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Marketing Management [Minkštas viršelis]

(Naujas leidimas: 9781337271127)
3.92/5 (124 ratings by Goodreads)
(Vanderbilt University)
  • Formatas: Paperback / softback, 352 pages, aukštis x plotis x storis: 255x207x13 mm, weight: 568 g
  • Išleidimo metai: 06-Jan-2014
  • Leidėjas: South-Western College Publishing
  • ISBN-10: 1285429958
  • ISBN-13: 9781285429953 (Naujas leidimas: 9781337271127)
Kitos knygos pagal šią temą:
Marketing ManagementDidesnis paveikslėlis
  • Formatas: Paperback / softback, 352 pages, aukštis x plotis x storis: 255x207x13 mm, weight: 568 g
  • Išleidimo metai: 06-Jan-2014
  • Leidėjas: South-Western College Publishing
  • ISBN-10: 1285429958
  • ISBN-13: 9781285429953 (Naujas leidimas: 9781337271127)
Kitos knygos pagal šią temą:
Pastovi nuoroda: https://www.kriso.lt/db/9781285429953.html
Dawn Iacobucci's MARKETING MANAGEMENT provides the material that first-year MBA students need to gain a mastery of core concepts in marketing management. Paired with cases, group work, and/or simulations, instructors have the ability to create a dynamic and engaging course. MARKETING MANAGEMENT reflects the dynamic environment facing today's marketers, helping them understand how an increasingly competitive global marketplace and the changes in technology affect the marketing decisions that managers must make.

Recenzijos

Part I: MARKETING STRATEGY. 1. Why Is Marketing Management Important? 2. Customer Behavior. 3. Segmentation. 4. Targeting. 5. Positioning. Part II: PRODUCT POSITIONING. 6. Goods and Services. 7. Brands. 8. New Products. Part III: POSITIONING VIA PRICE, PLACE, PROMOTION. 9. Pricing. 10. Channels of Distribution and Logistics. 11. Advertising Messages and Marketing Communications. 12. Integrated Marketing Communications and Media Choices. 13. Social Media. Part IV: POSITIONING: ASSESSMENT THROUGH THE CUSTOMER LENS. 14. Customer Satisfaction and Customer Relationships. 15. Marketing Research Tools. Part V: CAPSTONE. 16. Marketing Strategy. 17. Marketing Plans.

Part 1 Marketing Management 1(88)
Chapter 1 Why Marketing Management Important?
1(13)
1-1 Defining Marketing
1(1)
1-2 Marketing Is an Exchange Relationship
1(1)
1-2a Marketing Is Everywhere
2(1)
1-3 Why Is Marketing Management Important?
2(3)
1-3a Marketing and Customer Satisfaction Is Everyone's Responsibility
4(1)
1-4 The Marketing Framework: The 5Cs, STP, and 4Ps
5(9)
1-4a Book Layout
7(1)
1-4b Learning from the Marketing Framework
7(1)
1-4c The Flow in Each
Chapter: What? Why? How?
8(6)
Chapter 2 Customer Behavior
14(21)
2-1 The Three Phases of the Purchase Process
14(2)
2-2 Different Kinds of Purchases
16(3)
2-3 The Marketing Science of Customer Behavior
19(16)
2-3a Sensation and Perception
19(2)
2-3b Learning and Memory and Emotions
21(4)
2-3c Motivation
25(1)
2-3d Attitudes and Decision Making
26(1)
2-3e How Do Cultural Differences Affect Consumers' Behavior?
27(8)
Chapter 3 Segmentation
35(20)
3-1 Why Segment?
35
3-2 What Are Market Segments?
34(4)
3-3 What Information Serves as Bases for Segmentation?
38(6)
3-3a Demographic
38(1)
3-3b Geographic
39(1)
3-3c Psychological
40(1)
3-3d Behavioral
41(2)
3-3e B2B
43(1)
3-3f Concept in Action: Segmentation Variables
43(1)
3-4 How Do Marketers Segment the Market?
44(11)
3-4a How to Evaluate the Segmentation Scheme
46(9)
Chapter 4 Targeting
55(15)
4-1 What Is Targeting, and Why Do Marketers Do It?
55(1)
4-2 How Do We Choose a Segment to Target?
