Efnisyfirlit

• Cover
• Half Title
• Title Page
• Copyright Page
• Dedication
• Brief Table of Contents
• Detailed Table of Contents
• Vignettes
• Case Guide
• Preface
• Guided Tour
• Connect
• About the Authors
• Acknowledgements
• PART 1 Fundamentals of Marketing
  • 1 Marketing and the Organization
    • Introduction to Principles and Practice of Marketing
    • What is Marketing?
    • Adopting a Market Orientation in a Changing World
    • Understanding Market-driven Businesses
    • Creating Customer Value, Satisfaction, Loyalty and Relationships
    • Marketing Planning
    • Does Marketing Have All the Answers?
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 1 The Rivalry Between Coca-Cola and Pepsi
    • CASE 2 H&M and Fast Fashion
  • 2 The Marketing Environment
    • Technological Forces and the Digital Revolution
    • Economic Forces
    • Political and Legal Forces
    • Legal and Regulatory Responses to Ethical Issues in Marketing
    • The Physical Environmental Forces
    • Culture and Society
    • The Influence of Consumerism and Environmentalism
    • The Microenvironment
    • Monitoring the Marketing Environment
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 3 The New [Augmented] Reality for Fashion Retailing
    • CASE 4 Sodastream: Using Environmental Awareness to Reach Generations X, Y and Z
  • 3 Sustainable Marketing and Society
    • The Environment, Society and the Changing Marketing Landscape
    • Sustainability Marketing
    • Practical Approaches Towards Developing Sustainable Marketing Strategies: Corporate Social Responsibility
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 5 Mcdonald’s and Its Plan for Environmental Change: Not Everyone is ‘Lovin’ It’
    • CASE 6 Unilever: In Pursuit of Purpose
  • 4 Customer Behaviour
    • The Changing Context of Consumer Behaviour
    • The Dimensions of Consumer Behaviour
    • Influences on Consumer Behaviour
    • Business-to-Business Customers
    • Why is B2B Marketing Important?
    • People and Processes in Purchasing
    • Influences on Buying Decisions
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 7 Coffee Shop Wars
    • CASE 8 Naked Wines: A Community of Winemakers and Wine Drinkers
  • 5 Value Through Relationships
    • Value Creation
    • Value and Relational Networks
    • Key Concepts of Relationship Marketing
    • Relationship Management and Managing Customer Relationships
    • How to Build Relationships
    • Benefits for the Organization
    • Benefits for the Customer
    • Developing Customer Retention Strategies
    • Customer Relationship Management
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 9 Starbucks: Brewing Great Customer Experiences Through Outstanding Digital Marketing
    • CASE 10 Manchester City Football Club: Co-Creating the Future
  • 6 Digital Marketing Analytics and Customer Insights
    • Digital Marketing Analytics: Goals, Performance and Measurement
    • Customer Insights and Data-driven Marketing
    • Marketing and Research
    • The Market Research Process
    • Ethical Issues in Marketing Research, Analytics and Customer Insights
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 11 Accelerating Market Research: Harley-Davidson Turns to Albert
    • CASE 12 Hubspot: Harnessing the Power of Artificial Intelligence for Marketing
  • 7 Market Segmentation and Positioning
    • Why Bother to Segment Markets?
    • The Process of Market Segmentation and Target Marketing
    • Segmenting Consumer Markets
    • Segmenting B2B Markets
    • Target Marketing
    • Positioning
    • Building an Effective Marketing Mix
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 13 Unleashing the Power of Nablabs
    • CASE 14 Boots: Managing Own-Label Products and Their Positioning Within a Changing Environment and Dynamic Market(s)
• PART 2 Creating Customer Value
  • 8 Value Through Brands
    • Products and Brands
    • The Product Line and Product Mix
    • Brand Types
    • Why Strong Brands are Important
    • Brand Equity
    • Brand Building
    • Key Branding Decisions
    • Global Branding
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 15 Dr. Martens: Engaging Consumers for More Than Half a Century
    • CASE 16 Brand Strategy Changes at Burberry
  • 9 Value Through Pricing
    • Why an Economist’s Approach to Pricing is Important
    • Cost-orientated Pricing
    • Competitor-orientated Pricing
    • Customer-orientated Pricing
    • Dynamic Pricing
    • Pricing and Marketing Strategy
    • Initiating Price Changes
    • Reacting to Competitors’ Price Changes
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 17 A Recipe for Success: Adding New Innovations to the Pot
    • CASE 18 Collaborative Innovation: The Apple and Nike Partnership
  • 10 Value Through Innovation
    • What is an Innovation and What Is a New Product?
