Principles and practice of marketing:
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London [u.a.]
McGraw-Hill
2001
|
| Ausgabe: | 3. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009384309&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| Umfang: | XXIV, 823 S. Ill., graph. Darst. 1 CD-ROM (12 cm) |
| ISBN: | 0077096134 |
Internformat
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| 245 | 1 | 0 | |a Principles and practice of marketing |c David Jobber |
| 250 | |a 3. ed. | ||
| 264 | 1 | |a London [u.a.] |b McGraw-Hill |c 2001 | |
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| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 4 | |a Marketing | |
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Datensatz im Suchindex
| _version_ | 1819262182760644608 |
|---|---|
| adam_text | Case contributors xiii
List of vignettes xv
Preface xvii
Acknowledgements for the third edition xxi
Guided tour xxii
Currency conversion table xxiv
Part I
Fundamentals of modern
marketing thought
I. Marketing in the modern firm 2
Learning objectives 2
The marketing concept 3
Marketing versus production
orientation 4
Efficiency versus effectiveness 5
Market versus internally driven
businesses 7
Dimensions of market driven management 8
Limitations of the marketing concept 10
Creating customer value and
satisfaction 11
Developing an effective marketing mix 13
Key characteristics of an effective
marketing mix 15
Criticisms of the 4 Ps approach to
marketing management 19
Marketing and business performance 20
Summary 23
Study questions 24
References 24
Case I Virgin Direct 2000 26
Case 2 Sylvan Ireland 30
2. Marketing planning: an overview of
marketing 33
Learning objectives 33
The fundamentals of planning 34
The process of marketing planning 35
The rewards of marketing planning 48
Problems in making planning work 49
How to handle marketing planning
problems 50
Summary 50
Study questions 51
References 52
Case 3 Heron Engineering 54
Case 4 Weatherpruf Shoe Waxes 57
3. Understanding consumer behaviour 59
Learning objectives 59
The dimensions of buyer behaviour 60
Consumer behaviour 61
Influences on consumer behaviour 71
Summary 83
Study questions 84
References 84
Consumer Behaviour Exercise I
Understanding Consumer Decision
Making 87
Consumer Behaviour Exercise 2
The Symbolic Meaning of Brands 88
4. Understanding organizational buying
behaviour 89
Learning objectives 89
Characteristics of organizational
buying 90
The dimensions of organizational
buying behaviour 92
Influences on organizational buying
behaviour 99
Developments in purchasing practice 101
Relationship management 104
How to build relationships 109
Summary 112
Study questions 113
References 114
Case 5 Winters Company 116
Case 6 Morris Services 117
5. The marketing environment 119
Learning objectives 119
Economic forces 121
Social forces 127
Political and legal forces 135
Physical forces 137
Technological forces 139
Environmental scanning 142
Responses to environmental change 144
Summary 145
Study questions 146
References 146
Case 7 Marks and Spencer 148
Case 8 The Friendly Bank 151
6. Marketing research and information
systems 152
Learning objectives 152
Marketing information systems 153
Importance of marketing research 155
Approaches to conducting marketing
research 157
Types of marketing research 158
Stages in the marketing research
process 160
The use of marketing information
systems and marketing research 176
Ethical issues in marketing research 176
Summary 178
Study questions 178
References 179
Case 9 WP Forty 181
Case 10 Harveys Stores 182
7. Marketing segmentation and
positioning 184
Learning objectives 184
Why bother? 185
The process of market segmentation
and target marketing 186
Segmenting consumer markets 186
Segmenting organizational markets 197
Target marketing 201
Positioning 205
Summary 212
Study questions 213
References 213
Case 11 Repositioning Budweiser 215
Case 12 Automatic Vehicle Location 223
Part II
Marketing mix decisions
8. Managing products 228
Learning objectives 228
Products and brands 229
The product line and product mix 229
Brand types 230
Brand building 230
Global and pan European branding 241
Brand name strategies and choices 242
Brand extension and stretching 245
Managing product lines and brands
over time: the product life cycle 248
Uses of the product life cycle 249
Limitations of the product life cycle 252
Managing brand and product line
portfolios 253
Product strategies for growth 260
Ethical issues concerning products 262
Summary 263
Study questions 264
References 264
Case 13 Levi Jeans 267
Case 14 Muller Dairy UK 269
9. Developing new products 278
Learning objectives 278
What is a new product? 279
Creating and nurturing an innovative
culture 280
Organizing effectively for new product
development 282
Managing the new product
development process 285
Competitive reaction to new product
introductions 300
Summary 300
Study questions 301
References 301
Case 15 Swatch 304
Case 16 Philips Aqua Wave 311
10. Pricing strategy 317
Learning objectives 317
Economists approach to pricing 318
Cost orientated pricing 319
Competitor orientated pricing 322
Marketing orientated pricing 323
Initiating price changes 338
Reacting to competitors price changes 340
Ethical issues in pricing 343
Summary 344
Study questions 345
References 345
Case 17 Hansen Bathrooms (A) 347
Case 18 Computron Inc., 1994 348
11. Advertising 352
Learning objectives 352
Integrated marketing communications 354
The communication process 354
Strong and weak theories of how
advertising ¦works 357
Developing advertising strategy 358
Organizing for campaign development 375
Ethical issues in advertising 377
