGE: Big Data Predicts Outbreaks of Infectious Diseases -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- MARKETING ANALYTICS -- METRICS FOR MARKETING CONTROL -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at State Farm -- CHAPTER 6: Understand Consumer and Business Markets -- Real people, Real Choices: Here's my problem -- THE CONSUMER DECISION-MAKING PROCESS -- INTERNAL INFLUENCES ON CONSUMERS' DECISIONS -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- SITUATIONAL AND SOCIAL INFLUENCES ON CONSUMERS' DECISIONS -- THE CUTTING EDGE: No More Waiting on Shipping -- BUSINESS MARKETS: BUYING AND SELLING WHEN THE CUSTOMER IS ANOTHER ORGANIZATION -- BUSINESS BUYING SITUATIONS AND THE BUSINESS BUYING DECISION PROCESS -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at Electrolux -- CHAPTER 7: Segmentation, Target Marketing, and Positioning -- Real people, Real Choices: Here's my problem. TARGET MARKETING: SELECT AND ENTER A MARKET -- STEP 1: SEGMENTATION -- THE CUTTING EDGE: Chipotle Targets Socially Conscious Gen Y -- STEP 2: TARGETING -- STEP 3: POSITIONING -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at Subaru -- PART 3 Develop the Value Proposition for the Customer -- CHAPTER 8: Product I: Innovation and New Product Development -- Real people, Real Choices: Here's my problem -- BUILD A BETTER MOUSETRAP-AND ADD VALUE -- HOW MARKETERS CLASSIFY PRODUCTS -- "NEW AND IMPROVED!" THE PROCESS OF INNOVATION -- THE CUTTING EDGE: Innovating for a Better Shave -- NEW PRODUCT DEVELOPMENT -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- ADOPTION AND DIFFUSION OF NEW PRODUCTS -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at Chobani -- CHAPTER 9: Product II: Product Strategy, Branding, and Product Management -- Real people, Real Choices: Here's my problem -- PRODUCT PLANNING: USE PRODUCT OBJECTIVES TO DECIDE ON A PRODUCT STRATEGY -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- MARKETING THROUGHOUT THE PRODUCT LIFE CYCLE -- THE CUTTING EDGE: Social Media Brings Products Back to Life -- BRANDING AND PACKAGING: CREATE PRODUCT IDENTITY -- ORGANIZE FOR EFFECTIVE PRODUCT MANAGEMENT -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at Starbucks -- CHAPTER 10: Price: What is the Value Proposition Worth? -- Real people, Real Choices: Here's my problem -- "YES, BUT WHAT DOES IT COST?" -- THE CUTTING EDGE: Digital Currencies: Bitcoin -- WHAT IS PRICE?. COSTS, DEMAND, REVENUE, AND THE PRICING ENVIRONMENT -- IDENTIFY STRATEGIES AND TACTICS TO PRICE THE PRODUCT -- PRICING AND ELECTRONIC COMMERCE -- PSYCHOLOGICAL, LEGAL, AND ETHICAL ASPECTS OF PRICING -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at Procter & Gamble -- Supplement: Marketing Math -- PART 4 Deliver and Communicate the Value Proposition -- CHAPTER 11: Deliver the Goods: Determine Distribution Strategy -- Real people, Real Choices: Here's my problem -- TYPES OF DISTRIBUTION CHANNELS AND WHOLESALE INTERMEDIARIES -- THE CUTTING EDGE: Amazon Delivers in 30 Minutes or Less? -- DEVELOP A CHANNEL STRATEGY -- LOGISTICS AND THE SUPPLY CHAIN -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at Elizabeth Arden -- CHAPTER 12: Deliver the Customer Experience: Bricks and Clicks -- Real people, Real Choices: Here's my problem -- RETAILING, TWENTY-FIRST-CENTURY STYLE -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- TYPES OF BRICKS-AND-MORTAR RETAILERS -- E-COMMERCE AND OTHER TYPES OF NONSTORE RETAILERS -- THE CUTTING EDGE: Tokyo Vending Machines "Recognize" Customers -- SERVICE AS A CORE SOURCE OF VALUE -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at IKEA -- CHAPTER 13: Promotion I: Advertising and Sales Promotion -- Real people, Real Choices: Here's my problem -- COMMUNICATION MODELS IN A WEB 2.0 WORLD -- OVERVIEW OF PROMOTIONAL PLANNING -- ADVERTISING -- THE CUTTING EDGE: Pay-Per-Gaze. RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- SALES PROMOTION -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at Stouffer's -- CHAPTER 14: Promotion II: Social Media, Direct/Database Marketing, Personal Selling, and Public Relations -- Real people, Real Choices: Here's my problem -- SOCIAL MEDIA -- THE CUTTING EDGE: Heinz Ketchup's Tryvertising Creates Buzz -- DIRECT MARKETING -- PERSONAL SELLING: ADDING THE PERSONAL TOUCH TO THE PROMOTION MIX -- THE LANDSCAPE OF MODERN PERSONAL SELLING -- THE CREATIVE SELLING PROCESS -- PUBLIC RELATIONS -- RIPPED FROM THE HEADLINES: Ethical/Sustainable Decisions in the Real World -- Objective Summary Key Terms Apply -- Chapter Questions and Activities -- Marketing in Action Case: Real Choices at Oreo -- Appendix A: Marketing Plan: The S&S Smoothie Company -- Appendix B: You, Marketing, and Your Career -- NOTES -- GLOSSARY -- Subject Index. |
| Record Nr. | UNINA-9910154953403321 |
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Solomon Michael R.
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| Boston : , : Pearson, , [2015] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
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Marketing : real people, real decisions / / Solomon [and four others]
| Marketing : real people, real decisions / / Solomon [and four others] |
| Autore | Solomon Michael R. |
| Edizione | [Second European edition.] |
| Pubbl/distr/stampa | Harlow, England : , : Pearson, , [2013] |
| Descrizione fisica | 1 online resource (632 pages) : color illustrations, photographs |
| Disciplina | 658.8 |
| Altri autori (Persone) | SolomonMichael R |
| Soggetto topico | Marketing - Vocational guidance |
| ISBN | 0-273-75824-1 |
| Formato | Materiale a stampa |
| Livello bibliografico | Monografia |
| Lingua di pubblicazione | eng |
| 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. |
| Record Nr. | UNINA-9910150228403321 |
|
Solomon Michael R.
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||
| Harlow, England : , : Pearson, , [2013] | ||
| Materiale a stampa | ||
| Lo trovi qui: Univ. Federico II | ||
| ||