MASTERING MARKETING (Record no. 1028)
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| 000 -LEADER | |
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| fixed length control field | 03593nam a2200109Ia 4500 |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| ISBN | 978-8130904139 |
| 100 ## - MAIN ENTRY--AUTHOR NAME | |
| Personal name | RUSKIN- BROWN, IAN |
| 245 #0 - TITLE STATEMENT | |
| Title | MASTERING MARKETING |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT) | |
| Name of publisher | VIVA BOOKS PRIVATE LIMITED |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical Term | The power of marketing - effectiveness is more important than efficiency "_7. -oduction Strategic focus introducing the product lif6 cycle (PLC) Strategic focus and the product life cycle Relative potency The effectiveness/efficiency grid Activity No. The power of marketing - the law of supply and demand Synopsis Introduction The basic link in the chain Hard/sellers markets Surviving oversupply The marketing concept introduced How marketing works Synopsis Introduction Specific group of customers Dialogue over time Customer's needs, understood in depth The competitive differential advantage How to develop competitive advantage Activity No. 3 Marketing planning Introducing the new marketing mix: the marketing tools (the four or five P's) Introduction Segmentation Segment strategy approaches How to segment The process Segmenting for services Segmenting for an IT related market Segmentation principles Market selection (i.e. 'targeting') How competitive will the company be in the new market? Activity No. 4 Competitive product positioning Activity No. 5 Exercise - your positioning The marketing mix - the 'product' What 'products' are The total product concept "APTER FOUR PAP— 2 The marketing mix - distribution - 'Your route to market' Introduction Background The environmental dimension The structural dimension Functions of the 'route to market' Using intermediaries: advantages and disadvantages Managing the distribution channel Power in the chain Exercise CHAPTER FOUR PART 3 The marketing mix - marketing communications and promotion (marcomms) Introduction Understanding marketing communications Public relations and editorial publicity (PR & EP) The role of advertising and promotion Activity No. 7 The campaign design process Creative execution/treatment Testing the execution CHAPTER rot ft? " IR! T 4 The marketing mix - marketing pricing Introduction Internal accounting based pricing Product life cycle and price 'Value based' pricing Some useful marketing pricing strategies Profit centre The marketing plan Introduction The plan as a working document The plan as a learning process The marketing programme The plan's main headings The marketing audit The action plan The marketing programme The control mechanisms Building the budget Action checklist CHAPTER SIN The marketing audit - deriving foundations for a marketing strategy Synopsis Introduction The shock of change Geography Technological innovation - (the 'T' in G.p.l.e.e.s.t) The structure of society - (the 'S' in G.P.1.e.e.s.t) Political issues = government and legislation The implications of cycles and change Format for recording the macro analysis Activity No. 8 Identifying the competition Analyzing sales and marketing competency Marketing assets and liabilities Activity No. 9 A competitor's company analysis checklist Our company analysis checklist Specific to the competition Activity No. 11 Good' and 'bad' competitors In summary CHAPTER SEVEN Getting the feedback Synopsis Tn:roduction Types of information Secondary data via desk research Primary information via field research Qualitative research Quantitative research Market/customer information systems The MIS/CIS toots Market/ing research (some critical issues) The research budget The research brief The proposal Workbook: Planning a campaign I Objectives II Strategies |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Koha item type | Text book |
| Withdrawn status | Lost status | Damaged status | Not for loan | Permanent Location | Current Location | Shelving location | Date acquired | Cost, normal purchase price | Full call number | Accession Number | Copy number | Price effective from | Koha item type |
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| MIIMLIBRARY | MIIMLIBRARY | RACK -REF 1 | 11.02.2019 | 295.00 | 658.8 | 1028 | 1 | 11.02.2019 | Reference Books | ||||
| MIIMLIBRARY | MIIMLIBRARY | RACK NO-35 | 20.02.2024 | 658.8 | 6751 | 2 | 20.02.2024 | Text book |