Efnisyfirlit

• Dedication
• Brief Contents
• Contents
• Preface
• About the Authors
• Chapter 1: Marketing in Today’s Economy
  • 1.1: Introduction
  • 1.2: The Challenges and Opportunities of Marketing in Today’s Economy
  • 1.3: Basic Marketing Concepts
  • 1.4: Major Marketing Activities and Decisions
  • 1.5: Taking on the Challenges of Marketing Strategy
  • Lessons From Chapter 1
  • Endnotes
• Chapter 2: Strategic Marketing Planning
  • 2.1: Introduction
  • 2.2: The Strategic Planning Process
  • 2.3: The Marketing Plan
  • 2.4: Maintaining Customer Focus and Balance in Strategic Planning
  • Lessons From Chapter 2
  • Endnotes
• Chapter 3: Collecting and Analyzing Marketing Information
  • 3.1: Introduction
  • 3.2: Conducting a Situation Analysis
  • 3.3: The Internal Environment
  • 3.4: The Customer Environment
  • 3.5: The External Environment
  • 3.6: Collecting Marketing Data And Information
  • Lessons From Chapter 3
  • Endnotes
• Chapter 4: Developing Competitive Advantage and Strategic Focus
  • 4.1: Introduction
  • 4.2: Modern Relevance of Swot Analysis
  • 4.3: Making Swot Analysis Productive
  • 4.4: Swot-Driven Strategic Planning
  • 4.5: Developing and Leveraging Competitive Advantages
  • 4.6: Establishing a Strategic Focus
  • 4.7: Developing Marketing Goals and Objectives
  • Lessons From Chapter 4
  • Endnotes
• Chapter 5: Customers, Segmentation, and Target Marketing
  • 5.1: Introduction
  • 5.2: Buyer Behavior in Consumer Markets
  • 5.3: Buyer Behavior in Business Markets
  • 5.4: Market Segmentation
  • 5.5: Identifying Market Segments
  • 5.6: Target Marketing Strategies
  • Lessons From Chapter 5
  • Endnotes
• Chapter 6: The Marketing Program
  • 6.1: Introduction
  • 6.2: Product Strategy
  • 6.3: Pricing Strategy
  • 6.4: Supply Chain Strategy
  • 6.5: Integrated Marketing Communications
  • 6.6: Personal Selling and Sales Management
  • Lessons From Chapter 6
  • Endnotes
• Chapter 7: Branding and Positioning
  • 7.1: Introduction
  • 7.2: Strategic Issues in Branding
  • 7.3: Differentiation and Positioning
  • 7.4: Mananging Brands Over Time
  • Lessons From Chapter 7
  • Endnotes
• Chapter 8: Ethics and Social Responsibility in Marketing Strategy
  • 8.1: Introduction
  • 8.2: Ethics and Social Responsibility in Marketing Strategy
  • 8.3: Ethical Issues in the Marketing Program
  • 8.4: Managing and Controlling Ethical Issues
  • 8.5: Relationship to Marketing and Financial Performance
  • 8.6: Incorporating Ethics and Social Responsibility Into Strategic Planning
  • Lessons From Chapter 8
  • Endnotes
• Chapter 9: Marketing Implementation and Control
  • 9.1: Introduction
  • 9.2: Strategic Issues in Marketing Implementation
  • 9.3: Approaches to Marketing Implementation
  • 9.4: Internal Marketing and Marketing Implementation
  • 9.5: Evaluating and Controlling Marketing Activities
  • Lessons From Chapter 9
  • Endnotes
• Chapter 10: Developing and Maintaining Long-Term Customer Relationships
  • 10.1: Introduction
  • 10.2: Managing Customer Relationships
  • 10.3: Quality and Value: The Keys to Developing Customer Relationships
  • 10.4: Customer Satisfaction: The Key to Customer Retention
  • Lessons From Chapter 10
  • Endnotes
• Case 1: Tesla Races Ahead With Nontraditional Marketing Strategy*
  • C1.1: Tesla’s Marketing Mix
  • C1.2: Corporate Social Responsibility at Tesla
  • C1.3: The Future for Tesla
  • Questions
  • Sources
• Case 2: Businesses Sink or Swim in the Face of Covid-19 Crisis*
  • C2.1: Covid-19’s Impact on Business
  • C2.2: Shifting Strategies
  • C2.3: Disruption in the Supply Chain
  • C2.4: Social Responsibility And Strategic Philanthropy
  • C2.5: Crisis Preparedness
  • C2.6: The New Normal
  • Questions
  • Sources
• Case 3: Gainsight Provides a Data-Driven Customer Relationship Platform to Retain Subscription Custo
  • C3.1: The Need For Market Disruption
  • C3.2: Addressing Market Need
  • C3.3: Gainsight Values
  • C3.4: The Challenges of Growing From Start-Up to Market Leader
  • C3.5: Event Marketing Program
  • C3.6: Covid-19
  • C3.7: The Future: Transitioning From Market Development To Profitability
  • Questions
  • Sources
• Case 4: Apple Bites Back*
  • C4.1: The History of Apple, Inc.