55(6)
4-2a Profitability and Strategic Fit
56(3)
4-2b Competitive Comparisons
59(2)
4-3 Sizing Markets
61(9)
4-3a Concept in Action: How Many Can I Sell?
63(7)
Chapter 5 Positioning
70(19)
5-1 What Is Positioning, and Why Is It Probably the Most Important Aspect of Marketing?
70(19)
5-1a Positioning via Perceptual Maps
71(3)
5-1b The Positioning Matrix
74(9)
5-1c Writing a Positioning Statement
83(6)
Part 2 Product Positioning 89(55)
Chapter 6 Products: Goods and Services
89(14)
6-1 What Do We Mean by Product?
89(2)
6-1a The Product in the Marketing Exchange
90(1)
6-2 How Are Goods Different from Services?
91(4)
6-2a Intangibility
91(1)
6-2b Search, Experience, Credence
92(1)
6-2c Perishability
93(1)
6-2d Variability
94(1)
6-2e To Infinity and Beyond Goods and Services
95(1)
6-3 What Is the Firm's Core Market Offering?
95(8)
6-3a Dynamic Strategies
96(1)
6-3b Product Lines: Breadth and Depth
97(6)
Chapter 7 Brands
103(19)
7-1 What Is a Brand?
103(2)
7-1a Brand Name
104(1)
7-1b Logos and Color
104(1)
7-2 Why Brand?
105(2)
7-3 What Are Brand Associations?
107(3)
7-3a Brand Personalities
108(1)
7-3b Brand Communities
109(1)
7-4 What Are Branding Strategies?
110(5)
7-4a Umbrella Brands vs. House of Brands
110(1)
7-4b Brand Extensions and Cobranding
111(3)
7-4c How Are Brands Best Rolled Out Globally?
114(1)
7-4d Store Brands
115(1)
7-5 How Is Brand Equity Determined?
115(7)
Chapter 8 New Products
122(22)
8-1 Why Are New Products Important?
122(1)
8-2 How Does Marketing Develop New Products for Their Customers?
123(13)
8-2a Philosophies of Product Development
123(1)
8-2b Marketing
124(1)
8-2c Idea Creation and Market Potential
125(1)
8-2d Concept Testing and Design and Development
126(1)
8-2e Beta Testing
127(2)
8-2f Launch
129(1)
8-2g What Is the Product Life Cycle?
130(3)
8-2h Diffusion of Innovation
133(3)
8-3 How Do New Products and Brand Extensions Fit in Marketing Strategy?
136(3)
8-3a Strategic Thinking About Growth
137(2)
8-4 What Trends Should I Watch?
139(5)
Part 3 Positioning via Price, Place, and Promotion 144(106)
Chapter 9 Pricing
144(30)
9-1 Why Is Pricing so Important?
144(1)
9-2 Background: Supply and Demand
145(4)
9-3 Low Prices
149(7)
9-3a Concept in Action: Breakeven for a Good
151(2)
9-3b Concept in Action: Breakeven for a Service
153(3)
9-4 High Prices
156(2)
9-4a Scanner Data
156(1)
9-4b Survey Data
157(1)
9-4c Conjoint Analysis
157(1)
9-5 Units or Revenue, Volume or Profits
158(1)
9-6 Customers and the Psychology of Pricing
159(6)
9-6a Price Discrimination, aka Segmentation Pricing
163(1)
9-6b Quantity Discounts
164(1)
9-6c Yield or Demand Management
164(1)
9-7 Nonlinear Pricing
165(1)
9-8 Price Changes
166(8)
9-8a Pricing and the Product Life Cycle
166(1)
9-8b Price Fluctuations
167(1)
9-8c Coupons
167(1)
9-8d Competitive Strategy and Game Theory
167(1)
9-8e Auctions
168(6)
Chapter 10 Channels of Distribution and Logistics
174(22)
10-1 What Are Distribution Channels and Supply Chain Logistics, and Why Do We Use Them?
175(3)
10-2 How to Design Smart Distribution Systems: Intensive or Selective?
178(3)
10-2a Push and Pull
180(1)
10-3 Power and Conflict in Channel Relationships
181(15)
10-3a Revenue Sharing
184(2)
10-3b Integration
186(2)
10-3c Retailing
188(2)
10-3d Franchising
190(1)
10-3e E-Commerce
191(1)
10-3f Catalog Sales
191(1)
10-3g Sales Force
192(1)
10-3h Integrated Marketing Channels
193(3)
Chapter 11 Integrated Marketing Communications: The Advertising Message
196(21)
11-1 What Is Advertising?
