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Marketing Management 6th edition [Minkštas viršelis]

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(Vanderbilt University)
  • Formatas: Paperback / softback, 336 pages, aukštis x plotis x storis: 17x198x251 mm, weight: 635 g
  • Išleidimo metai: 02-Aug-2021
  • Leidėjas: South-Western College Publishing
  • ISBN-10: 0357635086
  • ISBN-13: 9780357635087
Kitos knygos pagal šią temą:
Marketing Management 6th editionDidesnis paveikslėlis
  • Formatas: Paperback / softback, 336 pages, aukštis x plotis x storis: 17x198x251 mm, weight: 635 g
  • Išleidimo metai: 02-Aug-2021
  • Leidėjas: South-Western College Publishing
  • ISBN-10: 0357635086
  • ISBN-13: 9780357635087
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9780357635087.html
Raktažodžiai:
Gain an understanding of the vibrant, challenging environment facing marketers today as Iacobucci s MARKETING MANAGEMENT, 6E presents an intriguing, guiding framework that clearly illustrates how core concepts fit together. This updated and complete overview of marketing management uses a captivating style and engaging presentation that you will actually enjoy reading. Learn how to make meaningful decisions and construct useful, practical marketing plans to help companies succeed. Revised chapters, updated explanations, new mini-cases and the latest examples depict global marketing, ethics and social media marketing in action. This edition emphasizes the importance of theory with a framework that demonstrates the interrelationship of marketing concepts and decisions. Leading cases from Harvard, Darden and Ivey further reinforce the relevance of what you are learning. MindTap digital resources offer interactive content that connects the latest marketing management principles to business success.
Preface x
About the Author xiii
Part 1 Marketing Strategy
1 Why is Marketing Management Important?
1(12)
1-1 Defining Marketing
2(1)
1-2 Marketing is an Exchange Relationship
2(1)
1-2a Marketing is Everywhere
3(1)
1-3 Why is Marketing Management Important?
3(3)
1-3a Marketing and Customer Satisfaction is Everyone's Responsibility
5(1)
1-4 The "Marketing Framework": 5Cs, STP, and the 4Ps
6(7)
1-4a Book Layout
8(1)
1-4b Learning from the Marketing Framework
9(1)
1-4c The Flow in Each
Chapter: What? Why? How?
10(3)
2 Customer Behavior
13(22)
2-1 Three Phases of the Purchase Process
13(2)
2-2 Different Kinds of Purchases
15(3)
2-3 The Marketing Science of Customer Behavior
18(17)
2-3a Sensation and Perception
18(2)
2-3b Learning, Memory, and Emotions
20(4)
2-3c Motivation
24(3)
2-3d Attitudes and Decision Making
27(1)
2-3e Behavioral Economics and the Psychology of the Consumer
28(2)
2-3f How Do Global and Cultural Differences Affect Consumers' Behavior?
30(5)
3 Segmentation
35(18)
3-1 Why Segment?
35(1)
3-2 What are Market Segments?
36(2)
3-3 What Information Serves as Bases for Segmentation?
38(7)
3-3a Demographic
38(2)
3-3b Geographic
40(1)
3-3c Psychological
40(2)
3-3d Behavioral
42(1)
3-3e B2B
43(1)
3-3f Concept in Action: Segmentation Variables
44(1)
3-4 How Do Marketers Segment the Market?
45(8)
3-4a How to Evaluate the Segmentation Scheme
46(7)
4 Targeting
53(14)
4-1 What is Targeting and Why Do Marketers Do It?
53(1)
4-2 How Do We Choose a Segment to Target?
54(4)
4-2a Profitability and Strategic Fit
54(2)
4-2b Competitive Comparisons
56(2)
4-3 Sizing Markets
58(9)
4-3a Concept in Action: How Much of My Consultative Advice Can I Sell?
59(8)
5 Positioning
67(18)
5.1 What is Positioning and Why is It Probably the Most Important Aspect of Marketing?
6(74)
5-1a Positioning via Perceptual Maps
68(3)
5-1b The Positioning Matrix
71(9)
5-2 Writing a Positioning Statement
80(5)
Part 2 Product Positioning
6 Products: Goods and Services
85(13)
6-1 What Do We Mean by Product?
85(2)
6-1a The Product in the Marketing Exchange
86(1)
6-2 How are Goods Different from Services?
87(4)
6-2a Intangibility
87(1)
6-2b Search, Experience, Credence
88(1)
6-2c Perishability
89(1)
6-2d Variability
90(1)
6-2e To Infinity and Beyond Goods and Services
91(1)
6-3 What is the Firm's Core Market Offering?
