| Guided tour |
|
xxvi | |
| Preface |
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xxix | |
| Acknowledgements |
|
xxxiii | |
| Publisher's acknowledgements |
|
xxxiv | |
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PART 1 UNDERSTANDING MARKETING MANAGEMENT |
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1 | (170) |
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Video documentary for Part 1 |
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1 | (1) |
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Chapter 1 Introduction to marketing |
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2 | (38) |
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The importance of marketing |
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5 | (2) |
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Marketing during challenging economic times |
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5 | (2) |
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7 | (7) |
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7 | (3) |
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10 | (3) |
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Marketing's role in creating demand |
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13 | (1) |
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14 | (3) |
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Segmentation, target markets and positioning |
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14 | (1) |
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14 | (1) |
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15 | (1) |
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15 | (1) |
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15 | (1) |
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16 | (1) |
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16 | (1) |
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17 | (4) |
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17 | (1) |
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18 | (1) |
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19 | (1) |
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Non-profit, voluntary and government markets |
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19 | (1) |
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Marketplaces, marketspaces and metamarkets |
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20 | (1) |
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The new European marketing realities |
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21 | (7) |
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22 | (3) |
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New consumer capabilities |
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25 | (3) |
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Understanding the marketing philosophy |
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28 | (5) |
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The production philosophy |
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29 | (1) |
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29 | (1) |
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30 | (1) |
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The holistic marketing philosophy |
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31 | (2) |
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Overview of marketing management |
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33 | (7) |
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Chapter 2 Understanding marketing management within a global context |
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40 | (44) |
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42 | (8) |
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The process of management |
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42 | (5) |
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Why is management difficult? |
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47 | (3) |
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What is marketing management? |
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50 | (1) |
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The practice of management |
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51 | (3) |
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The core marketing management skills |
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54 | (14) |
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Managing across the organisation |
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54 | (5) |
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Managing networks, relationships and interactions |
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59 | (5) |
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Information handling and management |
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64 | (1) |
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Managing innovation and change |
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65 | (1) |
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Analytical and creative skills |
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66 | (2) |
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Understanding global marketing management |
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68 | (6) |
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Deciding whether to go abroad |
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68 | (1) |
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Deciding how to enter the market |
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69 | (2) |
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Deciding which markets to enter |
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71 | (2) |
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Deciding on the marketing mix programme |
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73 | (1) |
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Managing in developing markets |
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74 | (10) |
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Chapter 3 Developing marketing strategies and plans |
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84 | (44) |
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Marketing and customer-perceived value |
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86 | (10) |
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Business environment paradigm change |
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86 | (1) |
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The value delivery process |
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87 | (1) |
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88 | (2) |
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90 | (3) |
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A holistic marketing orientation and customer value |
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93 | (2) |
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The central role of strategic planning |
