Philip Kotler , Gary Armstrong , John Saunders , Veronica Wong

Principles of Marketing

Name: Principles of Marketing
Price: 1470.00 HUF
Availability: InStock
Author: Philip Kotler
ISBN: 0131659030

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Philip Kotler, Gary Armstrong, John Saunders, Veronica Wong - Principles of Marketing, Hertfordshire 1996 antikvár könyv

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Philip Kotler,Gary Armstrong,John Saunders,Veronica Wong - Principles of Marketing

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Principles of Marketing

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147 hűségpont

Principles of Marketing

Philip Kotler,Gary Armstrong,John Saunders...

Kiadás éve: 1999

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Principles of Marketing

Philip Kotler,Gary Armstrong,John Saunders...

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147 hűségpont

Principles of Marketing

Philip Kotler,Gary Armstrong,John Saunders...

Kiadás éve: 1999

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4 900 Ft

2 940 Ft

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147 hűségpont

Principles of Marketing

Philip Kotler,Gary Armstrong,John Saunders...

Kiadás éve: 1999

ANTIKVÁR

4 900 Ft

2 940 Ft

40%

147 hűségpont

Principles of Marketing

Philip Kotler,Gary Armstrong,John Saunders...

Kiadás éve: 1999

ANTIKVÁR

4 900 Ft

2 940 Ft

A mű további kiadásai

40%

147 hűségpont

Principles of Marketing

Philip Kotler,Gary Armstrong,John Saunders...

Kiadás éve: 1999

ANTIKVÁR

4 900 Ft

2 940 Ft

Bővebb leírás

ISBN:	0131659030
Kiadó:	Prentice Hall Europe
Kiadás éve:	1996
Kiadás helye:	Hertfordshire
Kötés típusa:	ragasztott papír
Terjedelem:	956
Nyelv:	angol
Méret:	Szélesség: 19.00 cm, Magasság: 25.00 cm
Súly:	0.00 kg
Kategória:	Közgazdaságtan / Idegennyelv / Nyelvek / Angol / Közgazdaságtan / Marketing, Menedzsment

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             Preface      xiii

             About the authors         xviii

             Ecu conversion table          xx

PART ONE Marketing and the Marketing Process

         I Marketing in a changing world: satisfying human needs                    3
             Chapter objectives    3
             Chapter preview Marketing touches our daily life    3
             Introduction    4
             What is marketing?    6
             Marketing management      12
             Marketing management philosophies     14
             The goals of the marketing system   20
             Marketing challenges in the 1990s   22
             Summary      27
             Discussing the issues   28
             Applying the concepts    29
             References     29
     CASE I  Amphitrion: your ultimate host in Greece Alkis S. Mogdolinos  30

             Marketing and society: social responsibility and marketing ethics                   33
             Chapter objectives    33
             Chapter preview Brown & Williamson Tobacco: 'Keeping smokers addicted'       33
             Introduction    35
             Social criticisms of marketing  36
             Citizen and public actions to regulate marketing 49


                     Business actions towards socially responsible marketing  52
                     Principles for public policy towards marketing 60
                     Summary       62
                     Discussing the issues    63
                     Applying the concepts    64
                     References    64
            CASE 2 Nestlé: singied out again and again   65

                3 Strategic marketing planning 68
                     Chapter objectives     68
                     Chapter preview Levi's strategic marketing and planning     68
                     In,troduction  70
                     Strategic planning   70
                     The strategic plan   73
                     The marketing process     91
                     The brand plan     97
                     Marketing organization    102
                     Marketing control      104
                     Summary       108
                     Discussing the issues    110
                     Applying the concepts    110
                     References     110
            CASE 3 Trap-Ease: the big cheese of mousetraps      112

OVERVIEW CASE I KitKat: have a break             Sylvie Laforet 115
      PART TWO The Marketing Setting                  127
                4 The marketing environment                  129
                     Chapter objectives     129
                     Chapter preview Unilever: Power?        129
                     Introduction     134
                     The company's microenvironment      134
                     The company's macroenvironment        140
                     Responding to the marketing environment      159
                     Summary       160
                     Discussing the issues    160
                     Applying the concepts    161
                     References     161
            CASE 4 Angelou's restaurant (and snack bar?) Alkis S. Magdalinos     163

