Efnisyfirlit

• Front Cover
• Half Title
• About the Sage
• Title
• Copyright
• Brief Contents
• Contents
• List of Figures
• List of Tables
• About the Author
• Preface
• Acknowledgements
• Publisher’s Acknowledgements
• Guided Tour
• Companion website
• Part One Concepts and contexts
• 1 Marketing: managing the exchange process
• Introduction
• Definitions of marketing
• The marketing concept
• Customer needs
• What marketers do
• Antecedents of marketing
• The scope of marketing
• Chapter summary
• Further reading
• References
• 2 The marketing environment
• Introduction
• Classifying environmental factors
• The macro environment
• The micro environment
• Internal environment
• Chapter summary
• Further reading
• References
• Part Two Markets and people
• 3 Consumer behaviour
• Introduction
• The decision-making process
• Pre-purchase activities
• Making the choice
• Consumption of the product
• Disposal
• Influences on the buying decision
• Attitude formation and change
• Drive, motivation and hedonism
• Involvement
• Learning and perception
• Peer and reference groups
• The family
• Influence of children on buying decisions
• Self-concept
• Chapter summary
• Further reading
• References
• 4 Business-to-business marketing
• Introduction
• The decision-making unit
• Classifying business customers
• The value chain
• Total quality management
• Buyers’ techniques
• The buygrid framework
• Value analysis
• Chapter summary
• Further reading
• References
• 5 Marketing research and information systems
• Introduction
• Types of marketing research
• Applied marketing research
• Marketing information systems
• Data types
• Planning for research
• Observation and experiment
• Analysing and interpreting quantitative data
• Qualitative research
• Internet research
• Creating the report
• Chapter summary
• Further reading
• References
• 6 Segmentation, targeting and positioning
• Introduction
• Segmentation
• Segmenting the market
• Behavioural segmentation
• Geographic segmentation
• Demographic segmentation
• Psychographic segmentation
• Segmenting business markets
• Targeting
• Positioning
• Re-positioning
• Chapter summary
• Further reading
• References
• 7 Integrated marketing communications
• Introduction
• Communication theory
• The hierarchy of communication effects
• Signs and meaning
• Silent languages and culture
• Miscommunication
• Elements of the communications mix
• Structuring the communication mix
• Mechanisms of personal influence
• Budgeting
• Planning the campaign
• Tactical considerations
• Putting it all together
• Integration of marketing communications
• International marketing communications
• Researching the effectiveness of communications
• Chapter summary
• Further reading
• References
• 8 International marketing
• Introduction
• Globalisation of trade
• International business perspectives
• Assessing market attractiveness
• Global strategy
• Language and non-language influences
• Market entry tactics
• Payment for goods
• Advantages and disadvantages of globalising
• Chapter summary
• Further reading
• References
• Part Three Strategy and stakeholders
• 9 Marketing strategy, planning and creating competitive advantage
• Introduction
• Defining strategy
• Marketing strategy and corporate strategy
• Setting objectives
• Market strategies
• Competitive positions
• Competitive moves
• Market leader strategies
• Market challenger strategies
• Market follower strategies
• Niche marketer strategies
• Collaborating with competitors
• Value-based marketing
• Chapter summary
• Further reading
• References
• 10 Marketing ethics and corporate social responsibility
• Social responsibility and ethics
• Use of environmentally friendly components and ingredients
• Protecting the ozone layer
• Testing products on animals
• Pollution control
• Ethical considerations in research
• Ethics and personal selling
• Ethics in advertising
• Ethics in public relations
• Non-profit marketing
• Chapter summary
• References
• 11 Building customer relationships
• Introduction
• Building relationships
• Quality, value and service
• Customer relationship management
• Customer retention strategies
• Customer winback
• Chapter summary
• Further reading
• References
• 12 Product portfolio and strategic branding
• Introduction
• The product life cycle
• Managing product portfolios
• The Boston Consulting Group matrix
• The General Electric Market Attractiveness–Competitive Position model
• Positives and problems with grid analysis
• Industrial product strategy
• Packaging
• Branding
• Brands and semiotics
• Chapter summary
• Further reading
• References
• Part Four Marketing in practice
• 13 New product innovation and development
• Introduction
• Types of new product
• The NPD process
• Sources of ideas
• Organising for NPD
• Influences on the diffusion process
• Chapter summary
• Further reading
• References
• 14 Pricing and strategic decision-making
• Introduction
• Price and the bottom line
• The pricing process
• Pricing objectives
• Pricing strategy
• Determining demand – customer perceptions of price
• Pricing methods
• Customer-based pricing methods
• Second-market discounting
• Computer-based pricing
• Pricing in international markets
• Pricing policies in business-to-business markets
• Legality of pricing policies
• Chapter summary
• Further reading
• References
• 15 Advertising across different media
• Introduction
• How advertising works
• Developing an advertising strategy
• Types of media
• Chapter summary
• References
• 16 Public relations and sponsorship
• Introduction
• PR and external communication
• Creating and managing a reputation
• Corporate image and added value
• Sponsorship
• Establishing a crisis team
• The role of PR within the organisation
• Internal communications media
• Using outside agencies to build corporate image
• Chapter summary
• Further reading
• References
• 17 Promotion and sales
• Introduction
• The role of personal selling
• Types of salesperson
• Key-account selling
• Managing the salesforce
• Exhibitions and trade fairs
• Sales promotion
• Categories of sales promotion
• Chapter summary
• Further reading
• References
• Part Five Marketing in motion
• 18 Digital marketing and social media
• Introduction
• Digital vs traditional marketing
• Social media
• SMS marketing
• Internet marketing
• Website design
• Adoption of Internet marketing
• Chapter summary
• Further reading
• References
• 19 Managing distribution and supply chains
• Introduction
• Functions of intermediaries
• Channel strategy
• Database marketing
• Direct marketing
• Distribution intensity
• Selecting a distributor
• Managing distribution channels
• Logistics and the supply chain
• Channel system orientation
• Inventory management
• Managing logistics in international trade
• Transportation methods
• Chapter summary
• Further reading
• References
• 20 Retail and wholesale marketing
• Introduction
• Categorising intermediaries
• Retailers
• Shopping behaviour
• Non-store retailing
• Tools of non-store retailing
• Telemarketing
• Direct response advertising
• Catalogue retailing
• Changes in retailing
• Strategic decisions in retailing
• Competitive positioning for retailers
• Chapter summary
• Further reading
• References
• 21 Services marketing
• Introduction
• Service products
• Marketing of services
• People
• Developing service processes
• Physical evidence
• Chapter summary
• Further reading
• References
• Glossary
• Index