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EBOOK: Principles and Practice of Marketing, 9e

Vörumerki: McGrawHill
Vörunúmer: 9781526847249
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EBOOK: Principles and Practice of Marketing, 9e

Rafræn bók. Uppl. sendar á netfangið þitt eftir kaup
Rafbók til eignar. Rafbók til eignar þarf að hlaða niður á þau tæki sem þú vilt nota innan eins árs frá því bókin er keypt. Útgáfa: 9
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Efnisyfirlit

  • Cover
  • Half Title
  • Title
  • Copyright
  • Dedication
  • Brief Contents
  • Contents
  • Vignettes
  • Case guide
  • Preface
  • Guided Tour
  • Technology to Enhance Learning and Teaching
  • About the Authors
  • Acknowledgements
  • PART 1 Fundamentals of Marketing
    • 1 Marketing and the Organization
      • Introduction to Principles and Practice of Marketing
      • What is Marketing?
      • Adopting a Market Orientation in a Changing World
      • Understanding Market-driven Businesses
      • Efficiency Versus Effectiveness
      • Creating Customer Value, Satisfaction and Loyalty
      • Marketing Planning
      • Does Marketing have all the Answers?
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 1 Coca-Cola and Pepsi
      • CASE 2 Fast Fashion at H&M
    • 2 The Marketing Environment
      • Technological Forces and the Digital Revolution
      • Economic Forces
      • Political and Legal Forces
      • Legal and Regulatory Responses to Ethical Issues in Marketing
      • The Physical Environmental Forces
      • Culture and Society
      • Societal Responses to Ethical Issues in Marketing
      • The Microenvironment
      • Monitoring and Responding in the Marketing Environment
      • Responses to Environmental Change
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 3 Marketing a ‘Place’ in a Rapidly Changing Environment
      • CASE 4 Reaching ‘Sinks, Dinks and Millennials’ Worldwide
    • 3 Consumer Behaviour
      • The Changing Context of Consumer Behaviour
      • The Dimensions of Consumer Behaviour
      • Influences on Consumer Behaviour
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 5 Cappuccino Wars
      • CASE 6 The Rise of Influencer Marketing: is it Worth it for Brands?
    • 4 Business-to-Business Marketing
      • Importance of Business-to-Business (B2B) Markets
      • What is Business-to Business Marketing?
      • People and Process in Purchasing
      • Influences on Buying Decisions
      • Segmenting B2B Markets
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 7 Naked Wines—A Community of Wine Makers and Drinkers
      • CASE 8 AstraZeneca: Sweden and the UK Join Forces to Serve New Markets in the Pharmaceutical Industry
    • 5 Marketing, Ethics and Society
      • Dimensions of Sustainable Marketing
      • Marketing and Ethics
      • Marketing Approaches and Society
      • Societal Marketing
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 9 Channel 4 and Maltesers Championing Diversity
      • CASE 10 Social Responsibility or Good Business? Coop Danmark’s Anti Food Wastage Initiatives
    • 6 Marketing Analytics and Research
      • Marketing Analytics: Goals, Performance and Measurement
      • Marketing and Research
      • The Market Research Process
      • Ethical Issues in Marketing Analytics
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 11 Accelerating Marketing Research
      • CASE 12 TomTom: Still Helping Us Find Our Way Around the Planet
    • 7 Market Segmentation and Positioning
      • Why Bother to Segment Markets?
      • The Process of Market Segmentation and Target Marketing
      • Segmenting Consumer Markets
      • Target Marketing
      • Positioning
      • Key Characteristics of an Effective Marketing Mix
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 13 The Growing No-Alcohol and Low-Alcohol Beer Segment
      • CASE 14 Behavioural and Psychological Segmentation Criteria: The LEGO Case
  • PART 2 Creating Customer Value
    • 8 Value Through Brands
      • Products, Services and Brands
      • The Product Line and Product Mix
      • Brand Types
      • Why Strong Brands are Important
      • Brand Equity
      • Brand Building
      • Key Branding Decisions
      • Rebranding
      • Brand Extension and Stretching
      • Co-branding
      • Global and Pan-European Branding
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 15 Kim Kardashian: Marketing Genius?
      • CASE 16 Burberry
    • 9 Value Through Service
      • The Service Industries
      • The Nature of Services
      • Managing Services
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 17 Nordstrom: Using Service Excellence To Provide A Better Customer Experience
      • CASE 18 Pret A Manger: ‘Passionate About Food’
    • 10 Value Through Relationships
      • Value Creation
      • Value and Relational Networks
      • Key Concepts of Relationship Marketing
      • Relationship Management and Managing Customer Relationships
      • How to Build Relationships
      • Benefits for the Organization
      • Benefits for the Customer
      • Developing Customer Retention Strategies
      • Technology-enhanced Customer Relationship Management
      • Relationship Marketing—Summary
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 19 Starbucks: Managing Customer Relationships One Cup At a Time
      • CASE 20 Top of their Game—Technology Innovation in Manchester City Football Club (FC)
    • 11 Value Through Innovation
      • What is an Innovation and What is a New Product?
      • Creating and Nurturing an Innovative Culture
      • Organizing Effectively for Innovation and New Product Development
      • Managing Idea Realization (New Product Development)
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 21 Keogh’s Crisps—Home Grown Innovation
      • CASE 22 Innovation through Collaboration: Apple Watch Nike +
