Introduction to marketing : a value exchange approach / Mark Gabbott, editor.
by
Gabbott, Mark, editor.
ISBN
:
9781740097383
Title
:
Introduction to marketing : a value exchange approach / Mark Gabbott, editor.
Author
:
Gabbott, Mark, editor.
Physical Description
:
xxiii, 638 pages : coloured illustrations ; 27 cm.
General Note
:
Includes index.
Contents
:
Section 1. Introduction -- The marketing framework / Jodie Conduit and Mark Gabbott -- Defining value / Mark Gabbott -- Section 2. Understanding value -- Buyer behaviour / David Bednall -- Understanding value through marketing information / David Bednall -- Understanding value through segmentation and targeting / Mark Gabbott -- Section 3. Configuring value -- Defining the offering / Janine Hendry -- Creating a new offering / David Toleman -- Branding the offer / Colin Jevons -- Cost and price / Janine Hendry, Jodie Conduit and Mark Gabbott -- Section 4. Communicating value -- Communicating value / Sandra Luxton -- The marketing communication environment / Irene Powell -- Interaction and dialogue / David Ballantyne -- Section 5. Delivering value -- Delivering value through marketing channels / Chris Dubelaar -- Delivering value through supply chain management / Peter Dapiran -- People in the delivery of customer value / Don Bradmore -- Section 6. Managing value exchange -- A strategic view of the value exchange cycle / Felix Mavondo -- Assessing, planning and implementing the value / Ken Grant.
Subject Term
:
Communication in marketing.
Market segmentation.
Sales management.
Marketing.
Added Author
:
Gabbott, Mark,
Format
:
Books
Publication Date
:
2004
Publication Information
:
Frenchs Forest, N.S.W. :
Prentice Hall,
[2004]
©2004.
Shelf Number | Material Type | Copy | Shelf Location | Status |
---|
658.8 INT | Book | 1 | Standard shelving location | Standard shelving location |