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Introduction to Marketing: Textbook


About

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.

Study skills

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Reference titles

Term Papers
Section 1: Choosing a topic
Section 2: Planning and conducting research
Section 3: Planning and writing the paper
Section 4: Citing sources
Section 5: Useful links

Case Studies
What is case study analysis?
Analysing a case study
Writing a case study analysis
The role of financial analysis
Conclusion

Table of Contents

Part 1: Definition and domain

Chapter 1: Philosophy, strategy and tactics: an overview of marketing
Introduction
How to use this book
Defining marketing
The misunderstanding of marketing
Marketing by any other name: the many flavours of marketing
Core concepts of marketing
Exchange theory
Overview of the book
Chapter summary

Chapter 2: The marketing context
Introduction
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
Chapter summary

Part 2: Core marketing elements

Chapter 3: Contemporary marketing practice: marketing for the 21st century
Introduction
Marketing in the 21st century
Segmentation
Selecting a target market
Positioning
Branding
Chapter summary

Chapter 4: Marketing to the consumer: consumer behaviour
Introduction
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 summary

Chapter 5: Marketing to the industry: business to business marketing
Introduction
Definition and domain
The business to bsuiness consumer
Characteristics of the business to business transaction
Business to business purchase
Chapter summary

Chapter 6: Market research
Introduction
The market research process and purpose
Defining the parameters
Conducting the research
Reporting the outcomes
Evaluating a market research proposal
Chapter summary

Part 3: The integrated marketing mix

Chapter 7: Product
Introduction
Definition and domain of the product
Types of products
Tactical decisions for product marketing
Chapter summary

Chapter 8: Distribution
Introduction
Definition and domain of distribution and place
The total distribution concept
Channels
Channel players
Market exposure
Tactical decisions in distribution
Logistics
Chapter summary

Chapter 9: Promotion I: the theory
Introduction
Theory of promotion and communication
Models of communication types
Communication models
Chapter summary

Chapter 10: Promotion II: the practice
Introduction
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 summary

Chapter 11: Price
Introduction
Principles of pricing: what does price do in the marketing mix?
Total price concept
Price setting
Chapter summary

Chapter 12: People
Introduction
People, marketing and management
People: the employee dimension
People as product
People as customers
Chapter summary

Part 4: Marketing in action

Chapter 13: The integrated marketing mix: marketing in application
Introduction
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 summary

Chapter 14: Implementation and control: taking marketing to the marketplace
Introduction
Prelude to implementation: the planning process
Marketing plans
The components of a strategic marketing plan
Components of a tactical marketing plan
Issues of implementation in marketing
Issues in control in marketing
Chapter summary

Chapter 15: Conclusions, future directions and limitations of marketing
Introduction
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
Chapter summary

Sources:

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

Multiple-choices http://wps.prenhall.com/bp_kotler_pom_11/31/8124/2079929.cw/-/t/index.html

References List is from

http://ucspace.canberra.edu.au/download/attachments/36536558/Intro+to+Mkt+2+2008.pdf?version=1&modificationDate=1220937658000

Baker, M. J. 2003. The marketing book (5th ed.). Oxford: Butterworth-Heinemann.

Blackwell, R. D., & Stephan, T. 2004. Brands that rock: what business leaders can learn from the world of rock and roll. Hoboken, N.J.: John Wiley & Sons.

Copley, P. 2004. Marketing communications management: concepts and theories, cases and practices. Oxford, Eng.: Butterworth-Heinemann.

Evans, M., O’Malley, L., & Patterson, M. 2004. Exploring direct and customer relationship marketing (2nd ed.). [London]: Thomson Learning.

Harrison, R., Newholm, T., & Shaw, D. 2005. The ethical consumer. London: SAGE.

Hartley, R. F. 2004. Marketing mistakes and successes (9th ed.). Hoboken, N.J.: Wiley.

Iloniemi, L. 2004. Is it all about image? London: Wiley-Academy.

Inness, M., Barling, J., Rogers, K., & Turner, N. 2008. De-marketing Tobacco Through Price Changes and Consumer Attempts Quit Smoking, Journal of Business Ethics: 405: Springer Science & Business Media B.V.

Kotler, P., & Keller, K. L. 2006. Marketing management (12th ed.). Upper Saddle River, N.J.: Pearson/Prentice Hall.

Kotler, P., & Trias de Bes, F. 2003. Lateral marketing: new techniques for finding breakthrough ideas. Hoboken, NJ: Wiley.

Kuhn, M. 2005. The greening of markets: product competition, pollution and policy making in a duopoly. Cheltenham: Edward Elgar.

Malhotra, N. K., & Birks, D. F. 2006. Marketing research: an applied approach (Rev. 2nd European ed ed.). Harlow, Essex: Financial Times/Prentice Hall.

Mèuhlbacher, H., Leihs, H., & Dahringer, L. 2006. International marketing: a global perspective (3rd ed.). London, Eng.: Thomson Learning.

Mohr, J. J., Sengupta, S., & Slater, S. F. 2005. Marketing of high-technology products and innovations (2nd ed.). Upper Saddle River, N.J.: Pearson Education International.

Quelch, J. A., & Deshpande, R. 2004. The global market: developing a strategy to manage across borders. San Francisco, Calif.: Jossey-Bass.

Roll, M. 2006. Asian brand strategy: how Asia builds strong brands. Houndmills, Eng.; New York, N.Y.: Palgrave Macmillan.

Saren, M. 2007. Critical marketing: defining the field. Amsterdam; London: Butterworth-Heinemann.

Sassatelli, R. 2007. Consumer culture: history, theory and politics. Los Angeles, Calif.: SAGE Publications.

Smith, D. V. L., & Fletcher, J. H. 2004. The art & science of interpreting market research evidence. Chichester, West Sussex, Eng.: Wiley.

Smith, P. R., & Taylor, J. 2004. Marketing communications: an integrated approach (4th ed.). London: Kogan Page.

Stone, M., Bond, A., & Foss, B. 2004. Consumer insight: how to use data and market research to get closer to your customer. London: Kogan Page.

Taylor, D. 2004. Brand stretch: why 1 in 2 extensions fail and how to beat the odds: a brandgym workout. Chichester: J. Wiley.

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