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Marketing Management Plus Mylab Marketing with Pearson Etext -- Access Card Package 15th ed. [Multiple-component retail product]

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  • Formatas: Multiple-component retail product, 9998 pages, aukštis x plotis x storis: 282x221x33 mm, weight: 1837 g, Contains 1 Book
  • Išleidimo metai: 25-Apr-2015
  • Leidėjas: Pearson
  • ISBN-10: 0134058496
  • ISBN-13: 9780134058498
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Marketing Management Plus Mylab Marketing with Pearson Etext -- Access Card Package 15th ed.Didesnis paveikslėlis
  • Formatas: Multiple-component retail product, 9998 pages, aukštis x plotis x storis: 282x221x33 mm, weight: 1837 g, Contains 1 Book
  • Išleidimo metai: 25-Apr-2015
  • Leidėjas: Pearson
  • ISBN-10: 0134058496
  • ISBN-13: 9780134058498
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Preface xvii
Part 1 Understanding Marketing Management 2(64)
Chapter 1 Defining Marketing for the New Realities
3(32)
The Value of Marketing
3(2)
Marketing Decision Making
3(1)
Winning Marketing
4(1)
The Scope of Marketing
5(4)
What Is Marketing?
5(1)
What Is Marketed?
5(2)
Who Markets?
7(2)
Core Marketing Concepts
9(4)
Needs, Wants, and Demands
9(1)
Target Markets, Positioning, and Segmentation
9(1)
Offerings and Brands
10(1)
Marketing Channels
10(1)
Paid, Owned, and Earned Media
10(1)
Impressions and Engagement
10(1)
Value and Satisfaction
11(1)
Supply Chain
11(1)
Competition
12(1)
Marketing Environment
12(1)
The New Marketing Realities
13(3)
Technology
13(1)
Globalization
14(1)
Social Responsibility
14(2)
Marketing Insight: Getting to Marketing 3.0
15(1)
A Dramatically Changed Marketplace
16(3)
New Consumer Capabilities
16(1)
New Company Capabilities
17(2)
Changing Channels
19(1)
Heightened Competition
19(1)
Marketing in Practice
19(1)
Marketing Balance
19(1)
Marketing Memo: Reinventing Marketing at Coca-Cola
20(1)
Marketing Accountability
20(1)
Marketing in the Organization
20(1)
Company Orientation toward the Marketplace
20(5)
The Production Concept
20(1)
The Product Concept
21(1)
The Selling Concept
21(1)
The Marketing Concept
21(1)
The Holistic Marketing Concept
21(4)
Updating the Four Ps
25(2)
Marketing Insight: Understanding the 4 As of Marketing
26(1)
Marketing Management Tasks
27(2)
Developing Marketing Strategies and Plans
27(1)
Capturing Marketing Insights
28(1)
Connecting with Customers
28(1)
Building Strong Brands
28(1)
Marketing Memo: Marketers' Frequently Asked Questions
28(1)
Creating Value
29(1)
Delivering Value
29(1)
Communicating Value
29(1)
Conducting Marketing Responsibly for Long-Term Success
29(1)
Summary
29(1)
Applications
30(5)
Marketing Excellence: Nike
30(2)
Marketing Excellence: Google
32(3)
Chapter 2 Developing Marketing Strategies and Plans
35(31)
Marketing and Customer Value
35(3)
The Value Delivery Process
35(1)
The Value Chain
36(1)
Core Competencies
36(1)
The Central Role of Strategic Planning
37(1)
Corporate and Division Strategic Planning
38(10)
Marketing Memo: What Does It Take to Be a Successful CMO?
