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• Contents
• List of Figures
• List of Tables
• List of Boxes
• List of Exhibits
• Preface
• Acknowledgements
• About the Authors
• PART ONE THE CHANGING ROLE OFMARKETING
• CHAPTER ONE THE MARKETING CONCEPT
• 1.1 THE MARKETING CONCEPT DEFINED
• 1.2 STEPS IN IMPLEMENTING STRATEGIC MARKETING
• 1.3 MORE QUESTIONS ABOUT THE MARKETING CONCEPT
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER TWO THE MARKET ORIENTATION CONCEPT
• 2.1 AN ALTERNATIVE: THE MARKET ORIENTATION CONCEPT
• 2.2 THE EXTENDED MODEL OF MARKET ORIENTATION
• 2.3 ACTORS IN THE GLOBAL MARKET
• 2.4 THREE MISCONCEPTIONS IN CUSTOMER ORIENTATION
• 2.5 THE COSTS OF A WEAK MARKET ORIENTATION
• 2.6 THE CHANGING MARKETING ORGANIZATION
• 2.7 CHARACTERISTICS OF A MARKET-DRIVEN ORGANIZATION
• Chapter Summary
• APPENDIX 2.1 MARKET ORIENTATION QUESTIONNAIRE
• BIBLIOGRAPHY
• CHAPTER THREE THE IMPACT OF GLOBALIZATION
• 3.1 THE DEVELOPMENT OF FREE TRADE
• 3.2 THE CUSTOMIZATION–STANDARDIZATION DILEMMA
• 3.3 QUESTIONING THE BENEFITS OF GLOBALIZATION
• 3.4 CAN MARKETING ALLEVIATE POVERTY IN THE WORLD
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER FOUR EMERGING VALUES AND ISSUES
• 4.1 THE OBJECTIVE OF SUSTAINABLE DEVELOPMENT
• 4.2 NEW ECO-SENSITIVE BUSINESS MODELS
• 4.3 AFFIRMATION OF CIVIL SOCIETY’S POWER
• 4.4 THE EMERGENCE OF NEW VALUES
• 4.5 IMPLICATIONS FOR MARKET-DRIVEN MANAGEMENT
• 4.6 THE IMPACT OF INTERNET TECHNOLOGY
• 4.7 DIFFERENTIAL ADVANTAGES OF INTERNET TECHNOLOGY
• 4.8 THE SOLUTION APPROACH AND THE VIRTUAL MARKET
• Chapter Summary
• NOTES
• BIBLIOGRAPHY
• PART TWO UNDERSTANDING CUSTOMER BEHAVIOUR
• CHAPTER FIVE CUSTOMERS’ NEEDS ANALYSIS
• 5.1 THE NOTION OF GENERIC NEED
• 5.2 MOTIVATION OF THE INDIVIDUAL CUSTOMER
• 5.3 STRUCTURE OF THE INDIVIDUAL CUSTOMER’S NEEDS
• 5.4 MOTIVATION OF THE B2B CUSTOMER
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER SIX THE CUSTOMER PURCHASE BEHAVIOUR
• 6.1 THE DIFFERENT CUSTOMER ROLES
• 6.2 THE PURCHASING PROCESS IN B2C MARKETS
• 6.3 THE PURCHASING PROCESS IN B2B MARKETS
• 6.4 THE PRODUCT AS A BUNDLE OF BENEFITS
• 6.5 CUSTOMER RELATIONSHIP MANAGEMENT
• 6.6 CUSTOMER POSTPURCHASE BEHAVIOUR
• 6.7 THE SATISFACTION–LOYALTY RELATIONSHIP
• 6.8 POST-RECESSION CONSUMERS’ BEHAVIOUR
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER SEVEN MEASURING CUSTOMERS’ RESPONSE
• 7.1 STRUCTURE OF A MARKET INFORMATION SYSTEM
• 7.2 MARKETING RESEARCH AND THE SCIENTIFIC METHOD
• 7.3 EXPLORATORY RESEARCH STUDIES
• 7.4 DESCRIPTIVE RESEARCH STUDIES
• 7.5 CAUSAL RESEARCH STUDIES
• Chapter Summary
• BIBLIOGRAPHY
• PART THREE IMPLEMENTING STRATEGIC MARKETING
• CHAPTER EIGHT NEEDS ANALYSIS THROUGH MARKET SEGMENTATION
