Bennett, Anthony G.
Big Book Of Marketing, The. - 1st ed. - 1 online resource (481 pages)
Cover -- Contents -- Preface -- Part 1 Introduction -- 1. Marketing Overview -- Introduction -- Marketing Definitions -- Marketing-Changing Perspectives -- Marketing Goals -- Providing Value to the Customer -- Marketing and Consumption -- Marketing Elements (The Marketing Mix) -- Marketing Applicability -- Marketing's Place in the Organizational Structure -- Notes -- Part 2 Planning -- 2. Organizational Responsibility -- Organizational Responsibility -- Ethical Responsibility -- Ethics-Accountability -- Ethical Responsibility-International -- Social Responsibility -- Social Responsibility-International -- Environmental Responsibility -- Environmental Responsibility-International -- Organizational Responsibility-Case Study -- Organizational Responsibility-Case Study -- Organizational Responsibility-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 3. Strategic Planning -- Planning -- Planning-International -- Corporate Profiles and Author Biographies -- Notes -- 4. Branding -- The Essentials of Branding -- Starting a Branding Project -- The Brand Strategy -- Creating the Brand Experience -- Delivering the Brand Experience -- Managing a Brand -- Measuring the Performance of a Brand -- Branding-International -- Branding-Case Study -- Branding-Case Study -- Branding-Case Study -- Branding-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 5. Marketing Research -- The Essentials of Marketing Research -- Types of Firms -- Research Needs -- Organizational Marketing Research -- Marketing Research-International -- Marketing Research-Case Study -- Marketing Research-Case Study -- Corporate Profiles and Author Biographies -- Part 3 Demand -- 6. Consumer Purchasing Behavior -- The Essentials of Consumer Behavior -- Internal Influences on Consumer Behavior -- External Influences on Consumer Behavior -- Consumer Segmentation. Consumer Behavior-International -- Consumer Behavior-Case Study -- Consumer Behavior-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 7. Organizational Purchasing Behavior -- The Essentials of Organizational Purchasing -- Characteristics of Organizational Demand -- Segmenting Organizational Demand -- Organizational Buyers/Purchasing Department -- Organizational Purchasing-International -- Organizational Purchasing-Case Study -- Organizational Purchasing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- Part 4 Marketing Communications -- 8. Marketing Communications Management -- Introduction -- Communications Pathway to Customers -- Marketing Communications Tactics -- Determining the Optimal Mix -- Overcoming Communications Interference -- Specific Marketing Communications Elements -- Corporate Profile and Author Biography -- 9. Sales -- The Essentials of Sales -- Sales Force Management -- Business-to-Business Selling -- Inside Sales -- Business-to-Consumer Selling -- Sales-International -- Sales-Case Study -- Sales-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 10. Advertising -- The Essentials of Advertising -- The Advertising Process -- Digital Production Process -- Advertising-International -- Advertising-Case Study -- Advertising-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 11. Public Relations -- The Essentials of Public Relations -- Public Relations-International -- Public Relations-Case Study -- Public Relations-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 12. Promotional Marketing -- The Essentials of Promotional Marketing -- Promotion Objectives -- Promotion Creative -- Promotion Tactics to Consumers -- Promotional Marketing to the Trade -- Promotional Marketing Media -- Financial Analysis of Promotional Programs. Promotional Marketing-International -- Promotional Marketing-Case Study -- Promotional Marketing-Case Study -- Promotional Marketing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 13. Direct Marketing -- The Essentials of Direct Marketing -- Consumer Data Gathering -- Direct Marketing Tactics -- Direct Marketing-International -- Direct Marketing-Case Study -- Direct Marketing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 14. Brand Ambassadors -- Brand Ambassadors-Consumer