39(1)
Defining the Corporate Mission
39(3)
Establishing Strategic Business Units
42(1)
Assigning Resources to Each SBU
42(1)
Assessing Growth Opportunities
42(4)
Organization and Organizational Culture
46(1)
Marketing Innovation
47(1)
Marketing Insight: Creating Innovative Marketing
47(1)
Business Unit Strategic Planning
48(7)
The Business Mission
49(1)
SWOT Analysis
49(3)
Marketing Memo: Checklist for Evaluating Strengths/Weaknesses Analysis
51(1)
Goal Formulation
52(1)
Strategic Formulation
52(1)
Program Formulation and Implementation
53(2)
Marketing Insight: Businesses Charting a New Direction
54(1)
Feedback and Control
55(1)
The Nature and Contents of a Marketing Plan
55(2)
Marketing Memo: Marketing Plan Criteria
55(1)
The Role of Research
56(1)
The Role of Relationships
56(1)
From Marketing Plan to Marketing Action
57(1)
Summary
57(1)
Applications
58(3)
Sample Marketing Plan: Pegasus Sports International
61(6)
Marketing Excellence: Cisco
58(1)
Marketing Excellence: Intel
59(7)
Part 2 Capturing Marketing Insights 66(60)
Chapter 3 Collecting Information and Forecasting Demand
67(32)
Components of a Modern Marketing Information System
67(2)
Internal Records
69(1)
The Order-to-Payment Cycle
69(1)
Sales Information Systems
69(1)
Databases, Data Warehousing, and Data Mining
69(1)
Marketing Insight: Digging into Big Data
70(1)
Marketing Intelligence
70(2)
The Marketing Intelligence System
70(2)
Collecting Marketing Intelligence on the Internet
72(1)
Communicating and Acting on Marketing Intelligence
72(1)
Analyzing the Macroenvironment
72(13)
Needs and Trends
73(1)
Identifying the Major Forces
73(1)
The Demographic Environment
74(3)
Marketing Memo: Finding Gold at the Bottom of the Pyramid
75(2)
The Economic Environment
77(1)
The Sociocultural Environment
78(1)
The Natural Environment
79(3)
Marketing Insight: The Green Marketing Revolution
81(1)
The Technological Environment
82(1)
The Political-Legal Environment
83(2)
Marketing Insight: Watching Out for Big Brother
85(1)
Forecasting and Demand Measurement
85(8)
The Measures of Market Demand
86(1)
A Vocabulary for Demand Measurement
87(2)
Estimating Current Demand
89(2)
Estimating Future Demand
91(2)
Summary
93(1)
Applications
94(5)
Marketing Excellence: Microsoft
94(1)
Marketing Excellence: Walmart
95(4)
Chapter 4 Conducting Marketing Research
99(27)
The Scope of Marketing Research
99(3)
Importance of Marketing Insights
99(1)
Who Does Marketing Research?
100(1)
Overcoming Barriers to the Use of Marketing Research
101(1)
The Marketing Research Process
102(19)
Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives
102(1)
Step 2: Develop the Research Plan
103(10)
Marketing Memo: Conducting Informative Focus Groups
105(3)
Marketing Memo: Marketing Questionnaire Dos And Don'ts
108(1)
Marketing Insight: Getting into the Heads of Consumers
109(2)
Marketing Insight: Understanding Brain Science
111(2)
Step 3: Collect the Information
113(1)
Step 4: Analyze the Information
113(1)
Step 5: Present the Findings
113(1)
Marketing Insight: Bringing Marketing Research to Life with Personas
114(1)
Step 6: Make the Decision
114(1)
Measuring Marketing Productivity
115(1)
Marketing Metrics
115(3)
Marketing Memo: Measuring Social Media ROI
117(1)
Marketing-Mix Modeling
118(1)
Marketing Dashboards
118(9)
Marketing Memo: Designing Effective Marketing Dashboards
119(2)
Summary
121(1)
Applications
121(6)
Marketing Excellence: IDEO
122(2)
Marketing Excellence: Intuit
124(2)
Part 3 Connecting with Customers 126(118)
Chapter 5 Creating Long-Term Loyalty Relationships
127(30)
Building Customer Value, Satisfaction, and Loyalty
127(9)
Customer-Perceived Value
128(3)
Total Customer Satisfaction
131(2)
Monitoring Satisfaction
133(1)
Product and Service Quality
134(2)
Marketing Insight: Net Promoter and Customer Satisfaction
135(1)
Maximizing Customer Lifetime Value
136(10)
Customer Profitability
137(1)
Measuring Customer Lifetime Value
138(1)
Attracting and Retaining Customers
138(4)
Marketing Memo: Calculating Customer Lifetime Value
139(3)
Building Loyalty
142(1)
Brand Communities
143(3)
Win-Backs
146(1)
Cultivating Customer Relationships
146(6)
Customer Relationship Management
146(11)
Marketing Insight: The Behavioral Targeting Controversy
147(5)
Summary
152(1)
Applications
152(5)
Marketing Excellence: Nordstrom
153(1)
Marketing Excellence: Tesco
154(3)
Chapter 6 Analyzing Consumer Markets
157(32)
What Influences Consumer Behavior?
