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Table Of Contents

Marketing Philosophy
1.2The importance of the consumer
1.3Definitions of marketing
1.4Historical development
1.5The marketing-orientated organisation
1.6Different types of business orientation
1.7Marketing as a business philosophy
Further reading
Marketing Environment
2.2Monitoring the external environment
2.7The wider macro-environment
Constituents of Marketing
3.2Marketing in practice: the mix
3.3Product (or service)
3.7Personal selling
3.8Marketing information
4.4Specific social influences
4.5The consumer as an individual
4.6Models of consumer buying behaviour
4.7Organisational buying behaviour
Segmentation, Targeting and Positioning
5.2The need for segmentation
5.3Targeted marketing efforts
5.4Effective segmentation
5.5Segmentation bases in consumer markets
5.6Segmentation bases in organisational markets
5.7Evaluating and appraising market segments
5.8Selecting specific target markets
5.9Developing product positioning strategies
5.10Developing appropriate marketing mixes
Product Strategy
6.2Defining the product
6.3Product classification (consumer goods)
6.4Product classification (industrial goods)
6.5Service marketing issues
6.6New product development
6.7The product life cycle
6.8The PLC as a management tool
6.9The product adoption process
6.10Product (and market) management
6.11Product line and product mix
7.2The nature of price
7.3Pricing objectives
7.4Essential steps in price determination
7.5Price selection techniques
7.6Pricing strategy
Channels of Distribution
8.2Direct versus indirect systems
8.3The nature of distribution
8.4Strategic elements of channel choice
8.5Changing channel systems
8.7‘Business format’ franchising
8.8Growth of ‘non-shop’ shopping
9.3The distribution process
9.4The systems or ‘total’ approach to PDM
9.5Monitoring and control of PDM
Advertising, Sales Promotion and Public Relations
10.2Marketing communications overview
10.3Elements of marketing communications
10.4Definition of marketing communications
10.5Message source
10.7Advertising models
10.8Sales promotion
10.9Telephone marketing
10.11Public relations
Selling and Sales Management
11.2Nature of selling
11.3Situations requiring a personal approach
11.4The expanded role of the modern salesperson
11.5The salesperson as a communicator
11.6The sales sequence
11.7Sales management
Direct Marketing
12.1Direct marketing explained
12.2Objectives of direct marketing
12.4Uses of direct marketing using different media
Customer Relationship Management
13.2The changing face of marketing
13.3Relationship marketing
13.4Practical effects of RM
13.5Supply chain integration
13.7Internal marketing
13.8Customer care
13.9Customer relationship management
Customer Relationship Management259
Marketing Information and Research
14.2Marketing information systems
14.3Main areas of marketing research
14.4Evaluating information
14.5Marketing research as a problem-solving process
14.6Marketing research methods
14.7The research brief
14.8Exploratory research
14.9Stages in the research process
14.10Methods of collecting data
14.12Questionnaire design
Sales Forecasting
15.2Forecasting terminology
15.3Data collection
15.4Forecasting methods
Societal Marketing
16.2Common criticisms of marketing
16.4Social marketing
16.5Marketing in not-for-profit organizations
16.6Quality and marketing
International Marketing
17.2Defining sub-divisions of international activity
17.3Why enter international markets?
17.4How does international marketing begin?
17.5The international decision – a strategic commitment
17.6The international mentality
17.7Organisation for international marketing
17.8International marketing strategy
17.9The international marketing mix
17.10International intelligence and information
17.11Cultural variables
17.12Government and political activity
17.13Direct international investment
17.14Multinational and global marketing
17.15Help to UK exporters
18.2Importance of electronic commerce
18.3Database marketing
18.5World Wide Web
18.6The World Wide Web: new model for electronic marketing
18.8Principles of internet marketing
18.9Website construction and operation
18.10Website management
Marketing Strategy, Planning and Control
19.2Formalised planning procedures
19.3Strategic planning at the corporate level
19.4Strategic business units
19.5Audit and SWOT
19.6Portfolio analysis
19.7Marketing planning at an operational level
19.8Marketing control
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Published by Mohamed Saleh

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Published by: Mohamed Saleh on Apr 06, 2011
Copyright:Attribution Non-commercial


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