Principles and Practice of Marketing

Höfundar: David Jobber, Fiona Ellis-Chadwick (Útgáfa: 10)
Principles and Practice of Marketing

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Útgefandi
McGraw-Hill UK
ISBN
9781526849540
Print ISBN
9781526849533
Format
ePub
Útgáfa
10
Höfundar
David Jobber, Fiona Ellis-Chadwick
Tungumál
English
Útgefið
2023-02-21
Prent takmörkun á líftíma
100

Kaflar

  • Cover
  • Half Title
  • Title Page
  • Copyright Page
  • Dedication
  • Brief Table of Contents
  • Detailed Table of Contents
  • Vignettes
  • Case Guide
  • Preface
  • Guided Tour
  • Connect
  • About the Authors
  • Acknowledgements
  • PART 1 Fundamentals of Marketing
  • 1 Marketing and the Organization
  • Introduction to Principles and Practice of Marketing
  • What is Marketing?
  • Adopting a Market Orientation in a Changing World
  • Understanding Market-driven Businesses
  • Creating Customer Value, Satisfaction, Loyalty and Relationships
  • Marketing Planning
  • Does Marketing Have All the Answers?
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 1 The Rivalry Between Coca-Cola and Pepsi
  • CASE 2 H&M and Fast Fashion
  • 2 The Marketing Environment
  • Technological Forces and the Digital Revolution
  • Economic Forces
  • Political and Legal Forces
  • Legal and Regulatory Responses to Ethical Issues in Marketing
  • The Physical Environmental Forces
  • Culture and Society
  • The Influence of Consumerism and Environmentalism
  • The Microenvironment
  • Monitoring the Marketing Environment
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 3 The New [Augmented] Reality for Fashion Retailing
  • CASE 4 Sodastream: Using Environmental Awareness to Reach Generations X, Y and Z
  • 3 Sustainable Marketing and Society
  • The Environment, Society and the Changing Marketing Landscape
  • Sustainability Marketing
  • Practical Approaches Towards Developing Sustainable Marketing Strategies: Corporate Social Responsibility
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 5 Mcdonald’s and Its Plan for Environmental Change: Not Everyone is ‘Lovin’ It’
  • CASE 6 Unilever: In Pursuit of Purpose
  • 4 Customer Behaviour
  • The Changing Context of Consumer Behaviour
  • The Dimensions of Consumer Behaviour
  • Influences on Consumer Behaviour
  • Business-to-Business Customers
  • Why is B2B Marketing Important?
  • People and Processes in Purchasing
  • Influences on Buying Decisions
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 7 Coffee Shop Wars
  • CASE 8 Naked Wines: A Community of Winemakers and Wine Drinkers
  • 5 Value Through Relationships
  • Value Creation
  • Value and Relational Networks
  • Key Concepts of Relationship Marketing
  • Relationship Management and Managing Customer Relationships
  • How to Build Relationships
  • Benefits for the Organization
  • Benefits for the Customer
  • Developing Customer Retention Strategies
  • Customer Relationship Management
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 9 Starbucks: Brewing Great Customer Experiences Through Outstanding Digital Marketing
  • CASE 10 Manchester City Football Club: Co-Creating the Future
  • 6 Digital Marketing Analytics and Customer Insights
  • Digital Marketing Analytics: Goals, Performance and Measurement
  • Customer Insights and Data-driven Marketing
  • Marketing and Research
  • The Market Research Process
  • Ethical Issues in Marketing Research, Analytics and Customer Insights
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 11 Accelerating Market Research: Harley-Davidson Turns to Albert
  • CASE 12 Hubspot: Harnessing the Power of Artificial Intelligence for Marketing
  • 7 Market Segmentation and Positioning
  • Why Bother to Segment Markets?
  • The Process of Market Segmentation and Target Marketing
  • Segmenting Consumer Markets
  • Segmenting B2B Markets
  • Target Marketing
  • Positioning
  • Building an Effective Marketing Mix
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 13 Unleashing the Power of Nablabs
  • CASE 14 Boots: Managing Own-Label Products and Their Positioning Within a Changing Environment and Dynamic Market(s)
  • PART 2 Creating Customer Value
  • 8 Value Through Brands
  • Products and Brands
  • The Product Line and Product Mix
  • Brand Types
  • Why Strong Brands are Important
  • Brand Equity
  • Brand Building
  • Key Branding Decisions
  • Global Branding
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 15 Dr. Martens: Engaging Consumers for More Than Half a Century
  • CASE 16 Brand Strategy Changes at Burberry
  • 9 Value Through Pricing
  • Why an Economist’s Approach to Pricing is Important
  • Cost-orientated Pricing
  • Competitor-orientated Pricing
  • Customer-orientated Pricing
  • Dynamic Pricing
  • Pricing and Marketing Strategy
  • Initiating Price Changes
  • Reacting to Competitors’ Price Changes
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 17 A Recipe for Success: Adding New Innovations to the Pot
  • CASE 18 Collaborative Innovation: The Apple and Nike Partnership
  • 10 Value Through Innovation
  • What is an Innovation and What Is a New Product?
  • Creating and Nurturing an Innovative Culture
  • Organizing for Innovation and New Product Development
  • Managing Idea Realization (New Product Development)