91(7)
6-3a Dynamic Strategies
92(1)
6-3b Product Lines: Breadth and Depth
93(5)
7 Brands
98(19)
7-1 What is a Brand?
98(3)
7-1a Brand Name
100(1)
7-1b Logos and Color
100(1)
7-2 Why Brand?
101(3)
7-3 What are Brand Associations?
104(3)
7-3a Brand Personalities
105(1)
7-3b Brand Communities
106(1)
7-4 What are Branding Strategies?
107(5)
7-4a Umbrella Brands vs. House of Brands
107(1)
7-4b Brand Extensions and Co-Branding
108(3)
7-4c How are Brands Best Rolled Out Globally?
111(1)
7-4d Store Brands
111(1)
7-5 Marketing Analytics: How is Brand Equity Determined?
112(5)
8 New Products and Innovation
117(21)
8-1 Why are New Products Important?
117(1)
8-2 How Does Marketing Develop New Products for Their Customers?
118(9)
8-2a Philosophies of Product Development
118(1)
8-2b Marketing
119(1)
8-2c Idea Creation and Market Potential
120(1)
8-2d Concept Testing and Design and Development
121(2)
8-2e Beta-Testing
123(2)
8-2f Launch
125(2)
8-3 What is the Product Life Cycle?
127(5)
8-3a Marketing Analytics: Diffusion of Innovation
130(2)
8-4 How Do New Products and Brand Extensions Fit in Marketing Strategy?
132(3)
8-4a Strategic Thinking about Growth
133(2)
8-5 What Trends Should I Watch?
135(3)
Part 3 Positioning via Price, Place, and Promotion
9 Pricing
138(32)
9-1 Why is Pricing So Important?
138(1)
9-2 Background: Supply and Demand
139(5)
9-3 Low Prices
144(6)
9-3a Concept in Action: Break-Even for a Good
145(3)
9-3b Concept in Action: Break-Even for a Service
148(2)
9-4 High Prices
150(3)
9-4a Using Scanner Data
151(1)
9-4b Using Survey Data
151(1)
9-4c Conjoint Analysis
152(1)
9-5 Units or Revenue; Volume or Profits
153(2)
9-6 Customers and the Nudging Psychology of Pricing; A.K.A. Customers are Kind of Funny
155(6)
9-6a Price Discrimination, a.k.a. Segmentation Pricing
158(2)
9-6b Quantity Discounts
160(1)
9-6c Yield or Demand Management
160(1)
9-7 Nonlinear Pricing
161(1)
9-8 Changes in Cha-Ching
162(8)
9-8a Pricing and the Product Life Cycle
163(1)
9-8b Price Fluctuations
163(1)
9-8c Coupons
164(1)
9-8d Competitive Strategy and Game Theory
164(1)
9-8e Auctions
165(5)
10 Channels of Distribution
170(23)
10-1 What are Distribution Channels and Supply Chain Logistics, and Why Do We Use Them?
171(3)
10-2 How to Design Smart Distribution Systems: Intensive or Selective?
174(4)
10-2a Push and Pull
176(2)
10-3 Power and Conflict in Channel Relationships
178(15)
10-3a Revenue Sharing
179(4)
10-3b Integration
183(1)
10-3c Retailing
184(3)
10-3d Franchising
187(1)
10-3e E-commerce
188(1)
10-3f Sales Force
189(1)
10-3g Integrated Marketing Channels
190(3)
11 Advertising Messages and Marketing Communications
193(20)
11-1 What is Advertising?
194(1)
11-2 Why is Advertising Important?
194(2)
11-3 What Marketing Goals are Sought from Advertising Campaigns?
196(2)
11-4 Designing Advertising Messages to Meet Marketing and Corporate Goals
198(9)
11-4a Cognitive Ads
199(3)
11-4b Emotional Ads
202(2)
11-4c Image Ads
204(1)
11-4d Endorsements
205(2)
11-5 How is Advertising Evaluated?
207(6)
11-5a Aad and Abrand
208(5)
12 Integrated Marketing Communications and Media Choices
213(19)
12-1 What Media Decisions are Made in Advertising Promotional Campaigns?
214(4)
12-1a Reach and Frequency and GRPs
215(1)
12-1b Media Planning and Scheduling
216(2)
12-2 Integrated Marketing Communications across Media
218(11)
12-2a Media Comparisons
220(2)
12-2b Beyond Advertising
222(1)
12-2c Choice between Advertising and a Sales Force
223(3)
12-2d The IMC Choices Depend on the Marketing Goals
226(3)
12-3 How is the Effectiveness of Advertising Media Measured?