  • C4.2: Apple’s Products
  • C4.3: Apple’s Marketing Strategies
  • C4.4: Apple’s Corporate Culture
  • C4.5: Apple’s Marketing Challenges
  • C4.6: The Future of Apple
  • Questions
  • Sources
• Case 5: Uber: The Opportunities and Challenges of Market Disruption*
  • C5.1: Background
  • C5.2: Uber’s Marketing Program
  • C5.3: Uber Faces Challenges
  • C5.4: Conclusion
  • Questions
  • Sources
• Case 6: Social Responsibility is the Key Ingredient at New Belgium Brewing*
  • C6.1: History of the New Belgium Brewing Company
  • C6.2: New Belgium Embraces Social Responsibility
  • C6.3: Responsibility Breeds Success
  • Questions
  • Sources
• Case 7: Bayer Grows With Monsanto Acquisition*
  • C7.1: History: From Chemicals to Food
  • C7.2: Monsanto’s Emphasis on Biotechnology
  • C7.3: Addressing Ethical and Legal Issues
  • C7.4: Corporate Responsibility at Bayer
  • C7.5: The Future of Bayer
  • Questions
  • Sources
• Case 8: Netflix Fights to Stay Ahead of a Rapidly Changing Market*
  • C8.1: Netflix’s History
  • C8.2: Intense Competition in the Streaming Industry
  • C8.3: Analyzing Netflix’s Marketing Strategy
  • C8.4: Netflix’s Future
  • Questions
  • Sources
• Case 9: From the Outside in: Corporate Social Responsibility at Patagonia*
  • C9.1: History of Patagonia
  • C9.2: Patagonia’s Core Values
  • C9.3: Patagonia’s Leadership and Management Style
  • C9.4: Environmental Initiatives
  • C9.5: Corporate Social Responsibility
  • C9.6: What the Future Holds for Patagonia
  • Questions
  • Sources
• Case 10: Google Searches for Solution to Privacy Issues*
  • C10.1: Company Culture
  • C10.2: Products
  • C10.3: Google’s Initiatives
  • C10.4: Privacy
  • C10.5: Government Response To Privacy Issues
  • C10.6: Conclusion
  • Questions
  • Sources
• Case 11: Indycar: Seeking a Return to Motorsports’ Fast Lane*
  • C11.1: The Early History of U.S. Open-Wheel Racing
  • C11.2: Motorsports Competition
  • C11.3: Reunification
  • C11.4: Steps Forward, Backward
  • C11.5: New Business Opportunities
  • C11.6: Fan Engagement
  • C11.7: Irl’s Current Marketing Strategy
  • C11.8: Conclusion
  • Questions
  • Sources
• Case 12: Mattel Gives its Marketing Strategy a Makeover*
  • C12.1: Leadership at Mattel
  • C12.2: Mattel’s Core Products
  • C12.3: Mattel’s Commitment to Ethics and Social Responsibility
  • C12.4: Mattel Faces Product Recalls
  • C12.5: Mattel Versus Mga
  • C12.6: Mattel Looks Toward The Future
  • Questions
  • Sources
• Case 13: Starbucks Perfects its Blend*
  • C13.1: Distribution Strategy
  • C13.2: Product Strategy
  • C13.3: Technology
  • C13.4: Starbucks Culture
  • C13.5: Corporate Social Mission
  • C13.6: Success and Challenges
  • C13.7: The Future for Starbucks
  • Questions
  • Sources
• Case 14: Zappos Finds the Perfect Fit*
  • C14.1: The History of Zappos
  • C14.2: Business Model and Operating Philosophy
  • C14.3: Corporate Culture and Work Environment
  • C14.4: Corporate Social Responsibility
  • C14.5: Zappos’s Structure
  • C14.6: The Future of Zappos
  • Questions
  • Sources
• Case 15: Gillette’s Razor-Sharp Innovation May Not Be Enough*
  • C15.1: The History of Innovation at Gillette
  • C15.2: Razor-Sharp Competition
  • C15.3: Marketing Strategies
  • C15.4: Looking Toward the Future
  • Questions
  • Sources
• Case 16: Toms Kicks the One for One Model to the Curb*
  • C16.1: The History of Toms
  • C16.2: The Toms Movement
  • C16.3: Supply Chain
  • C16.4: Product Line
  • C16.5: Corporate Culture
  • C16.6: Impact
  • C16.7: Challenges
  • C16.8: The Future of Toms
  • Questions
  • Sources
• Case 17: Herbalife Manages Risks for Long-Term Success*
  • C17.1: The Direct Selling Channel
  • C17.2: Herbalife Nutrition
  • C17.3: Challenges to Herbalife’s Multilevel Model
  • C17.4: New Opportunities: Consumer Megatrends
  • C17.5: Conclusion
  • Questions
  • Sources
• Case 18: Walmart Dominates with World-Class Supply Chain*
  • C18.1: The History of Walmart
  • C18.2: Pricing and Distribution
  • C18.3: Competition with Amazon Heats Up
  • C18.4: The Walmart Effect
  • C18.5: Reputation Issues
  • C18.6: Walmart Today
  • C18.7: The Future of Walmart
  • Questions
  • Sources
• Case 19: E-commerce Soars with Shopify*
  • C19.1: The Product Mix
  • C19.2: Pricing Strategy
  • C19.3: Competition
  • C19.4: Strategic Partnerships
  • C19.5: Social Responsibility
  • C19.6: The Future For Shopify
  • Questions
  • Sources
• Case 20: Cutting Edge Quality at Cutco*
  • C20.1: Direct Selling
  • C20.2: Customer Relationships
  • C20.3: A Commitment to Quality
  • C20.4: Cutco and Vector Adapt to Change
  • C20.5: Social Responsibility at Cutco
  • C20.6: Looking to the Future
  • Questions
  • Sources
• Case 21: The Cocoa Exchange Finds a Sweet Spot in the Supply Chain*
  • C21.1: Supply Chain
  • C21.2: Direct Selling
  • C21.3: Sustainability
  • C21.4: Social Responsibility
  • C21.5: Conclusion
  • Questions
  • Sources
• Glossary
• Index

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