Efnisyfirlit

• Cover
  • Cover
• Preface
  • Pearson Mission Statement
  • Title
  • Copyright
  • Dedication
  • About the authors
  • Preface
  • Acknowledgements
• PART 1 Understanding marketing management
  • PART 1 Understanding marketing management
• CHAPTER 1 Defining marketing for the new realities
  • CHAPTER 1 Defining marketing for the new realities
  • The scope of marketing management
  • The European marketing realities
  • Market forces
  • Market outcomes
  • Holistic marketing philosophy
  • Overview of marketing management
  • Applications
  • Further Reading
• CHAPTER 2 Understanding marketing management within a global context
  • CHAPTER 2 Understanding marketing management within a global context
  • What is management?
  • What is marketing management?
  • Understanding global marketing management
  • Managing in developing and low-income markets
  • Applications
  • Further Reading
• CHAPTER 3 Developing marketing strategies and plans
  • CHAPTER 3 Developing marketing strategies and plans
  • Marketing and customer-perceived value
  • Corporate and divisional strategic planning
  • Business unit strategic planning
  • The nature and content of a marketing plan
  • Sample marketing plan: €uromart
  • Applications
  • Further Reading
• CHAPTER 4 Managing digital technology in marketing
  • CHAPTER 4 Managing digital technology in marketing
  • Understanding digital technologies within marketing management
  • Managing digital technologies
  • Evaluation and selection of digital technologies
  • Supporting the adoption and implementation of digital technologies
  • Uniting marketing and IT functions
  • How to be digitally future-ready
  • Applications
  • Further Reading
  • Part 1 Case study: Virgin Atlantic
• PART 2 Capturing marketing insights
  • PART 2 Capturing marketing insights
• CHAPTER 5 The changing marketing environment and information management
  • CHAPTER 5 The changing marketing environment and information management
  • The company environment
  • The marketing environment
  • Managing the marketing information system
  • Databases, data warehousing and data mining
  • Applications
  • Further Reading
• CHAPTER 6 Managing market research and forecasting
  • CHAPTER 6 Managing market research and forecasting
  • The marketing research system
  • The marketing research process
  • Forecasting and demand measurement
  • Applications
  • Further Reading
• CHAPTER 7 Analysing consumer markets
  • CHAPTER 7 Analysing consumer markets
  • The study of consumer behaviour
  • Key psychological processes
  • Perspectives on consumer behaviour
  • The buying decision process: the five-stage model
  • Other theories of consumer decision-making
  • Behavioural decision theory and behavioural economics
  • Applications
  • Further Reading
• CHAPTER 8 Analysing business markets
  • CHAPTER 8 Analysing business markets
  • What is organisational buying?
  • Participants in the business buying process
  • Understanding the buying process
  • Stages in the buying process
  • Managing business-to-business relationships
  • Institutional and government markets
  • Applications
  • Further reading
• CHAPTER 9 Dealing with competition
  • CHAPTER 9 Dealing with competition
  • Identifying competitors
  • Analysing competitors
  • Competitive strategies for market leaders
  • Other competitive strategies
  • Balancing customer and competitor orientations
  • Competing in an economic downturn
  • Applications
  • Further Reading
  • Part 2 Case study: Cheese odour marketing
• PART 3 Connecting with Customers
  • PART 3 Connecting with Customers
• CHAPTER 10 Seeking and developing target marketing differentiation strategies
  • CHAPTER 10 Seeking and developing target marketing differentiation strategies
  • Levels of market segmentation
  • Bases for segmenting consumer markets
  • Bases for segmenting business markets
  • Market targeting
  • Creating differentiation and positioning strategies
  • Perceptual or positioning mapping
  • Repositioning
  • Developing and communicating a differentiation strategy
  • Differentiation strategies
  • The purpose of positioning
  • Applications
  • Further Reading
• CHAPTER 11 Creating customer value, satisfaction and loyalty
  • CHAPTER 11 Creating customer value, satisfaction and loyalty
  • Building customer value
  • Building customer satisfaction
  • Maximising customer lifetime value
  • Cultivating customer relationships
  • Building customer loyalty
  • The experience economy
  • Applications
  • Further Reading
• CHAPTER 12 Building strong brands
  • CHAPTER 12 Building strong brands
  • Understanding brand management
  • Designing the brand
  • Managing brand hierarchy
  • Brand dynamics
  • Brand reinforcing and revitalisation
  • Applications
  • Further Reading
• CHAPTER 13 Digital and global brand management strategies
  • CHAPTER 13 Digital and global brand management strategies
  • What is a digital brand?
  • Understanding the consumer decision journey and digital branding
  • Managing global brands
  • Operating a global brand strategy
  • Managing iconic global brands
  • Applications
  • Further Reading
  • Part 3 Case study: San Pellegrino: delighting mineral water consumers
• PART 4 Shaping and pricing the market offering
  • PART 4 Shaping and pricing the market offering
• CHAPTER 14 Designing, developing and managing market offerings
  • CHAPTER 14 Designing, developing and managing market offerings
  • Life cycle marketing strategies for market offerings
  • Evidence on and critique of the product life cycle concept
  • Market evolution
  • Market offering characteristics and classifications
  • Differentiation
  • Market offering and brand relationships
  • Packaging, labelling, warranties and guarantees
  • Applications
  • Further Reading
• CHAPTER 15 Introducing new market offerings
  • CHAPTER 15 Introducing new market offerings
  • Options for new market offerings
  • Challenges in new market offering development
  • Organisational arrangements
  • Managing the development process: Stage 1 – ideas
  • Managing the development process: Stage 2 – concept to strategy
  • Managing the development process: Stage 3 – prototype to commercialisation
  • The consumer adoption process
  • Applications
  • Further Reading
• CHAPTER 16 Developing and managing pricing strategies
  • CHAPTER 16 Developing and managing pricing strategies
  • Understanding pricing
  • Setting the price
  • Adapting the price
  • Initiating and responding to price changes
  • Applications
  • Further Reading
  • Part 4 Case study: Luxury wristwatches – the statement and price of excellence
• PART 5 Communicating value
  • PART 5 Communicating value
• CHAPTER 17 Designing and managing non-personal marketing communications
  • CHAPTER 17 Designing and managing non-personal marketing communications
  • The role of marketing communications
  • Non-personal marketing (mass communication)
  • Developing effective communications
  • Establishing the total marketing communications budget
  • Selecting the marketing communications mix
  • Developing and managing an advertising programme
  • Characteristics of the non-personal communications mix
  • Sales promotion
  • Events, experiences, public and press relations
  • Applications
  • Further Reading
• CHAPTER 18 Managing personal communications
  • CHAPTER 18 Managing personal communications
  • Personal communications mix
  • Direct marketing
  • Interactive and online marketing communications
  • Developing and managing the personal sales force
  • Impact of social media technology
  • Social media marketing
  • Integrated marketing communications
  • Applications
  • Further Reading
  • Part 5 Case study: Walkers crisps
• PART 6 Delivering value
  • PART 6 Delivering value
• CHAPTER 19 Designing and managing distribution channels and global value networks
  • CHAPTER 19 Designing and managing distribution channels and global value networks
  • Managing distribution channels and value networks
  • The role of distribution channel members
  • Channel-design decisions
  • Selecting and managing channel members
  • Integrating multichannel and omnichannel
  • Digital distribution channel management
  • Digitalisation is reshaping channel of distribution and global networks
  • Applications
  • Further Reading
• CHAPTER 20 Managing process, people (frontline staff) and physical evidence
  • CHAPTER 20 Managing process, people (front-line staff) and physical evidence
  • Service process design and management
  • Managing the people (frontline staff) challenges
  • Managing the physical evidence and experience environment
  • Managing technology within service process, people and the physical environment/evidence
  • Applications
  • Further Reading
  • Part 6 Case study: Apple stores: delivering value
• PART 7 Managing marketing implementation and control
  • PART 7 Managing marketing implementation and control
• CHAPTER 21 Implementing marketing management
  • CHAPTER 21 Implementing marketing management
  • Restructuring marketing practices
  • Internal marketing
  • Building a creative marketing organisation
  • Socially responsible marketing
  • Cause-related marketing
  • Marketing revisited
  • Time for new visionary leadership
  • Getting started
  • Applications
  • Further Reading
• CHAPTER 22 Managing marketing metrics
  • CHAPTER 22 Managing marketing metrics
  • The need for marketing metrics
  • What marketing metrics should do
  • Measuring the past, the present or the future
  • Measuring marketing performance and productivity
  • Corporate social responsibility
  • Marketing dashboards
  • Applications
  • Further Reading
  • Part 7 Case study: Unilever: climate transition actions
• Glossary