    • 12 Value Through Pricing
      • Economists’ Approach to Pricing
      • Cost-orientated Pricing
      • Competitor-orientated Pricing
      • Market-orientated Pricing
      • Initiating Price Changes
      • Reacting to Competitors’ Price Changes
      • Ethical Issues in Pricing
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 23 easyJet and Ryanair
      • CASE 24 The Triumph of German Limited Range Discounters
  • PART 3 Communicating and Delivering Customer Value
    • 13 Integrated Marketing Communications
      • Integrated Marketing Communications Approach
      • Planning for Integrated Marketing Communications
      • Elements of Integrated Marketing Communications
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 25 Domino’s Journey to Number One
      • CASE 26 eSports Sponsorship: Game On
    • 14 Mass Marketing Communications
      • Introduction
      • Advertising
      • The Role of Advertising
      • Advertising Expenditure
      • How Advertising Works
      • When to use Advertising
      • Organizing for Campaign Development
      • Product Placement
      • Public Relations and Sponsorship
      • Sales Promotion
      • Ethical Issues in Advertising
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 27 Volvo: Buying a Car by Simply Using an App
      • CASE 28 Toyota and Buddy
    • 15 Direct Marketing Communications
      • Principles of Direct Marketing Communications
      • Direct Marketing
      • Direct Marketing Campaigns
      • Managing a Direct Marketing Campaign
      • Selling and Sales Management
      • Characteristics of Selling
      • Personal Selling and Sales Management
      • Sales Management
      • Business-to-Business Relationship Development Strategies
      • Exhibitions and Trade Shows
      • Ethical Issues in Direct Communications
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 29 Airbnb: Don’t Go There, Live There!
      • CASE 30 The Taste of Success: Nestlé’s Direct Marketing Communications
    • 16 Digital Marketing and Media
      • What are Digital Marketing and Digital Media?
      • The Digital Communication Environment
      • Digital Marketing and Digital Media Campaign Planning
      • Creative Implementation
      • The Dark Side of Digital Marketing
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 31 Digital Disrupters Competing forOur Attention
      • CASE 32 Online Media—Brand Marketing in Real Time
    • 17 Distribution and Channel Management
      • Functions of Channel Intermediaries
      • Types of Distribution Channel
      • Channel Strategy
      • Channel Management
      • Retailing: Physical and Digital Channels to Market
      • Retailing: In-store, Online and Mobile
      • Ethical Issues in Distribution
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 33 ASOS
      • CASE 34 Walmart and Asda
  • PART 4 Marketing Planning and Strategy
    • 18 Marketing Planning: An Overview of Strategic Analysis and Decision-making
      • Marketing Planning Context
      • The Functions of Marketing Planning
      • The Process of Marketing Planning
      • Marketing Audit
      • Marketing Objectives
      • Core Marketing Strategy
      • Rewards of Marketing Planning
      • Problems in Making Planning Work
      • How to Handle Marketing Planning Problems
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 35 Marks & Spencer: Challenging Times Ahead
      • CASE 36 From Value Added in Africa (VAA) to Proudly Made in Africa (PMIA)—A Strategic change
    • 19 Analysing Competitors and Creating a Competitive Advantage
      • Analysing Competitive Industry Structure
      • Competitor Analysis
      • Competitive Advantage
      • Creating a Differential Advantage
      • Creating Cost Leadership
      • Competitive Marketing Strategy
      • Competitive Behaviour
      • Developing Competitive Marketing Strategies
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 37 General Motors
      • CASE 38 Coca-Cola in India: An Unstoppable Powerhouse or a Stumbling Giant?
    • 20 Product Strategy: Lifecycle, Portfolio and Growth
      • Managing Product Lines and Brands over Time: The Product Lifecycle
      • Uses of the Product Lifecycle
      • Limitations of the Product Lifecycle
      • A Summary of the Usefulness of the Product Lifecycle Concept
      • Managing Brand and Product Line Portfolios
      • Product Strategies for Growth
      • Ethical Issues and Products
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 39 Growth Strategies at Unilever
      • CASE 40 Fever-Tree: Capitalizing on Market Trends
    • 21 Global Marketing Strategy
      • Deciding Whether to Go Global or Stay Local
      • Deciding Which Markets to Enter
      • Deciding How to Enter a Foreign Market
      • Developing Global Marketing Strategy
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 41 IKEA
      • CASE 42 Subway Germany: Getting Steadily Underway
    • 22 Managing Marketing Implementation, Organization and Control
      • Marketing Strategy, Implementation and Performance
      • Implementation and the Management of Change
      • Objectives of Marketing Implementation and Change
      • Value-based Approaches to deliver the Marketing Concept
      • Forms of Resistance to Marketing Implementation and Change
      • Developing Implementation Strategies
      • Marketing Organization
      • Marketing Control
      • Strategic Control
      • Operational Control and the Use of Marketing Metrics
      • Review
      • Key Terms
      • Study Questions
      • Recommended Reading
      • References
      • CASE 43 Marimekko—a Story of Design, Determination and Leadership
      • CASE 44 Managing a Changing Musical Portfolio: HMV

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Vörumerki: McGrawHill
Vörunúmer: 9781526847249
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