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95 | (1) |
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Corporate and divisional strategic planning |
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96 | (15) |
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Defining the corporate mission |
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97 | (2) |
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99 | (1) |
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Assigning resources to each SBU |
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100 | (1) |
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Assessing growth opportunities |
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100 | (6) |
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Relationship between missions and visions |
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106 | (1) |
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Organisation and organisational culture |
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106 | (1) |
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107 | (4) |
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Business unit strategic planning |
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111 | (8) |
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111 | (1) |
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111 | (4) |
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Critique of conventional SWOT analysis |
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115 | (1) |
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115 | (1) |
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116 | (1) |
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Programme formulation and implementation |
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117 | (2) |
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119 | (1) |
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The nature and content of a marketing plan |
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119 | (2) |
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Contents of the marketing plan |
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120 | (1) |
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Sample marketing plan: Euromart |
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121 | (7) |
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121 | (7) |
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Chapter 4 Managing digital technology in marketing |
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128 | (43) |
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Digital technologies in marketing |
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130 | (7) |
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Understanding digital technology and digital marketing |
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131 | (1) |
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Digital technology: an information and interactions perspective |
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132 | (2) |
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The range of technologies in marketing |
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134 | (3) |
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Managing digital technologies and digital marketing |
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137 | (5) |
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Selection of digital technologies |
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137 | (1) |
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Supporting the adoption of digital technologies |
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138 | (2) |
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Exploitation of digital technologies |
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140 | (1) |
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Uniting marketing and IT staff |
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140 | (2) |
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Managing individual technologies in marketing |
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142 | (18) |
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The internet: understanding competitive advantage |
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142 | (2) |
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Understanding social networking |
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144 | (7) |
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151 | (1) |
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Managing search engine optimisation |
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152 | (2) |
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154 | (1) |
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155 | (3) |
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Self-service technologies |
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158 | (2) |
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Understanding consumer digital behaviour |
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160 | (11) |
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The theory of planned behaviour |
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160 | (1) |
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The technology acceptance model |
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160 | (1) |
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The theory of adoption of innovations |
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160 | (1) |
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Channel trade-offs and transaction costs |
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161 | (1) |
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The perceived risk perspective |
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161 | (1) |
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Synthesising the perspectives |
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161 | (2) |
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Company-customer interactivity |
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163 | (8) |
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PART 2 CAPTURING MARKETING INSIGHTS |
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171 | (194) |
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Video documentary for Part 2 |
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171 | (1) |
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Chapter 5 The changing marketing environment and information management |
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172 | (36) |
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174 | (1) |
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The marketing environment |
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174 | (19) |
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Analysing the macroenvironment |
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175 | (2) |
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The sociocultural and demographic environment |
