Principles of marketing for a digital age:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Los Angels ; London ; New Delhi ; Singapore ; Washington, DC ; Melbourne
SAGE
[2024]
|
| Ausgabe: | 2nd edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XXIII, 472 Seiten Illustrationen |
| ISBN: | 9781529779790 9781529779806 |
Internformat
MARC
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Datensatz im Suchindex
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| adam_text | CONTENTS ONLINE RESOURCES................................VII CHAPTER 2 UNDERSTANDING BUYERS CASE STUDIES AND EXAMPLES........... VIII LIST OF FIGURES AND TABLES................ IX ABOUT THE AUTHOR..............................XIII FOREWORD.............................................. XIV Introduction.................................................... 44 The Relevance of Buyer Behavior................. 45 The Consumer Decision-Making Process....... 47 The Digital Customer Journey...................... 58 B2B Buyer Behavior....................................... 66 Chapter Summary........................................... 73 Review Questions........................................... 73 Key Terms........................................................ 74 ACKNOWLEDGMENTS......................... XVII ABBREVIATIONS..................................... XIX ENDORSEMENTS.................................... XXII CHAPTER 3 SEGMENTATION, TARGETING, AND POSITIONING - ՜ՀրՀ^ -i ï VS ¿ -· . · . · ՛. . . ·, ...... . ·. . . CHAPTER 1 UNDERSTANDING MARKETING Introduction.....................................................4 Everything Matters: The Evolution of Marketing................................................... 8 Marketing: Definitions and Core Concepts.............................................. 12 The Offer and the Marketing Mix................. 14 Industry 4.0 and the Era of Marketing Convergence............................ 18 Chapter Summary...........................................36 Review Questions...........................................37 Key
Terms....................................................... 37 Introduction.................................................... 82 Segmentation and Its Marketing Value........85 The Bases for Segmentation......................... 88 The Segmentation Procedure........................ 95 Targeting......................................................... 98 Positioning.................................................... 103 Chapter Summary......................................... 116 Review Questions......................................... 116 Key Terms......................................................117 CHAPTER 4 MARKETING RESEARCH AND ANALYSIS Introduction................................................. 122 The Role of Market Research in Marketing Decision-Making............................... 124
CONTENTS Marketing Information Systems................... 126 The Role of Price in the Marketing Mix...... 230 The Marketing Research Process................. 131 Evaluating Research Quality.........................152 Chapter Summary........................................... 158 Price-Management Structure and Price Setting.............................................. 231 Pricing Orientation....................................... 234 Review Questions........................................... 158 Price-Setting Tactics and Price Adjustments.... 235 Key Terms........................................................ 158 CHAPTER 5 Firm Capability and Pricing Effectiveness.... 237 Psychological Influences and Customer Value-Based Pricing.................................. 239 Digital Solutions for Optimal Pricing Strategies............................................... 242 MARKETING STRATEGY Chapter Summary........................................... 251 Review Questions........................................... 251 Introduction..................................................... 164 Key Terms........................................................ 252 Marketing Strategy.......................................... 166 The Strategie Planning Process.................... 169 The Marketing Plan........................................ 181 Chapter Summary........................................... 186 Review Questions........................................... 186 Key Terms........................................................ 187 CHAPTER 8 DISTRIBUTING VALUE: PLACE
