معرفی و دانلود کتاب Principles and techniques of marketing‏‫

معرفی کتاب Principles and techniques of marketing‏‫

کتاب Principles and Techniques of Marketing‏‫، تالیف آیدین رشیدی، به اصول و تکنیک‌های بازریابی می‌پردازد.

Today businesses have an increasing market focus. If organizations are to serve the needs of their customers hey need to be structured in such a way as to identify and meet customer requirements. Businesses therefore need to behave in such a way that they recognize the needs of the customer 

A company prospers best when everyone in it believes that success depends on the excellence of his or her contribution. Short-term decisions made many times a day by individuals determine the quality of that day's work. Marketing is a critical business function for most for-profit and non-profit businesses. Marketing is a broad process that includes research, product design and development, promotion and customer service. Much of the marketing function centers on a handful or core principles, strategies and tactics

Whereas the heart of businesses success lies in its marketing and most aspects of businesses depend on successful marketing, therefore we decided to introduce principles and techniques of marketing in this opportunity. This book allow you to help your organization, by presenting the fundamental issues in marketing, something like: Marketing management concepts, different types of market and marketing environment, market segmentation and targeting, and positioning in the market, purchaser behavior and decision-making model, demand measuring and sales forecast, business objectives and marketing organization, the method of marketing decisions, marketing research, general marketing plan and Insurance marketing, marketing system and a variety of marketing models, creativity in marketing management, and marketing mixes

Marketing is a big issue, for this reason this book cover a wide range of topics. Understanding the basic concepts and available instruments, enables you to help your organization to achieve maximum business value through marketing activities

We would be grateful if you send us Email including your suggestions and criticisms, in order to improve the services offered

فهرست مطالب کتاب

Chapter 1
Marketing management concepts
Overview
Importance of Marketing Management
Objectives of Marketing Management
Core Marketing Concepts
Elements of the Marketing Concept
Marketing Management Structure
Chapter 2
Different types of market and marketing environment
Overview
Overall Market Environment
Environmental scanning
Example of Marketing Environment
Consultation
Chapter 3
Market Segmentation, Targeting, and Positioning
Overview
Define Market Segmentation & Targeting
Examples of a Target Market
What Is Positioning in a Marketing Plan?
The Importance of Product Positioning to the Marketing Plan
Discuss the Difference between Market Segmentation & Target Marketing
Target Market Segment Strategy
Chapter 4
Purchaser Behavior and
Decision-Making Model
Chapter 5
Demand Measuring and Sales Forecast
Chapter 6
Business objectives and marketing organization
Definition of Business Objectives & Goals
Marketing Organization
An Organizational Structure for Modern Marketing Success
Build a Modern Marketing Organization
Chapter 7
Method of Marketing Decisions
The Key Marketing Decisions
Different Types of Marketing Decisions
5 Major Marketing Decisions
Chapter 8
Marketing Research
Overview
Definition of Marketing Research
Market Research Methods
Exploratory research design
Chapter 9
General marketing plan and Insurance marketing
Marketing plan
Insurance Marketing
Chapter 10
Marketing System and a Variety of Marketing Models
Marketing System
Understanding the Marketing System
Marketing model
Chapter 11
How to be creative in marketing management
Chapter 12
Acquaintance with marketing mixes
References