Efnisyfirlit

• 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

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