Marketing Management:
Gespeichert in:
Hauptverfasser: | , , , , |
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Format: | Buch |
Sprache: | English |
Veröffentlicht: |
Harlow, England ; London ; New York
Pearson
2024
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Ausgabe: | 5th European edition |
Schlagworte: | |
Online-Zugang: | Inhaltsverzeichnis |
Beschreibung: | Authorised adaptation from the United States edition, entitled Marketing Management, 16th edition, ISBN 0135887151, by Kotler, Philip; Keller, Kevin; Chernev, Alexander, published by Pearson Education, Inc, Copyright © 2022. Illustrationen, Diagramme |
Beschreibung: | xxviii, 771 Seiten |
ISBN: | 9781292727035 |
Internformat
MARC
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Datensatz im Suchindex
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Preface Acknowledgements PARTI Understanding Marketing Management Chapter 1 Chapter 2 Chapter 3 Chapter 4 Defining marketing for the new realities Understanding marketing management within a global context Developing marketing strategies and plans Managing digital technology in marketing Part 1 Case study: Virgin Atlantic xxv xxix 1 2 32 62 100 129 PART 2 Capturing Marketing Insights 131 Chapter 5 Chapter 6 Chapter 7 Chapter 8 Chapter 9 The changing marketing environment and information management Managing market research and forecasting Analysing consumer markets Analysing business markets Dealing with competition Part 2 Case study: Cheese odour marketing 132 PART 3 Connecting with Customers Chapter 10 Chapter 11 Chapter 12 Chapter 13 Seeking and developing target marketing differentiation strategies Creating customer value, satisfaction and loyalty Building strong brands Digital and global brand management strategies Part 3 Case study: San Pellegrino: delighting mineral water consumers PART 4 Shaping and Pricing the product offering Chapter 14 Chapter 15 Chapter 16 Designing, developing and managing market offerings Introducing new market offerings Developing and managing pricing strategies Part 4 Case study: Luxury wristwatches - the statement and price of excellence PART 5 Chapter 17 Chapter 18 Communicating Value Designing and managing non-personal marketing communications Managing personal communications Part 5 Case study: Walkers crisps 158 188 230 262 288 291 292 334 370 398 422 425 426 464 494 526 529 530 572 602
xii Brief Contents PART 6 Delivering Value 603 Chapter 19 Designing and managing distribution channels and global value networks Managing process, people (frontline staff) and physical evidence Part 6 Case study: Apple stores: delivering value 604 640 668 Managing Marketing Implementation and Control 669 Implementing marketing management Managing marketing metrics Part 7 Case study: Unilever: climate transition actions 670 70 ' 730 Glossary 732 74/ Chapter 20 PART 7 Chapter 21 Chapter 22 Index
Preface Acknowledgements xxv xxix PART Ί Understanding marketing management 1 Chapter 1 Defining marketing for the new realities 2 Chapter 2 The scope of marketing management The European marketing realities Market forces Technology Globalisation Physical environment Corporate social responsibility Market outcomes New consumer capabilities New company capabilities New competitive environment Holistic marketing philosophy The production philosophy The product philosophy The selling philosophy The marketing philosophy The holistic marketing philosophy Overview of marketing management Case study of marketing management 4 9 9 9 11 12 13 14 14 16 17 18 18 18 18 19 20 26 26 Understanding marketing management within a global context 32 What is management? The process of management Why is management difficult? What is marketing management? Managing outsourced activities Managing relationships and networks Understanding global marketing management Deciding whether to go abroad Deciding how to enter the market Licensing and franchising Deciding which markets to enter Deciding on standardised or adapted marketing Managing in developing and low-income markets 34 35 38 41 43 44 45 47 49 50 51 53 55
xiv Contents Chapter 3 Chapter 4 Developing marketing strategies and plans 62 Marketing and customer-perceived value Business environment paradigm change The CPV delivery process The value chain Core competencies A holistic marketing orientation and customer perceived value (CPV) Managing CPV The central role of corporate strategic planning Corporate and divisional strategic planning Organisation and organisational culture Defining the business Assigning resources to each SBU Building the corporate business portfolio - assessing growth opportunities Marketing innovation Business unit strategic planning The business mission SWOT analysis Goal formulation Strategic formulation Programme formulation and implementation Feedback and control Change today, not tomorrow Questions The nature and content of a marketing plan Contents of the marketing plan Sample marketing plan: €uromart Introduction 64 64 64 66 67 70 71 71 72 75 76 76 Managing digital technology in marketing 100 Understanding digital technologies within marketing management The range of technologies in marketing Information and interaction perspectives Managing digital technologies Evaluation and selection of digital technologies Supporting the adoption and implementation of digital technologies Managing technology adoption: automation, information and transformation Digital transformation Uniting marketing and IT functions How to be digitally future-ready Future skills 111 113 117 118 124 Part 1 Case study: Virgin Atlantic 129 Part 2 Capturing marketing insights Chapter 5 78 82 83 83 83 87 88 89 90 91 92 92 92 93 93