• 8.1 STEPS IN THE STRATEGIC SEGMENTATION PROCESS
• 8.2 MACRO-SEGMENTATION ANALYSIS
• 8.3 DEVELOPMENT OF A MACRO-SEGMENTATION GRID
• 8.4 MICRO-SEGMENTATION ANALYSIS IN B2C MARKETS
• 8.5 MICRO-SEGMENTATION ANALYSIS IN B2B MARKETS
• 8.6 REQUIREMENTS FOR EFFECTIVE SEGMENTATION
• 8.7 EMERGENCE OF TRANSNATIONAL MARKET SEGMENTS
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER NINE MARKET ATTRACTIVENESS ANALYSIS
• 9.1 BASIC CONCEPTS IN DEMAND ANALYSIS
• 9.2 BUSINESS OPPORTUNITY ANALYSIS IN A VIRTUAL MARKET
• 9.3 STRUCTURE OF PRIMARY DEMAND FOR CONSUMER GOODS
• 9.4 THE DEMAND FOR CONSUMER SERVICES
• 9.5 THE DEMAND FOR INDUSTRIAL GOODS
• 9.6 GROWTH OPPORTUNITY ANALYSIS IN EXISTING MARKETS
• 9.7 THE PLC MODEL
• 9.8 THE PLC MODEL AS A CONCEPTUAL FRAMEWORK
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER TEN COMPANY COMPETITIVENESS ANALYSIS
• 10.1 A GROWING COMPETITIVE INTERDEPENDENCE
• 10.2 THE NOTION OF COMPETITIVE ADVANTAGE
• 10.3 FORCES DRIVING INDUSTRY COMPETITION
• 10.4 COMPETITIVE ADVANTAGE BASED ON MARKET POWER
• 10.5 COMPETITIVE ADVANTAGE BASED ON COST DOMINATION
• 10.6 THE INTERNATIONAL COMPETITIVE ADVANTAGE
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER ELEVEN MARKET TARGETING AND POSITIONING DECISIONS
• 11.1 REFERENCE MARKET COVERAGE STRATEGIES
• 11.2 THE STRATEGIC POSITIONING DECISION
• 11.3 POSITIONING RESPONSE BEHAVIOUR
• 11.4 THE VALUE CHAIN IN DIFFERENTIATION ANALYSIS
• 11.5 TARGETING INTERNATIONAL MARKET SEGMENTS
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER TWELVE FORMULATING A MARKETING STRATEGY
• 12.1 PRODUCT PORTFOLIO ANALYSES
• 12.2 THE CHOICE OF A GENERIC STRATEGY
• 12.3 ASSESSING GROWTH OPPORTUNITIES
• 12.4 CHOOSING A COMPETITIVE STRATEGY
• 12.5 INTERNATIONAL DEVELOPMENT STRATEGIES
• Chapter Summary
• BIBLIOGRAPHY
• PART FOUR IMPLEMENTING OPERATIONAL MARKETING
• CHAPTER THIRTEEN NEW PRODUCT DECISIONS
• 13.1 THE STRATEGIC ROLE OF INNOVATIONS
• 13.2 ORGANIZATION OF THE NEW PRODUCT DEVELOPMENT PROCESS
• 13.3 NEW PRODUCT IDEA GENERATION
• 13.4 NEW PRODUCT IDEA SCREENING
• 13.5 NEW PRODUCT CONCEPT DEVELOPMENT
• 13.6 BUSINESS ANALYSIS AND MARKETING PROGRAMMING
• 13.7 THE CUSTOMER ADOPTION PROCESS
• 13.8 PRICING NEW PRODUCTS
• 13.9 ASSESSING THE FINANCIAL RISK
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER FOURTEEN BRAND MANAGEMENT
• 14.1 STRATEGIC ROLE OF BRANDING
• 14.2 THE BRANDED PRODUCT AS A BUNDLE OF ATTRIBUTES
• 14.3 FUNCTIONS OF THE BRAND
• 14.4 KEY BRAND MANAGEMENT CONCEPTS
• 14.5 BUILDING A SUCCESSFUL BRAND
• 14.6 INTERNATIONAL BRANDING STRATEGIES
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER FIFTEEN DISTRIBUTION CHANNEL DECISIONS
