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• Title Page
• Copyright
• Dedication
• Brief Contents
• Contents
• Preface
• About the Authors
• Part 1: Fundamentals of Marketing Management
• Chapter 1. Defining Marketing for the New Realities
• The Scope of Marketing
• What Is Marketing?
• What Is Marketed?
• The Marketing Exchange
• The New Marketing Realities
• The Four Major Market Forces
• The Three Key Marketing Outcomes
• The Concept of Holistic Marketing
• The Role of Marketing in the Organization
• Organizing and Managing the Marketing Department
• Organizing the Marketing Department
• Managing the Marketing Department
• Building a Customer-Oriented Organization
• Marketing Insight The 10 Deadly Marketing Sins
• Summary
• Marketing Spotlight Nike
• Marketing Spotlight Disney
• Chapter 2. Marketing Planning and Management
• Corporate and Business Unit Planning and Management
• Defining the Corporate Mission
• Building the Corporate Culture
• Defining Strategic Business Units
• Allocating Resources Across Business Units
• Developing Market Offerings
• Developing the Marketing Strategy
• The Five Cs and the Five Forces of Competition
• Designing the Marketing Tactics
• The Seven Ts and the Four Ps
• Creating a Market Value Map
• Planning and Managing Market Offerings
• The G-STIC Approach to Action Planning
• Setting a Goal
• Developing the Strategy
• Designing the Tactics
• Identifying Controls
• Developing a Marketing Plan
• Modifying the Marketing Plan
• Updating the Marketing Plan
• Conducting a Marketing Audit
• Marketing Insight A Template for Writing a Marketing Plan
• Summary
• Marketing Spotlight Google
• Marketing Spotlight Careem
• Part 2: Understanding the Market
• Chapter 3. Analyzing Consumer Markets
• The Model of Consumer Behavior
• Consumer Characteristics
• Cultural Factors
• Social Factors
• Personal Factors
• Consumer Psychology
• Consumer Motivation
• Perception
• Emotions
• Memory
• The Buying Decision Process
• Problem Recognition
• Information Search
• Evaluation of Alternatives
• Purchase Decision
• Postpurchase Behavior
• Marketing Insight Behavioral Decision Theory
• Summary
• Marketing Spotlight Mayo Clinic
• Marketing Spotlight Intuit
• Chapter 4. Analyzing Business Markets
• The Organizational Buying Process
• Understanding Business Markets
• Types of Buying Decisions
• The Buying Center
• The Composition of the Buying Center
• The Role of the Buying Center in the Organization
• Buying Center Dynamics
• Selling to Buying Centers
• Understanding the Buying Process
• Problem Recognition
• Need Description
• Product Specification
• Supplier Search
• Proposal Solicitation
• Supplier Selection
• Contract Negotiation
• Performance Review
• Developing Effective Business Marketing Programs
• Transitioning From Products to Solutions
• Enhancing Services
• Building Business-to-Business Brands
• Overcoming Price Pressures
• Managing Communication
• Managing Business-to-Business Relationships
• Understanding the Buyer–Supplier Relationship
• Managing Corporate Trust, Credibility, and Reputation
• Risks and Opportunism in Business Relationships
• Managing Institutional Markets
• Summary
• Marketing Spotlight Alibaba
• Marketing Spotlight Salesforce.com
• Chapter 5. Conducting Marketing Research
• The Scope of Marketing Research
• Importance of Marketing Insights
• Who Does Marketing Research?