157(8)
Cultural Factors
157(2)
Social Factors
159(2)
Personal Factors
161(4)
Marketing Memo: The Average U.S. Consumer Quiz
162(3)
Key Psychological Processes
165(7)
Motivation
165(2)
Perception
167(2)
Marketing Memo: The Power of Sensory Marketing
167(2)
Learning
169(1)
Emotions
170(1)
Memory
171(1)
The Buying Decision Process: The Five-Stage Model
172(8)
Problem Recognition
173(1)
Information Search
174(1)
Evaluation of Alternatives
175(1)
Purchase Decision
176(2)
Postpurchase Behavior
178(2)
Moderating Effects on Consumer Decision Making
180(1)
Behavioral Decision Theory and Behavioral Economics
180(3)
Decision Heuristics
181(1)
Framing
182(1)
Summary
183(1)
Applications
183(6)
Marketing Excellence: Disney
184(1)
Marketing Excellence: IKEA
185(4)
Chapter 7 Analyzing Business Markets
189(28)
What Is Organizational Buying?
189(4)
The Business Market versus the Consumer Market
189(3)
Buying Situations
192(1)
Participants in the Business Buying Process
193(4)
The Buying Center
194(1)
Buying Center Influences
194(1)
Targeting Firms and Buying Centers
195(3)
Marketing Insight: Big Sales to Small Businesses
196(1)
The Purchasing/Procurement Process
197(1)
Stages in the Buying Process
198(6)
Problem Recognition
198(1)
General Need Description and Product Specification
199(1)
Supplier Search
199(2)
Proposal Solicitation
201(1)
Supplier Selection
201(3)
Marketing Memo: Developing Compelling Customer Value Propositions
202(2)
Order-Routine Specification
204(1)
Performance Review
204(1)
Developing Effective Business-to-Business Marketing Programs
204(4)
Communication and Branding Activities
204(2)
Systems Buying and Selling
206(1)
Marketing Memo: Spreading the Word with Customer Reference Programs
207(1)
Role of Services
207(1)
Managing Business-to-Business Customer Relationships
208(3)
The Benefits of Vertical Coordination
208(1)
Marketing Insight: Establishing Corporate Trust, Credibility, and Reputation
209(1)
Risks and Opportunism in Business Relationships
209(2)
Institutional and Government Markets
211(1)
Summary
212(1)
Applications
213(4)
Marketing Excellence: Accenture
213(1)
Marketing Excellence: GE
214(3)
Chapter 8 Tapping into Global Markets
217(27)
Competing on a Global Basis
217(2)
Deciding Whether to Go Abroad
219(1)
Deciding Which Markets to Enter
220(6)
How Many Markets to Enter
220(1)
Evaluating Potential Markets
221(1)
Succeeding in Developing Markets
221(5)
Deciding How to Enter the Market
226(3)
Indirect and Direct Export
227(1)
Licensing
227(1)
Joint Ventures
228(1)
Direct Investment
228(1)
Acquisition
228(1)
Deciding on the Marketing Program
229(9)
Global Similarities and Differences
230(1)
Marketing Adaptation
231(1)
Global Product Strategies
232(3)
Global Communication Strategies
235(1)
Global Pricing Strategies
235(2)
Global Distribution Strategies
237(1)
Country-of-Origin Effects
238(2)
Building Country Images
238(1)
Consumer Perceptions of Country of Origin
239(1)
Summary
240(1)
Applications
241(4)
Marketing Excellence: Twitter
241(1)
Marketing Excellence: L'Oreal
242(2)
Part 4 Building Strong Brands 244(122)
Chapter 9 Identifying Market Segments and Targets
245(30)
Bases for Segmenting Consumer Markets
246(15)
Geographic Segmentation
246(3)
Demographic Segmentation
249(9)
Psychographic Segmentation
258(1)
Behavioral Segmentation
259(2)
How Should Business Markets Be Segmented?