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177 | (7) |
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184 | (1) |
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The social-cultural environment |
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185 | (1) |
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The ecological and physical environment |
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186 | (4) |
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The technological environment |
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190 | (2) |
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The political-legal environment |
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192 | (1) |
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Managing the marketing information system |
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193 | (5) |
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Components of a modern marketing information system |
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193 | (2) |
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195 | (1) |
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The marketing intelligence system |
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196 | (2) |
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Databases, data warehousing and data mining |
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198 | (10) |
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Chapter 6 Managing market research and forecasting |
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208 | (36) |
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The marketing research system |
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210 | (1) |
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The marketing research process |
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211 | (20) |
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Step 1 Define the problem, the decision alternatives and the research objectives |
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211 | (2) |
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Step 2 Develop the research plan |
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213 | (12) |
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Step 3 Collect the information |
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225 | (2) |
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Step 4 Analyse the information |
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227 | (1) |
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Step 5 Present the findings |
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227 | (2) |
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229 | (1) |
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Overcoming barriers to the use of marketing research |
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230 | (1) |
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Measuring marketing productivity |
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231 | (1) |
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231 | (1) |
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Forecasting and demand measurement |
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232 | (12) |
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The measures of market demand |
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232 | (1) |
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A vocabulary for demand measurement |
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233 | (3) |
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Estimating current demand |
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236 | (2) |
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238 | (6) |
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Chapter 7 Analysing consumer markets |
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244 | (48) |
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The study of consumer behavior |
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246 | (13) |
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246 | (3) |
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249 | (4) |
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253 | (4) |
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The interaction between dimensions |
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257 | (2) |
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Key psychological processes |
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259 | (6) |
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Motivation: Freud, Maslow, Herzberg |
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259 | (2) |
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261 | (1) |
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262 | (1) |
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263 | (2) |
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Perspectives on consumer behavior |
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265 | (5) |
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The behaviourist perspective |
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265 | (1) |
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The information-processing perspective |
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265 | (1) |
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The emotional perspective |
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266 | (2) |
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268 | (1) |
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A multiperspective approach |
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269 | (1) |
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The buying decision process: the five-stage model |
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270 | (9) |
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270 | (1) |
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271 | (2) |
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Evaluation of alternatives |
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273 | (2) |
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275 | (2) |
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277 | (2) |
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Other theories of consumer decision making |
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279 | (3) |
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Level of consumer involvement |
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279 | (3) |
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Behavioural decision theory and behavioural economics |
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282 | (10) |
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284 | (1) |
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284 | (1) |
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284 | (1) |
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Profiling consumer product buying and usage behavior |
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285 | (7) |
