skip to content
Principles of Marketing Preview this item
ClosePreview this item
Checking...

Principles of Marketing

Author: Cristina Calvo Porral; John Stanton
Publisher: Madrid : ESIC Editorial, 2018.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Rating:

(not yet rated) 0 with reviews - Be the first.

Find a copy online

Links to this item

Find a copy in the library

&AllPage.SpinnerRetrieving; Finding libraries that hold this item...

Details

Genre/Form: Electronic books
Additional Physical Format: Print version:
Calvo Porral, Cristina.
Principles of Marketing.
Madrid : ESIC Editorial, ©2018
Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Cristina Calvo Porral; John Stanton
ISBN: 9788417129453 8417129456
OCLC Number: 1099960417
Notes: Chapter 5: Market research
Description: 1 online resource (283 pages)
Contents: Intro; HalfTitle; Title; Copyright; Index; Summary; Chapter 1: Introduction to marketing; 1.1. The concept of marketing; 1.2. The evolution of the marketing conceptualization; 1.2.1. The concept of marketing and its evolution; 1.2.2. The concept of marketing today; 1.2.3. Marketing beyond today; 1.3. Marketing related concepts; 1.3.1. Needs, wants, demands and motivation; 1.3.2. Exchanges, transactions, transfers and relationships; 1.3.3. The marketing offering: what could be marketed?; 1.4. The marketing orientations; 1.4.1. The production orientation; 1.4.2. The product orientation 1.4.3. The selling orientation1.4.4. The marketing orientation; 1.4.5. The societal marketing orientation; 1.4.6. The sustainable marketing orientation; 1.5. The role of marketing in the economy; 1.6. The role of marketing within the company; 1.7. References; Chapter 2: The market environment and competence; 2.1. The marketing information system; 2.2. The marketing environment; 2.3. Microenvironment; 2.3.1. Suppliers; 2.3.2. Customers; 2.3.3. Intermediaries; 2.3.4. Competitors; 2.3.5. Other publics or institutions; 2.4. Macroenvironment; 2.4.1. Demographic environment 2.4.2. Economic environment2.4.3. Socio-cultural environment; 2.4.4. Legal and political environment; 2.4.5. Technological environment; 2.4.6. The natural environment; 2.5. Porter's competitive rivalry model; 2.5.1. Competitive actual rivalry between existing companies; 2.5.2. The threat of new entrants/new competitors; 2.5.3. Bargaining power of suppliers; 2.5.4. Bargaining power of customers/buyers; 2.5.5. Threat of substitute products; 2.6. Market competitive structure; 2.7. References; Chapter 3: Consumer behavior; 3.1. The concept consumer behavior; 3.2. Theories of the consumer behavior 3.2.1. Economic approach3.2.2. Psycho-sociological approach; 3.2.3. Motivational approach; 3.2.4. Other theories on consumer behavior; 3.3. Determinants of the consumer behavior; 3.3.1. Internal determinants; 3.3.2. External determinants; 3.4. The purchasing decision process; 3.4.1. The purchasing process according to the type of purchase and product category; 3.4.2. Stages of the purchasing decision process; 3.5. References; Chapter 4: Segmentation and positioning; 4.1. The concept of market segmentation; 4.2. The segmentation process; 4.3. Segmentation requirements 4.4. Bases for segmentation4.4.1. Demographic segmentation bases; 4.4.2. Geographic segmentation bases; 4.4.3. Socioeconomic segmentation bases; 4.4.4. Psychographic segmentation bases; 4.4.5. Behavioral segmentation bases; 4.5. Segmentation strategies; 4.5.1. Undifferentiated marketing strategy; 4.5.2. Differentiated marketing strategy; 4.5.3. Concentrated marketing strategy; 4.5.4. Customized marketing strategy; 4.6. Developing positioning; 4.6.1. Conceptualization; 4.6.2. The theoretical foundations of positioning; 4.6.3. The brand positioning maps; 4.7. References

Reviews

User-contributed reviews
Retrieving GoodReads reviews...
Retrieving DOGObooks reviews...

Tags

Be the first.
Confirm this request

You may have already requested this item. Please select Ok if you would like to proceed with this request anyway.

Linked Data


Primary Entity

<http://www.worldcat.org/oclc/1099960417> # Principles of Marketing
    a schema:CreativeWork, schema:MediaObject, schema:Book ;
    library:oclcnum "1099960417" ;
    library:placeOfPublication <http://experiment.worldcat.org/entity/work/data/4223422637#Place/madrid> ; # Madrid
    library:placeOfPublication <http://id.loc.gov/vocabulary/countries/sp> ;
    schema:bookFormat schema:EBook ;
    schema:contributor <http://experiment.worldcat.org/entity/work/data/4223422637#Person/stanton_john> ; # John Stanton
    schema:creator <http://experiment.worldcat.org/entity/work/data/4223422637#Person/calvo_porral_cristina> ; # Cristina Calvo Porral
    schema:datePublished "2018" ;
    schema:description "Intro; HalfTitle; Title; Copyright; Index; Summary; Chapter 1: Introduction to marketing; 1.1. The concept of marketing; 1.2. The evolution of the marketing conceptualization; 1.2.1. The concept of marketing and its evolution; 1.2.2. The concept of marketing today; 1.2.3. Marketing beyond today; 1.3. Marketing related concepts; 1.3.1. Needs, wants, demands and motivation; 1.3.2. Exchanges, transactions, transfers and relationships; 1.3.3. The marketing offering: what could be marketed?; 1.4. The marketing orientations; 1.4.1. The production orientation; 1.4.2. The product orientation"@en ;
    schema:exampleOfWork <http://worldcat.org/entity/work/id/4223422637> ;
    schema:genre "Electronic books"@en ;
    schema:inLanguage "en" ;
    schema:isSimilarTo <http://worldcat.org/entity/work/data/4223422637#CreativeWork/principles_of_marketing> ;
    schema:name "Principles of Marketing"@en ;
    schema:productID "1099960417" ;
    schema:publication <http://www.worldcat.org/title/-/oclc/1099960417#PublicationEvent/madrid_esic_editorial_2018> ;
    schema:publisher <http://experiment.worldcat.org/entity/work/data/4223422637#Agent/esic_editorial> ; # ESIC Editorial
    schema:url <https://public.ebookcentral.proquest.com/choice/publicfullrecord.aspx?p=5758486> ;
    schema:workExample <http://worldcat.org/isbn/9788417129453> ;
    wdrs:describedby <http://www.worldcat.org/title/-/oclc/1099960417> ;
    .


Related Entities

<http://experiment.worldcat.org/entity/work/data/4223422637#Agent/esic_editorial> # ESIC Editorial
    a bgn:Agent ;
    schema:name "ESIC Editorial" ;
    .

<http://experiment.worldcat.org/entity/work/data/4223422637#Person/calvo_porral_cristina> # Cristina Calvo Porral
    a schema:Person ;
    schema:familyName "Calvo Porral" ;
    schema:givenName "Cristina" ;
    schema:name "Cristina Calvo Porral" ;
    .

<http://experiment.worldcat.org/entity/work/data/4223422637#Person/stanton_john> # John Stanton
    a schema:Person ;
    schema:familyName "Stanton" ;
    schema:givenName "John" ;
    schema:name "John Stanton" ;
    .

<http://worldcat.org/isbn/9788417129453>
    a schema:ProductModel ;
    schema:isbn "8417129456" ;
    schema:isbn "9788417129453" ;
    .


Content-negotiable representations

Close Window

Please sign in to WorldCat 

Don't have an account? You can easily create a free account.