    • Creating and Nurturing an Innovative Culture
    • Organizing for Innovation and New Product Development
    • Managing Idea Realization (New Product Development)
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 19 Driving Electric Car Innovation: Influencing Factors of Tesla’s Pricing Strategy
    • CASE 20 Louis Vuitton: A Timeless Success in Premium Pricing
  • 11 Value Through Service
    • The Service Industries
    • The Nature of Services
    • Managing Services
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 21 Serving up Sustainability: The Impetus for Greener Fast-food Outlets
    • CASE 22 Spill the Beans: Chipotle’s Signature Flavour
• PART 3 Communicating and Delivering Customer Value
  • 12 Introduction to Marketing Communications
    • Integrated Marketing Communications Approach
    • Planning for Integrated Marketing Communications
    • Elements of Integrated Marketing Communications
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 23 Domino’s: Reaching and Staying Number One
    • CASE 24 Craft Beers: Marketing Rebels?
  • 13 The Marketing Communications Mix: Mass Communications
    • Introduction
    • Advertising
    • The Role of Advertising
    • Advertising Expenditure
    • How Advertising Works
    • When to Use Advertising
    • Organizing for Campaign Development
    • Ethical Issues in Advertising
    • Product Placement
    • Public Relations and Sponsorship
    • Sales Promotion
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 25 Is Advertising ‘Unmentionables’ No Longer a Taboo?
    • CASE 26 Blackwater Tasters Club: Thinking Inside the Box
  • 14 Digital Marketing and Media
    • What are Digital Marketing and Digital Media?
    • The Digital Communication Environment
    • Digital Marketing Campaign Planning
    • The Dark Side of Digital Marketing
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 27 Netflix: Using Big Data to Succeed
    • CASE 28 The Happy Pear: Go With Your Gut!
  • 15 Direct Marketing, Social Media and Direct Messaging
    • Principles of Direct Marketing Communications
    • Direct Marketing Campaigns
    • Managing a Direct Marketing Campaign
    • Social Media Marketing
    • Personal Selling and Sales Management
    • Exhibitions and Trade Fairs
    • Ethical Issues in Direct Communications
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 29 Airbnb: Belong Anywhere
    • CASE 30 Billie Eilish: Leveraging the Personal Anti-brand Across Digital Media
  • 16 Place: Distribution, Channel Management and Retailing
    • Functions of Channel Intermediaries
    • Types of Distribution Channel
    • Channel Strategy
    • Channel Management
    • Retailing: Physical and Digital Channels to Market
    • Retailing
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 31 ASOS and Online Fashion
    • CASE 32 A Look Into Sephora’s Omnichannel Strategy
• PART 4 Marketing Planning and Strategy
  • 17 Marketing Strategy and Planning
    • Marketing Planning Context
    • The Functions of Marketing Planning
    • The Process of Marketing Planning
    • Marketing Audit
    • Marketing Objectives
    • Core Marketing Strategy
    • Rewards of Marketing Planning
    • Problems in Making Planning Work
    • How to Handle Marketing Planning Problems
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 33 Marks & Spencer: Reviving a British Icon
    • CASE 34 Anthon Berg Travels the World With Luxury Chocolates Made in Scandinavia
  • 18 Analysing Competitors and Creating a Competitive Advantage
    • Analysing Competitive Industry Structure
    • Competitor Analysis
    • Competitive Advantage
    • Creating a Differential Advantage
    • Creating Cost Leadership
    • Competitive Marketing Strategy
    • Competitive Behaviour
    • Collusion
    • Developing Competitive Marketing Strategies
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 35 Mastercard’s Sonic Brand Identity: A Sound Strategy
    • CASE 36 Coca-Cola: Can an Iconic American Brand Adapt Itself to the Indian Market?
  • 19 Product Strategy: Lifecycle, Portfolio and Growth
    • Challenges of Product Lifecycle Management
    • Managing Product Lines and Brands Over Time: The Product Lifecycle
    • Uses of the Product Lifecycle
    • Limitations of the Product Lifecycle
    • Value of the Product Lifecycle Concept
    • Managing Brand and Product Line Portfolios
    • Strategies for Growth: Product
    • Strategies for Growth: Services
    • Ethical Issues and Products
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 37 Unilever’s Search for Growth
    • CASE 38 Fever-Tree: Capitalizing on Market Trends
  • 20 Global Marketing Strategy
    • Deciding When to Go Global and When to Stay Local
    • Deciding Which Markets to Enter
    • Deciding How to Enter a Foreign Market
    • Developing Global Marketing Strategy
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 39 IKEA: A Swedish Icon
    • CASE 40 Marimekko: A Story of Design, Determination and Leadership
  • 21 Managing Marketing Implementation
    • Implementation and Managing Change
    • Management of Change
    • Objectives of Marketing Implementation
    • Value Creation and Implications for Marketing Implementation
    • Developing Implementation Strategies
    • Managing Resistance to Marketing Implementation
    • Marketing Organization
    • Marketing Control
    • Big Picture: Key Topics in This Chapter
    • Detailed Review
    • Key Terms
    • Study Questions
    • Recommended Reading
    • References
    • CASE 41 Crocs: Back With More Bite!
• Glossary
• Company Index
• Subject Index

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