Advocates -- Brand Ambassadors-Employee Advocates -- Brand Ambassador-Case Study -- Brand Ambassador-Case Study -- Corporate Profiles and Author Biographies -- Notes -- Part 5 Supply (Goods and Services) -- 15. Product Management -- The Essentials of Product Management -- Product Classifications Serve Customer Needs -- Product Mix -- Product Competition and Differentiation -- Product Life Cycle -- Additional Life Cycle Scenarios -- Corporate Profile and Author Biography -- Notes -- 16. Product Development -- The Essentials of Product Development -- Product Development Process -- Product Development-International -- Product Development-Case Study -- Product Development-Case Study -- Product Development-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 17. Product Packaging -- The Essentials of Packaging -- Packaging Aspects -- Packaging-Glass -- Packaging-Paperboard -- Packaging-Aluminum Containers -- Packaging-Steel -- Packaging-Flexible Packaging -- Packaging-Rigid Plastics -- Packaging-Labeling -- Packaging-International -- Packaging-Case Study -- Packaging-Case Study -- Packaging-Case Study -- Corporate Profiles and Author Biographies -- 18. Product Pricing -- The Essentials of Pricing -- Factors Affecting Pricing Strategies -- Pricing Strategies -- Revenue Management -- Pricing-International -- Pricing-Case Study. Pricing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 19. Product Quality -- The Essentials of Quality and Performance Excellence -- Business Excellence Criteria -- Customer Satisfaction -- Managing Quality within the Company -- Establish Quality Guidelines -- Quality-International -- Quality-Case Study -- Quality-Case Study -- Corporate Profiles and Author Biographies -- Notes -- Part 6 Supply Chain -- 20. Supply Chain Management -- The Essentials of Supply Chain Management -- Supply Chain Components -- Factors Influencing Supply Chain Configuration -- Supply Chain Configurations -- Supply Chain Synchronizing Strategies -- Evolution of Supply Chain Management -- Reverse Logistics -- Supply Chain Management-International -- Corporate Profiles and Author Biographies -- 21. Wholesaling -- The Essentials of Wholesaling -- Goals of Wholesaling -- Functions of Wholesaling -- Wholesale Types -- Wholesaling-International -- Wholesaling-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 22. Warehousing -- The Essentials of Warehousing -- Product Storage Factors -- Warehousing Types -- Warehouse/Distribution Center Process -- Warehouse/Distribution Center Location Factors -- Inventory Control -- Warehousing Design Factors -- Logistics Service Providers -- Warehousing-International -- Warehousing-Case Study -- Warehousing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 23. Transportation -- The Essentials of Transportation -- Transportation Marketing-How It Evolved -- Transportation Mode Selection Factors -- Freight-Trucking -- Freight-Trains -- Freight-Air -- Freight-Ocean Shipping -- Freight-Inland Barge -- Freight-Pipelines -- Passenger Transportation Modes -- Passenger-Airlines -- Passenger-Buses -- Passenger-Commuter Trains -- Passenger-Ships -- Transportation-International. Transportation-Case Study (Passenger) -- Transportation-Case Study (Freight) -- Transportation-Case Study (Passenger) -- Corporate Profiles and Author Biographies -- Notes -- 24. Store Retailing -- The Essentials of Retailing -- Retail Ownership -- Retail Categories -- Retail Service Levels -- Retail Location -- Retail Store Physical Elements -- Retail Merchandising Selection and Buying -- Retail Receiving/Inventory and Stocking/Pricing -- Retail Presentation of Product Assortment -- Retail Promotion -- Retail Personal Selling -- Retail After-Sale Service -- Retail Unsold Merchandise -- Retailing-International -- Retailing-Case Study -- Retailing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 25. Internet Retailing -- The Essentials of Internet Retailing -- Organize the Business -- Develop the Site -- Promote the Web Site -- Web Site Analytics/Feedback -- Internet Retailing-International -- Internet Retailing-Case Study -- Internet Retailing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- X -- Y -- Z.
9781282504844
Electronic books.
