Essentials of Marketing

By Frances Brassington & Stephen Pettitt
Financial Times/ Pearson Education Limited
January 2005
ISBN: 0273687859
527 Pages, Illustrated, 7 ¾" x 10 ½"
$89.50 Paper Original

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At last! This is a concise version of the best-selling Principles of Marketing by Brassington and Pettitt. Combining the best of theory and practice, Essentials of Marketing is the only choice for those who want a fresh and topical introduction to the discipline in a brief format.

This text is especially designed to accommodate shorter modules and accelerated courses, providing the fundamental concepts and applications of marketing. This book has all the clarity and academic rigor you expect from Frances Brassington and Stephen Pettitt and retains the classic features of the larger version.

Contents
I. MARKETING DYNAMICS
Marketing defined
The marketing concept in the organisation
Marketing management responsibilities
Marketing scope
II. THE EUROPEAN MARKETING ENVIRONMENT
The nature of the European marketing environment
The sociocultural environment
The technological environmet
The economic and competitive environment
The political and regulatory environment
III. BUYER BEHAVIOUR
The decision-making process
Buying situations
Environmental influences
Psychological influences: the individual
Sociocultural influences: the group
Defining B2B marketing
B2B customers
Characteristics of B2B markets
Buying decision-making process
The buying centre
Buying criteria
IV. SEGMENTED MARKETS
The concept of segmentation
Segmenting B2B markets
Segmenting consumer markets
Implementation of segmentation
Benefits of segmentation
Dangers of segmentation
Criteria for successful segmentation
V. MARKETING INFORMATION AND RESEARCH
Marketing research: definition and role
Types of research
Marketing information systems
Decision support systems
The marketing research process
Secondary research
Primary research
Ethics in marketing research
VI. PRODUCT
Anatomy of a product
Branding
Product management and strategy
VII. PRICE
The role and perception of price
External influences on the pricing decision
Internal influences on the pricing decision
The process of price setting
VIII. PLACE
Channel structures
Rationale for using intermediaries
Types of intermediary
Channel strategy
IX. PROMOTION: INTEGRATED MARKETING COMMUNICATIONS
Communications planning model
Communications planning model: review
X. PROMOTION: ADVERTISING AND PERSONAL SELLING
The role of advertising
Formulating the advertising message
Advertising media
Using advertising agencies
Developing an advertising campaign
Personal selling: definition, role and tasks
The personal selling process
Sales management
XI. PROMOTION: OTHER TOOLS OF MARKETING COMMUNICATION
Sales promotion
Direct marketing
Trade shows and exhibitions
Public relations
Sponsorship
Cause related marketing
XII. MARKETING MANAGEMENT, PLANNING AND CONTROL
The role and importance of marketing planning and strategy
The marketing planning process
Organising marketing activities
Controlling marketing activities
XIII. SERVICES AND NON-PROFIT MARKETING
Perspectives on services markets
Services marketing management
Non-profit marketing
XIV. E-MARKETING AND NEW MEDIA
Internet marketing
Marketing and new media


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