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Chapter 8 Analysing business markets |
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292 | (38) |
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What is organisational buying? |
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294 | (7) |
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The business market versus the consumer market |
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294 | (3) |
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297 | (3) |
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Systems buying and selling |
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300 | (1) |
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Participants in the business buying process |
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301 | (2) |
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301 | (1) |
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302 | (1) |
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Targeting firms and buying centres |
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302 | (1) |
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The purchasing/procurement process |
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303 | (2) |
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Stages in the buying process |
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305 | (8) |
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305 | (1) |
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General need description and product specification |
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305 | (1) |
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306 | (2) |
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308 | (1) |
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309 | (2) |
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Order-routine specification |
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311 | (2) |
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313 | (1) |
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Managing business-to-business relationships |
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313 | (8) |
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The need for managing business-to-business relationships |
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313 | (1) |
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The role of uncertainty in business relationships |
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314 | (1) |
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Transaction cost economics |
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315 | (1) |
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316 | (2) |
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318 | (3) |
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Institutional and government markets |
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321 | (9) |
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Chapter 9 Dealing with competition |
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330 | (35) |
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332 | (1) |
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333 | (3) |
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336 | (5) |
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336 | (1) |
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336 | (1) |
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337 | (2) |
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339 | (1) |
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339 | (2) |
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Competitive strategies for market leaders |
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341 | (9) |
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Expanding the total market |
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343 | (2) |
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345 | (4) |
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349 | (1) |
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Other competitive strategies |
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350 | (7) |
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Market-challenger strategies |
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350 | (3) |
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Market-follower strategies |
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353 | (1) |
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354 | (3) |
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Balancing customer and competitor orientations |
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357 | (2) |
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Competitor-centred companies |
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358 | (1) |
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Customer-centred companies |
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358 | (1) |
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Competing in an economic downturn |
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359 | (6) |
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Explore the upside of increasing investment |
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359 | (1) |
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359 | (1) |
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Review budget allocations |
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359 | (1) |
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Put forth the most compelling value proposition |
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360 | (1) |
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Fine-tune brand and product offerings |
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360 | (5) |
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PART 3 CONNECTING WITH CUSTOMERS |
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365 | (98) |
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Video documentary for Part 3 |
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365 | (1) |
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Chapter 10 Seeking and developing target marketing differentiation strategies |
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366 | (50) |
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Levels of market segmentation |
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368 | (7) |
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368 | (1) |
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369 | (1) |
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369 | (3) |
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372 | (3) |
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Bases for segmenting consumer markets |
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375 | (14) |
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375 | (1) |
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376 | (7) |
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Psychographic segmentation |
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383 | (2) |
