Efnisyfirlit

• Title Page
• Copyright
• Dedication
• Brief Contents
• Contents
• Preface
• About the Authors
• Part 1: Fundamentals of Marketing Management
  • Chapter 1. Defining Marketing for the New Realities
    • The Scope of Marketing
      • What Is Marketing?
      • What Is Marketed?
      • The Marketing Exchange
    • The New Marketing Realities
      • The Four Major Market Forces
      • The Three Key Marketing Outcomes
      • The Concept of Holistic Marketing
    • The Role of Marketing in the Organization
    • Organizing and Managing the Marketing Department
      • Organizing the Marketing Department
      • Managing the Marketing Department
    • Building a Customer-Oriented Organization
    • Marketing Insight The 10 Deadly Marketing Sins
    • Summary
    • Marketing Spotlight Nike
    • Marketing Spotlight Disney
  • Chapter 2. Marketing Planning and Management
    • Corporate and Business Unit Planning and Management
      • Defining the Corporate Mission
      • Building the Corporate Culture
      • Defining Strategic Business Units
      • Allocating Resources Across Business Units
    • Developing Market Offerings
      • Developing the Marketing Strategy
        • The Five Cs and the Five Forces of Competition
      • Designing the Marketing Tactics
      • The Seven Ts and the Four Ps
      • Creating a Market Value Map
    • Planning and Managing Market Offerings
      • The G-STIC Approach to Action Planning
      • Setting a Goal
      • Developing the Strategy
      • Designing the Tactics
      • Identifying Controls
    • Developing a Marketing Plan
    • Modifying the Marketing Plan
      • Updating the Marketing Plan
      • Conducting a Marketing Audit
    • Marketing Insight A Template for Writing a Marketing Plan
    • Summary
    • Marketing Spotlight Google
    • Marketing Spotlight Careem
• Part 2: Understanding the Market
  • Chapter 3. Analyzing Consumer Markets
    • The Model of Consumer Behavior
    • Consumer Characteristics
      • Cultural Factors
      • Social Factors
      • Personal Factors
    • Consumer Psychology
      • Consumer Motivation
      • Perception
      • Emotions
      • Memory
    • The Buying Decision Process
      • Problem Recognition
      • Information Search
      • Evaluation of Alternatives
      • Purchase Decision
      • Postpurchase Behavior
    • Marketing Insight Behavioral Decision Theory
    • Summary
    • Marketing Spotlight Mayo Clinic
    • Marketing Spotlight Intuit
  • Chapter 4. Analyzing Business Markets
    • The Organizational Buying Process
      • Understanding Business Markets
      • Types of Buying Decisions
    • The Buying Center
      • The Composition of the Buying Center
      • The Role of the Buying Center in the Organization
      • Buying Center Dynamics
      • Selling to Buying Centers
    • Understanding the Buying Process
      • Problem Recognition
      • Need Description
      • Product Specification
      • Supplier Search
      • Proposal Solicitation
      • Supplier Selection
      • Contract Negotiation
      • Performance Review
    • Developing Effective Business Marketing Programs
      • Transitioning From Products to Solutions
      • Enhancing Services
      • Building Business-to-Business Brands
      • Overcoming Price Pressures
      • Managing Communication
    • Managing Business-to-Business Relationships
      • Understanding the Buyer–Supplier Relationship
      • Managing Corporate Trust, Credibility, and Reputation
      • Risks and Opportunism in Business Relationships
      • Managing Institutional Markets
    • Summary
    • Marketing Spotlight Alibaba
    • Marketing Spotlight Salesforce.com
  • Chapter 5. Conducting Marketing Research
    • The Scope of Marketing Research
      • Importance of Marketing Insights
      • Who Does Marketing Research?
