Over Sara Leroi-Werelds
Sara Leroi-Werelds is Professor at the Department of Marketing and Strategy, Hasselt University, Belgium.
Sara Leroi-Werelds
Sara Leroi-Werelds is Professor at the Department of Marketing and Strategy, Hasselt University, Belgium.
Meer over de auteurs
Sara Leroi-Werelds,
Katrien Verleye,
Arne De Keyser,
Maggie Gueuens,
Klaas Verbeken,
Bart Larivière
e.a.
Marketing: The fundamentals
Paperback Engels 2023 1e druk 9789464674507Op voorraad | Vandaag voor 21:00 besteld, morgen in huis
Samenvatting
This comprehensive guide hones in on marketing’s pivotal role in creating value for customers and other stakeholders. It navigates through the stages of (1) marketing analysis, (2) strategy development, (3) implementation of the marketing strategy via the marketing mix, and (4) marketing evaluation using established key performance indicators.
The book serves as a valuable resource for students, marketers, and business leaders navigating the dynamic marketing landscape, providing guidance to drive value creation and achieve success.
Specificaties
ISBN13:9789464674507
Trefwoorden:marketing
Taal:Engels
Bindwijze:paperback
Aantal pagina's:232
Uitgever:Acco, Uitgeverij
Druk:1
Verschijningsdatum:5-10-2023
Hoofdrubriek:Marketing
ISSN:
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Over Katrien Verleye
Katrien Verleye ging na haar studies Sociale Agogiek (UGent) aan de slag als onderzoeker in het Healthcare Management team van de Vlerick Leuven Gent Management School en later ook als assistent bij de Vakgroep Management, Innovatie & Ondernemerschap van de Faculteit Economie en Bedrijfskunde van de UGent.
Haar onderzoek focust op management van services, kwaliteit en innovatie in zorgorganisaties en sedert 2009 werkt zij als I.C.M. Fellow aan een doctoraat rond klantenparticipatie in service processen.
Over Arne De Keyser
Arne De Keyser is Professor of Marketing at EDHEC Business School, France.
Over Klaas Verbeken
Klaas Verbeken is visiting Professor of Marketing at Ghent University, Belgium.
Over Bart Larivière
Bart Larivière is Professor of Marketing at KU Leuven, Belgium and Research Fellow at the Center for Service Intelligence, Ghent University, Belgium.
Inhoudsopgave
1. INTRODUCTION
1.1 What is marketing? 13
1.2 Why is marketing relevant? 16
1.3 The role of marketing in the organization 17
1.4 The evolution of marketing: From Marketing 1.0 to Marketing 5.0 20
1.5 Marketing in various types of organizations 21
1.6 The marketing cycle 22
2. MARKETING ANALYSIS
2.1 What is marketing analysis and why is it relevant? 27
2.2 How to establish marketing intelligence through marketing analysis?.. 27
2.3 How do data contribute to establishing
marketing intelligence? 37
2.4 Conclusions 42
3. MARKETING STRATEGY
3.1 What is marketing strategy and why is it relevant? 47
3.2 How to develop a marketing strategy? 48
3.3 How to embed the marketing strategy within the hierarchy
of strategies? . 60
3.4 Conclusions 68
4. PRODUCT
4.1 What is a product? 73
4.2 Why is a product important? 76
4.3 How to develop and manage products? 77
4.4 Conclusions 89
5. PROMOTION OR MARKETING COMMUNICATIONS
5.1 What are marketing communications? 95
5.2 Why are marketing communications important? 103
5.3 How to build a marketing communications plan? 104
5.4 Conclusions 118
6. PLACE OR DISTRIBUTION
6.1 What is distribution? 127
6.2 Why is distribution important? 127
6.3 How to develop a distribution model? 129
6.4 Conclusions 144
7. PRICE
7.1 What is a price? 151
7.2 Why is pricing important? 153
7.3 How to develop a pricing model? 153
7.4 Conclusions 168
MARKETING: THE FUNDAMENTALS
8. PEOPLE
8.1 What is meant by people? 173
8.2 Why are people important? 174
8.3 How to use technology in combination with people? 175
8.4 How technology changes the role of people in organizations? 178
8.5 How to manage people? 180
8.6 Conclusions 183
9. MARKETING EVALUATION
9.1 What is marketing evaluation and why is it relevant? 189
9.2 How to start with marketing evaluation? 189
9.3 Metrics at the marketing mix level 190
9.4 Metrics at the marketing strategy level 216
9.5 Metrics at the corporate, organizational or business level 219
9.6 How to measure, analyze and report for marketing evaluation? 226
9.7 Conclusions 229
1.1 What is marketing? 13
1.2 Why is marketing relevant? 16
1.3 The role of marketing in the organization 17
1.4 The evolution of marketing: From Marketing 1.0 to Marketing 5.0 20
1.5 Marketing in various types of organizations 21
1.6 The marketing cycle 22
2. MARKETING ANALYSIS
2.1 What is marketing analysis and why is it relevant? 27
2.2 How to establish marketing intelligence through marketing analysis?.. 27
2.3 How do data contribute to establishing
marketing intelligence? 37
2.4 Conclusions 42
3. MARKETING STRATEGY
3.1 What is marketing strategy and why is it relevant? 47
3.2 How to develop a marketing strategy? 48
3.3 How to embed the marketing strategy within the hierarchy
of strategies? . 60
3.4 Conclusions 68
4. PRODUCT
4.1 What is a product? 73
4.2 Why is a product important? 76
4.3 How to develop and manage products? 77
4.4 Conclusions 89
5. PROMOTION OR MARKETING COMMUNICATIONS
5.1 What are marketing communications? 95
5.2 Why are marketing communications important? 103
5.3 How to build a marketing communications plan? 104
5.4 Conclusions 118
6. PLACE OR DISTRIBUTION
6.1 What is distribution? 127
6.2 Why is distribution important? 127
6.3 How to develop a distribution model? 129
6.4 Conclusions 144
7. PRICE
7.1 What is a price? 151
7.2 Why is pricing important? 153
7.3 How to develop a pricing model? 153
7.4 Conclusions 168
MARKETING: THE FUNDAMENTALS
8. PEOPLE
8.1 What is meant by people? 173
8.2 Why are people important? 174
8.3 How to use technology in combination with people? 175
8.4 How technology changes the role of people in organizations? 178
8.5 How to manage people? 180
8.6 Conclusions 183
9. MARKETING EVALUATION
9.1 What is marketing evaluation and why is it relevant? 189
9.2 How to start with marketing evaluation? 189
9.3 Metrics at the marketing mix level 190
9.4 Metrics at the marketing strategy level 216
9.5 Metrics at the corporate, organizational or business level 219
9.6 How to measure, analyze and report for marketing evaluation? 226
9.7 Conclusions 229
Rubrieken
- advisering
- algemeen management
- coaching en trainen
- communicatie en media
- economie
- financieel management
- inkoop en logistiek
- internet en social media
- it-management / ict
- juridisch
- leiderschap
- marketing
- mens en maatschappij
- non-profit
- ondernemen
- organisatiekunde
- personal finance
- personeelsmanagement
- persoonlijke effectiviteit
- projectmanagement
- psychologie
- reclame en verkoop
- strategisch management
- verandermanagement
- werk en loopbaan
