This text presents a comprehensive approach to the principles of marketing and focuses more attention on the importance of competitive advantage in strategic planning. It emphasizes the changing relationships in channels of distribution ranging from co-ordination of logistics efforts among companies, to the increasing conflict between producers and the large retail chains. Topics covered include: how intense competition, both in the US and around the world, is affecting marketing planning and the importance of rapid response in NPD; global issues and ethics, business-to-business and service marketing; relationship marketing; Integrated Marketing Communications (IMC); innovative marketing plans; reshaping, controlling and implementing marketing plans with faster control-related information; TQM, technology and customer services; and the relationships between marketing, operations, finance and IT.
Auflage
New ed of International 12 Revised ed of
Sprache
Verlagsort
Verlagsgruppe
McGraw-Hill Education - Europe
Zielgruppe
Für höhere Schule und Studium
Für Beruf und Forschung
Maße
ISBN-13
978-0-07-114620-3 (9780071146203)
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Schweitzer Klassifikation
Marketing's role in the global economy; marketing's role within the firm or nonprofit organization; finding target marketing opportunities with market segmentation; evaluating opportunities in the changing marketing environment; getting information for marketing decisions; demographic dimensions of global consumer markets; behavioural dimensions of global consumer markets; business and organizational customers and their buying behaviour; elements of product planning for goods and service; product management and new-product development; place and development of channel systems; logistics and distribution customer service; retailers, wholesalers and their strategy planning; promotion-introduction to integrated marketing communications; personal selling; advertising and sales promotion; pricing objectives and policies; price setting in the business world; developing innovative marketing plans; implementing and controlling marketing plans - evolution and revolution; managing marketing's link with other functional areas; ethical marketing in a consumer-oriented world - appraisal and challenges. Appendices: economics fundamentals; marketing arithmetic; career planning in marketing.
