Introduction to Marketing: Textbook
Introduction to Marketing is written primarily for first-year undergraduates and delivers an introduction to marketing without overlapping significantly into strategic management or expecting a range of prior industry experience. The text is designed around three functional points:
Readability – the text focuses on contemporary events in marketing and is written in a style tailored to the needs of first-year university students.
Portability – the text is designed to be a succinct overview of the fundamental principles of marketing that can realistically be carried as a reference book during marketing study.
Credibility – the credibility of the text is established through the integration of hard-core marketing theory and contemporary business practice, and through the use of an objective written style.
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Table of Contents
Part 1: Definition and domain
Chapter 1: Philosophy, strategy and tactics: an overview of marketing
How to use this book
The misunderstanding of marketing
Marketing by any other name: the many flavours of marketing
Core concepts of marketing
Overview of the book
Chapter 2: The marketing context
Basic business principles
Marketing within the organisation I: the marketing orientation from a business adoption perspective
Marketing within the organisation II: integrative marketing
Marketing in the real world: dealing with external forces
Strategic marketing: working within the vision from up on high
Organisational-level marketing: tactics from the coalface
Tactical marketing: putting vision into practice
Part 2: Core marketing elements
Chapter 3: Contemporary marketing practice: marketing for the 21st century
Marketing in the 21st century
Selecting a target market
Chapter 4: Marketing to the consumer: consumer behaviour
Consumer behaviour:L a model citizen
Broad model of consumer behaviour (Belk)
The consumer decision process
Influences on consumer behaviour
Motivation marketing: using consumer behaviour in action
Chapter 5: Marketing to the industry: business to business marketing
Definition and domain
The business to bsuiness consumer
Characteristics of the business to business transaction
Business to business purchase
Chapter 6: Market research
The market research process and purpose
Defining the parameters
Conducting the research
Reporting the outcomes
Evaluating a market research proposal
Part 3: The integrated marketing mix
Chapter 7: Product
Definition and domain of the product
Types of products
Tactical decisions for product marketing
Chapter 8: Distribution
Definition and domain of distribution and place
The total distribution concept
Tactical decisions in distribution
Chapter 9: Promotion I: the theory
Theory of promotion and communication
Models of communication types
Chapter 10: Promotion II: the practice
The practical role of marketing communications
Promotional activities: the promotional mix
Making the marketing message: the process of putting the message to the marketplace
Chapter 11: Price
Principles of pricing: what does price do in the marketing mix?
Total price concept
Chapter 12: People
People, marketing and management
People: the employee dimension
People as product
People as customers
Part 4: Marketing in action
Chapter 13: The integrated marketing mix: marketing in application
Integration and consistency: the key to marketing success
The product life cycle concept
Market entry and introductory phases of the PLC
Growth phase of the PLC
Mature markets: extending the cycle
Decline: the end of the cycle
Chapter 14: Implementation and control: taking marketing to the marketplace
Prelude to implementation: the planning process
The components of a strategic marketing plan
Components of a tactical marketing plan
Issues of implementation in marketing
Issues in control in marketing
Chapter 15: Conclusions, future directions and limitations of marketing
Criticisms of marketing
Ethics in marketing: shades of grey
Limitations of marketing I: drawing the boundaries
Limitations of marketing II: if only we could do that…
Adventures in misplaced marketing
Future directions of marketing
SUSAN DANN and STEPHEN DANN. 2004. Introduction to Marketing. Wiley. Retrieved 17th November 2009 from http://www.johnwiley.com.au/highered/marketing/student-res/link.html
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