102 104 106 107 108 110 131 The changing marketing environment and information management 132 The company environment The marketing environment Analysing the macroenvironment 134 134 135
Contents XV The sociocultural and demographic environment The economic environment The social-cultural environment The ecological and physical environment The technological environment The political-legal environment Managing the marketing information system Components of a modern marketing information system Internal records The marketing intelligence system Databases, data warehousing and data mining Database marketing Data warehousing and data mining The downside of database marketing and CRM Chapter 6 Chapter 7 136 141 142 143 145 146 147 147 148 149 150 151 152 153 Managing market research and forecasting 158 The marketing research system The marketing research process Step 1: Define the problem, the decision alternatives and the research objectives Step 2: Develop the research plan Step 3: Collect the information Step 4: Analyse the information Step 5: Present the findings Step 6: Make the decision Overcoming barriers to the use of marketing research Forecasting and demand measurement The measures of market demand Estimating current demand Estimating future demand 160 161 162 162 175 176 176 177 178 179 179 180 183 Analysing consumer markets 188 The study of consumer behaviour 190 190 192 195 199 200 200 202 203 203 205 205 205 206 208 208 209 210 210 212 213 Culture Social groups The individual consumer The interaction between dimensions Key psychological processes Motivation: Freud, Maslow, Herzberg Perception Learning Memory Perspectives on consumer behaviour The behaviourist perspective The information-processing perspective The emotional perspective The cultural
perspective A multi-perspective approach The buying decision process: the five-stage model Problem recognition Information search Evaluation of alternatives Purchase decision
xvi Contents Post-purchase behaviour Other theories of consumer decision-making Level of consumer involvement Behavioural decision theory and behavioural economics Decision heuristics Framing Mental accounting Profiling consumer product buying and usage behaviour Chapter 8 Analysing business markets 230 What is organisational buying? The business market versus the consumer market 232 232 Buying situations Systems buying and selling Participants in the business buying process The buying centre 235 237 238 238 Selling to buying centres Understanding the buying process Stages in the buying process Problem recognition General need description and product specification Supplier search 239 240 Proposal solicitation Supplier selection Negotiation Performance review Managing business-to-business relationships The role of uncertainty in business relationships Transaction cost economics Network theory Vertical coordination Institutional and government markets Chapter 9 215 217 217 219 221 222 222 223 Dealing with competition 241 241 241 242 244 24 4 22' 2 2: ’ 2 255 252 254 242 Identifying competitors Analysing competitors Strategies Objectives Strengths and weaknesses Selecting competitors Selecting customers Competitive strategies for market leaders 2 254 Expanding the total market Protecting market share Expanding market share Other competitive strategies Market-challenger strategies Market-follower strategies Market-nicher strategies Balancing customer and competitor orientations 271 273 275 276 Competitor-centred companies 268 267 267 269 269 270 276 279 279 281 281
Contents xvii Customer-centred companies Competing in an economic downturn Explore the upside of increasing investment Get closer to customers Review budget allocations Put forth the most compelling value proposition Fine-tune brand and product offerings 282 282 282 283 284 284 285 Part 2 Case study: Cheese odour marketing 288 PART 3 Connecting with customers 291 Chapter 10 Seeking and developing target marketing differentiation strategies 292 Levels of market segmentation 1. Segment group marketing 2. Niche marketing 3. Local marketing 4. Individual marketing Bases for segmenting consumer markets Geographic segmentation Demographic segmentation Psychographic segmentation Behavioural segmentation Bases for segmenting business markets Market targeting Effective segmentation criteria Evaluating and selecting market segments Additional considerations Creating differentiation and positioning strategies Positioning Establishing category membership Choosing POPs and PODs Creating POPs and PODs Perceptual or positioning mapping What can positioning analysis do for a company's business? Positioning maps Developing a positioning strategy Repositioning Developing and communicating a differentiation strategy Cost leadership Distinctive superior quality Cost leadership and quality differentiation Differentiation strategies The purpose of positioning Chapter 11 Creating customer value, satisfaction and loyalty Building customer value Customer-perceived value Building customer satisfaction Brand inertia and brand loyalty 294 294 295 297 299 300 301 302 307 310 313 315 316 316 318 319 320
