Essentials of Marketing
2nd Edition


By Frances Brassington & Stephen Pettitt
August 2007
Financial Times / Prentice Hall
Distributed By Trans-Atlantic Publications
ISBN: 9781405858281
Illustrated, 7 3/4" x 10 1/2"
$97.50 Paper Original


The second edition retains the lively writing style and authority of the authors’ Principles of Marketing, and highlights the links between theory and practice by using fresh and topical case studies drawn from real-life, whilst focussing on the most important concepts and theories of Marketing.

Companion Website with GradeTracker Student Access Card: Essentials of Marketing

Contents

I. MARKETING DYNAMICS
 Marketing defined
 The marketing concept in the organisation
 Marketing management responsibilities
 Marketing scope

II. THE EUROPEAN MARKETING ENVIRONMENT
The nature of the European marketing environment
The sociocultural environment
The technological environmet
The economic and competitive environment
The political and regulatory environment

III. BUYER BEHAVIOUR
The decision-making process
Buying situations
Environmental influences
Psychological influences: the individual
Sociocultural influences: the group
Defining B2B marketing
B2B customers
Characteristics of B2B markets
Buying decision-making process
The buying centre
Buying criteria

IV. SEGMENTED MARKETS
The concept of segmentation 
Segmenting B2B markets
Segmenting consumer markets
Implementation of segmentation
Benefits of segmentation
Dangers of segmentation
Criteria for successful segmentation

V. MARKETING INFORMATION AND RESEARCH
Marketing research: definition and role
Types of research 
Marketing information systems
Decision support systems
The marketing research process
Secondary research
Primary research
Ethics in marketing research

VI. PRODUCT
Anatomy of a product
Branding
Product management and strategy

VII. PRICE
The role and perception of price
External influences on the pricing decision
Internal influences on the pricing decision
The process of price setting

VIII. PLACE
Channel structures
Rationale for using intermediaries
Types of intermediary
Channel strategy

IX. PROMOTION: INTEGRATED MARKETING COMMUNICATIONS
Communications planning model
Communications planning model: review

X. PROMOTION: ADVERTISING AND PERSONAL SELLING
The role of advertising
Formulating the advertising message
Advertising media
Using advertising agencies
Developing an advertising campaign
Personal selling: definition, role and tasks
The personal selling process
Sales management

XI. PROMOTION: OTHER TOOLS OF MARKETING COMMUNICATION
Sales promotion
Direct marketing
Trade shows and exhibitions
Public relations
Sponsorship
Cause related marketing

XII. MARKETING MANAGEMENT, PLANNING AND CONTROL
The role and importance of marketing planning and strategy
The marketing planning process
Organising marketing activities
Controlling marketing activities

XIII. SERVICES AND NON-PROFIT MARKETING
Perspectives on services markets
Services marketing management
Non-profit marketing

XIV. E-MARKETING AND NEW MEDIA
Internet marketing 
Marketing and new media



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