261(1)
Market Targeting
262(1)
Effective Segmentation Criteria
263(6)
Evaluating and Selecting the Market Segments
264(11)
Marketing Insight: Chasing the Long Tail
267(2)
Marketing Memo: Protecting Kids Online
269(1)
Summary
269(1)
Applications
270(5)
Marketing Excellence: HSBC
270(2)
Marketing Excellence: BMW
272(3)
Chapter 10 Crafting the Brand Positioning
275(24)
Developing a Brand Positioning
275(1)
Understanding Positioning and Value Propositions
275(1)
Choosing a Competitive Frame of Reference
276(11)
Identifying Potential Points-of-Difference and Points-of-Parity
278(4)
Choosing Specific POPs and PODs
282(3)
Brand Mantras
285(2)
Establishing a Brand Positioning
287(4)
Marketing Memo: Constructing a Brand Positioning Bull's eye
287(4)
Alternative Approaches to Positioning
291(1)
Brand Narratives and Storytelling
291(1)
Cultural Branding
292(1)
Positioning and Branding for A Small Business
292(3)
Summary
295(1)
Applications
295(4)
Marketing Excellence: Louis Vuitton
296(1)
Marketing Excellence: American Express
296(3)
Chapter 11 Creating Brand Equity
299(36)
How Does Branding Work?
299(3)
The Role of Brands
300(1)
The Scope of Branding
301(1)
Defining Brand Equity
302(7)
Brand Equity Models
304(5)
Marketing Insight: Brand Bubble Trouble
306(3)
Building Brand Equity
309(6)
Marketing Memo: The Marketing Magic of Characters
310(1)
Designing Holistic Marketing Activities
310(2)
Leveraging Secondary Associations
312(2)
Internal Branding
314(1)
Measuring Brand Equity
315(3)
Marketing Insight: The Brand Value Chain
315(2)
Marketing Insight: What Is a Brand Worth?
317(1)
Managing Brand Equity
318(3)
Brand Reinforcement
318(1)
Brand Revitalization
319(2)
Devising a Branding Strategy
321(7)
Branding Decisions
322(1)
Brand Portfolios
323(2)
Brand Extensions
325(3)
Customer Equity
328(2)
Marketing Memo: Twenty-First-Century Branding
329(1)
Summary
330(1)
Applications
330(5)
Marketing Excellence: McDonald's
331(1)
Marketing Excellence: Procter & Gamble
332(3)
Chapter 12 Addressing Competition and Driving Growth
335(31)
Growth
335(2)
Growth Strategies
335(1)
Growing the Core
336(1)
Competitive Strategies for Market Leaders
337(5)
Expanding Total Market Demand
338(1)
Protecting Market Share
339(2)
Increasing Market Share
341(1)
Other Competitive Strategies
342(6)
Market-Challenger Strategies
342(2)
Market-Follower Strategies
344(2)
Marketing Insight: The Costs and Benefits of Fast Fashion
345(1)
Market-Nicher Strategies
346(2)
