Efnisyfirlit

• Cover Page
• Title Page
• Copyright Page
• Brief contents
• Contents
• Preface
• About the authors
• Acknowledgements
• Part 1 Defining marketing and the marketing process
• 1 Marketing: creating customer value and engagement
• Chapter preview
• Learning outcomes
• What is marketing?
• Marketing defined
• The marketing process
• Understanding the marketplace and customer needs
• Customer needs, wants and demands
• Market offerings – products, services and experiences
• Customer value and satisfaction
• Exchanges and relationships
• Markets
• Designing a customer value-driven marketing strategy and plan
• Selecting customers to serve
• Choosing a value proposition
• Marketing management orientations
• Preparing an integrated marketing plan and programme
• Building customer relationships
• Customer relationship management
• Partner relationship management
• Capturing value from customers
• Creating customer loyalty and retention
• Growing share of customer
• Building customer equity
• The changing marketing landscape
• The digital age: online, mobile and social media marketing
• Social media marketing
• Mobile marketing
• The changing economic environment
• The growth of not-for-profit marketing
• Rapid globalisation
• Sustainable marketing – the call for more environmental and social responsibility
• So, what is marketing? Pulling it all together
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: The ALS Ice Bucket Challenge
• Marketing ethics: is Big Brother watching?
• Marketing by numbers: what’s a customer worth?
• Video case: Eskimo Joe’s
• References
• Company case: Argos: creating customer value amid change and turbulence
• 2 Company and marketing strategy: partnering to build customer engagement, value and relationships
• Chapter preview
• Learning outcomes
• Company-wide strategic planning: defining marketing’s role
• Defining a market-oriented mission
• Setting company objectives and goals
• Designing the business portfolio
• Planning marketing: partnering to build customer relationships
• Partnering with other company departments
• Partnering with others in the marketing system
• Marketing strategy and the marketing mix
• Customer value-driven marketing strategy
• Developing an integrated marketing mix
• Managing the marketing effort
• Marketing analysis
• Marketing planning
• Marketing implementation
• Marketing department organisation
• Marketing control
• Measuring and managing marketing return on investment
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: Google’s (Alphabet’s) mission
• Marketing ethics: creating value or distracting consumers?
• Marketing by numbers: profitability
• Video case: Konica
• References
• Company case: LEGO: one more brick in the wall?
• Part 2 Understanding the marketplace and consumers
• 3 Analysing the marketing environment
• Chapter preview
• Learning outcomes
• The microenvironment
• The company
• Suppliers
• Marketing intermediaries
• Competitors
• Publics
• Customers
• The macroenvironment
• The demographic environment
• Geographic shifts in population
• The economic environment
• The natural environment
• The technological environment
• The political and social environment
• The cultural environment
• Responding to the marketing environment
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: sharing economy
• Marketing ethics: how young is too young?
• Marketing by numbers: tiny markets
• References
• Company case: Fitbit: riding the fitness wave to glory
• 4 Managing marketing information to gain customer insights
• Chapter preview
• Learning outcomes
• Marketing information and customer insights
• Marketing information and today’s ‘big data’
• Managing marketing information
• Assessing marketing information needs
• Developing marketing information
• Internal data
• Competitive marketing intelligence
• Marketing research
• Defining the problem and research objectives
• Developing the research plan
• Gathering secondary data
• Primary data collection
• Implementing the research plan
• Interpreting and reporting the findings
• Analysing and using marketing information
• Customer relationship management (CRM)
• Big data and marketing analytics
• Distributing and using marketing information
• Other marketing information considerations
• Marketing research in small businesses and non-profit organisations
• International marketing research
• Public policy and ethics in marketing research
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: the trail you leave behind
• Marketing ethics: metadata
• Marketing by numbers: the value of information
• Video case: Nielsen
• References
• Company case: Holland & Barrett: choosing the good life! by Dr Eleri Rosier, Cardiff University
• 5 Consumer markets and buyer behaviour