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385 | (4) |
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Bases for segmenting business markets |
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389 | (1) |
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390 | (5) |
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Effective segmentation criteria |
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391 | (1) |
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Evaluating and selecting the market segments |
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391 | (2) |
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Additional considerations |
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393 | (2) |
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Creating differentiation and positioning strategies |
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395 | (9) |
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396 | (4) |
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Establishing category membership |
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400 | (1) |
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401 | (2) |
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403 | (1) |
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Perceptual or positioning mapping |
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404 | (2) |
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What can positioning analysis do for a company's business? |
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405 | (1) |
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405 | (1) |
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Developing a positioning strategy |
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406 | (1) |
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406 | (1) |
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Developing and communicating a differentiation strategy |
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407 | (1) |
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407 | (1) |
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Distinctive superior qualify |
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408 | (1) |
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Cost leadership and differentiation |
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408 | (1) |
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Differentiation strategies |
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408 | (2) |
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The purpose of positioning |
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410 | (6) |
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Chapter 11 Creating customer value, satisfaction and loyalty |
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416 | (47) |
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418 | (8) |
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421 | (5) |
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Building customer satisfaction |
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426 | (7) |
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Customers want loyalty, not perfection |
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426 | (2) |
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Total customer satisfaction |
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428 | (1) |
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429 | (1) |
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429 | (3) |
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Market offering (product and service) quality |
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432 | (1) |
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Maximising customer lifetime value |
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433 | (3) |
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434 | (1) |
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Customer lifetime value - conceptual dream or real-time activity? |
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435 | (1) |
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Cultivating customer relationships |
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436 | (6) |
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Customer relationship management |
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|
437 | (2) |
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Attracting and retaining customers |
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|
439 | (3) |
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Building customer loyalty |
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|
442 | (2) |
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|
442 | (2) |
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Seeking and retaining customers |
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444 | (5) |
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Developing loyalty programmes |
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444 | (5) |
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449 | (1) |
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449 | (14) |
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449 | (3) |
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452 | (1) |
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453 | (1) |
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454 | (1) |
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455 | (8) |
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PART 4 BUILDING STRONG BRANDS |
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463 | (92) |
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Video documentary for Part 4 |
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463 | (1) |
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Chapter 12 Creating and managing brands and brand equity |
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464 | (46) |
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467 | (6) |
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467 | (1) |
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468 | (4) |
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Managing brands: consumers and channels |
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|
472 | (1) |
|
Strategic brand management |
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473 | (27) |
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Creating and managing brand identities: names, logos, slogans and images |
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476 | (6) |
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Managing individual or house brands |
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482 | (1) |
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Managing brand extensions |
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|
483 | (5) |
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Managing brand portfolios |
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|
488 | (1) |
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Brand reinforcing and revitalisation |