Marketing Memo: Niche Specialist Roles
348(1)
Product Life-Cycle Marketing Strategies
348(11)
Product Life Cycles
348(1)
Style, Fashion, and Fad Life Cycles
349(2)
Marketing Strategies: Introduction Stage and the Pioneer Advantage
351(2)
Marketing Insight: Understanding Double Jeopardy
352(1)
Marketing Strategies: Growth Stage
353(1)
Marketing Strategies: Maturity Stage
354(1)
Marketing Strategies: Decline Stage
355(3)
Marketing Memo: Managing a Marketing Crisis
356(2)
Evidence for the Product Life-Cycle Concept
358(1)
Critique of the Product Life-Cycle Concept
359(1)
Market Evolution
359(1)
Marketing in a Slow-Growth Economy
359(3)
Explore the Upside of Increasing Investment
359(1)
Get Closer to Customers
360(1)
Review Budget Allocations
360(1)
Put Forth the Most Compelling Value Proposition
360(1)
Fine-Tune Brand and Product Offerings
361(1)
Summary
362(1)
Applications
362(5)
Marketing Excellence: Samsung
363(1)
Marketing Excellence: IBM
364(2)
Part 5 Creating Value 366(126)
Chapter 13 Setting Product Strategy
367(32)
Product Characteristics and Classifications
367(3)
Product Levels: The Customer-Value Hierarchy
367(2)
Product Classifications
369(1)
Differentiation
370(4)
Product Differentiation
371(1)
Services Differentiation
372(2)
Design
374(2)
Design Leaders
374(1)
Power of Design
375(1)
Approaches to Design
375(1)
Luxury Products
376(2)
Characterizing Luxury Brands
376(1)
Growing Luxury Brands
376(1)
Marketing Luxury Brands
377(1)
Environmental Issues
378(1)
Marketing Memo: A Sip or A Gulp: Environmental Concerns in the Water Industry
379(1)
Product and Brand Relationships
379(11)
The Product Hierarchy
380(1)
Product Systems and Mixes
380(1)
Product Line Analysis
381(1)
Product Line Length
382(4)
Marketing Insight: When Less Is More
383(3)
Product Mix Pricing
386(1)
Co-Branding and Ingredient Branding
387(3)
Marketing Memo: Product-Bundle Pricing Considerations
388(2)
Packaging, Labeling, Warranties, and Guarantees
390(3)
Packaging
390(2)
Labeling
392(1)
Warranties and Guarantees
393(1)
Summary
393(1)
Applications
394(5)
Marketing Excellence: Caterpillar
394(2)
Marketing Excellence: Toyota
396(3)
Chapter 14 Designing and Managing Services
399(30)
The Nature of Services
399(7)
Service Industries Are Everywhere
399(1)
Categories of Service Mix
400(2)
Distinctive Characteristics of Services
402(4)
The New Services Realities
406(3)
A Shifting Customer Relationship
406(3)
Marketing Memo: Lights! Cameras! Customer Service Disasters!
