Key Concepts in Marketing

Abstract

PART ONE: CUSTOMERS AND MARKETS Customer Centrality Evolution of Marketing Relationship Marketing The Leaky Bucket Theory Postmodern Marketing The Marketing Environment Marketing Research The Marketing Audit Competitive Advantage Porter's Competitive Strategies Strategic Planning Marketing Planning Boston Consulting Group Matrix Globalisation Consumerism PART TWO: THE OFFER Product as a Bundle of Benefits Product Anatomy Core Product Added Value Service Products Product Life Cycle New Product Development Diffusion of Innovation Quality Elasticity of Demand Demand Pricing Price Skimming Psychological Pricing Not-for-Profit Marketing PART THREE: APPROACHING CUSTOMERS Need Satisfaction Involvement Segmentation Targeting The Marketing Mix The Elaboration Likelihood Model Reference Groups Distribution Channel Management Logistics Stages of Development Model of International Market Entry Market Share PART FOUR: PROMOTION Branding Brand Personality Positioning The Communications Mix Schramm Model of Communication Advertising The Weak and Strong Theories Sales Promotion Corporate Reputation Personal Selling Key Account Selling Integrated Marketing Communication

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