UM RAFBÆKUR Á HEIMKAUP.IS

Bókahillan þín er þitt svæði og þar eru bækurnar þínar geymdar. Þú kemst í bókahilluna þína hvar og hvenær sem er í tölvu eða snjalltæki. Einfalt og þægilegt!

Rafbók til eignar
Rafbók til eignar þarf að hlaða niður á þau tæki sem þú vilt nota innan eins árs frá því bókin er keypt.

Þú kemst í bækurnar hvar sem er
Þú getur nálgast allar raf(skóla)bækurnar þínar á einu augabragði, hvar og hvenær sem er í bókahillunni þinni. Engin taska, enginn kyndill og ekkert vesen (hvað þá yfirvigt).

Auðvelt að fletta og leita
Þú getur flakkað milli síðna og kafla eins og þér hentar best og farið beint í ákveðna kafla úr efnisyfirlitinu. Í leitinni finnur þú orð, kafla eða síður í einum smelli.

Glósur og yfirstrikanir
Þú getur auðkennt textabrot með mismunandi litum og skrifað glósur að vild í rafbókina. Þú getur jafnvel séð glósur og yfirstrikanir hjá bekkjarsystkinum og kennara ef þeir leyfa það. Allt á einum stað.

Hvað viltu sjá? / Þú ræður hvernig síðan lítur út
Þú lagar síðuna að þínum þörfum. Stækkaðu eða minnkaðu myndir og texta með multi-level zoom til að sjá síðuna eins og þér hentar best í þínu námi.



Fleiri góðir kostir
- Þú getur prentað síður úr bókinni (innan þeirra marka sem útgefandinn setur)
- Möguleiki á tengingu við annað stafrænt og gagnvirkt efni, svo sem myndbönd eða spurningar úr efninu
- Auðvelt að afrita og líma efni/texta fyrir t.d. heimaverkefni eða ritgerðir
- Styður tækni sem hjálpar nemendum með sjón- eða heyrnarskerðingu