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 19 Driving Electric Car Innovation: Influencing Factors of Tesla’s Pricing Strategy
  • CASE 20 Louis Vuitton: A Timeless Success in Premium Pricing
  • 11 Value Through Service
  • The Service Industries
  • The Nature of Services
  • Managing Services
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 21 Serving up Sustainability: The Impetus for Greener Fast-food Outlets
  • CASE 22 Spill the Beans: Chipotle’s Signature Flavour
  • PART 3 Communicating and Delivering Customer Value
  • 12 Introduction to Marketing Communications
  • Integrated Marketing Communications Approach
  • Planning for Integrated Marketing Communications
  • Elements of Integrated Marketing Communications
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 23 Domino’s: Reaching and Staying Number One
  • CASE 24 Craft Beers: Marketing Rebels?
  • 13 The Marketing Communications Mix: Mass Communications
  • Introduction
  • Advertising
  • The Role of Advertising
  • Advertising Expenditure
  • How Advertising Works
  • When to Use Advertising
  • Organizing for Campaign Development
  • Ethical Issues in Advertising
  • Product Placement
  • Public Relations and Sponsorship
  • Sales Promotion
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 25 Is Advertising ‘Unmentionables’ No Longer a Taboo?
  • CASE 26 Blackwater Tasters Club: Thinking Inside the Box
  • 14 Digital Marketing and Media
  • What are Digital Marketing and Digital Media?
  • The Digital Communication Environment
  • Digital Marketing Campaign Planning
  • The Dark Side of Digital Marketing
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 27 Netflix: Using Big Data to Succeed
  • CASE 28 The Happy Pear: Go With Your Gut!
  • 15 Direct Marketing, Social Media and Direct Messaging
  • Principles of Direct Marketing Communications
  • Direct Marketing Campaigns
  • Managing a Direct Marketing Campaign
  • Social Media Marketing
  • Personal Selling and Sales Management
  • Exhibitions and Trade Fairs
  • Ethical Issues in Direct Communications
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 29 Airbnb: Belong Anywhere
  • CASE 30 Billie Eilish: Leveraging the Personal Anti-brand Across Digital Media
  • 16 Place: Distribution, Channel Management and Retailing
  • Functions of Channel Intermediaries
  • Types of Distribution Channel
  • Channel Strategy
  • Channel Management
  • Retailing: Physical and Digital Channels to Market
  • Retailing
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 31 ASOS and Online Fashion
  • CASE 32 A Look Into Sephora’s Omnichannel Strategy
  • PART 4 Marketing Planning and Strategy
  • 17 Marketing Strategy and Planning
  • Marketing Planning Context
  • The Functions of Marketing Planning
  • The Process of Marketing Planning
  • Marketing Audit
  • Marketing Objectives
  • Core Marketing Strategy
  • Rewards of Marketing Planning
  • Problems in Making Planning Work
  • How to Handle Marketing Planning Problems
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 33 Marks & Spencer: Reviving a British Icon
  • CASE 34 Anthon Berg Travels the World With Luxury Chocolates Made in Scandinavia
  • 18 Analysing Competitors and Creating a Competitive Advantage
  • Analysing Competitive Industry Structure
  • Competitor Analysis
  • Competitive Advantage
  • Creating a Differential Advantage
  • Creating Cost Leadership
  • Competitive Marketing Strategy
  • Competitive Behaviour
  • Collusion
  • Developing Competitive Marketing Strategies
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 35 Mastercard’s Sonic Brand Identity: A Sound Strategy
  • CASE 36 Coca-Cola: Can an Iconic American Brand Adapt Itself to the Indian Market?
  • 19 Product Strategy: Lifecycle, Portfolio and Growth
  • Challenges of Product Lifecycle Management
  • Managing Product Lines and Brands Over Time: The Product Lifecycle
  • Uses of the Product Lifecycle
  • Limitations of the Product Lifecycle
  • Value of the Product Lifecycle Concept
  • Managing Brand and Product Line Portfolios
  • Strategies for Growth: Product
  • Strategies for Growth: Services
  • Ethical Issues and Products
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 37 Unilever’s Search for Growth
  • CASE 38 Fever-Tree: Capitalizing on Market Trends
  • 20 Global Marketing Strategy
  • Deciding When to Go Global and When to Stay Local
  • Deciding Which Markets to Enter
  • Deciding How to Enter a Foreign Market
  • Developing Global Marketing Strategy
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 39 IKEA: A Swedish Icon
  • CASE 40 Marimekko: A Story of Design, Determination and Leadership
  • 21 Managing Marketing Implementation
  • Implementation and Managing Change
  • Management of Change
  • Objectives of Marketing Implementation
  • Value Creation and Implications for Marketing Implementation
  • Developing Implementation Strategies
  • Managing Resistance to Marketing Implementation
  • Marketing Organization
  • Marketing Control
  • Big Picture: Key Topics in This Chapter
  • Detailed Review
  • Key Terms
  • Study Questions
  • Recommended Reading
  • References
  • CASE 41 Crocs: Back With More Bite!
  • Glossary
  • Company Index
  • Subject Index