• Chapter preview
• Learning outcomes
• Model of consumer behaviour
• Characteristics affecting consumer behaviour
• Cultural factors
• Social factors
• Personal factors
• Psychological factors
• Types of buying decision behaviour
• Complex buying behaviour
• Dissonance-reducing buying behaviour
• Habitual buying behaviour
• Variety-seeking buying behaviour
• The buyer decision process
• Need recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Post-purchase behaviour
• The buyer decision process for new products
• Stages in the adoption process
• Individual differences in innovativeness
• Influence of product characteristics on rate of adoption
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussion the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: digital influencer credibility
• Marketing ethics: ultimate water
• Marketing by numbers: evaluating alternatives
• Video case: IMG Worldwide
• References
• Company case: Porsche: guarding the old while bringing in the new
• 6 Business markets and business buyer behaviour
• Chapter preview
• Learning outcomes
• Business markets
• Market structure and demand
• Nature of the buying unit
• Types of decisions and the decision process
• Business buyer behaviour
• Major types of buying situations
• Participants in the business buying process
• Major influences on business buyers
• The business buying process
• Engaging business buyers with digital and social marketing
• E-procurement and online purchasing
• Business-to-business digital and social media marketing
• Institutional and government markets
• Institutional markets
• Government markets
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: e-procurement and mobile procurement
• Marketing ethics: commercial bribery
• Marketing by numbers: salespeople
• Video case: Eaton
• References
• Company case: Procter & Gamble: treating business customers as strategic partners
• Part 3 Designing a customer value-driven strategy and mix
• 7 Customer-driven marketing strategy: creating value for target customers
• Chapter preview
• Learning outcomes
• Customer-driven marketing strategy
• Market segmentation
• Segmenting consumer markets
• Segmenting business markets
• Segmenting international markets
• Requirements for effective segmentation
• Market targeting
• Evaluating market segments
• Selecting target market segments
• Differentiation and positioning
• Positioning maps
• Choosing a differentiation and positioning strategy
• Communicating and delivering the chosen position
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: get your Groupon
• Marketing ethics: unrealistic bodies
• Marketing by numbers: USAA
• References
• Company case: Volvo cars
• 8 Products, services and brands: building customer value
• Chapter preview
• Learning outcomes
• What is a product?
• Products, services and experiences
• Levels of product and services
• Product and service classifications
• Product and service decisions
• Individual product and service decisions
• Product line decisions
• Product mix decisions
• Services marketing
• The nature and characteristics of a service
• Marketing strategies for service firms
• Branding strategy: building strong brands
• Brand equity and brand value
• Building strong brands
• Managing brands
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: feeding pets from your smartphone
• Marketing ethics: geographical indication
• Marketing by numbers: Pop-Tarts Gone Nutty!
• References
• Company case: Telenor Health and Tonic digital health services by Ilma Nur Chowdhury, Alliance Manchester Business School, The University of Manchester
• 9 Developing new products and managing the product life cycle
• Chapter preview
• Learning outcomes
• New product development strategy
• The new product development process
• Idea generation
• Idea screening
• Concept development and testing
• Marketing strategy development
• Business analysis
• Product development
• Test marketing
• Commercialisation
• Managing new product development
• Customer-centred new product development
• Team-based new product development
• Systematic new product development
• Product life-cycle strategies
• Introduction stage
• Growth stage
• Maturity stage
• Decline stage
• Additional product and service considerations
• Product decisions and social responsibility
• International product and services marketing
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: telemedicine
• Marketing ethics: put on your thinking caps!
• Marketing by numbers: dental house-calls
• References
• Company case: Dyson: reinventing continuously, by Yansong Hu, Warwick Business School
• 10 Pricing: understanding and capturing customer value
• Chapter preview
• Learning outcomes
• What is a price?
