Holdings: Principles of marketing

Principles of marketing:

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Bibliographic Details
Format:	Book
Language:	English
Published:	Harlow ; Munich [u.a.] Pearson 2013
Edition:	6. European ed.
Series:	My marketing lab
Subjects:	Marketing Marketingmanagement Einführung Aufgabensammlung Lehrbuch
Online Access:	Inhaltsverzeichnis
Physical Description:	XXX, 683 S. Ill., graph. Darst.
ISBN:	0273742973 9780273742975 9780273781110

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adam_text	IMAGE 1 R GUIDED TOUR XVI A MESSAGE FROM THE AUTHORS XX PREFACE XXI ABOUT THE AUTHORS XXV ACKNOWLEDGEMENTS XXVII PART 1: DEFINING MARKETING AND THE MARKETING PROCESS I CHAPTER 1 MARKETING: CREATING AND CAPTURING CUSTOMER VALUE 2 CHAPTER PREVIEW 2 OBJECTIVE OUTLINE 2 WHAT IS MARKETING? 4 MARKETING DEFINED 5 THE MARKETING PROCESS 5 UNDERSTANDING THE MARKETPLACE AND CUSTOMER NEEDS 6 CUSTOMER NEEDS, WANTS AND DEMANDS 6 MARKET OFFERINGS - PRODUCTS, SERVICES AND EXPERIENCES 6 CUSTOMER VALUE AND SATISFACTION 7 EXCHANGES AND RELATIONSHIPS 7 MARKETS 7 DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY 8 SELECTING CUSTOMERS TO SERVE 9 CHOOSING A VALUE PROPOSITION 9 MARKETING MANAGEMENT ORIENTATIONS 9 PREPARING AN INTEGRATED MARKETING PLAN AND PROGRAMME 12 BUILDING CUSTOMER RELATIONSHIPS 13 CUSTOMER RELATIONSHIP MANAGEMENT (CRM) 13 THE CHANGING NATURE OF CUSTOMER RELATIONSHIPS 15 PARTNER RELATIONSHIP MANAGEMENT 18 CAPTURING VALUE FROM CUSTOMERS 19 CREATING CUSTOMER LOYALTY AND RETENTION 19 GROWING SHARE OF CUSTOMER 20 BUILDING CUSTOMER EQUITY 20 THE CHANGING MARKETING LANDSCAPE 22 THE UNCERTAIN ECONOMIC ENVIRONMENT 22 THE DIGITAL AGE 23 RAPID GLOBALISATION 24 SUSTAINABLE MARKETING - THE CALL FOR MORE SOCIAL RESPONSIBILITY 25 THE GROWTH OF NOT-FOR-PROFIT MARKETING 26 SO, WHAT IS MARKETING? PULLING IT ALL TOGETHER 28 REVIEWING OBJECTIVES AND KEY TERMS 29 NAVIGATING THE KEY TERMS 31 DISCUSSING AND APPLYING THE CONCEPTS 31 DISCUSSING THE CONCEPTS 31 APPLYING THE CONCEPTS 31 FOCUS ON TECHNOLOGY 32 FOCUS ON ETHICS 32 MARKETING & THE ECONOMY 32 MARKETING BY THE NUMBERS 32 REFERENCES 33 VIDEO CASE: STEW LEONARD'S 35 COMPANY CASE: PEGASUS AIRLINES: DELIGHTING A NEW TYPE OF TRAVELLING CUSTOMER 36 CHAPTER 2 COMPANY AND MARKETING STRATEGY: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS 38 CHAPTER PREVIEW 38 OBJECTIVE OUTLINE 38 COMPANY-WIDE STRATEGIC PLANNING: DEFINING MARKETING'S ROLE 40 DEFINING A MARKET-ORIENTED MISSION 41 SETTING COMPANY OBJECTIVES AND GOALS 43 DESIGNING THE BUSINESS PORTFOLIO 43 VII IMAGE 2 CONTENTS PLANNING MARKETING: PARTNERING TO BUILD CUSTOMER RELATIONSHIPS PARTNERING WITH OTHER COMPANY DEPARTMENTS PARTNERING WITH OTHERS IN THE MARKETING SYSTEM MARKETING STRATEGY AND THE MARKETING MIX CUSTOMER-DRIVEN MARKETING STRATEGY DEVELOPING AN INTEGRATED MARKETING MIX MANAGING THE MARKETING EFFORT