                     The global marketplace             165
                     Chapter objectives     165
                     Chapter preview Danone taps the Japanese yoghurt market         165
                     Theoimportance of internationalization    166
                     Risks in international marketing   I 7 I
                     Analysis of international market opportunity   173
                     Deciding which markets to enter     186
                     Establishing market entry mode     187


                    Making a firm commitment     191
                    Allocating necessary resources   191
                    ldentifying technical issues 192
                    Developing a strategic marketing plan  192
                    Organizing an operational team and implementing a marketing strategy  199
                    Evaluate and control operations  200
                    Summary      200
                    Discussing the issues   201
                    Applying the concepts   202
                    References     202
            CASE s Procter & Gamble: going global in cosmetics   203

                6 Market information and marketing research 208
         --         Chapter objectives    208
            2 ,     Chapter preview Qantas: taking off in tomorrow's market     208
                    Introduction    210
                The marketing information system        211
                    Developing information    211
                    Defining the market   231
                    Measuring current market demand     233
                    Forecasting future demand    237
                    Distributing information  243
                    Summary      247
                    Discussing the issues   248
                    Applying the concepts    248
                    References     248
            CASE 6 Ballygowan springs into new age Kisqua &rend° Cullen    250
OVERVIEW CASE 2 Mitsui & Company Colin Egon and Peter McKieman             261

     PART THREE Buyer Behaviour 265

                7 Consumer markets 267
                    Chapter objectives    267
                    Chapter preview Porsche: a special car for the special few  267
                    Models of consumer behaviour     269
                    Characteristics affecting consumer behaviour 270
                    Consumer decision process     288
                    Types of buying decision behaviour  289
                    The buyer decision process   291
                    The buyer decision process for new products    297
                    Summary      300
                    Discussing the issues   301
                    Applying the concepts    301
                    References     302
            CASE 7 Bic versus Gillette: the disposable wars  304

                8 Business markets and business buyer behaviour 307 

                    Chapter objectives    307


                     Chapter preview Selling business jets: the ultimate executive toy 307
                     Business markets    309
                     Business buyer behaviour    315
                     Institutional and government markets  329
                     Summary      333
                     Discussing the issues  333
                     Applying the concepts  334
                     References    334
            CASE 8 Troll-AEG Javier Sardo, Franscesc Parés ond Lluís G. Renart 335

OVERVIEW CASE 3 Jacobs Kaffee Wien: spreading a golden light             345

       PART FOUR Core Strategy 349

               9 Market segmentation and targeting 351
                     Chapter objectives    35 I
            3        Chapter preview Procter & Gamble: how many is too many?        351
                     Markets     353
                     Market segmentation    354
                     Market targeting    380
                     Summary      387
                     Discussing the issues  388
                     Applying the concepts    388
                     References    388
            CASE 9 Coffee-Mate       389

               I0 Positioning         398
                     Chapter objectives    398
            3        Chapter preview Castrol: liquid engineering    398
                     Core strategy    400
                  Differentiation     401
                     What is market positioning?   409
                     Perceptual mapping    412
                     Positioning strategies 414
                     Choosing and implementing a positional strategy  421
                     Summary      427
                     Discussing the issues  428
                     Applying the concepts    428
                     References    428
            cAsE lo. Cadbury's TimeOut: choc around the clock Damien McLoughlin and Benoit Heilbrunn    429

               I I Building customer satisfaction through quality, value and service                    435
                     Chapter objectives    435
                     Chapter preview Rubbermaid: Want to buy an expensive rubber dustpan?       435
                     Satisfying customer needs   438
                     Defining customer value and satisfaction  439
                     Delivering customer value and satisfaction 445
                     Retaining customers    449
                     Implementing total quality marketing  456


                                                                                               713

                     Summary      457

                     Discussing the issues   460

                     Applying the concepts    461

                     References     461

           CASE 11   Feinschmecker Sauce: pricey n' spicy Verena M. Priemer    462

               12 Creating competitive advantage: competitor analysis and competitive 

                     marketing strategies 465

                     Chapter objectives    465
           4         Chapter preview Federal Express: losing a packet in Europe     465

                     Gaining a competitive advantage   468
                     •
                     Competitor analysis   468

