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Marketing : a strategic approach / J.R. McColl-Kennedy, G.C. Kiel

By: McColl-Kennedy, Janet R. (Janet Ruth), 1958-.
Contributor(s): Kiel, G. C.
Publisher: South Melbourne, Vic. : Nelson/Thomson Learning, 2000Description: xiv, 926 p. : ill. (some col.) ; 28 cm. + 1 electronic optical disc (4 3/4in.) + 1 multimedia CD-ROM (4 3/4in.).ISBN: 0170091163 (pbk.).Subject(s): MarketingDDC classification: 658.8
Contents:
Pt. 1. Introduction to marketing. Ch. 1. Marketing : an overview. Ch. 2. Marketing : a strategic management approach. - Pt. 2. Understanding and analysing markets. Ch. 3. Marketing environments. Ch. 4. Consumer behaviour and demographics. Ch. 5. Organisational buyer behaviour. Ch. 6. Marketing information systems and the marketing research process. Ch. 7. Market forecasting. Ch. 8. Market segmentation, target marketing and positioning. - Pt. 3. Marketing decision-making : the marketing mix (five Ps). Ch. 9. Product strategy. Ch. 10. Services strategy. Ch. 11. New product strategy. Ch. 12. Pricing principles. Ch. 13. Pricing strategy and tactics. Ch. 14. Introduction to marketing channels. Ch. 15. Physical distribution. Ch. 16. Retailing and wholesaling. Ch. 17. Introduction to the promotional mix. Ch. 18. Advertising and publicity. Ch. 19. People - personal selling, salesforce management and sales promotion. - Pt. 4. Marketing decision-making : specific applications. Ch. 20. International marketing. Ch. 21. Direct, relationship and electronic marketing. - Pt. 5. The strategic marketing concept. Ch. 22. Marketing strategies. Ch. 23. Marketing planning. Ch. 24. Executing the marketing plan. Ch. 25. Marketing and ethics. - Endnotes. - The future of marketing. - Case studies. - Glossary. - Index.
Summary: "This book is a complete learning solution designed to give student the best and most innovative introduction to the principles of marketing. Extensively rewritten to provide the most up-to-date material, the text contains many features to help students master the concepts and strategies of marketing." - Back cover.
Item type Current location Call number Vol info Copy number Status Notes Date due Barcode
Accompanying Material (Media Resource) Taylor's Library-TC
658.8 MAC (Browse shelf) 1 Available CPUxx,02000,03,GR 1000106340
Main Collection Taylor's Library-TU
658.8 MAC (Browse shelf) 1 Available SLASx,05000,03,AD 5000012387
Accompanying Material (Media Resource) Taylor's Library-TU
658.8 MAC (Browse shelf) 1 Available SLASx,05000,03,AD 1000106761
Accompanying Material (Media Resource) Taylor's Library-TU
658.8 MAC (Browse shelf) Multimedia CD-ROM 1 Available GENLS,GENLS,03,GR 1000507741

Pt. 1. Introduction to marketing. Ch. 1. Marketing : an overview. Ch. 2. Marketing : a strategic management approach. - Pt. 2. Understanding and analysing markets. Ch. 3. Marketing environments. Ch. 4. Consumer behaviour and demographics. Ch. 5. Organisational buyer behaviour. Ch. 6. Marketing information systems and the marketing research process. Ch. 7. Market forecasting. Ch. 8. Market segmentation, target marketing and positioning. - Pt. 3. Marketing decision-making : the marketing mix (five Ps). Ch. 9. Product strategy. Ch. 10. Services strategy. Ch. 11. New product strategy. Ch. 12. Pricing principles. Ch. 13. Pricing strategy and tactics. Ch. 14. Introduction to marketing channels. Ch. 15. Physical distribution. Ch. 16. Retailing and wholesaling. Ch. 17. Introduction to the promotional mix. Ch. 18. Advertising and publicity. Ch. 19. People - personal selling, salesforce management and sales promotion. - Pt. 4. Marketing decision-making : specific applications. Ch. 20. International marketing. Ch. 21. Direct, relationship and electronic marketing. - Pt. 5. The strategic marketing concept. Ch. 22. Marketing strategies. Ch. 23. Marketing planning. Ch. 24. Executing the marketing plan. Ch. 25. Marketing and ethics. - Endnotes. - The future of marketing. - Case studies. - Glossary. - Index.

"This book is a complete learning solution designed to give student the best and most innovative introduction to the principles of marketing. Extensively rewritten to provide the most up-to-date material, the text contains many features to help students master the concepts and strategies of marketing." - Back cover.

1 multimedia CD-ROM : MAUS Corporate Pursuit

Business Leadership: Management : BOH4M