658.8
Big Book Of Marketing, The. - 1st ed. - 1 online resource (481 pages)
Cover -- Contents -- Preface -- Part 1 Introduction -- 1. Marketing Overview -- Introduction -- Marketing Definitions -- Marketing-Changing Perspectives -- Marketing Goals -- Providing Value to the Customer -- Marketing and Consumption -- Marketing Elements (The Marketing Mix) -- Marketing Applicability -- Marketing's Place in the Organizational Structure -- Notes -- Part 2 Planning -- 2. Organizational Responsibility -- Organizational Responsibility -- Ethical Responsibility -- Ethics-Accountability -- Ethical Responsibility-International -- Social Responsibility -- Social Responsibility-International -- Environmental Responsibility -- Environmental Responsibility-International -- Organizational Responsibility-Case Study -- Organizational Responsibility-Case Study -- Organizational Responsibility-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 3. Strategic Planning -- Planning -- Planning-International -- Corporate Profiles and Author Biographies -- Notes -- 4. Branding -- The Essentials of Branding -- Starting a Branding Project -- The Brand Strategy -- Creating the Brand Experience -- Delivering the Brand Experience -- Managing a Brand -- Measuring the Performance of a Brand -- Branding-International -- Branding-Case Study -- Branding-Case Study -- Branding-Case Study -- Branding-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 5. Marketing Research -- The Essentials of Marketing Research -- Types of Firms -- Research Needs -- Organizational Marketing Research -- Marketing Research-International -- Marketing Research-Case Study -- Marketing Research-Case Study -- Corporate Profiles and Author Biographies -- Part 3 Demand -- 6. Consumer Purchasing Behavior -- The Essentials of Consumer Behavior -- Internal Influences on Consumer Behavior -- External Influences on Consumer Behavior -- Consumer Segmentation. Consumer Behavior-International -- Consumer Behavior-Case Study -- Consumer Behavior-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 7. Organizational Purchasing Behavior -- The Essentials of Organizational Purchasing -- Characteristics of Organizational Demand -- Segmenting Organizational Demand -- Organizational Buyers/Purchasing Department -- Organizational Purchasing-International -- Organizational Purchasing-Case Study -- Organizational Purchasing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- Part 4 Marketing Communications -- 8. Marketing Communications Management -- Introduction -- Communications Pathway to Customers -- Marketing Communications Tactics -- Determining the Optimal Mix -- Overcoming Communications Interference -- Specific Marketing Communications Elements -- Corporate Profile and Author Biography -- 9. Sales -- The Essentials of Sales -- Sales Force Management -- Business-to-Business Selling -- Inside Sales -- Business-to-Consumer Selling -- Sales-International -- Sales-Case Study -- Sales-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 10. Advertising -- The Essentials of Advertising -- The Advertising Process -- Digital Production Process -- Advertising-International -- Advertising-Case Study -- Advertising-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 11. Public Relations -- The Essentials of Public Relations -- Public Relations-International -- Public Relations-Case Study -- Public Relations-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 12. Promotional Marketing -- The Essentials of Promotional Marketing -- Promotion Objectives -- Promotion Creative -- Promotion Tactics to Consumers -- Promotional Marketing to the Trade -- Promotional Marketing Media -- Financial Analysis of Promotional Programs. Promotional Marketing-International -- Promotional Marketing-Case Study -- Promotional Marketing-Case Study -- Promotional Marketing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 13. Direct Marketing -- The Essentials of Direct Marketing -- Consumer Data Gathering -- Direct Marketing Tactics -- Direct Marketing-International -- Direct Marketing-Case Study -- Direct Marketing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 14. Brand Ambassadors -- Brand Ambassadors-Consumer Advocates -- Brand Ambassadors-Employee Advocates -- Brand Ambassador-Case Study -- Brand Ambassador-Case