• Major pricing strategies
• Customer value-based pricing
• Cost-based pricing
• Competition-based pricing
• Other internal and external considerations affecting price decisions
• Overall marketing strategy, objectives and mix
• Organisational considerations
• The market and demand
• The economy
• Other external factors
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: online price tracking
• Marketing ethics: the cost of a life
• Marketing by numbers: reseller margins
• References
• Company case: Cath Kidston: nostalgic fantasy that creates value for consumers
• 11 Pricing strategies: additional considerations
• Chapter preview
• Learning outcomes
• New product pricing strategies
• Market-skimming pricing
• Market-penetration pricing
• Product mix pricing strategies
• Product line pricing
• Optional-product pricing
• Captive-product pricing
• By-product pricing
• Product bundle pricing
• Price adjustment strategies
• Discount and allowance pricing
• Segmented pricing
• Psychological pricing
• Promotional pricing
• Geographical pricing
• Dynamic and online pricing
• International pricing
• Price changes
• Initiating price changes
• Responding to price changes
• Public policy and pricing
• Pricing within channel levels
• Pricing across channel levels
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: extreme couponing
• Marketing ethics: airfare pricing
• Marketing by numbers: Louis Vuitton price increase
• References
• Company case: Dacia: the birth of a nifty little Carpathian warrior, by Dr Cristina Sambrook, Birmingham Business School
• 12 Marketing channels: delivering customer value
• Chapter preview
• Learning outcomes
• Supply chains and the value delivery network
• The nature and importance of marketing channels
• How channel members add value
• Number of channel levels
• Channel behaviour and organisation
• Channel behaviour
• Vertical marketing systems
• Horizontal marketing systems
• Multi-channel distribution systems
• Changing channel organisation
• Channel design decisions
• Analysing consumer needs
• Setting channel objectives
• Identifying major alternatives
• Evaluating the major alternatives
• Designing international distribution channels
• Channel management decisions
• Selecting channel members
• Managing and motivating channel members
• Evaluating channel members
• Public policy and distribution decisions
• Marketing logistics and supply chain management
• Nature and importance of marketing logistics
• Sustainable supply chains
• Goals of the logistics system
• Major logistics functions
• Integrated logistics management
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: self-publishing
• Marketing ethics: supplier safety
• Marketing by numbers: Tyson expanding distribution
• Video case: Progressive
• References
• Company case: Thorntons: a journey to revitalise its brand
• 13 Retailing and wholesaling
• Chapter preview
• Learning outcomes
• Retailing
• Connecting brands with consumers
• Types of retailers
• Retailer marketing decisions
• Retailing trends and developments
• Wholesaling
• Types of wholesalers
• Wholesaler marketing decisions
• Trends in wholesaling
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: skipping the checkout line
• Marketing ethics: marketplace fairness
• Marketing by numbers: stockturn rate
• References
• Company case: Lush: striving for the ultimate customer experience
• 14 Engaging consumers and communicating customer value: integrated marketing communications strategy
• Chapter preview
• Learning outcomes
• The promotion mix
• Integrated marketing communications
• The new marketing communications model
• The need for integrated marketing communications
• A view of the communication process
• Steps in developing effective marketing communication
• Identifying the target audience
• Determining the communication objectives
• Designing a message
• Message content
• Choosing the communication channels and media
• Selecting the message source
• Collecting feedback
• Setting the total promotion budget and mix
• Setting the total promotion budget
• Shaping the overall promotion mix
• Integrating the promotion mix
• Socially responsible marketing communication
• Advertising and sales promotion
• Personal selling
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: #withoutshoes
• Marketing ethics: an ethical promotion?
• Marketing by numbers: advertising-to- sales ratios
• Video case: OXO
• References
• Company case: Marie Curie: understanding service user experiences, by Philippa Hunter-Jones, Lynn Sudbury-Riley and Ahmed Al-Abdin, University of Liverpool Management School, UK
• 15 Advertising and public relations
• Chapter preview
• Learning outcomes
• Advertising
• Setting advertising objectives
• Setting the advertising budget
• Developing advertising strategy
• Evaluating advertising effectiveness and the return on advertising investment
• Other advertising considerations
• Public relations
• The role and impact of PR
• Major public relations tools
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: Facebook audience network
• Marketing ethics: native advertising
• Marketing by numbers: C3, CPM and CPP
• References
• Company case: ASICS Advertising and PR in the era of social media, by Caterina Presi, Leeds University Business School
• 16 Personal selling and sales promotion
• Chapter preview
• Learning outcomes
• Personal selling
• The nature of personal selling
• The role of the sales force
• Managing the sales force
• Designing the sales force strategy and structure
• Recruiting and selecting salespeople
• Training salespeople
• Compensating salespeople
• Supervising and motivating salespeople
• Evaluating salespeople and sales force performance
• Social selling: online, mobile and social media tools
• The personal selling process
• Steps in the selling process
• Personal selling and managing customer relationships
• Sales promotion
• The rapid growth of sales promotion
• Sales promotion objectives
• Major sales promotion tools
• Developing the sales promotion programme
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: snap it and redeem it!