322 323 324 325 325 326 327 327 328 328 328 329 329 330 334 336 339 342 342
xviii Contents Chapter 12 Chapter 13 Total customer satisfaction Product quality dimension Maximising customer lifetime value Customer profitability Customer lifetime value: conceptual dream or real-time activity? Cultivating customer relationships Customer relationship management Attracting and retaining customers Building customer loyalty Improving loyalty Developing loyalty programmes The experience economy The value experience Interactive marketing Complexity of markets Emotional turn 344 346 347 348 Building strong brands 370 Understanding brand management What is a brand? The roles of brands Designing the brand Defining the brand vision Choosing brand elements Brand narratives and storytelling Choosing secondary associations Managing brand hierarchy Managing brand portfolios Brand dynamics Managing brand extensions Brand reinforcing and revitalisation Brand reinforcement Brand revitalisation 372 372 374 376 377 376 380 381 3S2 382 385 3ö5 385 389 390 Digital and global brand management strategies 349 350 351 352 354 354 356 358 358 362 362 363 398 400 401 402 What is a digital brand? Digital branding as a core management requirement Understanding the digital brand experience Understanding the consumer decision journey and digital branding Digital brand communities Online brand communities' member characteristics Managing global brands Factors leading to increased global branding Operating a global brand strategy Managing iconic global brands 403 406 408 409 411 412 417 Part 3 Case study: San Pellegrino: delighting mineral water consumers 422
Contents xix PART 4 Shaping and pricing the product offering 425 Chapter 14 Designing, developing and managing market offerings 426 Life cycle marketing strategies for market offerings Market offering life cycles Style, fashion and fad life cycles Marketing strategies: the introduction stage and the pioneer advantage Marketing strategies: the growth stage Marketing strategies: the maturity stage Marketing strategies: the decline stage Evidence and critique of the life cycle concept Critique of the product life cycle concept Market evolution Emergence 428 428 429 Maturity Decline Market offering characteristics and classifications Product levels: the CPV hierarchy Product classifications Differentiation Market offering differentiation Design differentiation Service differentiation Market offering and brand relationships The market offering hierarchy Product systems and mixes Product-line analysis Product-line length Co-branding Ingredient branding Packaging, labelling, warranties and guarantees Labelling Warranties and guarantees Chapter 15 Introducing new market offerings Options for new market offerings Make or buy? Types of new market offering Challenges in new market offering development The innovation imperative New market offering success New market offering failure Organisational arrangements Budgeting for new market offering development Organising new market offering development Managing the development process: Stage 1 - ideas Process stages Idea generation Idea screening Managing the development process: Stage 2 - concept to strategy Concept development and testing
430 432 432 435 435 436 437 437 437 438 438 439 440 442 442 445 445 446 446 447 447 449 453 454 454 458 459 464 466 466 466 467 467 468 468 469 469 470 471 471 471 476 477 477
XX Contents Chapter 16 Marketing strategy development 480 Business analysis 481 Managing the development process: Stage 3 - prototype to commercialisation Product/service and market development Market testing Commercialisation and launch The consumer adoption process Stages in the process Factors influencing the process 483 483 483 486 487 487 488 Developing and managing pricing strategies 494 Understanding pricing Pricing in a digital world How companies price Setting the price Step 1: Selecting the pricing objective Step 2: Determining demand Step 3: Estimating costs Step 4: Analysing competitors' costs, prices and offers Step 5: Selecting a pricing method Step 6: Selecting the final price Adapting the price Geographical pricing (cash, countertrade, barter) Price discounts and allowances Promotional pricing Differentiated pricing Initiating and responding to price changes Initiating price cuts Initiating price increases Responding to competitors' price changes 496 496 497 501 502 504 506 508 508 514 515 516 516 517 517 519 519 520 521 Part 4 Case study: Luxury wristwatches - the statement and price of excellence 526 PART 5 Communicating value 529 Chapter 17 Designing and managing non-personal marketing communications 530 The role of marketing communications The changing marketing communications environment Non-personal marketing (mass communication) Marketing communications, brand equity and sales The communication process models Developing effective communications Identifying the target audience Deciding the communications mix objectives Designing the communications
