Marketing

by Jim Blythe

• ISBN13: 9781412910330
• ISBN10: 1412910331
• Format: Hardcover
• Copyright: 2006-03-29
• Publisher: SAGE Publications Ltd

Summary

The Sage Course Companion on Marketing is an accessible introduction to the subject that will help readers to extend their understanding of key concepts and enhance their thinking skills in line with course requirements. It provides support on how to revise for exams and prepare for and write assessed pieces. Readers are encouraged not only to think like a marketer but also to think about the subject critically. It is much more than a revision guide for undergraduates; it is an essential tool that will help readers take their course understanding to new levels and help them achieve success in their undergraduate course.

Table of Contents

Part One Introducing your companion	1	(11)
Part Two Core areas of the curriculum	11	(108)
The underpinnings of marketing	12	(6)
The marketing environment	18	(4)
Consumer behaviour	22	(5)
Business-to-business marketing	27	(4)
Segmentation and targeting	31	(6)
Marketing information and research	37	(5)
Marketing communication theories	42	(5)
Branding and brand management	47	(5)
International marketing	52	(7)
Marketing strategy	59	(5)
Relationship marketing	64	(4)
Managing products	68	(6)
Pricing	74	(5)
Advertising	79	(5)
PR and sponsorship	84	(5)
Selling and key-account management	89	(5)
Direct and online marketing	94	(6)
Sales promotion	100	(4)
Managing channels of distribution	104	(5)
Services marketing: people, processes, physical evidence	109	(5)
Marketing ethics	114	(5)
Part Three Study, writing and revision skills (in collaboration with David McIllroy)	119	(56)
How to get the most out of your lectures	120	(5)
How to make the most of seminars	125	(6)
Essay writing tips	131	(10)
Revision hints and tips	141	(11)
Exam hints and tips	152	(10)
Tips on interpreting essay and exam questions	162	(13)
Glossary	175	(4)
Index	179