Publishers' marketing mix instruments and customers' perception of marketing mix elements in UK computer book market
Publisher: LCP, London Institute (LCC, University of the Arts London)
Published: 2002
Place of publication: London
Description: MA Dissertation
Table of contents: title: Chapter 1  Introduction; title: 1-1 Project Aim								1; title: 1-2 Project Objectives							1; title: Chapter 2	Computer book market overview; title: 2-1 	The scope of computer books					2; title: 2-2 	Computer book market Overview				4; title: 2-2-1 	Computer Book Market Size and Share			5; title: 2-2-2 	High retail price of computer books			5; title: 2-2-3 	Sales through non traditional bookshop			5; title: 2-2-4 	Bestsellers and Leading companies			5; title: 2-2-5 	Downturn of market					6; title: 2-3 	Computer books and the end customers				6; title: Chapter 2 	Reference						9; title: Chapter 3	 Literature Review; title: 3-1 	Marketing							10; title: 3-1-1	What is Marketing					10; title: 3-1-2 	Marketing and Customers				10; title: 3-2	Marketing Mix							11; title: 3-2-1	Overview of Marketing Mix				11; title: 3-2-2 	Product Mix, Product Positioning and Brand		12; title: 3-2-3	Price							15; title: 3-2-4	Place and Distribution					16; title: 3-2-5 	Promotional mix and Communication			17; title: 3-2-6 	Marketing Mix and Customers				17; title: 3-3 	Awareness, Availability, Affordability and Acceptability		18; title: 3-4 	Purchase Decision Process					18; title: 3-5 	Purchase Decision Types					20; title: 3-6	The Principal Purchasing Decision Variables and Segmentation	22; title: 3-7 	Target Marketing						23; title: Chapter 3 	Reference						25; title: Chapter 4  Research Design and Methodology; title: 4-1 	Introduction							26; title: 4-2 	The Aim of Research						26; title: 4-3 	The Objectives of Research					26; title: 4-4 	Research on Publishers’ Marketing Mix				27; title: 4-4-1 	The Method of research					27; title: 4-4-2 	Primary Sources						27; title: 4-4-3 	Limitation of Primary Sources				27; title: 4-4-4 	Secondary Sources					27; title: 4-5 	Research on Consumer’s Perception				28; title: 4-5-1 The Method of Research					28; title: 4-5-2 Limitation							28; title: 4-5-2 Hypotheses						28; title: 4-5-3 Sampling							29; title: .	4-5-4 Questionnaire Design					29; title: 4-5-5 Use of Database Programme				30; title: Chapter 4 	Reference						32; title: Chapter 5  Research Findings; title: 5-1 	Marketing Mix Offered by Publishers				33; title: 5-1-1 	Overview of Findings 					33; title: 5-1-2 	Product							33; title: 5-1-3 	Price							34; title: 5-1-4 	Place (Distribution)					35; title: 5-1-4 	Promotion, Relationship marketing			35; title: 5-2 	Customers’ Perception about Marketing Mix			36; title: 5-2-1 	Sample Reliability					36; title: 5-2-2 	Sample size						36; title: 5-2-3 	Comparison of Relative Importance of Different Marketing Mix; title: 36; title: 5-2-4 	Average score of Each Marketing Mix  			38; title: 5-2-5 	Age and Reviews/Mouth of word/Recommendations	39; title: 5-2-6 	Occupation and Price					41; title: 5-2-7 	Level of knowledge about subjects and Communication with Author; title: 43; title: 5-2-8 	Subjects and Timeliness					45; title: 5-2-9 	Tendency to attain IT skill and Advertising		47; title: 5-2-10 	Purposes of Book Purchasing				49; title: 5-2-11	Place for browsing and purchasing			51; title: Chapter 5 	Reference						52; title: Chapter 6  Conclusion & Suggestions for Further Research; title: 6-1 	Suggestions for Further Research 			53; title: 6-2 	Conclusion						53; title: Bibliography								54; title: Append ice; title: Appendix 1: Book Scan Inquiry; title: Appendix 2: Questionnaire; title: Appendix 3: Waterside conference