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Marketing is an important area of management activity in any organisation. It generates trade and involves analysing, planning, managing and controlling activities concerned with creating and maintaining high levels of customer service and satisfaction. The marketer's central task is to make the brand easy to buy and this requires ensuring people can find it and know about it. This book does that as it covers the main concepts and principles that underlie marketing theory and practice. Bridging academic theory and real-world marketing knowledge, the book introduces students to the core topics necessary for their undergraduate studies and is designed with the future professional in mind. It clearly illustrates how marketing problems have been solved in business - connecting theory to practice. Combined with an enriched digital obook version of the book it is very practical in orientation and provides a more realistic view of marketing issues. Written by a combination of marketing academics and marketing scientists who engage with industry it presents information that is practical and interesting in a style that is theoretical and accessible.
Table of Contents
1 Introduction - What do Marketing Professionals Do? 2 Consumer Behaviour and Business Buyer Behaviour 3 Marketing Metrics and Modelling - informing decisions 4 Market Research 5 The Marketing Environment 6 Customer Segmentation, Targeting and Positioning 7 Product (Goods and Services) 8 Physical Availability/Retailing/Packaging 9 Pricing and Discounting 10 Advertising 11 Media Decisions 12 Strategic Marketing and Planning 13 Global Marketing 14 Social Responsibility and Ethics