Develop Your Marketing Skills

by Richardson, Neil

• ISBN13: 9780749462246
• ISBN10: 0749462248
• Edition: Revised
• Format: Paperback
• Copyright: 2010-12-28
• Publisher: Kogan Page Ltd

Summary

The combination of market fragmentation and over-supply means the need to understand customers is greater than ever. This book addresses key contemporary marketing issues in a way that allows readers to implement real changes to their organizations. Covering product management, market research, communications, and pricing perspectives, it gives insights into how theories and tools work in actual business scenarios. It also shows how to improve customer satisfaction, and it highlights timely issues such as sustainability. Summary pages at the end of each chapter contain questions and suggested activities.

Author Biography

Neil Richardson is a marketing lecturer at Leeds Business School and is actively involved in marketing research. He has a wealth of private sector experience. Ruth M Gosnay has been a Senior Lecturer in Marketing at Leeds Business School for 9 years. She has extensive experience of working for household names in various marketing roles.

Table of Contents

Introduction	p. 1
Marketing: separating fact from fiction	p. 3
The marketing concept	p. 5
The benefits of being marketing-oriented	p. 8
The marketing environment	p. 15
The macro environment	p. 16
The micro environment	p. 20
Monitoring the micro/macro environments	p. 23
Customers in all their glory	p. 27
The consumer market	p. 28
The business-to-business market	p. 28
Consumer buying process	p. 29
Organisational buying behaviour	p. 34
Using research to make informed decisions	p. 39
Marketing research	p. 39
Analysing and presenting the findings	p. 48
Product management	p. 51
Product management	p. 51
Anatomy of a product	p. 53
Classification of products	p. 54
The product life cycle	p. 57
Extending the life of the product	p. 60
The product adoption process	p. 65
Developing new products	p. 66
Right time, right place, right quantity, right condition	p. 79
The role and importance of place	p. 80
Market coverage	p. 84
Distribution logistics	p. 86
You paid how much?	p. 91
Price setting	p. 92
Pricing perspectives	p. 95
Different pricing techniques	p. 97
How communication works	p. 103
The two-stage communication process	p. 107
How to communicate a message	p. 110
Co-ordinated marketing communication	p. 113
Services marketing vs marketing services	p. 121
The extended marketing mix for services	p. 124
Challenges facing service providers	p. 125
Marketing charities and small businesses	p. 127
How to create a marketing plan	p. 133
Gap analysis	p. 134
Mission statements	p. 137
Objectives	p. 139
Strategy	p. 140
Tactics	p. 142
Evaluation	p. 144
Sustainable marketing in the 21st century	p. 147
Historical perspective	p. 149
You say social, I say societal	p. 149
Profit	p. 150
People	p. 151
Planet	p. 155
Questions answered	p. 159
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