• 15.1 THE ECONOMIC ROLE OF DISTRIBUTION CHANNELS
• 15.2 CHANNEL DESIGN ALTERNATIVES
• 15.3 FACTORS AFFECTING THE CHANNEL STRUCTURE
• 15.4 VERTICAL MARKETING SYSTEMS
• 15.5 MARKET COVERAGE STRATEGIES
• 15.6 COMMUNICATION STRATEGIES IN THE CHANNEL
• 15.7 DISTRIBUTION COST ANALYSIS
• 15.8 IMPACT OF INTERNET ON CHANNELS’ DECISIONS
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER SIXTEEN THE BATTLE OF THE BRANDS IN B2C MARKETS
• 16.1 MAJOR CHANGES IN THE RETAILING SECTOR
• 16.2 CHANGES IN CONSUMERS’ RETAIL BUYING BEHAVIOUR
• 16.3 DIFFERENTIATION STRATEGIES OF THE RETAILER
• 16.4 PRIVATE LABEL DEVELOPMENT
• 16.5 STRATEGIC OBJECTIVES OF DISTRIBUTORS
• 16.6 STRATEGIC OPTIONS FOR MANUFACTURERS’ BRANDS
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER SEVENTEEN PRICING DECISIONS
• 17.1 THE CUSTOMER’S PERCEPTION OF PRICE
• 17.2 COST-BASED PRICING PROCEDURES
• 17.3 DEMAND-ORIENTED PRICING PROCEDURES
• 17.4 COMPETITION-ORIENTED PRICING PROCEDURES
• 17.5 IMPACT OF INTERNET ON PRICING DECISIONS
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER EIGHTEEN MARKETING COMMUNICATION DECISIONS
• 18.1 THE ROLE AND NATURE OF MARKETING COMMUNICATION
• 18.2 THE COMMUNICATION PROCESS
• 18.3 SELLING OR PERSONAL COMMUNICATION
• 18.4 SALES PROMOTION DECISIONS
• 18.5 PUBLIC RELATIONS DECISIONS
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER NINETEEN ADVERTISING OFFLINE AND ONLINE DECISIONS
• 19.1 THE VALUE OF ADVERTISING INFORMATION
• 19.2 ALTERNATIVE ADVERTISING OBJECTIVES
• 19.3 THE DEVELOPMENT OF AN ADVERTISING CAMPAIGN
• 19.4 PLATFORMS OF ADVERTISING COMMUNICATION
• 19.5 FORMS OF ADVERTISING COMMUNICATION
• 19.6 MEDIA PLANNING
• 19.7 ADVERTISING BUDGET DECISIONS
• 19.8 EVOLUTION OF INTERNET SPENDING
• 19.9 BENEFITS OF INTERNET ADVERTISING
• 19.10 INTERNET: A CUSTOMER-DOMINATED MEDIUM
• 19.11 ONLINE COMMUNICATION OBJECTIVES
• 19.12 KEY ONLINE COMMUNICATION TOOLS
• 19.13 THE EMERGENCE OF SOCIAL NETWORKS AND VIRTUAL COMMUNITIES
• Chapter Summary
• BIBLIOGRAPHY
• PART FIVE IMPLEMENTATION OF MARKETDRIVEN MANAGEMENT
• CHAPTER TWENTY MEASURING MARKETING PERFORMANCE
• 20.1 THE CHALLENGE OF MARKETING MEASUREMENT
• 20.2 THE CUSTOMER RESPONSE CYCLE
• 20.3 USEFULNESS OF MARKETING MODELS
• 20.4 MARKETING IMPACT OF STOCK MARKET VALUES
• Chapter Summary
• BIBLIOGRAPHY
• CHAPTER TWENTY ONE THE STRATEGIC AND OPERATIONAL MARKETING PLAN
• 21.1 OVERVIEW OF MARKETING PLANNING
• 21.2 CONTENT OF A STRATEGIC MARKETING PLAN
• 21.3 OBJECTIVES AND PROGRAMMES
• 21.4 SELECTION OF THE STRATEGIC PATH
• 21.5 DESIGN OF THE MARKETING PROGRAMME
• 21.6 VULNERABILITY ANALYSIS AND CONTINGENCY PLANNING
• Chapter SummaryThis chapter has provided
• BIBLIOGRAPHY
• Index