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|
489 | (3) |
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Growing, sustaining and managing brand equity |
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492 | (8) |
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500 | (10) |
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Choosing brand elements for services |
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|
501 | (1) |
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Aspects of service brand management |
|
|
502 | (8) |
|
Chapter 13 Digital and global brand management strategies |
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|
510 | (45) |
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|
512 | (9) |
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Digital branding as a core management requirement |
|
|
512 | (4) |
|
Understanding the new consumer decision journey |
|
|
516 | (2) |
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Mining the information from digital technology |
|
|
518 | (1) |
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Understanding the digital brand experience |
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|
518 | (2) |
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|
|
520 | (1) |
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Branding and social networking |
|
|
521 | (8) |
|
Linking social networking and the consumer decision journey |
|
|
523 | (2) |
|
Digital brand communities |
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|
525 | (1) |
|
Online brand communities member characteristics |
|
|
526 | (2) |
|
Digital branding, virtual worlds and gaming |
|
|
528 | (1) |
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|
529 | (12) |
|
Factors leading to increased global branding |
|
|
531 | (2) |
|
Managing iconic global brands |
|
|
533 | (1) |
|
Operating a global brand strategy |
|
|
534 | (7) |
|
Branding in developing economies |
|
|
541 | (3) |
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|
|
544 | (3) |
|
How to use celebrities successfully |
|
|
545 | (2) |
|
Countries and places as brands |
|
|
547 | (8) |
|
PART 5 SHAPING THE MARKET OFFERING |
|
|
555 | (132) |
|
Video documentary for Part 5 |
|
|
555 | (1) |
|
Chapter 14 Designing, developing and managing market offerings |
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|
556 | (52) |
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Product life-cycle marketing strategies |
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|
558 | (12) |
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|
558 | (1) |
|
Style, fashion and fad life cycles |
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|
559 | (1) |
|
Marketing strategies: the introduction stage and the pioneer advantage |
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|
560 | (4) |
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Marketing strategies: the growth stage |
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|
564 | (2) |
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Marketing strategies: the maturity stage |
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|
566 | (3) |
|
Marketing strategies: the decline stage |
|
|
569 | (1) |
|
Evidence on the product life cycle concept |
|
|
570 | (1) |
|
Critique of the product life cycle concept |
|
|
571 | (1) |
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|
572 | (2) |
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573 | (1) |
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573 | (1) |
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|
573 | (1) |
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|
574 | (1) |
|
Product characteristics and classifications |
|
|
574 | (5) |
|
Product Levels: the customer-perceived value hierarchy |
|
|
575 | (2) |
|
|
|
577 | (2) |
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|
|
579 | (6) |
|
Product (market offering) differentiation |
|
|
579 | (4) |
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|
|
583 | (1) |
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|
|
583 | (2) |
|
Product and brand relationships |
|
|
585 | (11) |
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|
|
585 | (1) |
|
Product systems and mixes |
|
|
585 | (1) |
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|
586 | (2) |
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|
588 | (5) |
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|
|
593 | (1) |
|
Co-branding and ingredient branding |
|
|
594 | (2) |
|
Packaging, labelling, warranties and guarantees |
|
|
596 | (12) |
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|
596 | (5) |
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|
|
601 | (1) |
|
Warranties and guarantees |
|
|
602 | (6) |
|
Chapter 15 Introducing new market offerings |
|
|
608 | (40) |
|
New market offering options |
|
|
610 | (1) |
|
|
|
610 | (1) |
|
|
|
610 | (1) |
|
Challenges in new product development |
|
|
611 | (5) |
|
The innovation imperative |
|
|
611 | (3) |
|
|
|
614 | (1) |
|
|
|
614 | (2) |
|
Organisational arrangements |
|
|
616 | (4) |
|
Budgeting for new product development |
|
|
618 | (1) |
|
Organising new product development |
|
|
618 | (2) |
|
Managing the development process I: ideas |
|
|
620 | (9) |
|
|
|
620 | (1) |
|
|
|
620 | (7) |
|
|
|
627 | (2) |
|
Managing the development process II: concept to strategy |
|
|
629 | (6) |
|
Concept development and testing |
|
|
629 | (3) |
|
Marketing strategy development |
|
|
632 | (1) |
|
|
|
633 | (2) |
|
Managing the development process III: development to commercialisation |
|
|
635 | (7) |
|
Product and market development |
|
|
635 | (1) |
|
|
|
636 | (3) |
|
Commercialisation and new product launch |
|
|
639 | (3) |
|
The consumer adoption process |
|
|
642 | (6) |
|
Stages in the adoption process |
|
|
642 | (1) |
|
Factors influencing the adoption process |
|
|
642 | (6) |
|
Chapter 16 Developing and managing pricing strategies |
|
|
648 | (39) |
|
|
|
650 | (7) |
|
A changing pricing environment |
|
|
650 | (2) |
|
|
|
652 | (2) |
|
Consumer psychology and pricing |
|
|
654 | (3) |
|
|
|
657 | (17) |
|
Step 1 Selecting the pricing objective |
|
|
657 | (3) |
|
Step 2 Determining demand |
|
|
660 | (2) |
|
|
|
662 | (3) |
|
Step 4 Analysing competitors' costs, prices and offers |
|
|
665 | (1) |
|
Step 5 Selecting a pricing method |
|
|
665 | (7) |
|
Step 6 Selecting the final price |
|
|
672 | (2) |
|
|
|
674 | (4) |
|
Geographical pricing (cash, countertrade, barter) |
|
|
674 | (1) |
|
Price discounts and allowances |
|
|
675 | (1) |
|
|
|
676 | (1) |
|
|
|
676 | (2) |
|
Initiating and responding to price changes |
|
|
678 | (9) |
|
|
|
678 | (1) |
|
Initiating price increases |
|
|
678 | (2) |
|
Responding to competitors' price changes |
|
|
680 | (7) |
|
|
|
687 | (86) |
|
Video documentary for Part 6 |
|
|
687 | (1) |
|
Chapter 17 Designing and managing integrated marketing channels and global value networks |
|
|
688 | (48) |
|
Marketing channels and value networks |
|
|
690 | (8) |
|
The importance of channels |
|
|
690 | (1) |
|
Multichannel distribution systems |
|
|
691 | (2) |
|
|
|
693 | (5) |
|
The role of marketing channels |
|
|
698 | (6) |
|
Channel functions and flows |
|
