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Key Concepts in Marketing
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Key Concepts in Marketing



February 2009 | 232 pages | SAGE Publications Ltd
Electronic Inspection Copy available for instructors here

`If you want a clear, well written and authoritative introduction to the ideas and concepts that underpin the marketing discipline, this is the book for you' - Emeritus Professor Michael J Baker

 `Each section draws the reader in to the story - the what and why of marketing, and also deals well with how. While it is educational and informing it is also a jolly good read' - Heather Skinner, Principal Lecturer, Glamorgan Business School

The perfect quick reference text for your marketing course, Key Concepts in Marketing introduces and examines the key issues, methods, models and debates that define the field of marketing today.
 

Over 50 essential concepts are covered, including the marketing mix, branding, consumerism, marketing communication and corporate image.

Each entries features:

- Useful definition box

- Summary of the concept

- A broader discussion

- Examples and illustrations

- Key literature references

This extremely readable and accessible format provides the reader a wealth of information at their fingertips, and provides a valuable reference to any student of marketing.

The SAGE Key Concepts series provides students with accessible and authoritative knowledge of the essential topics in a variety of disciplines. Cross-referenced throughout, the format encourages critical evaluation through understanding. Written by experienced and respected academics, the books are indispensable study aids and guides to comprehension.

 
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

Did not fit completely with the learning goals of the course.

Dr Srivatsa Seshadri
Management Marketing Dept, University of Nebraska at Kearney
September 21, 2012

This book can only be recommended as an encyclopedic resource. As such, it works quite nicely. I will also recommend it for master level students who may have little or no background in marketing as a qucik update. As required reading, it is however much too basic for an advanced level marketing theory course - it would be more suited to an introductory class in that case.

Professor Søren Askegaard
Business Administration , University of Southern Denmark
June 14, 2011

I can't condem the book and it gives lots of useful overviews of key topics. Best used as it describes itself... a "quick reference text" but not a core text.

Mr Neil Wellman
Cardiff School of Management, University of Wales Institute, Cardiff
January 12, 2011

a useful quick reference text but not a textbook

Mr Neil Wellman
Cardiff School of Management, University of Wales Institute, Cardiff
January 12, 2011

This book is currently being used by some of our students researching specific aspects of marketing

Mrs Jo Alexander
Department of Economics, Bristol University
December 16, 2010

A bit too basic for post graduate

Professor Jens Geersbro
Department of Marketing, Copenhagen Business School
June 11, 2010

This is a good book, but generic and more suitable for entry level - not suitable for my final year specialist course

Mr Maurizio Catulli
School of Business, Hertfordshire University
June 10, 2010

Sample Materials & Chapters

Part One PDF


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