198(1)
11-2 Why Is Advertising Important?
198(1)
11-3 What Marketing Goals Are Sought from Advertising Campaigns?
199(2)
11-4 Designing Advertising Messages to Meet Marketing and Corporate Goals
201(8)
11-4a Cognitive Ads
202(2)
11-4b Emotional Ads
204(1)
11-4c Image Ads
205(1)
11-4d Endorsements
206(3)
11-5 How Is Advertising Evaluated?
209(8)
11-5a Aad and Abrand
211(6)
Chapter 12 Integrated Marketing Communications: Media Choices
217(19)
12-1 What Media Decisions Are Made in Advertising Promotional Campaigns?
217(5)
12-1a Reach and Frequency and GRPs
219(1)
12-1b Media Planning and Scheduling
220(2)
12-1c Media Planning and Scheduling
222(1)
12-2 Integrated Marketing Communications Across Media
222(9)
12-2a Media Comparisons
223(2)
12-2b Beyond Advertising
225(4)
12-2c The IMC Choices Depend on the Marketing Goals
229(2)
12-3 How Is the Effectiveness of Advertising Media Measured?
231(5)
Chapter 13 Social Media
236(14)
13-1 What Are Social Media?
236(2)
13-1a Types of Social Media
237(1)
13-1b Word of Mouth
237(1)
13-2 What Are Social Networks?
238(3)
13-2a Identfing Influentials
239(1)
13-2b Recommendation Systems
240(1)
13-3 Social Media ROI, KPIs, and Web Analytics
241(9)
13-3a Prepurchase: Awareness
242(1)
13-3b Prepurchase: Brand Consideration
242(1)
13-3c Purchase or Behavioral Engagement
243(1)
13-3d Postpurchase
244(1)
13-3e How to Proceed?
244(6)
Part 4 Positioning: Assessment Through the Customer Lens 250(38)
Chapter 14 Customer Relationships
250(18)
14-1 What Are Customer Evaluations, and Why Are They Important?
250(1)
14-2 How Do Consumers Evaluate Products?
251(3)
14-2a Sources of Expectations
252(1)
14-2b Expectation and Experience
253(1)
14-3 How Do Marketers Measure Quality and Customer Satisfaction?
254(3)
14-4 Loyalty and Customer Relationship Management (CRM)
257(11)
14-4a Recency, Frequency, and Monetary Value (RFM)
259(1)
14-4b Customer Lifetime Value (CLV)
260(8)
Chapter 15 Marketing Research Tools
268(20)
15-1 Why Is Marketing Research so Important?
268(2)
15-2 Cluster Analysis for Segmentation
270(2)
15-3 Perceptual Mapping for Positioning
272(4)
15-3a Attribute-Based
272(1)
15-3b Multidimensional Scaling
273(3)
15-4 Focus Groups for Concept Testing
276(1)
15-5 Conjoint for Testing Attributes
277(3)
15-6 Scanner Data for Pricing and Coupon Experiments and Brand Switching
280(2)
15-7 Surveys for Assessing Customer Satisfaction
282(6)
Part 5 Capstone 288
Chapter 16 Marketing Strategy
288(17)
16-1 Types of Business and Marketing Goals
288(2)
16-2 Marketing Strategy
290(5)
16-2a Ansoff's Product-Market Growth Matrix
291(1)
16-2b The BCG Matrix
291(2)
16-2c The General Electric Model
293(1)
16-2d Porter and Strategies
293(1)
16-2e Treacy and Wiersema Strategies
294(1)
16-3 How to "Do" Strategy
295(5)
16-3a SWOT's S&W
296(1)
16-3b SWOT's O&T
297(3)
16-4 Key Marketing Metrics to Facilitate Marketing Strategy
300(5)
Chapter 17 Marketing Plans
305
17-1 How Do We Put It All Together?
305(1)
17-2 Situation Analysis
306(13)
17-2a The 5Cs
306(6)
17-2b STP
312(3)
17-2c The 4Ps
315(4)
17-3 Spending Time and Money
319(1)
17-4 That's All, Folks!
320
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. Iacobucci's 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 Churchill's leading MARKETING RESEARCH: METHODOLOGICAL FOUNDATIONS.