• The Marketing Research Process
• Defining the Problem
• Developing the Research Plan
• Collecting the Information
• Analyzing the Information and Making the Decision
• Measuring Market Demand
• Key Concepts in Demand Measurement
• Forecasting Market Demand
• Measuring Marketing Productivity
• Marketing Metrics
• Marketing-Mix Modeling
• Marketing Dashboards
• Marketing Insight Six Ways to Draw New Ideas from Your Customers
• Summary
• Marketing Spotlight Tesco
• Marketing Spotlight LEGO
• Part 3: Developing a Viable Market Strategy
• Chapter 6. Identifying Market Segments and Target Customers
• Identifying Target Customers
• The Logic of Targeting
• Strategic and Tactical Targeting
• Strategic Targeting
• Target Compatibility
• Target Attractiveness
• Tactical Targeting
• Defining the Customer Profile
• Aligning Customer Value and Customer Profile
• Bringing Target Segments to Life with Personas
• Single-Segment and Multi-Segment Targeting
• Single-Segment Targeting
• Targeting Multiple Segments
• Segmenting Consumer Markets
• Demographic Segmentation
• Geographic Segmentation
• Behavioral Segmentation
• Psychographic Segmentation
• Segmenting Business Markets
• Marketing Insight Chasing the Long Tail
• Summary
• Marketing Spotlight Superdry
• Marketing Spotlight Chase Sapphire
• Chapter 7. Crafting a Customer Value Proposition and Positioning
• Developing a Value Proposition and Positioning
• Developing a Value Proposition
• Developing a Positioning Strategy
• Choosing a Frame of Reference
• Identifying Potential Points of Difference and Points of Parity
• Identifying Points of Difference
• Identifying Points of Parity
• Aligning the Frame of Reference, Points of Parity, and Points of Difference
• Creating a Sustainable Competitive Advantage
• Sustainable Competitive Advantage as a Marketing Concept
• Strategies for Creating a Sustainable Competitive Advantage
• Communicating the Offering’s Positioning
• Crafting a Positioning Statement
• Communicating Category Membership
• Communicating Conflicting Benefits
• Positioning as Storytelling
• Marketing Insight Positioning a Start-Up
• Summary
• Marketing Spotlight Unilever: Axe and Dove
• Marketing Spotlight First Direct
• Part 4: Designing Value
• Chapter 8. Designing and Managing Products
• Product Differentiation
• Product Design
• Power of Design
• Approaches to Design
• Product Portfolios and Product Lines
• Product Portfolio Design
• Product Line Analysis
• Product Line Length
• Managing Packaging and Labeling
• Packaging
• Labeling
• Managing Guarantees and Warranties
• Marketing Insight When Less Is More
• Summary
• Marketing Spotlight Apple
• Marketing Spotlight Casper
• Marketing Spotlight Toyota
• Chapter 9. Designing and Managing Services
• The Nature of Services
• The Service Aspect of an Offering
• Distinctive Characteristics of Services
• The New Services Realities
• Increasing Role of Technology
• Customer Empowerment
• Customer Coproduction
• Satisfying Employees as Well as Customers
• Achieving Service Excellence
• Best Practices of Top Service Companies
• Differentiating Services
• Innovation with Services
• Managing Service Quality
• Managing Customer Expectations
• Managing Service Quality
• Managing Self-Service
• Managing Product–Service Bundles
• Marketing Insight Improving Company Call Centers
• Summary
• Marketing Spotlight Premier Inn
• Marketing Spotlight Transport for London
• Chapter 10. Building Strong Brands
• How Does Branding Work?
