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Full Description
The ninth edition of Marketing Concepts and Strategies has been fully updated to reflect the latest marketing themes, together with the authors' real-life practitioner expertise. The marketing world has gone digital as consumers rely on social media; new operational regulations abound on data compliance and privacy. Marketing has become more aligned to ethical, responsible and sustainability issues; the discipline has become more critical and reflective, and the pandemic has changed business strategies worldwide.
Contents
Part I: Marketing defined and marketing in context
1. The marketing concept
2. Marketing strategy and understanding competitors
3. The marketing environment
4. Marketing in international markets and globalization
Part II: Understanding and targeting customers
5. Consumer buying behaviour
6. Business markets and business buying behaviour
7. Segmenting markets
8. Targeting and positioning
9. Marketing research
Part III: Marketing programmes - products and services, brands, place and channels, promotion and marketing communications, digital and pricing
10. Product decisions
11. Branding and packaging
12. Developing products and managing product portfolios
13. The marketing of services
14. Marketing channels
15. Channel players and physical distribution
16. An overview of marketing communications
17. Advertising, public relations and sponsorship
18. Sales management, sales promotion, direct mail, direct marketing and the web
19. Digital marketing
20. Pricing
21. Modifying the marketing mix for business markets, services and in international marketing
Part IV: Marketing management
22. Marketing planning and forecasting sales potential
23. Implementing strategies, internal marketing relationships and measuring performance
24. Responsible marketing