229(3)
13 Social Media
232(15)
13-1 What are Social Media?
232(3)
13-1a Types of Social Media
233(1)
13-1b Word of Mouth
234(1)
13-2 What are Social Networks?
235(12)
13-2a Identifying Influential
235(2)
13-2b Recommendation Systems
237(1)
13-2c Social Media ROI, KPIs, and Web Analytics
238(1)
13-2d Pre-purchase: Awareness
239(1)
13-2e Pre-purchase: Brand Consideration
240(1)
13-2f Purchase or Behavioral Engagement
241(1)
13-2g Post-purchase
242(1)
13-2h How to Proceed?
243(4)
Part 4 Positioning: Assessment Through the Customer Lens
14 Customer Satisfaction and Customer Relationships
247(17)
14-1 What are Customer Evaluations, and Why Do We Care?
247(1)
14-2 How Do Consumers Evaluate Products?
248(5)
14-2a Sources of Expectations
249(2)
14-2b Expectation and Experience
251(2)
14-3 How Do Marketers Measure Quality and Customer Satisfaction?
253(3)
14-4 Loyalty and Customer Relationship Management
256(8)
14-4a Recency, Frequency, and Monetary Value
257(2)
14-4b Marketing Analytics: Customer Lifetime Value
259(5)
15 Marketing Research Tools
264(21)
15-1 Why is Marketing Research so Important?
264(3)
15-2 Cluster Analysis for Segmentation
267(2)
15-3 Perceptual Mapping for Positioning
269(5)
15-3a Attribute-Based
269(5)
15-4 Focus Groups for Concept Testing
274(1)
15-5 Conjoint for Testing Attributes
275(3)
15-6 Scanner Data for Pricing and Coupon Experiments and Brand Switching
278(3)
15-7 Surveys for Assessing Customer Satisfaction
281(4)
Part 5 Capstone
16 Marketing Strategy
285(19)
16-1 Types of Business and Marketing Goals
285(4)
16-2 Marketing Strategy
289(5)
16-2a Ansoff's Product-Market Growth Matrix
289(1)
16-2b The BCG (Boston Consulting Group) Matrix
290(2)
16-2c The General Electric Model
292(1)
16-2d Porter and Strategies
293(1)
16-2e Treacy and Wiersema Strategies
293(1)
16-3 How to "Do" Strategy
294(3)
16-3a SWOT'S S&W
295(1)
16-3b SWOT'S O&T
296(1)
16-4 Key Marketing Metrics to Facilitate Marketing Strategy
297(7)
17 Marketing Plans
304(19)
17-1 How Do We Put It All Together?
304(1)
17-2 Situation Analysis: the 5Cs
305(4)
17-3 STP
309(3)
17-4 The 4Ps
312(3)
17-5 Spending Time and Money
315(8)
Endnotes 323(4)
Index 327
Dawn Iacobucci is the Bronson Ingram Professor of Marketing at the Owen Graduate School of Management, Vanderbilt University, where she has taught since 2007. She has also served as senior associate dean at Vanderbilt and professor of marketing at Northwestern University, University of Arizona and University of Pennsylvania. Dr. Iacobucci received her M.S. in statistics, her M.A. and Ph.D. in quantitative psychology from the University of Illinois at Urbana-Champaign and her M.T.S. from Garrett Theological Seminary. Dr. Iacobuccis research focuses on modeling dyadic interactions and social networks, customer satisfaction and service quality, multivariate and methodological research questions and issues related to health care and sustainability. She has published widely in publications such as the Journal of Marketing, the Journal of Marketing Research, Harvard Business Review, the Journal of Consumer Psychology, the International Journal of Research in Marketing, Marketing Science, the Journal of Service Research, Psychometrika, Psychological Bulletin and Social Networks. Dr. Iacobucci has taught core marketing management, marketing research, marketing models, services marketing and new products to M.B.A., E.M.B.A. and undergraduate students. She has also taught multivariate statistics and methodological topics in Ph.D. seminars. She has served as editor of both the Journal of Consumer Research and Journal of Consumer Psychology. She also edited Networks in Marketing, Handbook of Services Marketing and Management, Kellogg on Marketing and Kellogg on Integrated Marketing. In addition to this text, she has written MARKETING MODELS: MULTIVARIATE STATISTICS and MARKETING ANALYTICS AND MEDIATION ANALYSIS as part of the prestigious quantitative series at Sage. She is also a co-author of Gilbert Churchills leading MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS.