Make that grade marketing / by Margaret Linehan, Therese Cadogan.

Previous ed.: 2007.

Includes bibliographical references.

1: Introduction to Marketing:- Marketing defined--The historical development of marketing--The traditional marketing mix( \'four Ps\')--The marketing environment--Case study: Diesel--Case study: McCain--2. Consumer and Organisational Buying Behaviour:- Consumer buying behaviour defined--The consumer decision-making process--Types of consumer involvement in different buying situations--Influences on the buying decision--Organisational buying behaviour--Collaborators--Case study: Cadbury--Case study: The National Lottery--3. Company Analysis and Marketing Planning:- The company--Analysing company capability--Situational analysis--Establishing strategic business units--Marketing objectives--Alternative competitive strategies--The marketing audit--The marketing and planning process--Socially responsible behaviour and managerial ethics--Case study: Primark--Case study: Marks & Spencer--4. Competitor Analysis:- Competitors--Competitive structure of an industry--Analysing competitors--Direct and indirect competitors--Assessing competitors\' strengths and weaknesses--Strategies for competitive position--The competitive triangle--Value chain analysis--Case study: Pportakabin--Case study: Sisk group--5. Marketing Information and Research:- The importance of information to a company--The marketing information system--The marketing research process--Case study: Dublin Airport Authority--Case study: RED C-- 6. Segmentation, Targeting and Positioning:- The purpose of segmentation--Bases of variables for segmenting the consumer market--Bases of variables for segmenting the industrial market--Requirements for a usable segment--The advantages of market segmentation--Targeting--Positioning--Case study: Bus Eireann--Case study: Nivea Visage Young--7. Product:- The product--Product classification--Branding--Brand types--Brand name strategies--The benefits of branding--Packaging and labelling--Stages of the product life cycle--The new product development process--Stages in the new product development process--Case study: Kellogg\'s--Case study: Hi-Tec Sports--8. Price:- What is price?--Pricing objectives--Pricing strategies--Factors influencing pricing decisions--Managing price changes--General pricing approaches--The influence of the product life cycle on pricing decisions--Pricing in industrial markets--Case study: IKEA--Case study: Fairtrade and Nestle--9. Distribution:- Distribution in the marketing mix--Distribution channels--Physical distribution and logistics--Aspects of physical distribution--Transport methods--Who does what in distribution?--Marketing intermediaries--Internet marketing--Distribution strategies--Distribution and the product life cycle--Getting products into distribution: the push-pull methods--Case study: Butleers--Case study: TNT Worldwide--10. Marketing communication:- The marketing communication process--The communication mix--Developing a communication programme--Selecting a communication mix--Integrated marketing communications (IMC)--Case study: Concern--Case study: Tourism Ireland.

This title provides an overview of marketing principles and concepts. The book is updated to reflect the challenges of the global recession.