MARKETING ANALYSIS MARKETING PLANNING MARKETING IMPLEMENTATION MARKETING DEPARTMENT ORGANISATION MARKETING CONTROL MEASURING AND MANAGING RETURN ON MARKETING INVESTMENT REVIEWING OBJECTIVES AND KEY TERMS NAVIGATING THE KEY TERMS DISCUSSING AND APPLYING THE CONCEPTS DISCUSSING THE CONCEPTS APPLYING THE CONCEPTS FOCUS ON TECHNOLOGY FOCUS ON ETHICS MARKETING & THE ECONOMY MARKETING BY THE NUMBERS REFERENCES VIDEO CASE: LIVE NATION COMPANY CASE: LEGO: ONE MORE BRICK IN THE WALL? 47 48 48 50 50 53 54 54 55 57 57 58 58 60 61 62 62 62 62 62 63 63 64 65 66 PART 2: UNDERSTANDING THE MARKETPLACE AND CONSUMERS CHAPTER 3 ANALYSING THE MARKETING ENVIRONMENT CHAPTER PREVIEW OBJECTIVE OUTLINE THE MICROENVIRONMENT THE COMPANY SUPPLIERS MARKETING INTERMEDIARIES COMPETITORS PUBLICS CUSTOMERS THE MACROENVIRONMENT THE DEMOGRAPHIC ENVIRONMENT THE ECONOMIC ENVIRONMENT THE NATURAL ENVIRONMENT 69 70 70 70 74 74 75 76 76 77 77 78 78 86 89 THE TECHNOLOGICAL ENVIRONMENT 91 THE POLITICAL AND SOCIAL ENVIRONMENT 93 THE CULTURAL ENVIRONMENT 95 RESPONDING TO THE MARKETING ENVIRONMENT 97 REVIEWING OBJECTIVES AND KEY TERMS 98 NAVIGATING THE KEY TERMS 99 DISCUSSING AND APPLYING THE CONCEPTS 99 DISCUSSING THE CONCEPTS 99 APPLYING THE CONCEPTS 99 FOCUS ON TECHNOLOGY 99 FOCUS ON ETHICS 100 MARKETING & THE ECONOMY 100 MARKETING BY THE NUMBERS 100 REFERENCES 101 VIDEO CASE: TOMS SHOES 103 COMPANY CASE: THE ERA OF CHEAP CHIC FOR PRIMARK 104 CHAPTER 4 MANAGING MARKETING INFORMATION TO GAIN CUSTOMER INSIGHTS 106 CHAPTER PREVIEW 106 OBJECTIVE OUTLINE 106 MARKETING INFORMATION AND CUSTOMER INSIGHTS 109 ASSESSING MARKETING INFORMATION NEEDS 110 DEVELOPING MARKETING INFORMATION 111 INTERNAL DATA 111 COMPETITIVE MARKETING INTELLIGENCE 112 MARKETING RESEARCH 113 DEFINING THE PROBLEM AND RESEARCH OBJECTIVES 114 DEVELOPING THE RESEARCH PLAN 114 GATHERING SECONDARY DATA 115 PRIMARY DATA COLLECTION 117 IMPLEMENTING THE RESEARCH PLAN 127 INTERPRETING AND REPORTING THE FINDINGS 127 ANALYSING AND USING MARKETING INFORMATION 128 CUSTOMER RELATIONSHIP MANAGEMENT 128 DISTRIBUTING AND USING MARKETING INFORMATION 129 OTHER MARKETING INFORMATION CONSIDERATIONS 130 MARKETING RESEARCH IN SMALL BUSINESSES AND NON-PROFIT ORGANISATIONS 130 INTERNATIONAL MARKETING RESEARCH 131 PUBLIC POLICY AND ETHICS IN MARKETING RESEARCH 132 REVIEWING THE CONCEPTS 134 NAVIGATING THE KEY TERMS 136 DISCUSSING AND APPLYING THE CONCEPTS 136 DISCUSSING THE CONCEPTS 136 APPLYING THE CONCEPTS 136 VIM IMAGE 3 CONTENTS FOCUS ON TECHNOLOGY 136 FOCUS ON ETHICS 137 MARKETING & THE ECONOMY 137 MARKETING BY THE NUMBERS 137 REFERENCES 138 VIDEO CASE: RADIAN6 139 COMPANY CASE: NESTLE, L'OREAL, BRITVIC, SABMILLER: EVERYBODY WANTS TO GET CLOSE TO THEIR CUSTOMERS 139 CHAPTER 5 CONSUMER MARKETS AND CONSUMER BUYER BEHAVIOUR CHAPTER PREVIEW OBJECTIVE OUTLINE MODELS OF CONSUMER BEHAVIOUR CHARACTERISTICS AFFECTING CONSUMER BEHAVIOUR CULTURAL FACTORS SOCIAL FACTORS PERSONAL FACTORS PSYCHOLOGICAL FACTORS TYPES OF BUYING DECISION BEHAVIOUR COMPLEX BUYING BEHAVIOUR DISSONANCE-REDUCING BUYING BEHAVIOUR HABITUAL BUYING BEHAVIOUR VARIETY-SEEKING BUYING BEHAVIOUR THE BUYER DECISION PROCESS NEED RECOGNITION INFORMATION SEARCH EVALUATION OF ALTERNATIVES PURCHASE DECISION POSTPURCHASE BEHAVIOUR THE BUYER DECISION PROCESS FOR NEW PRODUCTS STAGES IN THE ADOPTION PROCESS INDIVIDUAL DIFFERENCES IN INNOVATIVENESS INFLUENCE OF PRODUCT CHARACTERISTICS ON RATE OF ADOPTION REVIEWING OBJECTIVES AND KEY TERMS NAVIGATING THE KEY TERMS DISCUSSING AND APPLYING THE CONCEPTS DISCUSSING THE CONCEPTS APPLYING THE CONCEPTS FOCUS ON TECHNOLOGY FOCUS ON ETHICS MARKETING & THE ECONOMY MARKETING BY THE NUMBERS 142 142 142 144 145 146 149 153 156 159 159 160 160 160 161 161 161 162 162 163 164 164 164 165 166 167 167 167 167 168 168 168 168 REFERENCES 169 VIDEO CASE: RADIAN6 170 COMPANY CASE: PORSCHE: GUARDING THE OLD WHILE BRINGING IN THE NEW 171 CHAPTER 6 BUSINESS MARKETS AND BUSINESS BUYER BEHAVIOUR 174 CHAPTER PREVIEW 174 OBJECTIVE OUTLINE 174 BUSINESS MARKETS 177 MARKET STRUCTURE AND DEMAND 177 NATURE OF THE BUYING UNIT 178 TYPES OF DECISIONS AND THE DECISION PROCESS 179 BUSINESS BUYER BEHAVIOUR 180 MAJOR TYPES OF BUYING SITUATIONS 180 PARTICIPANTS IN THE BUSINESS BUYING PROCESS 181 MAJOR INFLUENCES ON BUSINESS BUYERS 182 THE BUSINESS BUYING PROCESS 184 E-PROCUREMENT: BUYING ON THE INTERNET 186 INSTITUTIONAL AND GOVERNMENT MARKETS 188 INSTITUTIONAL MARKETS 188 GOVERNMENT MARKETS 189 REVIEWING OBJECTIVES AND KEY TERMS 191 NAVIGATING THE KEY TERMS 192 DISCUSSING AND APPLYING THE CONCEPTS 192 DISCUSSING THE CONCEPTS 192 APPLYING THE CONCEPTS 192 FOCUS ON TECHNOLOGY 193 FOCUS ON ETHICS 193 MARKETING & THE ECONOMY 193 MARKETING BY THE NUMBERS 193 REFERENCES 194 VIDEO CASE: EATON 194 COMPANY CASE: CISCO SYSTEMS: SOLVING BUSINESS PROBLEMS THROUGH COLLABORATION 195 PART 3: DESIGNING A C U S T O M E R- D R I V EN STRATEGY A ND M IX 199 CHAPTER 7 CUSTOMER-DRIVEN MARKETING STRATEGY: CREATING VALUE FOR TARGET CUSTOMERS 200 CHAPTER PREVIEW 200 OBJECTIVE OUTLINE 200 MARKET SEGMENTATION 204 SEGMENTING CONSUMER MARKETS 204 SEGMENTING BUSINESS MARKETS 212 IX IMAGE 4 CONTENTS SEGMENTING INTERNATIONAL MARKETS REQUIREMENTS FOR EFFECTIVE SEGMENTATION MARKET TARGETING EVALUATING MARKET SEGMENTS SELECTING TARGET MARKET SEGMENTS DIFFERENTIATION AND POSITIONING POSITIONING MAPS CHOOSING A DIFFERENTIATION AND POSITIONING STRATEGY COMMUNICATING AND DELIVERING THE CHOSEN POSITION REVIEWING OBJECTIVES AND KEY TERMS NAVIGATING THE KEY TERMS DISCUSSING AND APPLYING THE CONCEPTS DISCUSSING THE CONCEPTS APPLYING THE CONCEPTS FOCUS ON TECHNOLOGY FOCUS ON ETHICS MARKETING & THE ECONOMY MARKETING BY THE NUMBERS REFERENCES VIDEO CASE: MEREDITH 212 213 214 214 214 221 221 222 227 228 229 229 229 229 229 230 230 230 231 232 COMPANY CASE: STARBUCKS: JUST WHO IS THE STARBUCKS CUSTOMER? 233 CHAPTER 8 PRODUCTS, SERVICES AND BRANDS: BUILDING CUSTOMER VALUE 236 CHAPTER PREVIEW 236 OBJECTIVE OUTLINE 236 WHAT IS A PRODUCT? 238 PRODUCTS, SERVICES AND EXPERIENCES 239 LEVELS OF PRODUCT AND SERVICES 239 PRODUCT AND SERVICE CLASSIFICATIONS 240 PRODUCT AND SERVICE DECISIONS 243 INDIVIDUAL PRODUCT AND SERVICE DECISIONS 244 PRODUCT LINE DECISIONS 249 PRODUCT MIX DECISIONS 250 SERVICES MARKETING 251 THE NATURE AND CHARACTERISTICS OF A SERVICE 251 MARKETING STRATEGIES FOR SERVICE FIRMS 253 BRANDING STRATEGY: BUILDING STRONG BRANDS 256 BRAND EQUITY 257 BUILDING STRONG BRANDS 258 MANAGING BRANDS 264 REVIEWING OBJECTIVES AND KEY TERMS 264 NAVIGATING THE KEY TERMS 266 DISCUSSING AND APPLYING THE CONCEPTS 266 DISCUSSING THE CONCEPTS 266 APPLYING THE CONCEPTS 266 FOCUS ON TECHNOLOGY 267 FOCUS ON ETHICS 267 MARKETING & THE ECONOMY 267 MARKETING BY THE NUMBERS 267 REFERENCES 268 VIDEO CASE: GENERAL MILLS - GOGURT 269 COMPANY CASE:JOHN LEWIS: MIDDLE ENGLAND'S RETAILER OF CHOICE 270 CHAPTER 9 DEVELOPING NEW PRODUCTS AND MANAGING THE PRODUCT LIFE CYCLE 272 CHAPTER PREVIEW 272 OBJECTIVE OUTLINE 272 NEW PRODUCT DEVELOPMENT STRATEGY 275 THE NEW PRODUCT DEVELOPMENT PROCESS 276 IDEA GENERATION 276 IDEA SCREENING 278 CONCEPT DEVELOPMENT AND TESTING 279 MARKETING STRATEGY DEVELOPMENT 280 BUSINESS ANALYSIS 281 PRODUCT DEVELOPMENT 281 TEST MARKETING 281 COMMERCIALISATION 283 MANAGING NEW PRODUCT DEVELOPMENT 283 CUSTOMER-CENTRED NEW PRODUCT DEVELOPMENT 284 TEAM-BASED NEW PRODUCT DEVELOPMENT 285 SYSTEMATIC NEW PRODUCT DEVELOPMENT 285 NEW PRODUCT DEVELOPMENT IN TURBULENT TIMES 286 PRODUCT LIFE-CYCLE STRATEGIES 287 INTRODUCTION STAGE 289 GROWTH STAGE 289 MATURITY STAGE 289 DECLINE STAGE 290 ADDITIONAL PRODUCT AND SERVICE CONSIDERATIONS 292 PRODUCT DECISIONS AND SOCIAL RESPONSIBILITY 292 INTERNATIONAL PRODUCT AND SERVICES MARKETING 292 REVIEWING OBJECTIVES AND KEY TERMS 294 NAVIGATING THE KEY TERMS 295 DISCUSSING AND APPLYING THE CONCEPTS 295 DISCUSSING THE CONCEPTS 295 APPLYING THE CONCEPTS 295 FOCUS ON TECHNOLOGY 295 FOCUS ON ETHICS 296 IMAGE 5 CONTENTS MARKETING & THE ECONOMY 296 MARKETING BY THE NUMBERS 296 REFERENCES 297 VIDEO CASE: GENERAL MILLS - FIBERONE 298 COMPANY CASE: RECKITT BENCKISER: BUILDING A BRAND POWERHOUSE 299 CHAPTER 10 PRICING STRATEGIES: UNDERSTANDING AND CAPTURING CUSTOMER VALUE CHAPTER PREVIEW OBJECTIVE OUTLINE WHAT IS A PRICE? MAJOR PRICING STRATEGIES CUSTOMER VALUE-BASED PRICING COST-BASED PRICING COMPETITION-BASED PRICING OTHER INTERNAL AND EXTERNAL CONSIDERATIONS AFFECTING PRICE DECISIONS OVERALL MARKETING STRATEGY, OBJECTIVES AND MIX ORGANISATIONAL CONSIDERATIONS THE MARKET AND DEMAND THE ECONOMY OTHER EXTERNAL FACTORS REVIEWING OBJECTIVES AND KEY TERMS NAVIGATING THE KEY TERMS DISCUSSING AND APPLYING THE CONCEPTS DISCUSSING THE CONCEPTS APPLYING THE CONCEPTS FOCUS ON TECHNOLOGY FOCUS ON ETHICS MARKETING & THE ECONOMY MARKETING BY THE NUMBERS REFERENCES VIDEO CASE: IKEA COMPANY CASE: TESCO: EVERY LITTLE (PRICING STRATEGY) HELPS? CHAPTER 11 ADDITIONAL PRICING CONSIDERATIONS CHAPTER PREVIEW OBJECTIVE OUTLINE NEW PRODUCT PRICING MARKET-SKIMMING PRICING MARKET-PENETRATION PRICING PRODUCT MIX PRICING PRODUCT LINE PRICING OPTIONAL PRODUCT PRICING 302 302 302 305 305 306 309 313 314 314 315 315 317 318 318 319 320 320 320 320 320 320 321 321 322 323 326 326 326 329 329 329 330 331 331 CAPTIVE PRODUCT PRICING 331 BY-PRODUCT PRICING 331 PRODUCT BUNDLE PRICING 332 PRICE ADJUSTMENTS 332 DISCOUNT AND ALLOWANCE PRICING 332 SEGMENTED PRICING 333 PSYCHOLOGICAL PRICING 334 PROMOTIONAL PRICING 335 GEOGRAPHICAL PRICING 335 DYNAMIC PRICING 336 INTERNATIONAL PRICING 337 PRICE CHANGES 338 INITIATING PRICE CHANGES 339 RESPONDING TO PRICE CHANGES 341 PUBLIC POLICY AND PRICING 342 PRICING WITHIN CHANNEL LEVELS 342 PRICING ACROSS CHANNEL LEVELS 343 REVIEWING OBJECTIVES AND KEY TERMS 344 NAVIGATING THE KEY TERMS 345 DISCUSSING AND APPLYING THE CONCEPTS 345 DISCUSSING THE CONCEPTS 345 APPLYING THE CONCEPTS 345 FOCUS ON TECHNOLOGY 345 FOCUS ON ETHICS 346 MARKETING & THE ECONOMY 346 MARKETING BY THE NUMBERS 346 REFERENCES 347 VIDEO CASE: LAND ROVER 348 COMPANY CASE: RADIOHEAD: PRICING STRATEGY AND THE MUSIC INDUSTRY 349 CHAPTER 12 MARKETING CHANNELS: DELIVERING CUSTOMER VALUE 352 CHAPTER PREVIEW 352 OBJECTIVE OUTLINE 352 SUPPLY CHAINS AND THE VALUE DELIVERY NETWORK 354 THE NATURE AND IMPORTANCE OF MARKETING CHANNELS 355 HOW CHANNEL MEMBERS ADD VALUE 356 NUMBER OF CHANNEL LEVELS 357 CHANNEL BEHAVIOUR AND ORGANISATION 358 CHANNEL BEHAVIOUR 358 VERTICAL MARKETING SYSTEMS 359 HORIZONTAL MARKETING SYSTEMS 361 MULTICHANNEL DISTRIBUTION SYSTEMS 361 CHANGING CHANNEL ORGANISATION 362 XI IMAGE 6 CONTENTS CHANNEL DESIGN DECISIONS 364 ANALYSING CONSUMER NEEDS 364 SETTING CHANNEL OBJECTIVES 364 IDENTIFYING MAJOR ALTERNATIVES 365 EVALUATING THE MAJOR ALTERNATIVES 366 DESIGNING INTERNATIONAL DISTRIBUTION CHANNELS 366 CHANNEL MANAGEMENT DECISIONS 367 SELECTING CHANNEL MEMBERS 367 MANAGING AND MOTIVATING CHANNEL MEMBERS 368 EVALUATING CHANNEL MEMBERS 369 PUBLIC POLICY AND DISTRIBUTION DECISIONS 369 MARKETING LOGISTICS AND SUPPLY CHAIN MANAGEMENT 370 NATURE AND IMPORTANCE OF MARKETING LOGISTICS 370 GOALS OF THE LOGISTICS SYSTEM 371 MAJOR LOGISTICS FUNCTIONS 371 INTEGRATED LOGISTICS MANAGEMENT 374 REVIEWING OBJECTIVES AND KEY TERMS 377 NAVIGATING THE KEY TERMS 378 DISCUSSING AND APPLYING THE CONCEPTS 379 DISCUSSING THE CONCEPTS 379 APPLYING THE CONCEPTS 379 FOCUS ON TECHNOLOGY 379 FOCUS ON ETHICS 379 MARKETING & THE ECONOMY 380 MARKETING BY THE NUMBERS 380 REFERENCES 380 VIDEO CASE: PROGRESSIVE 381 COMPANY CASE: NETFLIX: DISINTERMEDIATOR OR DISINTERMEDIATED? 