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• Cover
• Title
• Copyright
• Contents
• List of Figures
• List of Tables
• List of Boxes
• List of Exhibits
• Preface
• Acknowledgements
• About the Authors
• PART ONE THE CHANGING ROLE OF MARKETING
• 1 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
• 2 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
• 3 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
• 4 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
• 5 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
• 6 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
• 7 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
• 8 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
• 9 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
• 10 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
• 11 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
• 12 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
• 13 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
• 14 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
• 15 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
• 16 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
• 17 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
• 18 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
• 19 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 MARKET-DRIVEN MANAGEMENT
• 20 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
• 21 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 summary
• Bibliography
• Index