Summary 378
Study questions 379
References 379
Case 19 DHL Keeps Your Promises 381
Case 20 Blue Lagoon 385
12. Personal selling and sales
management 387
Learning objectives 387
Environmental and managerial forces
affecting sales 388
Types of selling 391
Sales responsibilities 392
Personal selling skills 395
Sales management 401
Ethical issues in personal selling and
sales management 416
Summary 416
Study questions 417
References 418
Case 21 Glaztex 420
Case 22 Selling Exercise 422
13. Direct marketing 423
Learning objectives 423
Denning direct marketing 424
Growth in direct marketing activity 426
Database marketing 427
Managing a direct marketing campaign 429
Ethical issues in direct marketing 446
Summary 446
Study questions 448
References 448
Case 23 Seagram Europe and Africa 450
Case 24 Houstons 454
14. Internet and on line marketing 458
Learning objectives 458
Introduction 459
More than just a website 460
Forms of e commerce 463
Putting on line marketing into context 465
The benefits of the Internet and
e commerce 466
Assessing on line competence 468
Competitive on line advantage and
strategy 472
Selecting an e commerce marketing
mix 476
Ethical issues in Internet and on line
marketing 481
Summary 483
Study questions 484
References 485
Case 25 Netiva Corporation 486
Case 26 Pane Window Systems Ltd 487
15. Other promotional mix methods 489
Learning objectives 489
Sales promotion 490
Public relations and publicity 500
Sponsorship 504
Exhibitions 508
Ethical issues in sales promotion and
public relations 510
Summary 511
Study questions 512
References 512
Case 27 New Sponsorship 514
Case 28 Kuala Lumpur 1998 516
16. Distribution 519
Learning objectives 519
Functions of channel intermediaries 520
Types of distribution channels 524
Channel strategy 526
Channel management 532
Physical distribution 537
The physical distribution system 538
Ethical issues in distribution 545
Summary 546
Study questions 547
References 547
Case 29 Mitsubishi Electric Ireland Ltd 549
Case 30 Cafedirect® 561
Part III
Competition and marketing
17. Analysing competitors and creating a
competitive advantage 570
Learning objectives 570
Analysing competitive industry
structure 571
Competitor analysis 574
Competitive advantage 578
Creating a differential advantage 582
Creating cost leadership 587
Summary 589
Study questions 590
References 591
Case 31 Wal Mart BuysAsda 592
Case 32 Netto 594
18. Competitive marketing strategy 602
Learning objectives 602
Competitive behaviour 603
Developing competitive marketing
strategies 605
Build objectives 605
Hold objectives 616
Niche objectives 620
Harvest objectives 620
Divest objectives 621
Summary 622
Study questions 623
References 623
Case 33 Mitsubishi Ireland 625
Case 34 Hirefone 635
Part IV
Marketing implementation and
application
19. Managing marketing implementation,
organization and control 643
Learning objectives 643
Marketing strategy, implementation and
performance 645
Implementation and the management of
change 646
Objectives of marketing
implementation and change 649
Barriers to the implementation of the
marketing concept 650
Forms of resistance to marketing
implementation and change 653
Developing implementation strategies 653
Marketing organization 663
Marketing control 668
Strategic control 671
Operational control 671
Summary 673
Study questions 674
References 675
Case 35 Hansen Bathrooms (B) 677
Case 36 Jambo Records 679
20. Marketing services 683
Learning objectives 683
The nature of services 684
Managing services 687
Retailing 705
Marketing in non profit organizations 714
Summary 717
Study questions 719
References 720
Case 37 First Direct 2000 723
Case 38 Club La Santa Lanzarote 728
21. International marketing 735
Learning objectives 735
Deciding whether to go international 736
Deciding which markets to enter 737
Deciding how to enter a foreign
market 741
Developing international marketing
strategy 747
Organizing for international operations 759
Centralization v. decentralization 759
Summary 760
Study questions 762
References 763
Case 39 Eurocamp 766
Case 40 British Airways World Cargo 772
Glossary 776
Author Index 793
Companies and Brands Index 803
Subject Index 811
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| geographic_facet | Europa |
| id | DE-604.BV013731124 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T10:52:33Z |
| institution | BVB |
| isbn | 0077096134 |
| language | English |
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| physical | XXIV, 823 S. Ill., graph. Darst. 1 CD-ROM (12 cm) |
| publishDate | 2001 |
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| publisher | McGraw-Hill |
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| spellingShingle | Jobber, David Principles and practice of marketing Marketing gtt Marketing Marketing Europe Case studies Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4522595-3 |
| title | Principles and practice of marketing |
| title_auth | Principles and practice of marketing |
| title_exact_search | Principles and practice of marketing |
| title_full | Principles and practice of marketing David Jobber |
| title_fullStr | Principles and practice of marketing David Jobber |
| title_full_unstemmed | Principles and practice of marketing David Jobber |
| title_short | Principles and practice of marketing |
| title_sort | principles and practice of marketing |
| topic | Marketing gtt Marketing Marketing Europe Case studies Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd |
| topic_facet | Marketing Marketing Europe Case studies Marketingmanagement Europa Fallstudiensammlung |
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