| Descript |
1 online resource (607 pages) |
| Content |
text txt |
| Media |
computer c |
| Carrier |
online resource cr |
| Contents |
Cover -- 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. |
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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. |
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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. |
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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. |
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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. |
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Managing Integrated Marketing Communications. |
| Alt author |
Keller, Kevin.
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Kotler, Philip.
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Keller, Kevin.
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Kotler, Philip.
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Keller, Kevin.
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| ISBN |
9781292405100 (electronic bk.) |
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