408(1)
Achieving Excellence In Services Marketing
409(8)
Marketing Excellence
409(1)
Technology and Service Delivery
410(1)
Best Practices of Top Service Companies
411(2)
Differentiating Services
413(4)
Marketing Insight: Its Improving Company Call Centers
414(3)
Managing Service Quality
417(5)
Managing Customer Expectations
418(3)
Marketing Memo: Recommendations for Improving Service Quality
419(2)
Incorporating Self-Service Technologies (SSTS)
421(1)
Managing Product-Support Services
422(1)
Identifying and Satisfying Customer Needs
422(1)
Postsale Service Strategy
423(1)
Summary
423(1)
Applications
424(5)
Marketing Excellence: The Ritz-Carlton
424(2)
Marketing Excellence: Mayo Clinic
426(3)
Chapter 15 Introducing New Market Offerings
429(32)
New-Product Options
429(2)
Make or Buy
429(1)
Types of New Products
430(1)
Challenges in New-Product Development
431(3)
The Innovation Imperative
432(1)
New-Product Success
432(1)
New-Product Failure
433(1)
Organizational Arrangements
434(4)
Budgeting for New-Product Development
434(1)
Organizing New-Product Development
435(3)
Managing the Development Process: Ideas
438(7)
Generating Ideas
438(5)
Marketing Memo: Ten Ways to Find Great New-Product Ideas
438(1)
Marketing Insight: P&G'S Connect + Develop Approach to Innovation
439(1)
Marketing Memo: Seven Ways to Draw New Ideas from Your Customers
440(2)
Marketing Memo: How to Run a Successful Brainstorming Session
442(1)
Using Idea Screening
443(2)
Managing the Development Process: Concept to Strategy
445(5)
Concept Development and Testing
445(3)
Marketing Strategy Development
448(1)
Business Analysis
448(2)
Managing the Development Process: Development to Commercialization
450(4)
Product Development
450(1)
Market Testing
451(2)
Commercialization
453(1)
The Consumer-Adoption Process
454(2)
Stages in the Adoption Process
454(1)
Factors Influencing the Adoption Process
454(2)
Summary
456(1)
Applications
457(4)
Marketing Excellence: Apple
457(2)
Marketing Excellence: Salesforce.com
459(2)
Chapter 16 Developing Pricing Strategies and Programs
461(31)
Understanding Pricing
461(6)
Pricing in a Digital World
462(1)
A Changing Pricing Environment
462(2)
Marketing Insight: Giving It All Away
463(1)
How Companies Price
464(1)
Consumer Psychology and Pricing
465(2)
Setting the Price
467(15)
Step 1: Selecting the Pricing Objective
467(3)
Marketing Insight: Trading Up, Down, and Over
468(2)
Step 2: Determining Demand
470(2)
Step 3: Estimating Costs
472(2)
Marketing Memo: How to Cut Costs
474(1)
Step 4: Analyzing Competitors' Costs, Prices, and Offers
474(1)
Step 5: Selecting a Pricing Method
475(5)
Step 6: Selecting the Final Price
480(2)
Marketing Insight: Stealth Price Increases
481(1)
Adapting the Price
482(3)
Geographical Pricing (Cash, Countertrade, Barter)
482(1)
Price Discounts and Allowances
482(1)
Promotional Pricing
483(1)
Differentiated Pricing
484(1)
Initiating and Responding to Price Changes
485(3)
Initiating Price Cuts
485(1)
Initiating Price Increases
486(1)
Anticipating Competitive Responses
486(1)
Responding to Competitors' Price Changes
487(1)
Summary
488(1)
Applications
488(5)
Marketing Excellence: eBay
489(1)
Marketing Excellence: Southwest Airlines
490(2)
Part 6 Delivering Value 492(64)
Chapter 17 Designing and Managing Integrated Marketing Channels
493(34)
Marketing Channels and Value Networks
494(5)
The Importance of Channels
494(1)
Multichannel Marketing
494(1)
Integrating Multichannel Marketing Systems
495(2)
Value Networks
497(1)
The Digital Channels Revolution
498(1)
The Role of Marketing Channels
499(4)
Channel Functions and Flows
500(1)
Channel Levels
501(1)
Service Sector Channels
502(1)
Channel-Design Decisions
503(5)
Analyzing Customer Needs and Wants
503(1)
Marketing Insight: Understanding the Showrooming Phenomena
503(1)
Establishing Objectives and Constraints
504(1)
Identifying Major Channel Alternatives
505(2)
Evaluating Major Channel Alternatives
507(1)
Channel-Management Decisions
508(4)
Selecting Channel Members
508(1)
Training and Motivating Channel Members
508(1)
Evaluating Channel Members
509(1)
Modifying Channel Design and Arrangements
510(1)
Channel Modification Decisions
510(1)
Global Channel Considerations
510(2)
Channel Integration and Systems
512(2)
Vertical Marketing Systems
512(2)
Horizontal Marketing Systems
514(1)
E-Commerce Marketing Practices
514(2)
Pure-Click Companies
514(1)
Brick-and-Click Companies
515(1)
M-Commerce Marketing Practices
516(2)
Changes in Customer and Company Behavior
517(1)
M-Commerce Marketing Practices
517(1)
Privacy
518(1)
Conflict, Cooperation, and Competition
518(3)
Types of Conflict and Competition
519(1)
Causes of Channel Conflict
519(1)
Managing Channel Conflict
519(2)
Dilution and Cannibalization
521(1)
Legal and Ethical Issues in Channel Relations
521(1)
Summary
521(1)
Applications
522(5)
Marketing Excellence: Amazon.com
522(2)
Marketing Excellence: Costco
524(3)
Chapter 18 Managing Retailing, Wholesaling, and Logistics
527(29)
Retailing
527(14)
Types of Retailers
528(4)
Marketing Memo: Innovative Retail Organizations
529(3)
The Modern Retail Marketing Environment
532(3)
Marketing Insight: The Growth of Shopper Marketing
534(1)
Marketing Decisions
535(6)
Marketing Memo: Helping Stores to Sell
540(1)
Private Labels
541(2)
Role of Private Labels
542(1)
Private-Label Success Factors
542(1)
Marketing Insight: Manufacturer's Response to the Private-Label Threat
543(1)
Wholesaling
543(2)
Trends in Wholesaling
545(1)
Market Logistics
545(6)
Integrated Logistics Systems
546(1)
Market-Logistics Objectives
547(1)
Market-Logistics Decisions
548(3)
Summary
551(1)
Applications
552(5)
Marketing Excellence: Zara
552(2)
Marketing Excellence: Best Buy
554(2)
Part 7 Communicating Value 556(100)
Chapter 19 Designing and Managing Integrated Marketing Communications
557(28)
The Role of Marketing Communications
558(1)
The Changing Marketing Communications Environment
558(3)
Marketing Insight: Don't Touch That Remote
558(1)
Marketing Communications Mix
559(2)
How Do Marketing Communications Work?
561(3)
The Communications Process Models
562(2)
Developing Effective Communications
564(9)
Identify the Target Audience
564(1)
Set the Communications Objectives
565(1)
Design the Communications
565(3)
Select the Communications Channels
568(4)
Marketing Memo: Celebrity Endorsements as a Message Strategy
569(2)
Marketing Insight: Playing Tricks to Build a Brand
571(1)
Establish the Total Marketing Communications Budget
572(1)
Selecting the Marketing Communications Mix
573(4)
Characteristics of the Marketing Communications Mix
574(1)
Factors in Setting the Marketing Communications Mix
575(2)
Measuring Communication Results
577(1)
Managing the Integrated Marketing Communications Process
577(3)
Coordinating Media
579(1)
Implementing IMC
579(7)
Marketing Memo: How Integrated Is Your IMC Program?
