Marketing - Masterson, Rosalind

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Résumé :
PART ONE: THIS IS MARKETING
Chapter 1: Marketing Today
Chapter 2: The Marketing Environment
PART TWO: MAKING SENSE OF MARKETS
Chapter 3: Buyer Behaviour
Chapter 4: Market Segmentation, Targeting and Positioning
Chapter 5: Marketing Research
PART THREE: THE MARKETING MIX
Chapter 6: Product
Chapter 7: Service Products
Chapter 8: Promotion (Marketing Communications)
Chapter 9: Place
Chapter 10: Price
PART FOUR: MANAGING MARKETING
Chapter 11: Building Brands: Using the Marketing Mix
Chapter 12: Marketing Planning
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Biographie:
PART ONE: THIS IS MARKETING
Chapter 1: Marketing Today
Chapter 2: The Marketing Environment
PART TWO: MAKING SENSE OF MARKETS
Chapter 3: Buyer Behaviour
Chapter 4: Market Segmentation, Targeting and Positioning
Chapter 5: Marketing Research
PART THREE: THE MARKETING MIX
Chapter 6: Product
Chapter 7: Service Products
Chapter 8: Promotion (Marketing Communications)
Chapter 9: Place
Chapter 10: Price
PART FOUR: MANAGING MARKETING
Chapter 11: Building Brands: Using the Marketing Mix
Chapter 12: Marketing Planning
...

Sommaire:

Rosalind Masterson is?a Member of the Academy of Marketing and a Fellow of the Institute of Higher Education. She was a Principal Lecturer at De Montfort University until 2013. She has taught extensively, and has been subject and programme leader at both undergraduate and postgraduate levels. She has taught, and been external examiner, at a number of universities during an academic career spanning twenty years.

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Rosalind's commercial experience includes sales and marketing positions within IBM and Marketing Management for an IT consultancy. She ran her own marketing consultancy and freelance copywriting business for ten years.

Nichola Phillips is Associate Professor, Marketing at De Montfort University. Nichola has developed and delivered a wide range of marketing communications modules at undergraduate and postgraduate level and also served as Marketing Subject Leader. Nichola read Experimental Psychology at the University of Oxford before pursuing a career in Public Relations management, latterly as Divisional Director at the RED Consultancy, London. Nichola's particular interest in digital marketing and social media stems from her work, both agency and client-side, for Microsoft's MSN network of internet sites and services. Current research interests include digital and transitional identities and the form and function of online consumption narratives.

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David Pickton is?Associate Director, Strategic Partnerships. He holds the title, 'Honorary Academic Fellow' from De Montfort University, Leicester, England, having been founding member and head of its academic Department of Marketing. He has also been visiting academic and external examiner at over 20 universities in the UK, Europe and Asia.

His Editorial Board memberships have included the 'Journal of Marketing Communications', 'Innovative Marketing Journal', the 'Journal of Brand Management', ?Corporate Communications: An International Journal' and 'Marketing Intelligence and Planning' for which he was also Assistant Editor. He has contributed to various academic texts and has written numerous articles, being placed in the top 0.5% of researchers on?Academia.edu?(by 30-day views of his papers). His work can be found on?ResearchGate.net,?Academia.edu, Google Scholar, Figshare and Prezi.
His commercial experience includes marketing and advertising management positions on both the client and agency sides of industry, directorship of his own business consultancy, being a registered marketing consultant with the Department of Trade and Industry, and providing executive marketing and management training. His professional affiliations have included membership of the Academy of Marketing and Fellowships of?the Chartered Institute of Marketing, the Royal Society of Arts and the Higher Education Academy.