Essentials of Marketing, sixth edition, provides an accessible, lively and engaging introduction to marketing. Taking a practical, tactical approach, the authors cover traditional marketing techniques and theories, as well as offering the most up to date critical perspectives.
Using contemporary case studies, in-chapter examples and suggestions for further reading the book provides everything an undergraduate or CIM student needs to excel in their discipline.
The book is further complemented by a full range of online resources, including video cases, self-test questions, power-point slides and an instructor's manual.
Professor Jim Blythe is the author of eighteen textbooks and over fifty journal articles. A former sales manager and marketing consultant, he has taught at universities in the UK, France, Germany, Japan and Zambia. He is widely travelled, and holds a private pilot's licence.
Jane Martin is a senior lecturer in Marketing and Marketing Programme Leader at the University of Chester. She has taught in Universities in the UK and China and has previously been a company director and worked in business-to-business marketing. She has also been a member of the Chartered Institute of Marketing for a number of years.
CONTENTS List of tables List of figures Preface Acknowledgements 1 What do marketers do? Objectives Introduction Video case: Electrolux About marketing The development of the marketing concept Marketing and other business disciplines Marketing on a day-to-day basis Marketing jobs Key concepts in marketing Definitions of some marketing terms Meeting marketing resistance Quotations about marketing Case study 1: John Lewis Partnership Summary Chapter questions Further reading References 2 The marketing environment Objectives Introduction Video case: St Paul's Cathedral The marketing environment The external environment The international environment World trade initiatives The internal environment Case study 2: Volkswagen Summary Chapter questions Further reading References 3 Consumer and buyer behaviour Objectives Introduction Video case: Royal Enfield Consumer behaviour Perception Influences on the buying decision Impulse buying Industrial buying behaviour Case study 3: Choosing a mobile phone Summary Chapter questions Further reading References 4 Segmentation, targeting and positioning Objectives Introduction Video case: Birmingham Reasons for segmenting markets Segmentation variables Segmenting industrial markets Segmentation effectiveness Global segmentation Targeting Positioning Sales forecasting Case study 4: Marketing to Mummy Summary Chapter questions Further reading References 5 Market research Objectives Introduction Video case: HSBC Private Banking The need for market research The research process Approaching respondents Analysing the results Case study 5: Borderless Access Summary Chapter questions Further reading References 6 Products, branding and packaging Objectives Introduction Video case: Acme Whistles Defining products Classifying products Managing the product range Developing better products Diffusion of innovation Branding Strategic issues in branding Extending the brand Retailers' own-brands Packaging Case study 6: Wearable technology Summary Chapter questions Further reading References 7 Pricing strategies Objectives Introduction Video case: Tata Economic theories of pricing and value Pricing and market orientation Setting prices Case study 7: Differential pricing Summary Chapter questions Further reading References 8 Distribution Objectives Introduction Video case: Friday's Logistics v distribution Wholesalers Retailers Selecting channels Managing distribution channels Efficient consumer response Case study 8: Aldi Summary Chapter questions Further reading References 9 Marketing communications and promotional tools Objectives Introduction Video case: Voluntary Service Overseas Marketing communications theory Developing communications The promotional mix Managing advertising Sales promotion Managing personal selling Managing the salesforce Managing PR Internet marketing Social media Integrating the promotional mix Case study 9: WestJet Airlines Summary Chapter questions Further reading References 10 Marketing planning, implementation and control Objectives Introduction Video case: Indian tourism The marketing planning process The marketing audit Corporate objectives Internalisation strategy Tactical planning Organisational alternatives Promotional strategies Tactical approaches Deciding the type of campaign Putting it all together Monitoring and evaluating marketing performance Feedback systems Case study 10: Waterstones Summary Chapter questions Further reading References 11 Services marketing Objectives Introduction Video case: Ikea Services v physical products Services and consumer behaviour Providing services Loyalty in services Case study 11: Marketing the law Summary Chapter questions Further reading References 12 Sustainable marketing Objectives Introduction Video case: Land Rover Relationship v traditional marketing People with whom business is done Developing a relationship marketing approach Marketing ethics Globalisation Marketing strategy revisited The twenty-first century marketplace Case study 12: Temple and Webster Summary Chapter questions Further reading References Glossary Index