382 CHAPTER 13 RETAILING AND WHOLESALING 384 CHAPTER PREVIEW 384 OBJECTIVE OUTLINE 384 RETAILING 386 TYPES OF RETAILERS 387 RETAILER MARKETING DECISIONS 392 RETAILING TRENDS AND DEVELOPMENTS 397 WHOLESALING 404 TYPES OF WHOLESALERS 405 WHOLESALER MARKETING DECISIONS 407 MARKETING MIX DECISIONS 407 TRENDS IN WHOLESALING 408 REVIEWING OBJECTIVES AND KEY TERMS 409 NAVIGATING THE KEY TERMS , 410 DISCUSSING AND APPLYING THE CONCEPTS 410 DISCUSSING THE CONCEPTS 410 APPLYING THE CONCEPTS 411 FOCUS ON TECHNOLOGY 411 FOCUS ON ETHICS 411 MARKETING & THE ECONOMY 411 REFERENCES 412 VIDEO CASE: ZAPPOS.COM 413 COMPANY CASE: AUCHAN - MAYBE WAI MART IS NOT UNBEATABLE AFTER ALL? 414 CHAPTER 14 COMMUNICATING CUSTOMER VALUE: INTEGRATED MARKETING COMMUNICATIONS STRATEGY CHAPTER PREVIEW OBJECTIVE OUTLINE THE PROMOTION MIX INTEGRATED MARKETING COMMUNICATIONS THE NEW MARKETING COMMUNICATIONS MODEL THE NEED FOR INTEGRATED MARKETING COMMUNICATIONS A VIEW OF THE COMMUNICATION PROCESS STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION IDENTIFYING THE TARGET AUDIENCE DETERMINING THE COMMUNICATION OBJECTIVES DESIGNING A MESSAGE CHOOSING MEDIA SELECTING THE MESSAGE SOURCE COLLECTING FEEDBACK SETTING THE TOTAL PROMOTION BUDGET AND MIX SETTING THE TOTAL PROMOTION BUDGET SHAPING THE OVERALL PROMOTION MIX INTEGRATING THE PROMOTION MIX SOCIALLY RESPONSIBLE MARKETING COMMUNICATION ADVERTISING AND SALES PROMOTION PERSONAL SELLING REVIEWING OBJECTIVES AND KEY TERMS NAVIGATING THE KEY TERMS DISCUSSING AND APPLYING THE CONCEPTS DISCUSSING THE CONCEPTS APPLYING THE CONCEPTS FOCUS ON TECHNOLOGY FOCUS ON ETHICS MARKETING & THE ECONOMY MARKETING BY THE NUMBERS 416 416 416 418 419 419 420 422 424 424 424 425 427 429 429 430 430 431 434 434 434 435 435 436 437 437 437 437 437 438 438 XII IMAGE 7 CONTENTS REFERENCES VIDEO CASE: CP+B COMPANY CASE: TELE2: THE BALTIC SUCCESS CHAPTER 15 ADVERTISING AND PUBLIC RELATIONS CHAPTER PREVIEW OBJECTIVE OUTLINE ADVERTISING SETTING ADVERTISING OBJECTIVES SETTING THE ADVERTISING BUDGET DEVELOPING ADVERTISING STRATEGY EVALUATING ADVERTISING EFFECTIVENESS AND THE RETURN ON ADVERTISING INVESTMENT OTHER ADVERTISING CONSIDERATIONS PUBLIC RELATIONS THE ROLE AND IMPACT OF PR MAJOR PR TOOLS REVIEWING OBJECTIVES AND KEY TERMS NAVIGATING THE KEY TERMS DISCUSSING AND APPLYING THE CONCEPTS DISCUSSING THE CONCEPTS APPLYING THE CONCEPTS FOCUS ON TECHNOLOGY FOCUS ON ETHICS MARKETING & THE ECONOMY MARKETING BY THE NUMBERS REFERENCES VIDEO CASE: E*TRADE COMPANY CASE: THE MIGHTY MEERCATS - SIMPLES! 