Revel Access Code for Principles of Marketing

Description
Table of Contents

Build your understanding and confidence in Marketing through this highly interactive learning resource.

Revel^® for Principles of Marketing, 1^st Edition by Ayesha Owusu-Barnaby, is a comprehensive demonstration of the essential concepts around the field, supporting your practical knowledge and understanding of the discipline and boosting your confidence in thinking like a marketer.

This fully digital edition is a modern, highly interactive learning resource analogous to the character of this growingly dynamic and diverse discipline, significantly impacted by technology and relationships – involving both internal and external customers and stakeholders.

This resource helps you explore a range of themes from theory to practice, starting from what marketing is and explaining how to apply common frameworks to different contemporary, real-world settings. The content will support your evaluation of marketing's role in the digital era and help you explore the diversity of the field and its effect on businesses.

This Revel edition delivers an engaging blend of author content, media, and assessment and values a fresh, practical approach to learning about marketing theory and concepts.

The array of features will support the development of your problem-solving skills, challenging you to think critically by questioning, arguing a case, and collaborating with others, eventually helping you build the skills you need to make an immediate impact at work.

Key features

Understand what marketing is and the context of each topic.
Analyse and evaluate the role of marketing in a range of business contexts, and apply common frameworks and theories to different scenarios and real-world settings.
Develop and practice your marketing and business skills with a range of activities.
Explore Marketing and support your learning via a range of interactive media and digital tools such as news clips, video interviews, mini-simulations, and more.
Identify and foster the skills required, to apply for jobs.

Revel is Pearson's newest way of delivering respected content. Fully digital and highly engaging, Revel replaces the textbook and gives you everything you need for the course. Informed by extensive research on how people read, think, and learn, Revel is an interactive learning environment that enables you to read, practice, and study in one continuous experience — for less than the cost of a traditional textbook.

Pearson, the world's learning company.

Copyright
About the author
About the chapter contributors
About Principles of Marketing [preface]
The Revel learning experience

Chapter 1: Marketing today

Introduction: Marketing today
1.1 Defining marketing
1.2 Introducing the marketing mix: the marketer's toolkit
1.3 Themes in contemporary marketing
1.4 Planning marketing campaigns
Think like a marketer topic 1: Strategic approach to planning
Marketing in Practice: Marco Felicio
Further reading: Marketing today
Test: Marketing today

Chapter 2: The marketing environment

Introduction: The marketing environment
2.1 Exploring the environment for marketing
2.2 Internal and external macro-environmental influences on marketing
2.3 Internal and external micro-environmental influences on marketing
Think like a marketer topic 2: Porter's Five Forces analysis
2.4 Exploring the marketing environment
2.5 Categorising factors that impact the marketing environment
Further reading: The marketing environment
Test: The marketing environment

Chapter 3: Marketing strategy

Introduction: Marketing strategy
3.1 The characteristics of strategy and strategic marketing decisions
3.2 Planning marketing strategy
3.3 Competitive strategy
3.4 Growth strategies
3.5 Strategies for entrepreneurial marketing
3.6 Contemporary issues in marketing strategy
3.7 Recommending a strategic marketing plan
Think like a marketer topic 3: Social marketing strategy
Further reading: Marketing strategy
Test: Marketing strategy

Chapter 4: Segmentation and targeting

Introduction: Segmentation and targeting
4.1 What is target marketing?
4.2 The bases of segmentation
4.3 Target marketing: tools and techniques
Think like a marketer topic 4: Customer profiles
4.4 Segmentation and targeting for fashion and tourism brands
4.5 Recommending a segmentation and targeting strategy
4.6 Challenges and opportunities in segmentation and targeting
Further reading: Segmentation and targeting
Test: Segmentation and targeting

Chapter 5: Positioning

Introduction: Positioning
5.1 What is positioning?
5.2 Positioning strategy
5.3 Positioning and repositioning
5.4 Developing positioning
Think like a marketer topic 5: Perceptual map
Further reading: Positioning
Test: Positioning

Chapter 6: Brand and value

Introduction: Brand and value
6.1 Brands and branding
6.2 Brand equity and brand value
6.3 Brand resonance
6.4 The role of customers in creating brand equity: co-creation, brand communities and brand relationships
6.5 Brand elements
6.6 Managing a global brand over time and geographical boundaries
Think like a marketer topic 6: Entering the international market
Further reading: Brand and value
Test: Brand and value

Chapter 7: Buyer behaviour

Introduction: Buyer behaviour
7.1 The buyer decision making process
7.2 Buyers in consumer and business markets
7.3 Customer value creation
7.4 The decision-making process
7.5 Categories of decision-making
7.6 External impacts on buyer behaviour
Think like a marketer topic 7: Campaign evaluation
Further reading: Buyer behaviour
Test: Buyer Behaviour

Chapter 8: Customer insight

Introduction: Customer insight
8.1 Principles of customer insight
8.2 Customer insight strategy
8.3 Conducting customer insight research
8.4 The steps in the research process
Think like a marketer topic 8a: Research project plan
8.5 Communicating customer insight research
Think like a marketer topic 8b: Data visualisation
Further reading: Customer insight
Test: Customer insight

Chapter 9: Product

Introduction: Product
9.1 What is product?
9.2 Services products
9.3 Managing products and services over time
9.4 Developing new products and services
9.5 New product development
Think like a marketer topic 9: New product
9.6 Product development today
Further reading: Product
Test: Product

Chapter 10: Price

Introduction: Price
10.1 What is price?
10.2 Internal and external factors affecting a firm's pricing decisions
10.3 Pricing approaches
10.4 Pricing and payment: current considerations
Think like a marketer topic 10: Recommending price
Further reading: Price
Test: Price

Chapter 11: Promotion

Introduction: Promotion
11.1 The Marketing communications mix
11.2 How marketing communications works
11.3 Building a marketing communications mix
11.4 A strategic approach for marketing communications
Think like a marketer topic 11: IMC for the achievement of objectives
Further reading: Promotion
Test: Promotion

Chapter 12: Place

Introduction: Place
12.1 The difference between the supply chain and distribution channels
12.2 Place in the marketing mix
12.3 The internet as a distribution channel
12.4 Channel intensity
12.5 Selecting the channel partners
12.6 Physical distribution: getting the product to the customer
Think like a marketer topic 12: Distribution strategy
Further reading: Place
Test: Place