    • The Marketing Research Process
      • Defining the Problem
      • Developing the Research Plan
      • Collecting the Information
      • Analyzing the Information and Making the Decision
    • Measuring Market Demand
      • Key Concepts in Demand Measurement
      • Forecasting Market Demand
    • Measuring Marketing Productivity
      • Marketing Metrics
      • Marketing-Mix Modeling
      • Marketing Dashboards
    • Marketing Insight Six Ways to Draw New Ideas from Your Customers
    • Summary
    • Marketing Spotlight Tesco
    • Marketing Spotlight LEGO
• Part 3: Developing a Viable Market Strategy
  • Chapter 6. Identifying Market Segments and Target Customers
    • Identifying Target Customers
      • The Logic of Targeting
      • Strategic and Tactical Targeting
    • Strategic Targeting
      • Target Compatibility
      • Target Attractiveness
    • Tactical Targeting
      • Defining the Customer Profile
      • Aligning Customer Value and Customer Profile
      • Bringing Target Segments to Life with Personas
    • Single-Segment and Multi-Segment Targeting
      • Single-Segment Targeting
      • Targeting Multiple Segments
    • Segmenting Consumer Markets
      • Demographic Segmentation
      • Geographic Segmentation
      • Behavioral Segmentation
      • Psychographic Segmentation
    • Segmenting Business Markets
    • Marketing Insight Chasing the Long Tail
    • Summary
    • Marketing Spotlight Superdry
    • Marketing Spotlight Chase Sapphire
  • Chapter 7. Crafting a Customer Value Proposition and Positioning
    • Developing a Value Proposition and Positioning
      • Developing a Value Proposition
      • Developing a Positioning Strategy
    • Choosing a Frame of Reference
    • Identifying Potential Points of Difference and Points of Parity
      • Identifying Points of Difference
      • Identifying Points of Parity
      • Aligning the Frame of Reference, Points of Parity, and Points of Difference
    • Creating a Sustainable Competitive Advantage
      • Sustainable Competitive Advantage as a Marketing Concept
      • Strategies for Creating a Sustainable Competitive Advantage
    • Communicating the Offering’s Positioning
      • Crafting a Positioning Statement
      • Communicating Category Membership
      • Communicating Conflicting Benefits
      • Positioning as Storytelling
    • Marketing Insight Positioning a Start-Up
    • Summary
    • Marketing Spotlight Unilever: Axe and Dove
    • Marketing Spotlight First Direct
• Part 4: Designing Value
  • Chapter 8. Designing and Managing Products
    • Product Differentiation
    • Product Design
      • Power of Design
      • Approaches to Design
    • Product Portfolios and Product Lines
      • Product Portfolio Design
      • Product Line Analysis
      • Product Line Length
    • Managing Packaging and Labeling
      • Packaging
      • Labeling
    • Managing Guarantees and Warranties
    • Marketing Insight When Less Is More
    • Summary
    • Marketing Spotlight Apple
    • Marketing Spotlight Casper
    • Marketing Spotlight Toyota
  • Chapter 9. Designing and Managing Services
    • The Nature of Services
      • The Service Aspect of an Offering
      • Distinctive Characteristics of Services
    • The New Services Realities
      • Increasing Role of Technology
      • Customer Empowerment
      • Customer Coproduction
      • Satisfying Employees as Well as Customers
    • Achieving Service Excellence
      • Best Practices of Top Service Companies
      • Differentiating Services
      • Innovation with Services
    • Managing Service Quality
      • Managing Customer Expectations
      • Managing Service Quality
      • Managing Self-Service
      • Managing Product–Service Bundles
    • Marketing Insight Improving Company Call Centers
    • Summary
    • Marketing Spotlight Premier Inn
    • Marketing Spotlight Transport for London
  • Chapter 10. Building Strong Brands
    • How Does Branding Work?