438 439 440 444 444 444 447 447 449 450 458 459 461 462 463 464 465 465 465 465 465 466 466 466 467 468 469 CHAPTER 16 PERSONAL SELLING AND SALES PROMOTION 472 CHAPTER PREVIEW 472 OBJECTIVE OUTLINE 472 PERSONAL SELLING 474 THE NATURE OF PERSONAL SELLING 475 THE ROLE OF THE SALES FORCE 475 MANAGING THE SALES FORCE 477 DESIGNING THE SALES FORCE STRATEGY AND STRUCTURE 477 RECRUITING AND SELECTING SALESPEOPLE 481 TRAINING SALESPEOPLE 482 COMPENSATING SALESPEOPLE 483 SUPERVISING AND MOTIVATING SALESPEOPLE 484 EVALUATING SALESPEOPLE AND SALES FORCE PERFORMANCE 486 THE PERSONAL SELLING PROCESS 487 STEPS IN THE SELLING PROCESS 487 PERSONAL SELLING AND MANAGING CUSTOMER RELATIONSHIPS 489 SALES PROMOTION 491 THE RAPID GROWTH OF SALES PROMOTION 491 SALES PROMOTION OBJECTIVES 491 MAJOR SALES PROMOTION TOOLS 492 DEVELOPING THE SALES PROMOTION PROGRAMME 496 REVIEWING OBJECTIVES AND KEY TERMS 497 NAVIGATING THE KEY TERMS 498 DISCUSSING AND APPLYING THE CONCEPTS 498 DISCUSSING THE CONCEPTS 498 APPLYING THE CONCEPTS 498 FOCUS ON TECHNOLOGY 499 FOCUS ON ETHICS 499 MARKETING & THE ECONOMY 499 MARKETING BY THE NUMBERS 499 REFERENCES 500 VIDEO CASE: NESTLE WATERS 501 COMPANY CASE: HP: OVERHAULING A VAST CORPORATE SALES FORCE 502 CHAPTER 17 DIRECT AND ONLINE MARKETING: BUILDING DIRECT CUSTOMER RELATIONSHIPS 504 CHAPTER PREVIEW 504 OBJECTIVE OUTLINE 504 THE NEW DIRECT-MARKETING MODEL 507 GROWTH AND BENEFITS OF DIRECT MARKETING 507 BENEFITS TO BUYERS 508 BENEFITS TO SELLERS 508 CUSTOMER DATABASES AND DIRECT MARKETING 509 FORMS OF DIRECT MARKETING 510 DIRECT-MAIL MARKETING 511 CATALOGUE MARKETING 512 TELEPHONE MARKETING 513 DIRECT-RESPONSE TELEVISION MARKETING 513 KIOSK MARKETING 514 NEW DIGITAL DIRECT-MARKETING TECHNOLOGIES 514 ONLINE MARKETING 517 MARKETING AND THE INTERNET 517 ONLINE MARKETING DOMAINS 518 ESTABLISHING AN ONLINE MARKETING PRESENCE 522 CREATING A WEBSITE 522 XIII IMAGE 8 CONTENTS PUBLIC POLICY ISSUES IN DIRECT MARKETING 527 IRRITATION, UNFAIRNESS, DECEPTION AND FRAUD 527 INVASION OF PRIVACY 528 A NEED FOR ACTION 528 REVIEWING OBJECTIVES AND KEY TERMS 530 NAVIGATING THE KEY TERMS 531 DISCUSSING AND APPLYING THE CONCEPTS 531 DISCUSSING THE CONCEPTS 531 APPLYING THE CONCEPTS 531 FOCUS ON TECHNOLOGY 532 FOCUS ON ETHICS 532 MARKETING & THE ECONOMY 532 MARKETING BY THE NUMBERS 532 REFERENCES 533 VIDEO CASE: ZAPPOS.COM 536 COMPANY CASE: OCADO - TAKING ON THE INTERNET GIANTS DIRECT 537 PART 4: EXTENDING MARKETING 539 CHAPTER 18 CREATING COMPETITIVE ADVANTAGE 540 CHAPTER PREVIEW 540 OBJECTIVE OUTLINE 540 COMPETITOR ANALYSIS 543 IDENTIFYING COMPETITORS 543 ASSESSING COMPETITORS 544 SELECTING COMPETITORS TO ATTACK AND AVOID 546 DESIGNING A COMPETITIVE INTELLIGENCE SYSTEM 548 COMPETITIVE STRATEGIES 549 APPROACHES TO MARKETING STRATEGY 549 BASIC COMPETITIVE STRATEGIES 550 COMPETITIVE POSITIONS 552 MARKET LEADER STRATEGIES 552 MARKET CHALLENGER STRATEGIES 555 MARKET FOLLOWER STRATEGIES 556 MARKET NICHER STRATEGIES 556 BALANCING CUSTOMER AND COMPETITOR ORIENTATIONS 558 REVIEWING OBJECTIVES AND KEY TERMS 559 NAVIGATING THE KEY TERMS 559 DISCUSSING AND APPLYING THE CONCEPTS 560 DISCUSSING THE CONCEPTS 560 APPLYING THE CONCEPTS 560 FOCUS ON TECHNOLOGY 560 FOCUS ON ETHICS 560 MARKETING & THE ECONOMY 560 MARKETING BY THE NUMBERS REFERENCES VIDEO CASE: UMPQUA