Study -- Corporate Profiles and Author Biographies -- Notes -- Part 5 Supply (Goods and Services) -- 15. Product Management -- The Essentials of Product Management -- Product Classifications Serve Customer Needs -- Product Mix -- Product Competition and Differentiation -- Product Life Cycle -- Additional Life Cycle Scenarios -- Corporate Profile and Author Biography -- Notes -- 16. Product Development -- The Essentials of Product Development -- Product Development Process -- Product Development-International -- Product Development-Case Study -- Product Development-Case Study -- Product Development-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 17. Product Packaging -- The Essentials of Packaging -- Packaging Aspects -- Packaging-Glass -- Packaging-Paperboard -- Packaging-Aluminum Containers -- Packaging-Steel -- Packaging-Flexible Packaging -- Packaging-Rigid Plastics -- Packaging-Labeling -- Packaging-International -- Packaging-Case Study -- Packaging-Case Study -- Packaging-Case Study -- Corporate Profiles and Author Biographies -- 18. Product Pricing -- The Essentials of Pricing -- Factors Affecting Pricing Strategies -- Pricing Strategies -- Revenue Management -- Pricing-International -- Pricing-Case Study. Pricing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 19. Product Quality -- The Essentials of Quality and Performance Excellence -- Business Excellence Criteria -- Customer Satisfaction -- Managing Quality within the Company -- Establish Quality Guidelines -- Quality-International -- Quality-Case Study -- Quality-Case Study -- Corporate Profiles and Author Biographies -- Notes -- Part 6 Supply Chain -- 20. Supply Chain Management -- The Essentials of Supply Chain Management -- Supply Chain Components -- Factors Influencing Supply Chain Configuration -- Supply Chain Configurations -- Supply Chain Synchronizing Strategies -- Evolution of Supply Chain Management -- Reverse Logistics -- Supply Chain Management-International -- Corporate Profiles and Author Biographies -- 21. Wholesaling -- The Essentials of Wholesaling -- Goals of Wholesaling -- Functions of Wholesaling -- Wholesale Types -- Wholesaling-International -- Wholesaling-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 22. Warehousing -- The Essentials of Warehousing -- Product Storage Factors -- Warehousing Types -- Warehouse/Distribution Center Process -- Warehouse/Distribution Center Location Factors -- Inventory Control -- Warehousing Design Factors -- Logistics Service Providers -- Warehousing-International -- Warehousing-Case Study -- Warehousing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 23. Transportation -- The Essentials of Transportation -- Transportation Marketing-How It Evolved -- Transportation Mode Selection Factors -- Freight-Trucking -- Freight-Trains -- Freight-Air -- Freight-Ocean Shipping -- Freight-Inland Barge -- Freight-Pipelines -- Passenger Transportation Modes -- Passenger-Airlines -- Passenger-Buses -- Passenger-Commuter Trains -- Passenger-Ships -- Transportation-International. Transportation-Case Study (Passenger) -- Transportation-Case Study (Freight) -- Transportation-Case Study (Passenger) -- Corporate Profiles and Author Biographies -- Notes -- 24. Store Retailing -- The Essentials of Retailing -- Retail Ownership -- Retail Categories -- Retail Service Levels -- Retail Location -- Retail Store Physical Elements -- Retail Merchandising Selection and Buying -- Retail Receiving/Inventory and Stocking/Pricing -- Retail Presentation of Product Assortment -- Retail Promotion -- Retail Personal Selling -- Retail After-Sale Service -- Retail Unsold Merchandise -- Retailing-International -- Retailing-Case Study -- Retailing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- 25. Internet Retailing -- The Essentials of Internet Retailing -- Organize the Business -- Develop the Site -- Promote the Web Site -- Web Site Analytics/Feedback -- Internet Retailing-International -- Internet Retailing-Case Study -- Internet Retailing-Case Study -- Corporate Profiles and Author Biographies -- Notes -- Index -- A -- B -- C -- D -- E -- F -- G -- H -- I -- J -- K -- L -- M -- N -- O -- P -- Q -- R -- S -- T -- U -- V -- W -- X -- Y -- Z.
9781282504844
Electronic books.
658.8
Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG