| Vignettes |
|
xi | |
| Case guide |
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xiii | |
| Preface |
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xvii | |
| Guided Tour |
|
xix | |
| Technology to Enhance Learning and Teaching |
|
xxii | |
| About the Authors |
|
xxvii | |
| Acknowledgements |
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xxviii | |
| Study skills |
|
xxx | |
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PART 1 Fundamentals of Marketing |
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1 | (242) |
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1 Marketing and the Organization |
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3 | (34) |
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Introduction to Principles and Practice of Marketing |
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4 | (1) |
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5 | (1) |
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Market versus Production Orientation |
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6 | (2) |
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Understanding Market-driven Businesses |
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8 | (3) |
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Efficiency Versus Effectiveness |
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11 | (1) |
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Benefits and Limitations of the Marketing Concept as a Guiding Business Philosophy |
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12 | (2) |
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Creating Customer Value, Satisfaction and Loyalty |
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14 | (4) |
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Making Marketing Work: Developing Plans and Application of the Marketing Mix |
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18 | (2) |
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Key Characteristics of an Effective Marketing Mix |
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20 | (2) |
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Marketing and Business Performance |
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22 | (1) |
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Criticisms of the 4-Ps Approach to Marketing Management |
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22 | (2) |
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24 | (2) |
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26 | (1) |
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26 | (1) |
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27 | (1) |
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27 | (2) |
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Case 1 Coca-Cola versus Pepsi |
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29 | (3) |
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32 | (5) |
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2 The Marketing Environment |
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37 | (34) |
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Political and Legal Forces |
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38 | (4) |
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Legal and Regulatory Responses to Ethical Issues in Marketing |
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42 | (1) |
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42 | (5) |
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Ecological/Physical Environmental Forces |
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47 | (2) |
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49 | (4) |
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53 | (2) |
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55 | (1) |
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56 | (1) |
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Responses to Environmental Change |
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57 | (2) |
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59 | (1) |
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60 | (1) |
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60 | (1) |
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61 | (1) |
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61 | (2) |
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Case 3 Searching for Sony's Salvation |
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63 | (6) |
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Case 4 SodaStream: Adapting Itself to a Changing Market |
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69 | (2) |
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71 | (36) |
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The Dimensions of Buyer Behaviour |
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72 | (1) |
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73 | (11) |
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Influences on Consumer Behaviour |
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84 | (10) |
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94 | (2) |
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96 | (1) |
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97 | (1) |
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97 | (1) |
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98 | (2) |
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Case 5 Cappuccino Hotshots |
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100 | (3) |
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103 | (4) |
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107 | (28) |
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Characteristics of Organizational Buying |
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108 | (2) |
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People and Process in Purchasing |
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110 | (7) |
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Influences on Buying Decisions |
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117 | (2) |
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Developments in Purchasing Practice |
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119 | (5) |
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124 | (1) |
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125 | (1) |
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126 | (1) |
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126 | (1) |
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126 | (2) |
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Case 7 Flying in Tandem: Organizational Purchasing in the Airline Industry |
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128 | (3) |
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Case 8 AstraZeneca: Sweden and the UK Join Forces to Form a Production Power Base to Serve New Market Habitats in the Pharmaceutical Industry |
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131 | (4) |
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5 Marketing Ethics and Corporate Social Responsibility |
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135 | (34) |
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136 | (1) |
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136 | (1) |
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136 | (1) |
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137 | (1) |
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Ethical Issues in Marketing |
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138 | (5) |
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Corporate Social Responsibility |
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143 | (9) |
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152 | (4) |
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Societal Responses to Ethical Issues in Marketing |
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156 | (2) |
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158 | (1) |
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159 | (1) |
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160 | (1) |
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160 | (1) |
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160 | (3) |
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Case 9 The Co-operative-Leading the Way in Corporate Social Responsibility |
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163 | (3) |
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Case 10 Coop Danmark's Anti Food Wastage Initiatives: Social Responsibility or Good Business? |
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166 | (3) |
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6 Marketing Research and Business Intelligence |
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169 | (34) |
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Business Intelligence and Marketing Information Systems |
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170 | (5) |
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Types of Marketing Research |
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175 | (2) |
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Stages in the Marketing Research Process |
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177 | (13) |
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The Essential Differences between Qualitative and Quantitative Research |
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190 | (1) |
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Ethical Issues in Marketing Research |
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191 | (1) |
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192 | (2) |
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194 | (1) |
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195 | (1) |
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195 | (1) |
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195 | (2) |
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Case 11 IPod: Research in Consumers' Perceptions |
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197 | (3) |
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Case 12 TomTom: Helping Us Find Our Way Around the Planet |
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200 | (3) |
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7 Market Segmentation and Positioning |
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203 | (40) |
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Why Bother to Segment Markets? |
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204 | (2) |
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The Process of Market Segmentation and Target Marketing |
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206 | (1) |
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Segmenting Consumer Markets |
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207 | (10) |
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Segmenting Organizational Markets |
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217 | (3) |
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220 | (6) |
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226 | (4) |
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230 | (1) |
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231 | (1) |
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232 | (1) |
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232 | (1) |
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232 | (3) |
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Case 13 Utilization of Loyalty Card Data for Segmentation---Morelli's Story |
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235 | (5) |
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Case 14 Segmentation and Product Lines: The LEGO Case |
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240 | (3) |
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PART 2 Creating Customer Value |
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243 | (166) |
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245 | (68) |
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Products, Services and Brands |
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246 | (1) |
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The Product Line and Product Mix |
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246 | (1) |
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247 | (1) |
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Why Strong Brands are Important |
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248 | (2) |
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250 | (2) |
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252 | (6) |
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258 | (3) |
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261 | (2) |
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Brand Extension and Stretching |
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263 | (3) |
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266 | (3) |
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Global and Pan-European Branding |
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269 | (2) |
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Ethical Issues and Anti-branding |
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271 | (2) |
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273 | (2) |
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275 | (1) |
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276 | (1) |
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276 | (1) |
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276 | (3) |
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Case 15 Lessons in Co-Branding: The Apple/U2 Experience |
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279 | (3) |
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282 | (3) |
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285 | (1) |
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286 | (4) |
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290 | (4) |
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294 | (10) |
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304 | (1) |
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305 | (1) |
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305 | (1) |
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305 | (1) |
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306 | (2) |
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Case 17 Pret A Manger: `Passionate About Food' |
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308 | (3) |
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Case 18 Nordstrom: A Shining Example of Service Excellence |
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311 | (2) |
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10 Value Through Relationships |
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313 | (32) |
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314 | (2) |
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Key Concepts of Relationship Marketing |
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316 | (1) |
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Value and Relational Networks |
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317 | (1) |
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Types of Relationship Management |
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318 | (2) |
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Managing Customer Relationships |
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320 | (1) |
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How to Build Relationships |
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320 | (2) |
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Benefits for the Organization |
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322 | (2) |
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Benefits for the Customer |
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324 | (1) |
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Developing Customer Retention Strategies |
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325 | (3) |
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Technology-enhanced Customer Relationship Management |
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328 | (4) |
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Business-to-Business Relationship Development Strategies |
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332 | (2) |
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Relationship Marketing--Summary |
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334 | (1) |
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335 | (1) |
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336 | (1) |
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337 | (1) |
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337 | (1) |
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337 | (3) |
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Case 19 Starbucks: Managing Customer Relationships One Cup at a Time |
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340 | (3) |
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Case 20 Sunderland Football Club and Bidvest Foodservice: Building a Beneficial Partnership |
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343 | (2) |
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11 Value Through Innovation |
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345 | (30) |
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347 | (1) |
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Creating and Nurturing an Innovative Culture |
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347 | (3) |
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Organizing Effectively for New Product Development |
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350 | (2) |
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Managing the New Product Development Process |
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352 | (13) |
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Competitive Reaction to New Product Introductions |
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365 | (1) |
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365 | (2) |
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367 | (1) |
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367 | (1) |
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367 | (1) |
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368 | (2) |
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Case 21 In the Dragons' Den |
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370 | (2) |
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Case 22 Clorox: Bringing Innovation to Everyday Products |
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372 | (3) |
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375 | (34) |
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Economists' Approach to Pricing |
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376 | (1) |
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377 | (2) |
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Competitor-orientated Pricing |
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379 | (1) |
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Market-orientated Pricing |
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380 | (13) |
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393 | (2) |
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Reacting to Competitors' Price Changes |
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395 | (1) |
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Ethical Issues in Pricing |
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396 | (1) |
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397 | (2) |
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399 | (1) |
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399 | (1) |
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400 | (1) |
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400 | (1) |
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Case 23 easyJet and Ryanair |
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401 | (4) |
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Case 24 The Surge of German Limited Range Discounters |
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405 | (4) |
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PART 3 Communicating and Delivering Customer Value |
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409 | (192) |
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13 Integrated Marketing Communications |
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411 | (36) |
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Integrated Marketing Communications Approach |
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412 | (3) |
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Planning for Integrated Marketing Communications |
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415 | (4) |
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Elements of Integrated Marketing Communications |
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419 | (16) |
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435 | (2) |
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437 | (1) |
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438 | (1) |
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438 | (1) |
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438 | (2) |
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Case 25 Coke Gets Personal: The Share a Coke Campaign |
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440 | (3) |
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Case 26 Comparethemarket.com: `Simples' |
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443 | (4) |
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14 Mass Marketing Communications |
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447 | (44) |
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448 | (1) |
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449 | (2) |
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Strong and Weak Theories of How Advertising Works |
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451 | (1) |
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Advertising: the Practicalities of Developing a Strategy |
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452 | (10) |
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Organizing for Campaign Development |
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462 | (2) |
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464 | (1) |
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Public Relations and Sponsorship |
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465 | (7) |
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472 | (5) |
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Ethical Issues in Advertising |
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477 | (1) |
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478 | (2) |
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480 | (1) |
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481 | (1) |
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481 | (1) |
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482 | (2) |
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484 | (3) |
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Case 28 Volvo: Fundamentally Changing the Way Cars are Marketed and Sold |
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487 | (4) |
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15 Direct Marketing Communications |
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491 | (40) |
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Personal Selling and Sales Management |
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492 | (1) |
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Characteristics of Modern Selling |
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492 | (2) |
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494 | (6) |
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500 | (7) |
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Exhibitions and Trade Shows |
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507 | (3) |
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510 | (2) |
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Direct Marketing Campaigns |
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512 | (5) |
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Managing a Direct Marketing Campaign |
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517 | (3) |
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Ethical Issues in Direct Communications |
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520 | (1) |
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521 | (1) |
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522 | (1) |
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523 | (1) |
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524 | (1) |
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524 | (2) |
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526 | (2) |
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Case 30 JCPenney and Direct Marketing |
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528 | (3) |
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16 Digital Marketing and Social Media |
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531 | (34) |
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What is Digital Marketing? |
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533 | (2) |
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Key Dimensions of the Digital Communication Environment |
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535 | (5) |
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Digital marketing and Social Media Planning |
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540 | (1) |
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Implications for Marketing Planning in a Digital World |
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541 | (8) |
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Social Media and Social Networking |
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549 | (5) |
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Ethical Issues in Digital Marketing |
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554 | (1) |
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555 | (1) |
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556 | (1) |
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557 | (1) |
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557 | (1) |
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557 | (3) |
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Case 31 To Google or not to Google, that is the Question |
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560 | (3) |
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Case 32 Social Media and Real-Time Marketing |
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563 | (2) |
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565 | (36) |
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Functions of Channel Intermediaries |
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566 | (2) |
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Types of Distribution Channel |
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568 | (4) |
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572 | (6) |
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578 | (4) |
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Physical Distribution and Retailing |
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582 | (2) |
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The Physical Distribution System |
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584 | (4) |
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588 | (2) |
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Ethical Issues in Distribution |
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590 | (1) |
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591 | (2) |
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593 | (1) |
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594 | (1) |
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594 | (1) |
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594 | (2) |
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596 | (2) |
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Case 34 From `Clicks to Bricks' |
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598 | (3) |
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PART 4 Marketing Planning and Strategy |
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|
601 | |
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18 Marketing Planning: An Overview of Strategic Analysis and Decision-making |
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603 | (34) |
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Marketing Planning Context |
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604 | (2) |
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The Functions of Marketing Planning |
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606 | (1) |
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The Process of Marketing Planning |
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606 | (3) |
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609 | (4) |
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613 | (3) |
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616 | (3) |
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Rewards of Marketing Planning |
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619 | (1) |
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Problems in Making Planning Work |
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620 | (2) |
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How to Handle Marketing Planning Problems |
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622 | (1) |
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623 | (1) |
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624 | (1) |
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625 | (1) |
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626 | (1) |
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626 | (2) |
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Case 35 Adopting a Marketing Orientation Really Makes a Difference at Dixons Carphone |
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628 | (5) |
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Case 36 Proudly Made in Africa: The Value Added in Africa (VAA) Branding Story |
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633 | (4) |
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19 Analysing Competitors and Creating a Competitive Advantage |
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637 | (38) |
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Analysing Competitive Industry Structure |
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638 | (4) |
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642 | (4) |
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646 | (5) |
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Creating a Differential Advantage |
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651 | (3) |
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654 | (3) |
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Competitive Marketing Strategy |
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657 | (1) |
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658 | (1) |
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Developing Competitive Marketing Strategies |
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659 | (4) |
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663 | (1) |
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664 | (1) |
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665 | (1) |
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665 | (1) |
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665 | (2) |
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667 | (4) |
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671 | (4) |
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20 Product Strategy: Product Lifecycle, Portfolio Planning and Product Growth Strategies |
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675 | (30) |
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Managing Product Lines and Brands over Time: the Product Lifecycle |
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676 | (2) |
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Uses of the Product Lifecycle |
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678 | (3) |
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Limitations of the Product Lifecycle |
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681 | (2) |
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A Summary of the Usefulness of the Product Lifestyle Concept |
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683 | (1) |
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Managing Brand and Product Line Portfolios |
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683 | (7) |
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Product Strategies for Growth |
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690 | (4) |
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Ethical Issues and Products |
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694 | (1) |
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695 | (2) |
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697 | (1) |
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697 | (1) |
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698 | (1) |
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698 | (1) |
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Case 39 Growth Strategies at Unilever |
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699 | (3) |
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702 | (3) |
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21 Global Marketing Strategy |
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705 | (38) |
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Deciding Whether to Go Global or Stay Local |
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706 | (2) |
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Deciding Which Markets to Enter |
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708 | (5) |
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Deciding How to Enter a Foreign Market |
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713 | (7) |
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Developing Global Marketing Strategy |
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720 | (8) |
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Organizing for Global Operations |
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|
728 | (1) |
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Centralization Versus Decentralization |
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729 | (2) |
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731 | (1) |
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732 | (1) |
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732 | (1) |
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733 | (1) |
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733 | (2) |
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735 | (4) |
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Case 42 Frozen: A Global Hit in Any Language |
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739 | (4) |
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22 Managing Marketing Implementation, Organization and Control |
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|
743 | |
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Marketing Strategy, Implementation and Performance |
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|
744 | (2) |
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Implementation and the Management of Change |
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|
746 | (3) |
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Objectives of Marketing Implementation and Change |
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|
749 | (2) |
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Barriers to the Implementation of the Marketing Concept |
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751 | (2) |
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Forms of Resistance to Marketing Implementation and Change |
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753 | (1) |
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Developing Implementation Strategies |
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754 | (7) |
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761 | (5) |
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766 | (1) |
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767 | (1) |
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Operational Control and the Use of Marketing Metrics |
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767 | (6) |
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773 | (2) |
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775 | (1) |
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775 | (1) |
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776 | (1) |
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776 | (2) |
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Case 43 Subway Germany: Destination Success? |
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778 | (4) |
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Case 44 The Good, The Bad and the Not So Ugly: Implementation in the Digital Music Industry |
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782 | |
