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Fundamentals of Marketing

Geraldine McKay, Paul Hopkinson, Ng Lai Hong

ISBN: 978-1-910158-97-5 hbk; 978-1-910158-98-2 pbk; 978-1-910158-99-9 eBook


About this book | Table of contents | About the authors | Sample files | Buy now
Introduces the key terms, concepts and practices to provide a firm foundation for undergraduate students. It discusses contemporary technologies used in marketing alongside established practices to develop an understanding of the positive effects of marketing balanced with critical discussion about it's contribution to the wider aims of society. International in approach, it highlights a range of real life practices through examples and short case studies. It includes:

  • Marketing as an idea and a practice.
  • How to understand and reach customers, researching and choosing segments
  • Marketing functions-providing value from products, services, pricing and distribution to branding and communications.
  • Responsible marketing and contemporary technologies

To help support their learning, readers have access to a range of online resources including chapter-by-chapter multiple choice questions which will enable them to assess how well they have grasped individual chapters. The text also features a range of supplementary readings, in text exercises and cases/examples to help bring concepts to life.

Part of the The Global Management Series; a complete portfolio of global business and management texts that successfully meets the needs of students on international undergraduate and postgraduate business and management degree courses. Each book is a clear, concise and practical and has a thorough pedagogic structure to suit a 12 week semester. The series offers a flexible 'pick and mix' choice of downloadable e-chapters, so that users can select and build learning materials tailored to their specific needs. See www.goodfellowpublishers.com/GMS for details.
Each book in the series is edited and contributed to by a team of experienced academics based in the UK, Dubai and Malaysia it provides an essential learning aid for students across a wide range of business and management courses and an invaluable teaching tool for lecturers and academics. Series Editor: Robert MacIntosh, Professor of Strategy, Heriot-Watt University, UK


Publication date


March 2018


Table of contents

1. Marketing- Evolution, Idea and Action
Geraldine McKay and Lai Hong Ng
- Approaches to marketing
- Creating value for different markets
- Marketing applications
- Marketing fundamentals
- Marketing ethics and society
2. Marketing environment
Elaine Collinson
- Environmental analysis
- Societal environment
- Cultural environment
- Political and legal environment
- Economic and competitive environment
- Technological environment
- Ecological environment
- Internal environment

3. Marketing Research
Geraldine McKay
- nature and scope
- Research design
- Research methods
- Selecting participants
- Data collection
- Turning data into info
- The research report
- Being ethical

4. Understanding the consumer
Rodrigo Perez-Vega
- The ABC model of attitudes
- The decision making process- choosing, using and disposing
- Consumer involvement and engagement
- The decision making centre
- Understanding the consumer: A global perspective
- On line brand communities and reference groups

5. Market Segmentation, Targeting and Positioning
Lai Hong Ng
- Target marketing process
- Market segmentation
- Market targeting
- Marker positioning
- Positioning and repositioning using perceptual mapping

6. Products, services and Ideas
Geraldine McKay

- What is a product?- The anatomy
- Types of product and services
- Managing products over time
- Decisions on product range and variety
- Branding decisions
- Product and branding futures


7. Pricing
Graham Pogson
- Price- first considerations
- Approaches to pricing
- Pricing for different situations
- Further Pricing decision
- Ethical issues
- Forecasting

8. Marketing Communications- Promotion
Kitty Shaw
- Planning marketing communications
- Communications theory and recent developments
- Digital marketing
- Advertising and sales promotions
- Public relations
- Direct marketing and personal selling

9. Place and Physical Distribution
Carrie Annabi
- The 10 Ps of Distribution
- The distribution channel
- E- commerce within the distribution channel
- Marketing channels
- Omni channels
- Managing relationships across the supply chain

10. Competitive Marketing Planning and Strategy
Alastair Watson
- Business strategy
- Competitive behaviour
- Developing strategic objectives
- Global marketing strategy
- Implementing strategy- the marketing plan

11. Marketing Ethics and Corporate Social Responsibility
Gordon R.A. Jack
- Introduction-Ethics
- Corporate social responsibility
- Society and marketing
- Ethical marketing conflicts
- Bribery and corruption
- Customer behaving badly

12. Marketing in Transition: Harnessing technology whilst embracing sustainability and transitional values
Paul Hopkinson
- Artificial intelligence- Geraldine McKay
- The internet of things- Katherine Waite
- Social Customer relationship management- Paul Hopkinson
- Disruptive business models and physical distribution- Carrie Annabi
- From recycling to upcycling- Lai Hong Ng

Table of contents

1. Marketing- Evolution, Idea and Action
Geraldine McKay and Lai Hong Ng
- Approaches to marketing
- Creating value for different markets
- Marketing applications
- Marketing fundamentals
- Marketing ethics and society
2. Marketing environment
Elaine Collinson
- Environmental analysis
- Societal environment
- Cultural environment
- Political and legal environment
- Economic and competitive environment
- Technological environment
- Ecological environment
- Internal environment

3. Marketing Research
Geraldine McKay
- nature and scope
- Research design
- Research methods
- Selecting participants
- Data collection
- Turning data into info
- The research report
- Being ethical

4. Understanding the consumer
Rodrigo Perez-Vega
- The ABC model of attitudes
- The decision making process- choosing, using and disposing
- Consumer involvement and engagement
- The decision making centre
- Understanding the consumer: A global perspective
- On line brand communities and reference groups

