5e (WebPDF) Essentials of Marketing
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Essentials of Marketing 5e (WebPDF) Edition: 5th edition Publication date: 2016 Author/Editors: Cant, M eISBN: 9781485124603 Format: eBook Number of Pages: 240 pages Retail price: R388.00 (incl. VAT) Website Link: juta.co.za/pdf/24730/ About this Publication: Understanding the customer, identifying opportunities and threats in the market and integrating the elements of marketing in a suitable and winning combination are all paramount to the survival of organisations in the 21st century. Essentials of Marketing explains the fundamental aspects of marketing alike.
Transcript of 5e (WebPDF) Essentials of Marketing
EssentialsofMarketing5e(WebPDF)Edition: 5theditionPublicationdate: 2016Author/Editors: Cant,MeISBN: 9781485124603Format: eBookNumberofPages: 240pagesRetailprice: R388.00(incl.VAT)WebsiteLink: juta.co.za/pdf/24730/
AboutthisPublication:
Understandingthecustomer,identifyingopportunitiesandthreatsinthemarketandintegratingtheelementsofmarketinginasuitableandwinningcombinationareallparamounttothesurvivaloforganisationsinthe21stcentury.EssentialsofMarketingexplainsthefundamentalaspectsofmarketingalike.
ContentsInclude:
Chapter11.1Introduction1.2Whatmarketing?is1.3Universalfunctionsoractivitiesofmarketing1.4Differentmarketingorientations1.5Relationshipmarketing50381.6Coreaspectsofmarketing1.7Themarketingfunctionwithinanorganisation1.8Themanagementtasksinmarketing1.9ThetechnologicalrevolutioninmarketingSummaryReferencesChapter22.1Introduction2.2Componentsofthemarketingenvironment2.3Thevariablesinthemicro-environment2.4Thevariablesinthemarketenvironment2.5Thevariablesinthemacro-environment2.6SWOTanalysis2.7EnvironmentalscanningSummaryReferencesChapter33.1Introduction3.2Defininginternationalmarketing3.3Externalfactorsinfluencingtheinternationalmarketingenvironment3.4Internationaldecision-makingprocess3.5Decidingwhethertoenterinternationalmarkets3.6Decidingwhichmarketstoenter3.7Decidinghowtoenterthemarkets41SummaryReferencesChapter44.1Introduction4.2Theimportanceofmarketingresearchindecision-making4.3Themarketinginformationsystem(MIS)4.4Marketingresearch4.5Marketpotentialandsalesforecasting4.6Analysingandusingmarketinginformation364.7Internationalmarketingresearch374.8TheimpactoftheInternetonmarketingresearch38SummaryReferencesChapter55.1Introduction5.2Individualfactorsinfluencingconsumerbehaviour5.3Groupfactorsinfluencingconsumerbehaviour5.4Consumerdecision-makingprocessSummaryReferencesChapter66.1Introduction6.2Segmentation,targetingandpositioningdefined6.3Theadvantagesofmarketsegmentation6.4Thedisadvantagesofmarketsegmentation6.5Marketsegmentationandmassmarketing6.6UsingRFMsegmentationtosegmentamarket
6.7Prerequisitesformarketsegmentation6.8Basesforsegmentingconsumermarkets6.9Basesforsegmentingbusinessmarkets286.10Whysegmentationfails296.11Targeting6.12Productpositioning6.13Repositioning42SummaryReferencesChapter7Chapter88.1Introduction8.2Strategicmarketingmanagement8.3Planning8.4Implementation8.5ControlSummaryReferences
OfInterestandBenefitto:
Itisamust-haveresourceforthoseresponsibleforkeepingtheirorganisationsabreastwiththelatestdevelopmentsinthemarketingenvironment.DefinesmarketingandthemarketingconceptAnalysesthemarketingenvironmentanditsimpactonbusinessesEvaluatesanddiscussestheinternationalmarketingenvironmentandhowitdiffersfromlocalmarketsDiscussesfuturetrendsandtheirimpactonmarketingdecisionsHighlightstheimportanceofmarketresearchandhowtouseiteffectivelyDiscussestheapplicationofsocialmediainthebusinessenvironmentExplainsfundamentalconceptsofmarketingusingreal-lifecasestudiesandexamples.