• The Essence of Branding
• The Role of Brands
• Brand Equity and Brand Power
• Designing the Brand
• Defining the Brand Mantra
• Choosing Brand Elements
• The Magic of Brand Characters
• Choosing Secondary Associations
• Brand Hierarchy
• Managing Brand Portfolios
• Cobranding
• The Brand Value Chain
• Brand Dynamics
• Brand Repositioning
• Brand Extensions
• Managing a Brand Crisis
• Luxury Branding
• Characteristics of Luxury Brands
• Managing Luxury Brands
• Marketing Insight Constructing a Brand Positioning Bull’s-Eye
• Summary
• Marketing Spotlight Gucci
• Marketing Spotlight MUJI
• Chapter 11. Managing Pricing and Sales Promotions
• Understanding Pricing
• Consumer Psychology and Pricing
• Setting the Price
• Defining the Pricing Objective
• Determining Demand
• Estimating Costs
• Analyzing Competitors’ Prices
• Selecting a Pricing Method
• Setting the Final Price
• Product-Mix Pricing
• Initiating and Responding to Price Changes
• Initiating Price Cuts
• Initiating Price Increases
• Responding to Competitors’ Price Changes
• Managing Incentives
• Incentives as a Marketing Device
• Major Incentive Decisions
• Marketing Insight Ethical Issues in Prescription Drug Pricing
• Summary
• Marketing Spotlight Priceline
• Marketing Spotlight Uber
• Part 5: Communicating Value
• Chapter 12. Managing Marketing Communications
• The Role of Marketing Communication
• The Communication Process
• Developing an Effective Communication Program
• Setting the Communication Objectives
• Defining the Focus of Company Communications
• Setting the Communication Benchmarks
• Determining the Communication Budget
• Identifying the Target Audience and Crafting the Communication Message
• Identifying the Target Audience
• Crafting the Communication Message
• Deciding on the Communication Media
• Defining the Communication Media Mix
• Developing a Media Plan
• Winning the Super Bowl of Advertising
• Developing the Creative Approach
• Determining the Message Appeal
• Selecting the Message Source
• Developing the Creative Execution
• Measuring Communication Effectiveness
• Marketing Insight Celebrity Endorsements
• Summary
• Marketing Spotlight Red Bull
• Marketing Spotlight Cadbury
• Chapter 13. Designing an Integrated Marketing Campaign in the Digital Age
• Managing Integrated Marketing Communications
• Advertising
• Television Advertising
• Print Advertising
• Radio Advertising
• Online Advertising
• Place Advertising
• Online Communication
• Company Website
• Driving Online Traffic
• Social Media
• The Growth of Social Media
• Social Media Platforms
• Mobile Communication
• Events and Experiences
• Managing Events
• Creating Experiences
• Word of Mouth
• Publicity and Public Relations
• Publicity
• Public Relations
• Packaging
• Marketing Insight Measuring Social Media ROI
• Summary
• Marketing Spotlight Honda
• Marketing Spotlight AccorHotels
• Chapter 14. Personal Selling and Direct Marketing
• Personal Selling
• Personal Selling as a Process
• Managing the Sale
• Designing the Sales Force
• Sales Force Objectives
• Sales Force Strategy
• Sales Force Structure
• Sales Force Size
• Sales Force Compensation
• Managing the Sales Force
• Recruiting the Sales Force
• Training and Supervising the Sales Force
• Managing Sales Force Productivity
• Motivating the Sales Force
• Evaluating the Sales Force
• Direct Marketing
• Direct Marketing Channels
• The Future of Direct Marketing
• Marketing Insight Major Account Management
• Summary
• Marketing Spotlight Avon
• Marketing Spotlight Progressive Insurance
• Part 6: Delivering Value
• Chapter 15. Designing and Managing Distribution Channels
• The Role of Distribution Channels
• Distribution Channel Functions
• Channel Levels
• Multichannel Distribution
• Channel-Management Decisions
• Establishing Channel Objectives
• Selecting Channel Members
• Motivating Channel Members
• Evaluating Channel Members
• Channel Cooperation and Conflict
• The Nature of Channel Conflicts
• Managing Channel Conflict
• Managing Market Logistics
• Market-Logistics Objectives
• Market-Logistics Decisions
• Marketing Insight Understanding the Showrooming Phenomenon
• Summary
• Marketing Spotlight Zara
• Marketing Spotlight Popeyes
• Chapter 16. Managing Retailing
• The Modern Retail Environment
• Key Retailing Decisions
• Target Market
• Product Assortment and Procurement
• Services