Introduction.....................................................258 The Role of Channels in the Marketing Mix.......................................262 Partners in the Supply Chain....................... 263 Channel Strategy............................................. 264 CHAPTER 6 CREATING VALUE: PRODUCTS AND SERVICES Digital Implications for Channels of Distribution ........................................... 268 Chapter Summary...........................................282 Review Questions...........................................282 Key Terms........................................................ 283 Introduction..................................................... 194 Products, Product Levels, and Value.......... 196 Product Portfolio Management....................202 Innovations and New Product Development....205 Product Life Cycle Management.................. 210 The Innovation Adoption Curve................. 212 Chapter Summary........................................... 221 Review Questions........................................... 221 Key Terms........................................................ 222 CHAPTER 9 COMMUNICATING VALUE: PROMOTION Introduction.................................................... 288 The Role of Promotion in the Marketing Mix............................................ 291 Media and Modes in the Promotional Mix....... 292 The Communications Process...................... 305 CHAPTER 7 Designing Effective IMC Campaigns..........307 OFFERING VALUE: PRICE Chapter Summary........................................... 328 Review
Questions........................................... 329 Introduction..................................................... 228 Key Terms........................................................ 329
VI CONTENTS Part IV: The Marketing Long Game CHAPTER 10 Building Brand Portfolios........................... 392 Chapter Summary......................................... 398 Review Questions......................................... 398 Key Terms...................................................... 398 EXTENDING VALUE: PEOPLE, PROCESS, AND PRESENCE IN THE CUSTOMER EXPERIENCE CHAPTER 12 MANAGING VALUE: ANALYTICS Introduction................................................. 338 Services and Marketing’s Path to Value Creation............................................... 342 People, Process, and Presence in the Marketing Mix.....................................347 Service and Customer Experience Design.....350 Chapter Summary........................................ 360 Review Questions.................... 360 Key Terms..................................................... 361 CHAPTER 11 MAINTAINING VALUE: BRANDING AND BRAND MANAGEMENT Introduction..................................................366 The Role of Brands...................................... 370 A Framework for Customer-Based Brand Equity.......................................372 AND MARKETING VALUE MANAGEMENT SYSTEMS Introduction.................................................. 404 Making Analytics a Top Priority for Marketers............................................ 408 Managing Value with Marketing Analytics............................................. 410 A Framework for Managing Value with an MVMS........................................................416 Industry 4.0 Contributions to Marketing Analytics
and MVMS............................... 420 Chapter Summary.........................................434 Review Questions........................................ 434 Key Terms..................................................... 435 REFERENCES...............................................437 INDEX.......................................................... 463
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| adam_txt |
CONTENTS ONLINE RESOURCES.VII CHAPTER 2 UNDERSTANDING BUYERS CASE STUDIES AND EXAMPLES. VIII LIST OF FIGURES AND TABLES. IX ABOUT THE AUTHOR.XIII FOREWORD. XIV Introduction. 44 The Relevance of Buyer Behavior. 45 The Consumer Decision-Making Process. 47 The Digital Customer Journey. 58 B2B Buyer Behavior. 66 Chapter Summary. 73 Review Questions. 73 Key Terms. 74 ACKNOWLEDGMENTS. XVII ABBREVIATIONS. XIX ENDORSEMENTS. XXII CHAPTER 3 SEGMENTATION, TARGETING, AND POSITIONING - ՜ՀրՀ^ -i ï VS ¿' -· . · . · ՛. . . ·, . . ·. . . CHAPTER 1 UNDERSTANDING MARKETING Introduction.4 Everything Matters: The Evolution of Marketing. 8 Marketing: Definitions and Core Concepts. 12 The Offer and the Marketing Mix. 14 Industry 4.0 and the Era of Marketing Convergence. 18 Chapter Summary.36 Review Questions.37 Key