BANK COMPANY CASE: AMAZON'S KINDLE FIRE VERSUS APPLE'S IPAD: LET BATTLE COMMENCE! CHAPTER 19 THE GLOBAL MARKETPLACE CHAPTER PREVIEW OBJECTIVE OUTLINE GLOBAL MARKETING TODAY LOOKING AT THE GLOBAL MARKETING ENVIRONMENT THE INTERNATIONAL TRADE SYSTEM ECONOMIC ENVIRONMENT POLITICAL-LEGAL ENVIRONMENT CULTURAL ENVIRONMENT DECIDING WHETHER TO GO GLOBAL DECIDING WHICH MARKETS TO ENTER DECIDING HOW TO ENTER THE MARKET EXPORTING JOINT VENTURING DIRECT INVESTMENT DECIDING ON THE GLOBAL MARKETING PROGRAMME PRODUCT PROMOTION PRICE DISTRIBUTION CHANNELS DECIDING ON THE GLOBAL MARKETING ORGANISATION REVIEWING OBJECTIVES AND KEY TERMS NAVIGATING THE KEY TERMS DISCUSSING AND APPLYING THE CONCEPTS DISCUSSING THE CONCEPTS APPLYING THE CONCEPTS FOCUS ON TECHNOLOGY FOCUS ON ETHICS MARKETING & THE ECONOMY MARKETING BY THE NUMBERS REFERENCES VIDEO CASE: MONSTER COMPANY CASE: NOKIA: ENVISIONING A CONNECTED WORLD CHAPTER 20 SUSTAINABLE MARKETING: SOCIAL RESPONSIBILITY AND ETHICS CHAPTER PREVIEW OBJECTIVE OUTLINE SUSTAINABLE MARKETING 561 561 562 563 566 566 566 568 571 571 573 574 574 577 578 579 579 580 581 582 582 584 585 585 586 588 588 589 589 589 589 589 590 590 590 592 593 596 596 596 599 XIV IMAGE 9 SOCIAL CRITICISMS OF MARKETING MARKETING'S IMPACT ON INDIVIDUAL CONSUMERS MARKETING'S IMPACT ON SOCIETY AS A WHOLE MARKETING'S IMPACT ON OTHER BUSINESSES CONSUMER ACTIONS TO PROMOTE SUSTAINABLE MARKETING CONSUMERISM ENVIRONMENTALISM PUBLIC ACTIONS TO REGULATE MARKETING BUSINESS ACTIONS TOWARD SUSTAINABLE MARKETING SUSTAINABLE MARKETING PRINCIPLES MARKETING ETHICS THE SUSTAINABLE COMPANY REVIEWING OBJECTIVES AND KEY TERMS NAVIGATING THE KEY TERMS DISCUSSING AND APPLYING THE CONCEPTS 600 601 605 607 609 609 610 613 614 614 617 622 622 623 624 DISCUSSING THE CONCEPTS APPLYING THE CONCEPTS FOCUS ON TECHNOLOGY FOCUS ON ETHICS MARKETING & THE ECONOMY MARKETING BY THE NUMBERS REFERENCES VIDEO CASE: LAND ROVER COMPANY CASE: COMPETING THROUGH GREEN ENGINEERING: SIEMENS VERSUS GE APPENDIX 7: MARKETING PLAN APPENDIX 2: MARKETING BY THE NUMBERS GLOSSARY SUBJECT INDEX COMPANY INDEX CONTENTS 624 624 624 624 625 625 625 627 628 637 640 658 669 679 XV
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subject_GND	(DE-588)4037589-4 (DE-588)4168907-0 (DE-588)4151278-9 (DE-588)4143389-0 (DE-588)4123623-3
title	Principles of marketing
title_auth	Principles of marketing
title_exact_search	Principles of marketing
title_full	Principles of marketing Philip Kotler ...
title_fullStr	Principles of marketing Philip Kotler ...
title_full_unstemmed	Principles of marketing Philip Kotler ...
title_short	Principles of marketing
title_sort	principles of marketing
topic	Marketing Marketing (DE-588)4037589-4 gnd Marketingmanagement (DE-588)4168907-0 gnd
topic_facet	Marketing Marketingmanagement Einführung Aufgabensammlung Lehrbuch
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