Selecting the communications channels Establishing the total marketing communications budget Recommended approach Selecting the marketing communications mix Characteristics of the mix Factors in setting the mix 532 532 534 534 535 537 538 538 538 541 542 543 544 545 546
Contents xxi Chapter 18 Developing and managing an advertising programme Setting objectives Setting the advertising budget and developing the advertising campaign Characteristics of the non-personal communications mix Major advertising channels Managing media matters Evaluating alternative media Evaluating advertising effectiveness Assessing the impact of advertising Sales promotion Setting objectives 548 550 550 554 555 557 558 558 558 Advertising versus sales promotion Major decisions Events, experiences, public and press relations Setting objectives Major sponsorship experiences Creating experiences Major decisions in marketing public relations 559 559 562 562 562 564 565 Managing personal communications 572 Personal communications mix Paid, earned and owned media Direct marketing Personal selling WOM marketing Social media marketing Direct marketing Setting objectives The benefits of direct marketing Direct mail Catalogue marketing Telemarketing Other media for direct response marketing Public and ethical issues Interactive and online marketing communications Brave new world requires a deeper understanding of consumers Online marketing communications Developing and managing the personal sales force Setting objectives and strategy Sales force management issues Key principles of personal selling The six steps of selling Impact of social media technology Word of mouth Opinion leaders Social media marketing The growing importance of social media Social media platforms Developing a social media marketing plan Advantages and disadvantages of social media Evaluating the
performance of social media marketing (metrics) Social media marketing trends Implications of digital media for practitioners 547 547 574 575 575 575 575 575 576 576 576 576 578 578 578 578 579 580 580 583 583 584 585 586 587 587 588 589 589 590 592 592 593 593 594
xxii Contents Integrated marketing communications Two-step flow of information Coordinating media Implementing IMC Marketing communications toolbox Managing an integrated personal and impersonal communications mix Part 5 Case study: Walkers crisps 595 595 595 596 597 597 602 PART 6 Delivering value 603 Chapter 19 Designing and managing distribution channels and global value networks 604 Managing distribution channels and value networks The importance of channels The role of distribution channel members Channel functions and flows Channel levels Service supply chain Channel-design decisions Analysing customer needs and wants Establishing objectives and constraints Identifying major channel alternatives Evaluating major channel alternatives Selecting and managing channel members Selecting channel members Evaluating channel members Modifying channel design and arrangements Channel integration and systems Managing conflict, cooperation and competition Types of conflict and competition Managing channel conflict Integrating multichannel and omnichannel Digital distribution channel management Online-only companies Online and brick-and-click companies Digitalisation is reshaping channel of distribution and global networks Chapter 20 Managing process, people (frontline staff) and physical evidence Service process design and management Service process blueprint Managing variability within service process design Service process and customer satisfaction Managing the people (frontline staff) challenges Training frontline staff and service personnel Frontline staff and service personnel
- managing failure and recovery Service-level engagement 606 606 612 612 614 616 617 617 617 617 619 620 620 621 622 623 625 625 626 627 629 631 633 633 640 642 644 647 649 652 653 656 657