Terms. 37 Introduction. 82 Segmentation and Its Marketing Value.85 The Bases for Segmentation. 88 The Segmentation Procedure. 95 Targeting. 98 Positioning. 103 Chapter Summary. 116 Review Questions. 116 Key Terms.117 CHAPTER 4 MARKETING RESEARCH AND ANALYSIS Introduction. 122 The Role of Market Research in Marketing Decision-Making. 124
CONTENTS Marketing Information Systems. 126 The Role of Price in the Marketing Mix. 230 The Marketing Research Process. 131 Evaluating Research Quality.152 Chapter Summary. 158 Price-Management Structure and Price Setting. 231 Pricing Orientation. 234 Review Questions. 158 Price-Setting Tactics and Price Adjustments. 235 Key Terms. 158 CHAPTER 5 Firm Capability and Pricing Effectiveness. 237 Psychological Influences and Customer Value-Based Pricing. 239 Digital Solutions for Optimal Pricing Strategies. 242 MARKETING STRATEGY Chapter Summary. 251 Review Questions. 251 Introduction. 164 Key Terms. 252 Marketing Strategy. 166 The Strategie Planning Process. 169 The Marketing Plan. 181 Chapter Summary. 186 Review Questions. 186 Key Terms. 187 CHAPTER 8 DISTRIBUTING VALUE: PLACE
Introduction.258 The Role of Channels in the Marketing Mix.262 Partners in the Supply Chain. 263 Channel Strategy. 264 CHAPTER 6 CREATING VALUE: PRODUCTS AND SERVICES Digital Implications for Channels of Distribution . 268 Chapter Summary.282 Review Questions.282 Key Terms. 283 Introduction. 194 Products, Product Levels, and Value. 196 Product Portfolio Management.202 Innovations and New Product Development.205 Product Life Cycle Management. 210 The Innovation Adoption Curve. 212 Chapter Summary. 221 Review Questions. 221 Key Terms. 222 CHAPTER 9 COMMUNICATING VALUE: PROMOTION Introduction. 288 The Role of Promotion in the Marketing Mix. 291 Media and Modes in the Promotional Mix. 292 The Communications Process. 305 CHAPTER 7 Designing Effective IMC Campaigns.307 OFFERING VALUE: PRICE Chapter Summary. 328 Review
Questions. 329 Introduction. 228 Key Terms. 329
VI CONTENTS Part IV: The Marketing Long Game CHAPTER 10 Building Brand Portfolios. 392 Chapter Summary. 398 Review Questions. 398 Key Terms. 398 EXTENDING VALUE: PEOPLE, PROCESS, AND PRESENCE IN THE CUSTOMER EXPERIENCE CHAPTER 12 MANAGING VALUE: ANALYTICS Introduction. 338 Services and Marketing’s Path to Value Creation. 342 People, Process, and Presence in the Marketing Mix.347 Service and Customer Experience Design.350 Chapter Summary. 360 Review Questions. 360 Key Terms. 361 CHAPTER 11 MAINTAINING VALUE: BRANDING AND BRAND MANAGEMENT Introduction.366 The Role of Brands. 370 A Framework for Customer-Based Brand Equity.372 AND MARKETING VALUE MANAGEMENT SYSTEMS Introduction. 404 Making Analytics a Top Priority for Marketers. 408 Managing Value with Marketing Analytics. 410 A Framework for Managing Value with an MVMS.416 Industry 4.0 Contributions to Marketing Analytics
and MVMS. 420 Chapter Summary.434 Review Questions. 434 Key Terms. 435 REFERENCES.437 INDEX. 463 |
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| index_date | 2024-07-03T21:21:47Z |
| indexdate | 2024-07-10T09:45:16Z |
| institution | BVB |
| isbn | 9781529779790 9781529779806 |
| language | English |
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| spelling | Tuten, Tracy L. 1967- Verfasser (DE-588)1033004073 aut Principles of marketing for a digital age Tracy L. Tuten 2nd edition Los Angels ; London ; New Delhi ; Singapore ; Washington, DC ; Melbourne SAGE [2024] XXIII, 472 Seiten Illustrationen txt rdacontent n rdamedia nc rdacarrier Digitalisierung (DE-588)4123065-6 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf Marketing (DE-588)4037589-4 s Digitalisierung (DE-588)4123065-6 s DE-604 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034038288&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Principles of marketing for a digital age |
| title_auth | Principles of marketing for a digital age |
| title_exact_search | Principles of marketing for a digital age |
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| title_full | Principles of marketing for a digital age Tracy L. Tuten |
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| title_full_unstemmed | Principles of marketing for a digital age Tracy L. Tuten |
| title_short | Principles of marketing for a digital age |
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| topic | Digitalisierung (DE-588)4123065-6 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Digitalisierung Marketing |
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