• Store Atmosphere
• Pricing
• Incentives
• Communications
• Managing Omnichannel Retailing
• Brick-and-Mortar Retailers
• Online Retailers
• Omnichannel Retailing
• Managing Private Labels
• Wholesaling
• The Business of Wholesaling
• Key Functions Performed by Wholesalers
• Marketing Insight Managing the Price Image of a Retailer
• Summary
• Marketing Spotlight Uniqlo
• Marketing Spotlight Best Buy
• Part 7: Managing Growth
• Chapter 17. Driving Growth in Competitive Markets
• Assessing Growth Opportunities
• Product–Market Growth Strategies
• Growth Through Mergers and Acquisitions
• Growth Through Innovation and Imitation
• Gaining Market Position
• Growing Sales to Current Customers
• Creating New Markets
• Expanding Existing Markets
• Defending Market Position
• Product Life Cycle Marketing Strategies
• The Concept of a Product Life Cycle
• Introduction Stage
• Growth Stage
• Maturity Stage
• Decline Stage
• Alternative Product Life Cycle Patterns
• Marketing Insight Market-Challenger Growth Strategies
• Summary
• Marketing Spotlight Airbnb
• Marketing Spotlight American Express
• Chapter 18. Developing New Market Offerings
• The Process of Developing New Market Offerings
• The Innovation Imperative
• Managing Innovation
• The Stage-Gate Approach to Developing New Offerings
• The Stage-Gate Approach to Developing New Offerings: An Illustration
• Idea Generation
• Generating Viable Ideas
• Idea Validation
• Market Research Tools for Idea Generation and Validation
• Concept Development
• Prototyping
• Concept Validation
• Business-Model Design
• Designing the Business Model
• Business-Model Validation
• Offering Implementation
• Developing the Core Resources
• Developing the Market Offering
• Commercial Deployment
• Selective Market Deployment
• Market Expansion
• Marketing Insight Understanding the Adoption of Innovations
• Summary
• Marketing Spotlight Honest Tea
• Marketing Spotlight WeChat
• Chapter 19. Building Customer Loyalty
• Managing Customer Acquisition and Retention
• The Customer Acquisition Funnel
• Balancing Customer Acquisition and Customer Retention
• Managing Customer Satisfaction and Loyalty
• Understanding Customer Satisfaction
• Product and Service Quality as a Driver of Customer Satisfaction
• Measuring Customer Satisfaction
• Building Customer Loyalty
• Managing Customer Relationships
• Customization
• Customer Empowerment
• Managing Customer Word of Mouth
• Dealing with Customer Complaints
• Managing Customer Lifetime Value
• The Concept of Customer Lifetime Value
• Customer Lifetime Value and Brand Equity
• Building Customer Lifetime Value
• Creating Customer Loyalty by Building Trust
• Measuring Customer Lifetime Value
• Marketing Insight Net Promoter Scoreand Customer Satisfaction
• Summary
• Marketing Spotlight Stitch Fix
• Marketing Spotlight Emirates
• Chapter 20. Tapping into Global Markets
• Deciding Whether to Go Abroad
• Deciding Which Markets to Enter
• Determining How Many Markets to Enter
• Evaluating Potential Markets
• Deciding How to Enter the Market
• Indirect and Direct Export
• Licensing
• Joint Ventures
• Direct Investment
• Deciding on the Global Marketing Program
• Global Product Strategies
• Global Brand Strategies
• Global Pricing Strategies
• Global Communication Strategies
• Global Distribution Strategies
• Marketing Insight Global Similarities and Differences
• Summary
• Marketing Spotlight Sephora
• Marketing Spotlight Mandarin Oriental
• Chapter 21. Socially Responsible Marketing
• The Role of Social Responsibility in Marketing Management
• Community-Based Corporate Social Responsibility
• Corporate Social Responsibility in the Workplace
• Corporate Philanthropy
• Serving Low-Income Communities
• Cause Marketing
• Social Marketing
• Sustainability-Focused Corporate Social Responsibility
• Balancing Social Responsibility and Corporate Profitability
• Developing Ethical Marketing Communications
• Managing Customer Privacy
• Marketing Insight Environmental Concerns in the Water Industry
• Summary
• Marketing Spotlight Starbucks
• Marketing Spotlight Ben & Jerry’s
• Marketing Spotlight Tiffany & Co
• Endnotes
• Glossary
• Name Index
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• Company, Brand, and Organization Index
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• Subject Index
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