• Marketing ethics: walking the customer
• Marketing by numbers: sales force analysis
• Video case: First Flavor
• References
• Company case: SunGard: building sustained growth by selling the SunGard way
• 17 Direct, online, social media and mobile marketing
• Chapter preview
• Learning outcomes
• Direct and digital marketing
• The new direct marketing model
• Rapid growth of direct and digital marketing
• Benefits of direct and digital marketing to buyers and sellers
• Forms of direct and digital marketing
• Marketing, the internet and the digital age
• Online marketing
• Social media marketing
• Mobile marketing
• Traditional direct marketing forms
• Direct-mail marketing
• Catalogue marketing
• Telemarketing
• Direct-response television marketing
• Kiosk marketing
• Public policy issues in direct and digital marketing
• Irritation, unfairness, deception and fraud
• Consumer privacy
• A need for action
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: ‘Buy’ buttons
• Marketing ethics: #Fail
• Marketing by numbers: field sales versus telemarketing
• Video case: Nutrisystem
• References
• Company case: The ASOS experience, by Ewelina Lacka, University of Edinburgh Business School
• Part 4 Extending marketing
• 18 Creating competitive advantage
• Chapter preview
• Learning outcomes
• Competitor analysis
• Identifying competitors
• Assessing competitors
• Selecting competitors to attack and avoid
• Designing a competitive intelligence system
• Competitive strategies
• Approaches to marketing strategy
• Basic competitive strategies
• Competitive positions
• Market leader strategies
• Market challenger strategies
• Market follower strategies
• Market nicher strategies
• Balancing customer and competitor orientations
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: social logins
• Marketing ethics: creating competitive advantage … to what end?
• Marketing by numbers: market share
• Video case: Umpqua Bank
• References
• Company case: YouTube: Google’s quest for video dominance
• 19 The global marketplace
• Chapter preview
• Learning outcomes
• Global marketing today
• Elements of the global marketing environment
• The international trade system
• Economic environment
• Political-legal environment
• Deciding whether to go global
• Deciding which markets to enter
• Deciding how to enter the market
• Exporting
• Joint venturing
• Direct investment
• Deciding on the global marketing programme
• Product
• Promotion
• Price
• Distribution channels
• Deciding on the global marketing organisation
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: China’s great firewall
• Marketing ethics: global safety standards
• Marketing by numbers: Netflix’s global expansion
• Video case: Monster
• References
• Company case: Chang beer: Thainess in a bottle, by Angela Carroll, Leeds Business School
• 20 Social responsibility and ethics
• Chapter preview
• Learning outcomes
• Sustainable marketing
• Social criticisms of marketing
• Marketing’s impact on individual consumers
• Marketing’s impact on society as a whole
• Marketing’s impact on other businesses
• Consumer actions to promote sustainable marketing
• Consumerism
• Environmentalism
• Public actions to regulate marketing
• Business actions toward sustainable marketing
• Sustainable marketing principles
• Marketing ethics
• The sustainable company
• Learning outcomes review
• Navigating the key terms
• Discussion and critical thinking
• Discussing the concepts
• Critical-thinking exercises
• Mini-cases and applications
• Online, mobile and social media marketing: teenagers and social media
• Marketing ethics: milking the international market
• Marketing by numbers: the cost of sustainability
• Video case: Honest Tea
• References
• Company case: Innocent Drinks: golden wind egg or red herring? by Guido Berens, Rotterdam School of Management
• Appendix 1: Marketing plan
• Appendix 2: Marketing by numbers
• Glossary
• Index