                     Competitive strategies   477

                     Balancing customer and competitor orientations     494

                     Summary      495

                     Discussing the issues   496

                     Applying the concepts    497

                     Reférences     497

           CASE 12 BMW: putting the 'brrrrum' back in Brum       499

OVERVIEW CASE 4 A cola challenge: cola with breakfast            505

      PART FIVE Product             507

               13 Designing products: new-product development and product life-cycle 

                     strategies      509

                     Chapter objectives    509
           6         Chapter preview Aerostructures Hamble         509

                     Introduction    510

                     Innovation and new-product development      51 I

                     New-product development process       514

                     Product life-cycle strategies 531

                     Summary      538

                     Discussing the issues    540

                     Applying the concepts    540

                     References     540

           CASE 13 ThSwatchmobile: any colour combination, including black        541

               14 Designing products: products, brands, packaging and services                         544

                     Chapter objectives    544
           5         Chapter preview Revlon        544

               =     Introduction    545

                     What is a product?    545

                     Product classifications  547

                     IndiMual product decisions    551

                     Product line decisions   574

                     Product mix decisions    578

                     International product decisions   579

                     Summary      580


                     Discussing the issues    581
                     Applying the concepts     581
                     References     582
           CASE 14 Colgate: one squeeze too many?        583

                     Marketing services           586

                     Chapter objectives     586
                     Chapter preview Lufthansa: listening to customers       586
                     Services marketing     588
                     Summary       605
                     Discussing the issues     606
                     Applying the concepts     606
                     References     606
           CASE I5 Tibigarden: is there life after EuroDisney?    607

OVERVIEW CASE 5 Mapanza Breweries Hapenga M. Kabeta                611

        PART SIX Price          617

               16 Pricing products: pricing considerations and approaches                         619

                     Chapter objectives     619
                     Chapter preview The Times: for a change       619
                     Naming the price       621
        $21=11111    Factors to consider when setting prices    622
                     General pricing approaches     635
                     Summary       645
                     Discussing the issues     646
                     Applying the concepts     647
                     References     647
           CASE 16   Proton MPi: Malaysian styling, Japanese engineering, and European pricing Richord Lynch 648

               -1`7 Pricing products: pricing strategies               654

                     Chapter objectives     654
                     Chapter preview Mobile phones: even more mobile customers           654
                     Pricing strategies   655
                  Kreyv-product pricing strategies     656
                     Product-mix pricing strategies    658
                     Price-adjustment strategies    660
                     Price changes     668
                     Summary       673
                     Discussing the issues     674
                     Applying the concepts     675
                     References     675
           CASE 17 St'ena Sealink versus Le Shuttle, Eurostar and the rest   676

OVERVIEW CASE 6 Amaizer: It tastes awful, but we're working on it               681


PART SEVEN Promotions 683

           18 Promoting products: communication and promotion strategy 685

                 Chapter objectives     685
                 Chapter preview British Home Stores         685
                 Steps in developing effective communication    687
                 Summary       709
                 Discussing the issues    710
                 Applying the concepts      710
                 References ' 710
       CASE 18 Absolut Vodka: absolutely successful Pontus Alenroth, Robert Björnström, Joakim Eriksson 
                 and*Thomas Helgesson       711

           19 Promoting products: advertising, sales promotion and public relations 714

                 Chapter objectives     714
                 Chapter preview Promotions medley!          714
                 Advertising     715
                 Important decisions in advertising    716
                 Sales promotion     738
                 Public relations    750
       9J        Summary       754
                 Discussing the issues      755
                 Applying the concepts      755
                 References      756
       CASE 19   Diesel Jeans & Workwear: 'We're all different, but aren't we all different in the same way?' 
                 Malin Nilsson, Anki Sjöström, Anneli Zell and Thomas Helgesson 757

           ZO Promoting products: personal selling and sales management 760

                 Chapter objectives     760
        9        Chapter preview Airbus         760
                 Setting salesforce objectives    763
                 Designing salesforce strategy    764
                 Recruiting and selecting salespeople     767
                 Training salespeople   768
                 Supervising salespeople     769
                 Évaluating salespeople     774
                 Principles;of personal selling   777
                 Summary       785
                 Discussing the issues      785
                 Applying the concepts      787
                 References      788
       CASE 20   Britcraft Jetprop: Whose sale is it anyhow?    788

RVIEW CASE 7 Bang & Olufsen: different by design Anton Hartniann-Olesen                 797