      • The Essence of Branding
      • The Role of Brands
      • Brand Equity and Brand Power
    • Designing the Brand
      • Defining the Brand Mantra
      • Choosing Brand Elements
        • The Magic of Brand Characters
      • Choosing Secondary Associations
    • Brand Hierarchy
      • Managing Brand Portfolios
      • Cobranding
        • The Brand Value Chain
    • Brand Dynamics
      • Brand Repositioning
      • Brand Extensions
      • Managing a Brand Crisis
    • Luxury Branding
      • Characteristics of Luxury Brands
      • Managing Luxury Brands
    • Marketing Insight Constructing a Brand Positioning Bull’s-Eye
    • Summary
    • Marketing Spotlight Gucci
    • Marketing Spotlight MUJI
  • Chapter 11. Managing Pricing and Sales Promotions
    • Understanding Pricing
    • Consumer Psychology and Pricing
    • Setting the Price
      • Defining the Pricing Objective
      • Determining Demand
      • Estimating Costs
      • Analyzing Competitors’ Prices
      • Selecting a Pricing Method
      • Setting the Final Price
      • Product-Mix Pricing
    • Initiating and Responding to Price Changes
      • Initiating Price Cuts
      • Initiating Price Increases
      • Responding to Competitors’ Price Changes
    • Managing Incentives
      • Incentives as a Marketing Device
      • Major Incentive Decisions
    • Marketing Insight Ethical Issues in Prescription Drug Pricing
    • Summary
    • Marketing Spotlight Priceline
    • Marketing Spotlight Uber
• Part 5: Communicating Value
  • Chapter 12. Managing Marketing Communications
    • The Role of Marketing Communication
      • The Communication Process
      • Developing an Effective Communication Program
    • Setting the Communication Objectives
      • Defining the Focus of Company Communications
      • Setting the Communication Benchmarks
      • Determining the Communication Budget
    • Identifying the Target Audience and Crafting the Communication Message
      • Identifying the Target Audience
      • Crafting the Communication Message
    • Deciding on the Communication Media
      • Defining the Communication Media Mix
      • Developing a Media Plan
        • Winning the Super Bowl of Advertising
    • Developing the Creative Approach
      • Determining the Message Appeal
      • Selecting the Message Source
      • Developing the Creative Execution
    • Measuring Communication Effectiveness
    • Marketing Insight Celebrity Endorsements
    • Summary
    • Marketing Spotlight Red Bull
    • Marketing Spotlight Cadbury
  • Chapter 13. Designing an Integrated Marketing Campaign in the Digital Age
    • Managing Integrated Marketing Communications
    • Advertising
      • Television Advertising
      • Print Advertising
      • Radio Advertising
      • Online Advertising
      • Place Advertising
    • Online Communication
      • Company Website
      • Driving Online Traffic
    • Social Media
      • The Growth of Social Media
      • Social Media Platforms
    • Mobile Communication
    • Events and Experiences
      • Managing Events
      • Creating Experiences
    • Word of Mouth
    • Publicity and Public Relations
      • Publicity
      • Public Relations
    • Packaging
    • Marketing Insight Measuring Social Media ROI
    • Summary
    • Marketing Spotlight Honda
    • Marketing Spotlight AccorHotels
  • Chapter 14. Personal Selling and Direct Marketing
    • Personal Selling
      • Personal Selling as a Process
      • Managing the Sale
    • Designing the Sales Force
      • Sales Force Objectives
      • Sales Force Strategy
      • Sales Force Structure
      • Sales Force Size
      • Sales Force Compensation
    • Managing the Sales Force
      • Recruiting the Sales Force
      • Training and Supervising the Sales Force
      • Managing Sales Force Productivity
      • Motivating the Sales Force
      • Evaluating the Sales Force
    • Direct Marketing
      • Direct Marketing Channels
      • The Future of Direct Marketing
    • Marketing Insight Major Account Management
    • Summary
    • Marketing Spotlight Avon
    • Marketing Spotlight Progressive Insurance
• Part 6: Delivering Value
  • Chapter 15. Designing and Managing Distribution Channels
    • The Role of Distribution Channels
      • Distribution Channel Functions
      • Channel Levels
      • Multichannel Distribution
    • Channel-Management Decisions
      • Establishing Channel Objectives
      • Selecting Channel Members
      • Motivating Channel Members
      • Evaluating Channel Members
    • Channel Cooperation and Conflict
      • The Nature of Channel Conflicts
      • Managing Channel Conflict
    • Managing Market Logistics
      • Market-Logistics Objectives
      • Market-Logistics Decisions
    • Marketing Insight Understanding the Showrooming Phenomenon
    • Summary
    • Marketing Spotlight Zara
    • Marketing Spotlight Popeyes
  • Chapter 16. Managing Retailing
    • The Modern Retail Environment
    • Key Retailing Decisions
      • Target Market