5. Market Segmentation, Targeting and Positioning
Lai Hong Ng
- Target marketing process
- Market segmentation
- Market targeting
- Marker positioning
- Positioning and repositioning using perceptual mapping

6. Products, services and Ideas
Geraldine McKay

- What is a product?- The anatomy
- Types of product and services
- Managing products over time
- Decisions on product range and variety
- Branding decisions
- Product and branding futures


7. Pricing
Graham Pogson
- Price- first considerations
- Approaches to pricing
- Pricing for different situations
- Further Pricing decision
- Ethical issues
- Forecasting

8. Marketing Communications- Promotion
Kitty Shaw
- Planning marketing communications
- Communications theory and recent developments
- Digital marketing
- Advertising and sales promotions
- Public relations
- Direct marketing and personal selling

9. Place and Physical Distribution
Carrie Annabi
- The 10 Ps of Distribution
- The distribution channel
- E- commerce within the distribution channel
- Marketing channels
- Omni channels
- Managing relationships across the supply chain

10. Competitive Marketing Planning and Strategy
Alastair Watson
- Business strategy
- Competitive behaviour
- Developing strategic objectives
- Global marketing strategy
- Implementing strategy- the marketing plan

11. Marketing Ethics and Corporate Social Responsibility
Gordon R.A. Jack
- Introduction-Ethics
- Corporate social responsibility
- Society and marketing
- Ethical marketing conflicts
- Bribery and corruption
- Customer behaving badly

12. Marketing in Transition: Harnessing technology whilst embracing sustainability and transitional values
Paul Hopkinson
- Artificial intelligence- Geraldine McKay
- The internet of things- Katherine Waite
- Social Customer relationship management- Paul Hopkinson
- Disruptive business models and physical distribution- Carrie Annabi
- From recycling to upcycling- Lai Hong Ng

About the authors

Geraldine McKay, Associate Professor in Marketing, Heriot-Watt University, UK, Paul Hopkinson, Assistant Professor in Marketing, Heriot-Watt University, Dubai and Lai Hong Ng, Associate Professor in Marketing, Heriot-Watt University, Malaysia

Table of contents

1. Marketing- Evolution, Idea and Action
Geraldine McKay and Lai Hong Ng
- Approaches to marketing
- Creating value for different markets
- Marketing applications
- Marketing fundamentals
- Marketing ethics and society
2. Marketing environment
Elaine Collinson
- Environmental analysis
- Societal environment
- Cultural environment
- Political and legal environment
- Economic and competitive environment
- Technological environment
- Ecological environment
- Internal environment

3. Marketing Research
Geraldine McKay
- nature and scope
- Research design
- Research methods
- Selecting participants
- Data collection
- Turning data into info
- The research report
- Being ethical

4. Understanding the consumer
Rodrigo Perez-Vega
- The ABC model of attitudes
- The decision making process- choosing, using and disposing
- Consumer involvement and engagement
- The decision making centre
- Understanding the consumer: A global perspective
- On line brand communities and reference groups

5. Market Segmentation, Targeting and Positioning
Lai Hong Ng
- Target marketing process
- Market segmentation
- Market targeting
- Marker positioning
- Positioning and repositioning using perceptual mapping

6. Products, services and Ideas
Geraldine McKay

- What is a product?- The anatomy
- Types of product and services
- Managing products over time
- Decisions on product range and variety
- Branding decisions
- Product and branding futures


7. Pricing
Graham Pogson
- Price- first considerations
- Approaches to pricing
- Pricing for different situations
- Further Pricing decision
- Ethical issues
- Forecasting

8. Marketing Communications- Promotion
Kitty Shaw
- Planning marketing communications
- Communications theory and recent developments
- Digital marketing
- Advertising and sales promotions
- Public relations
- Direct marketing and personal selling

9. Place and Physical Distribution
Carrie Annabi
- The 10 Ps of Distribution
- The distribution channel
- E- commerce within the distribution channel
- Marketing channels
- Omni channels
- Managing relationships across the supply chain

10. Competitive Marketing Planning and Strategy
Alastair Watson
- Business strategy
- Competitive behaviour
- Developing strategic objectives
- Global marketing strategy
- Implementing strategy- the marketing plan

11. Marketing Ethics and Corporate Social Responsibility
Gordon R.A. Jack
- Introduction-Ethics
- Corporate social responsibility
- Society and marketing
- Ethical marketing conflicts
- Bribery and corruption
- Customer behaving badly

12. Marketing in Transition: Harnessing technology whilst embracing sustainability and transitional values
Paul Hopkinson
- Artificial intelligence- Geraldine McKay
- The internet of things- Katherine Waite
- Social Customer relationship management- Paul Hopkinson
- Disruptive business models and physical distribution- Carrie Annabi
- From recycling to upcycling- Lai Hong Ng

About the authors

Geraldine McKay, Associate Professor in Marketing, Heriot-Watt University, UK, Paul Hopkinson, Assistant Professor in Marketing, Heriot-Watt University, Dubai and Lai Hong Ng, Associate Professor in Marketing, Heriot-Watt University, Malaysia

Sample files

Contents, Contributors, Acknowledgements.pdf
Chapter 1.pdf
Chapter 2.pdf
Chapter 3.pdf
Chapter 4.pdf
Chapter 5.pdf
Chapter 6.pdf
Chapter 7.pdf
Chapter 8.pdf
Chapter 9.pdf
Chapter 10.pdf
Chapter 11.pdf
Chapter 12.pdf

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