|
698 | (2) |
|
|
|
700 | (1) |
|
|
|
701 | (3) |
|
|
|
704 | (1) |
|
Analysing customer needs and wants |
|
|
704 | (6) |
|
Establishing objectives and constraints |
|
|
705 | (1) |
|
Identifying major channel alternatives |
|
|
706 | (2) |
|
Evaluating major channel alternatives |
|
|
708 | (2) |
|
Channel-management decisions |
|
|
710 | (6) |
|
Selecting channel members |
|
|
710 | (1) |
|
Training and motivating channel members |
|
|
710 | (2) |
|
Evaluating channel members |
|
|
712 | (1) |
|
Modifying channel design and arrangements |
|
|
712 | (2) |
|
Channel modification decisions |
|
|
714 | (1) |
|
Global channel considerations |
|
|
714 | (2) |
|
Channel integration and systems |
|
|
716 | (5) |
|
Vertical marketing systems |
|
|
716 | (2) |
|
Integrating multichannel marketing systems |
|
|
718 | (1) |
|
Multichannel and channel multiplicity |
|
|
719 | (2) |
|
Conflict, cooperation and competition |
|
|
721 | (4) |
|
Types of conflict and competition |
|
|
722 | (1) |
|
Causes of channel conflict |
|
|
723 | (1) |
|
Managing channel conflict |
|
|
723 | (1) |
|
Dilution and cannibalisation |
|
|
724 | (1) |
|
Legal and ethical issues in channel relations |
|
|
724 | (1) |
|
Online channel marketing practices |
|
|
725 | (3) |
|
|
|
725 | (2) |
|
Brick-and-click companies |
|
|
727 | (1) |
|
M-commerce marketing practices |
|
|
728 | (8) |
|
Chapter 18 Managing process, people and physical evidence at the consumer interface |
|
|
736 | (37) |
|
Process design and management |
|
|
738 | (13) |
|
A service process blueprint |
|
|
741 | (1) |
|
|
|
742 | (2) |
|
Managing flexibility within the service design |
|
|
744 | (1) |
|
|
|
745 | (1) |
|
The service process and customer satisfaction |
|
|
746 | (2) |
|
Managing efficiency within the service process |
|
|
748 | (3) |
|
Managing people at the customer interface |
|
|
751 | (8) |
|
Training service personnel |
|
|
752 | (2) |
|
|
|
754 | (1) |
|
Service personnel failure and recovery |
|
|
755 | (1) |
|
|
|
755 | (1) |
|
|
|
755 | (1) |
|
|
|
756 | (1) |
|
|
|
757 | (2) |
|
Managing customer-to-customer interactions |
|
|
759 | (1) |
|
Managing the physical evidence and experience environment |
|
|
759 | (5) |
|
|
|
761 | (3) |
|
Managing digital technology at the customer interface |
|
|
764 | (9) |
|
Managing the internet at the customer interface |
|
|
765 | (1) |
|
Managing vending machines |
|
|
766 | (1) |
|
RFID at the customer interface |
|
|
767 | (6) |
|
PART 7 COMMUNICATING VALUE |
|
|
773 | (86) |
|
Video documentary for Part 7 |
|
|
773 | (1) |
|
Chapter 19 Designing and managing marketing communications |
|
|
774 | (34) |
|
The role of marketing communications |
|
|
776 | (6) |
|
The changing marketing communication environment |
|
|
777 | (1) |
|
Marketing communications, brand equity and sales |
|
|
777 | (3) |
|
The communications process models |
|
|
780 | (2) |
|
Developing effective communications |
|
|
782 | (11) |
|
Identify the target audience |
|
|
782 | (1) |
|
Determine the communications objectives |
|
|
783 | (1) |
|
Design the communications |
|
|
783 | (6) |
|
Select the communications channels |
|
|
789 | (1) |
|
|
|
790 | (3) |
|
Establishing the total marketing communications budget |
|
|
793 | (2) |
|
Deciding on the marketing communications mix |
|
|
795 | (6) |
|
Characteristics of the marketing communications mix |
|
|
795 | (3) |
|
Factors in setting the marketing communications mix |
|
|
798 | (2) |
|
Measuring marketing communication results |
|
|
800 | (1) |
|
Managing the integrated marketing communications process |
|
|
801 | (7) |
|
|
|
801 | (1) |
|
|
|
802 | (1) |
|
|
|
803 | (5) |
|
Chapter 20 Managing mass and personal communications |
|
|
808 | (51) |
|
Developing and managing an advertising programme |
|
|
810 | (14) |
|
|
|
810 | (1) |
|
Deciding on the advertising budget and developing the advertising campaign |
|
|
811 | (5) |
|
|
|
816 | (7) |
|
Evaluating advertising effectiveness |
|
|
823 | (1) |
|
|
|
824 | (5) |
|
|
|
825 | (1) |
|
Advertising versus sales promotion |
|
|
825 | (2) |
|
|
|
827 | (2) |
|
Events, experiences, public and press relations |
|
|
829 | (10) |
|
|
|
829 | (2) |
|
Major sponsorship experiences |
|
|
831 | (1) |
|
|
|
832 | (2) |
|
Major decisions in marketing and public relations |
|
|
834 | (1) |
|
Marketing public relations |
|
|
835 | (1) |
|
Major decisions in marketing press relations |
|
|
836 | (3) |
|
|
|
839 | (4) |
|
|
|
839 | (1) |
|
The benefits of direct marketing |
|
|
839 | (1) |
|
Overview of the direct marketing mix |
|
|
840 | (1) |
|
|
|
841 | (1) |
|
|
|
842 | (1) |
|
Other media for direct response marketing |
|
|
842 | (1) |
|
Public and ethical issues in direct marketing |
|
|
842 | (1) |
|
|
|
843 | (3) |
|
Placing advertisements and promotions online |
|
|
844 | (2) |
|
Developing and managing the sales force |
|
|
846 | (13) |
|
Setting objectives and strategy |
|
|
846 | (2) |
|
Sales force management issues |
|
|
848 | (3) |
|
Key principles of personal selling |
|
|
851 | (1) |
|
|
|
851 | (1) |
|
Relationship marketing (RM) |
|
|
852 | (7) |
|
PART 8 MANAGING MARKETING IMPLEMENTATION AND CONTROL |
|
|
859 | (89) |
|
Video documentary for Part 8 |
|
|
859 | (1) |
|
Chapter 21 Implementing marketing management |
|
|
860 | (58) |
|
Trends in marketing practices |
|
|
862 | (1) |
|
|
|
862 | (9) |
|
Critique of internal marketing |
|
|
863 | (2) |
|
Organising the marketing department |
|
|
865 | (5) |
|
Relations with other departments |
|
|
870 | (1) |
|
Building a creative marketing organisation |
|
|
871 | (7) |
|
Taking the creative approach |
|
|
871 | (3) |
|
Building a creative culture |
|
|
874 | (1) |
|
Creativity - a mystical gift for some or something for all? |
|
|
874 | (1) |
|
|
|
875 | (1) |
|
|
|
875 | (1) |
|
|
|
876 | (1) |
|
Methodology and madness - the importance of leaving room for creativity |
|
|
877 | (1) |
|
|
|
877 | (1) |
|
Socially responsible marketing |
|
|
878 | (15) |
|
Corporate social responsibility |
|
|
878 | (4) |
|
Socially responsible business models |
|
|
882 | (3) |
|
|
|
885 | (2) |
|
|
|
887 | (2) |
|
|
|
889 | (1) |
|
|
|
889 | (4) |
|
|
|
893 | (13) |
|
|
|
894 | (3) |
|
|
|
897 | (4) |
|
|
|
901 | (1) |
|
|
|
902 | (4) |
|
|
|
906 | (5) |
|
The marketing manager's key tasks |
|
|
906 | (1) |
|
A holistic approach to marketing management |
|
|
907 | (1) |
|
|
|
907 | (1) |
|
|
|
908 | (3) |
|
|
|
911 | (1) |
|
|
|
911 | (1) |
|
Marketing communications activity |
|
|
911 | (1) |
|
Marketing morphs to greater focus on customer experience and engagement |
|
|
911 | (1) |
|
|
|
912 | (6) |
|
Chapter 22 Managing marketing metrics |
|
|
918 | (30) |
|
The need for marketing metrics |
|
|
920 | (1) |
|
What marketing metrics should do |
|
|
921 | (4) |
|
The chain of marketing productivity |
|
|
923 | (2) |
|
Measuring the past, the present or the future |
|
|
925 | (1) |
|
Measuring marketing performance and productivity |
|
|
925 | (16) |
|
|
|
926 | (1) |
|
|
|
926 | (1) |
|
|
|
927 | (14) |
|
Corporate social responsibility |
|
|
941 | (1) |
|
|
|
942 | (6) |
| Appendix: Digitel marketing plan and exercises |
|
948 | (16) |
| Glossary |
|
964 | (19) |
| Name index |
|
983 | (2) |
| Organisation and brand index |
|
985 | (8) |
| Subject index |
|
993 | |