579(1)
Summary
580(1)
Applications
581(4)
Marketing Excellence: Red Bull
581(1)
Marketing Excellence: Target
582(3)
Chapter 20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations
585(30)
Developing and Managing an Advertising Program
586(14)
Setting the Advertising Objectives
587(1)
Deciding on the Advertising Budget
587(1)
Developing the Advertising Campaign
588(5)
Marketing Memo: Print Ad Evaluation Criteria
590(2)
Marketing Insight: Off-Air Ad Battles
592(1)
Choosing Media
593(6)
Marketing Insight: Playing Games with Brands
596(1)
Marketing Memo: Winning The Super Bowl of Advertising
597(2)
Evaluating Advertising Effectiveness
599(1)
Sales Promotion
600(4)
Advertising Versus Promotion
600(1)
Major Decisions
601(3)
Events and Experiences
604(1)
Events Objectives
604(3)
Major Sponsorship Decisions
605(1)
Marketing Memo: Measuring High-Performance Sponsorship Programs
606(1)
Creating Experiences
606(1)
Public Relations
607(2)
Marketing Public Relations
607(1)
Major Decisions in Marketing PR
608(1)
Summary
609(1)
Applications
610(5)
Marketing Excellence: Coca-Cola
610(2)
Marketing Excellence: Gillette
612(3)
Chapter 21 Managing Digital Communications: Online, Social Media, and Mobile
615(20)
Online Marketing
615(5)
Advantages and Disadvantages of Online Marketing Communications
616(1)
Online Marketing Communication Options
617(3)
Marketing Memo: How to Maximize the Marketing Value of E-mails
620(1)
Social Media
620(3)
Social Media Platforms
621(1)
Using Social Media
622(1)
Word of Mouth
623(5)
Forms of Word of Mouth
624(1)
Creating Word-of-Mouth Buzz
624(4)
Marketing Memo: How to Start a Buzz Fire
626(1)
Marketing Insight: Tracking Online Buzz
627(1)
Measuring the Effects of Word of Mouth
628(1)
Mobile Marketing
628(2)
The Scope of Mobile Marketing
628(1)
Developing Effective Mobile Marketing Programs
629(1)
Mobile Marketing across Markets
629(1)
Summary
630(1)
Applications
631(4)
Marketing Excellence: Facebook
631(1)
Marketing Excellence: Unilever (Axe and Dove)
632(3)
Chapter 22 Managing Personal Communications: Direct and Database Marketing and Personal Selling
635(21)
Direct Marketing
635(5)
The Benefits of Direct Marketing
636(1)
Direct Mail
637(1)
Catalog Marketing
638(1)
Telemarketing
638(1)
Other Media for Direct-Response Marketing
639(1)
Public and Ethical Issues in Direct Marketing
639(1)
Customer Databases and Database Marketing
640(2)
Customer Databases
640(1)
Data Warehouses and Data Mining
640(2)
The Downside of Database Marketing
642(1)
Designing the Sales Force
642(5)
Sales Force Objectives and Strategy
644(1)
Sales Force Structure
645(1)
Marketing Insight: Major Account Management
646(1)
Sales Force Size
646(1)
Sales Force Compensation
646(1)
Managing the Sales Force
647(4)
Recruiting and Selecting Representatives
647(1)
Training and Supervising Sales Representatives
647(1)
Sales Rep Productivity
648(1)
Motivating Sales Representatives
648(1)
Evaluating Sales Representatives
649(2)
Principles of Personal Selling
651(2)
The Six Steps
651(1)
Relationship Marketing
652(1)
Summary
653(1)
Applications
653(4)
Marketing Excellence: Progressive
654(1)
Marketing Excellence: Victoria's Secret
655(1)
Part 8 Conducting Marketing Responsibly for Long-Term Success 656
Chapter 23 Managing a Holistic Marketing Organization for the Long Run
657
Trends in Marketing Practices
657(1)
Internal Marketing
658(10)
Marketing Memo: Characteristics of Company Departments That Are Truly Customer Driven
659(1)
Organizing the Marketing Department
660(2)
Relationships with Other Departments
662(1)
Building a Creative Marketing Organization
662(1)
Marketing Insight: The Marketing CEO
663(1)
Socially Responsible Marketing
663(1)
Corporate Social Responsibility
664(4)
Marketing Insight: The Rise of Organic
667(1)
Socially Responsible Business Models
668(7)
Cause-Related Marketing
668(4)
Marketing Memo: Making a Difference: Top 10 Tips for Cause Branding
671(1)
Social Marketing
672(3)
Marketing Implementation and Control
675(5)
Marketing Implementation
675(1)
Marketing Control
675(5)
The Future of Marketing
680(3)
Marketing Memo: Major Marketing Weaknesses
681(2)
Summary
683(1)
Applications
683
Marketing Excellence: Starbucks
684(1)
Marketing Excellence: Virgin Group
685(2)
Appendix Tools for Marketing Control
687
Appendix: Sonic Marketing Plan and Exercises A1
Endnotes E1
Glossary G1
Name Index I1
Company, Brand, and Organization Index I5
Subject Index I18