Contents xxiii PART 6 Chapter 21 Chapter 22 657 659 Managing the physical evidence and experience environment Managing sensory marketing: using the five senses Managing technology within service process, people and the physical environment/evidence 661 Part 6 Case study: Apple stores: delivering value 668 Managing marketing implementation and control 669 Implementing marketing management 670 Restructuring marketing practices Internal marketing Critique of internal marketing Organising the marketing department Relations with other departments Building a creative marketing organisation Taking the creative approach Building a creative culture Creativity - a mystical gift for some or something for all? Maintaining momentum Marketing implementation Leadership Methodology and making room for creativity Fostering a creative marketing culture Socially responsible marketing Corporate social responsibility Socially responsible business models Cause-related marketing Benefits and costs of cause marketing Social marketing Ethnic marketing Green marketing Marketing revisited The marketing manager's key tasks Quo vadis? Digital and traditional marketing are inseparable The Internet of Things (loT) Holding things together Time for new visionary leadership Understanding the causes of change Marketing management challenge - horse sense needed! Getting started 672 672 674 674 678 678 679 680 Managing marketing metrics The need for marketing metrics What marketing metrics should do Measuring the past, the present or the future 681 681 682 682 683 683 683 683 687 688 688 689 690 690 692 692
693 693 695 695 696 696 696 698 704 706 707 709
xxiv Contents Measuring marketing performance and productivity Counting-based metrics Accounting-based metrics Outcome metrics Big data and social media metrics Corporate social responsibility Marketing dashboards 710 710 711 712 722 722 724 Part 7 Case study: Unilever: climate transition actions 730 Glossary Index 747 732 Lecturer Resources 6 For password-protected online resources tailored to support the use of this textbook in teaching, please visit ‘ "' http://www.pearson.com |
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indexdate | 2025-02-03T17:05:29Z |
institution | BVB |
isbn | 9781292727035 |
language | English |
oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-034995478 |
oclc_num | 1431047222 |
open_access_boolean | |
owner | DE-1102 DE-91 DE-BY-TUM DE-945 DE-1050 DE-898 DE-BY-UBR DE-473 DE-BY-UBG DE-573 |
owner_facet | DE-1102 DE-91 DE-BY-TUM DE-945 DE-1050 DE-898 DE-BY-UBR DE-473 DE-BY-UBG DE-573 |
physical | xxviii, 771 Seiten |
publishDate | 2024 |
publishDateSearch | 2024 |
publishDateSort | 2024 |
publisher | Pearson |
record_format | marc |
spelling | Kotler, Philip 1931- Verfasser (DE-588)121409600 aut Marketing Management Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen 5th European edition Harlow, England ; London ; New York Pearson 2024 xxviii, 771 Seiten txt rdacontent n rdamedia nc rdacarrier Authorised adaptation from the United States edition, entitled Marketing Management, 16th edition, ISBN 0135887151, by Kotler, Philip; Keller, Kevin; Chernev, Alexander, published by Pearson Education, Inc, Copyright © 2022. Illustrationen, Diagramme Marketing-Mix (DE-588)4168908-2 gnd rswk-swf Marketingmanagement (DE-588)4168907-0 gnd rswk-swf Marktforschung (DE-588)4037630-8 gnd rswk-swf Marktanalyse (DE-588)4037624-2 gnd rswk-swf Marketing / Management Marketing / Gestion Marketingmanagement (DE-588)4168907-0 s DE-604 Marktanalyse (DE-588)4037624-2 s Marketing-Mix (DE-588)4168908-2 s Marktforschung (DE-588)4037630-8 s Keller, Kevin Lane 1956- Verfasser (DE-588)132842920 aut Brady, Mairead Verfasser (DE-588)1128077906 aut Goodman, Malcolm Verfasser (DE-588)1025453115 aut Hansen, Torben 1966- Verfasser (DE-588)13612898X aut Erscheint auch als Online-Ausgabe 9781-292-73669-3 Erscheint auch als Online-Ausgabe, EPUB 978-1-292-45878-6 Ersatz von 978-1-292-24844-8 (DE-604)BV046233370 Digitalisierung UB Bamberg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034995478&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
spellingShingle | Kotler, Philip 1931- Keller, Kevin Lane 1956- Brady, Mairead Goodman, Malcolm Hansen, Torben 1966- Marketing Management Marketing-Mix (DE-588)4168908-2 gnd Marketingmanagement (DE-588)4168907-0 gnd Marktforschung (DE-588)4037630-8 gnd Marktanalyse (DE-588)4037624-2 gnd |
subject_GND | (DE-588)4168908-2 (DE-588)4168907-0 (DE-588)4037630-8 (DE-588)4037624-2 |
title | Marketing Management |
title_auth | Marketing Management |
title_exact_search | Marketing Management |
title_exact_search_txtP | Marketing management |
title_full | Marketing Management Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen |
title_fullStr | Marketing Management Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen |
title_full_unstemmed | Marketing Management Philip Kotler, Kevin Lane Keller, Mairead Brady, Malcolm Goodman, Torben Hansen |
title_short | Marketing Management |
title_sort | marketing management |
topic | Marketing-Mix (DE-588)4168908-2 gnd Marketingmanagement (DE-588)4168907-0 gnd Marktforschung (DE-588)4037630-8 gnd Marktanalyse (DE-588)4037624-2 gnd |
topic_facet | Marketing-Mix Marketingmanagement Marktforschung Marktanalyse |
url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=034995478&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
work_keys_str_mv | AT kotlerphilip marketingmanagement AT kellerkevinlane marketingmanagement AT bradymairead marketingmanagement AT goodmanmalcolm marketingmanagement AT hansentorben marketingmanagement |