      • Product Assortment and Procurement
      • Services
      • Store Atmosphere
      • Pricing
      • Incentives
      • Communications
    • Managing Omnichannel Retailing
      • Brick-and-Mortar Retailers
      • Online Retailers
      • Omnichannel Retailing
    • Managing Private Labels
    • Wholesaling
      • The Business of Wholesaling
      • Key Functions Performed by Wholesalers
    • Marketing Insight Managing the Price Image of a Retailer
    • Summary
    • Marketing Spotlight Uniqlo
    • Marketing Spotlight Best Buy
• Part 7: Managing Growth
  • Chapter 17. Driving Growth in Competitive Markets
    • Assessing Growth Opportunities
      • Product–Market Growth Strategies
      • Growth Through Mergers and Acquisitions
      • Growth Through Innovation and Imitation
    • Gaining Market Position
      • Growing Sales to Current Customers
      • Creating New Markets
      • Expanding Existing Markets
    • Defending Market Position
    • Product Life Cycle Marketing Strategies
      • The Concept of a Product Life Cycle
      • Introduction Stage
      • Growth Stage
      • Maturity Stage
      • Decline Stage
      • Alternative Product Life Cycle Patterns
    • Marketing Insight Market-Challenger Growth Strategies
    • Summary
    • Marketing Spotlight Airbnb
    • Marketing Spotlight American Express
  • Chapter 18. Developing New Market Offerings
    • The Process of Developing New Market Offerings
      • The Innovation Imperative
      • Managing Innovation
      • The Stage-Gate Approach to Developing New Offerings
      • The Stage-Gate Approach to Developing New Offerings: An Illustration
    • Idea Generation
      • Generating Viable Ideas
      • Idea Validation
      • Market Research Tools for Idea Generation and Validation
    • Concept Development
      • Prototyping
      • Concept Validation
    • Business-Model Design
      • Designing the Business Model
      • Business-Model Validation
    • Offering Implementation
      • Developing the Core Resources
      • Developing the Market Offering
    • Commercial Deployment
      • Selective Market Deployment
      • Market Expansion
    • Marketing Insight Understanding the Adoption of Innovations
    • Summary
    • Marketing Spotlight Honest Tea
    • Marketing Spotlight WeChat
  • Chapter 19. Building Customer Loyalty
    • Managing Customer Acquisition and Retention
      • The Customer Acquisition Funnel
      • Balancing Customer Acquisition and Customer Retention
    • Managing Customer Satisfaction and Loyalty
      • Understanding Customer Satisfaction
      • Product and Service Quality as a Driver of Customer Satisfaction
      • Measuring Customer Satisfaction
      • Building Customer Loyalty
    • Managing Customer Relationships
      • Customization
      • Customer Empowerment
      • Managing Customer Word of Mouth
      • Dealing with Customer Complaints
    • Managing Customer Lifetime Value
      • The Concept of Customer Lifetime Value
      • Customer Lifetime Value and Brand Equity
      • Building Customer Lifetime Value
      • Creating Customer Loyalty by Building Trust
      • Measuring Customer Lifetime Value
    • Marketing Insight Net Promoter Scoreand Customer Satisfaction
    • Summary
    • Marketing Spotlight Stitch Fix
    • Marketing Spotlight Emirates
  • Chapter 20. Tapping into Global Markets
    • Deciding Whether to Go Abroad
    • Deciding Which Markets to Enter
      • Determining How Many Markets to Enter
      • Evaluating Potential Markets
    • Deciding How to Enter the Market
      • Indirect and Direct Export
      • Licensing
      • Joint Ventures
      • Direct Investment
    • Deciding on the Global Marketing Program
      • Global Product Strategies
      • Global Brand Strategies
      • Global Pricing Strategies
      • Global Communication Strategies
      • Global Distribution Strategies
    • Marketing Insight Global Similarities and Differences
    • Summary
    • Marketing Spotlight Sephora
    • Marketing Spotlight Mandarin Oriental
  • Chapter 21. Socially Responsible Marketing
    • The Role of Social Responsibility in Marketing Management
    • Community-Based Corporate Social Responsibility
      • Corporate Social Responsibility in the Workplace
      • Corporate Philanthropy
      • Serving Low-Income Communities
      • Cause Marketing
      • Social Marketing
    • Sustainability-Focused Corporate Social Responsibility
    • Balancing Social Responsibility and Corporate Profitability
      • Developing Ethical Marketing Communications
      • Managing Customer Privacy
    • Marketing Insight Environmental Concerns in the Water Industry
    • Summary
    • Marketing Spotlight Starbucks
    • Marketing Spotlight Ben & Jerry's
    • Marketing Spotlight Tiffany & Co
• Endnotes
• Glossary
• Name Index
  • A
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• Company, Brand, and Organization Index
  • A
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• Subject Index
  • A
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