Marketing management
For Principles of Marketing courses that require a comprehensive text Help students learn how to create customer value and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers....
| Otros Autores: | , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Harlow, United Kingdom :
Pearson
2016.
|
| Edición: | Fifteenth Global edition |
| Colección: | Always learning.
|
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009626351706719 |
Tabla de Contenidos:
- Cover
- About the Authors
- Brief Contents
- Contents
- Preface
- Acknowledgments
- Part 1: Understanding Marketing Management
- Chapter 1: Defining Marketing for the New Realities
- The Value of Marketing
- Marketing Decision Making
- Winning Marketing
- The Scope of Marketing
- What is Marketing?
- What is Marketed?
- Who Markets?
- Core Marketing Concepts
- Needs, Wants, and Demands
- Target Markets, Positioning, and Segmentation
- Offerings and Brands
- Marketing Channels
- Paid, Owned, and Earned Media
- Impressions and Engagement
- Value and Satisfaction
- Supply Chain
- Competition
- Marketing Environment
- The New Marketing Realities
- Technology
- Globalization
- Social Responsibility
- Marketing Insight: Getting to Marketing 3.0
- A Dramatically Changed Marketplace
- New Consumer Capabilities
- New Company Capabilities
- Changing Channels
- Heightened Competition
- Marketing in Practice
- Marketing Balance
- Marketing Memo: Reinventing Marketing at Coca-Cola
- Marketing Accountability
- Marketing in the Organization
- Company Orientation toward the Marketplace
- The Production Concept
- The Product Concept
- The Selling Concept
- The Marketing Concept
- The Holistic Marketing Concept
- Updating the Four Ps
- Marketing Insight: Understanding the 4 As of Marketing
- Marketing Management Tasks
- Developing Marketing Strategies and Plans
- Capturing Marketing Insights
- Connecting with Customers
- Building Strong Brands
- Marketing Memo: Marketers' Frequently Asked Questions
- Creating Value
- Delivering Value
- Communicating Value
- Conducting Marketing Responsibly for Long-term Success
- Summary
- Applications
- Marketing Excellence: Nike
- Marketing Excellence: Google
- Chapter 2: Developing Marketing Strategies and Plans
- Marketing and Customer Value.
- The Value Delivery Process
- The Value Chain
- Core Competencies
- The Central Role of Strategic Planning
- Corporate and Division Strategic Planning
- Marketing Memo: What does it take to Be a Successful CMO?
- Defining the Corporate Mission
- Establishing Strategic Business Units
- Assigning Resources to Each SBU
- Assessing Growth Opportunities
- Organization and Organizational Culture
- Marketing Innovation
- Marketing Insight: Creating Innovative Marketing
- Business Unit Strategic Planning
- The Business Mission
- SWOT Analysis
- Marketing Memo: Checklist for Evaluating Strengths/Weaknesses Analysis
- Goal Formulation
- Strategic Formulation
- Program Formulation and Implementation
- Marketing Insight: Businesses Charting a New Direction
- Feedback and Control
- The Nature and Contents of a Marketing Plan
- Marketing Memo: Marketing Plan Criteria
- The Role of Research
- The Role of Relationships
- From Marketing Plan to Marketing Action
- Summary
- Applications
- Marketing Excellence: Electrolux
- Marketing Excellence: Emirates
- Sample Marketing Plan: Pegasus Sports International
- Part 2: Capturing Marketing Insights
- Chapter 3: Collecting Information and Forecasting Demand
- Components of a Modern Marketing Information System
- Internal Records
- The Order-to-payment Cycle
- Sales Information Systems
- Databases, Data Warehousing, and Data Mining
- Marketing Insight: Digging Into Big Data
- Marketing Intelligence
- The Marketing Intelligence Syst Em
- Collecting Marketing Intelligence on the Internet
- Communicating and acting on Marketing Intelligence
- Analyzing the Macroenvironment
- Needs and Trends
- Identifying the Major Forces
- The Demographic Environment
- Marketing Memo: Finding Gold at the Bottom of the Pyramid
- The Economic Environment
- The Sociocultural Environment.
- The Natural Environment
- Marketing Insight: The Green Marketing Revolution
- The Technological Environment
- The Political-legal Environment
- Marketing Insight: Watching Out for Big Brother
- Forecasting and Demand Measurement
- The Measures of Market Demand
- A Vocabulary for Demand Measurement
- Estimating Current Demand
- Estimating Future Demand
- Summary
- Applications
- Marketing Excellence: Microsoft
- Marketing Excellence: Ferrero
- Chapter 4: Conducting Marketing Research
- The Scope of Marketing Research
- Importance of Marketing Insights
- Who Does Marketing Research?
- Overcoming Barriers to the use of Marketing Research
- The Marketing Research Process
- Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives
- Step 2: Develop The Research Plan
- Marketing Memo: Conducting Informative Focus Groups
- Marketing Memo: Marketing Questionnaire Dos and Don'ts
- Marketing Insight: Getting into the Heads of Consumers
- Marketing Insight: Understanding Brain Science
- Step 3: Collect The Information
- Step 4: Analyze The Information
- Step 5: Present The Findings
- Marketing Insight: Bringing Marketing Research to Life with Personas
- Step 6: Make The Decision
- Measuring Marketing Productivity
- Marketing Metrics
- Marketing Memo: Measuring Social Media ROI
- Marketing-mix Modeling
- Marketing Dashboards
- Marketing Memo: Designing Effective Marketing Dashboards
- Summary
- Applications
- Marketing Excellence: IDEO
- Marketing Excellence: Intuit
- Part 3: Connecting with Customers
- Chapter 5: Creating Long-Term Loyalty Relationships
- Building Customer Value, Satisfaction, and Loyalty
- Customer-Perceived Value
- Total Customer Satisfaction
- Monitoring Satisfaction
- Product and Service Quality
- Marketing Insight: Net Promoter and Customer Satisfaction.
- Maximizing Customer Lifetime Value
- Customer Profitability
- Measuring Customer Lifetime Value
- Attracting and Retaining Customers
- Marketing Memo: Calculating Customer Lifetime Value
- Building Loyalty
- Brand Communities
- Win-Backs
- Cultivating Customer Relationships
- Customer Relationship Management
- Marketing Insight: The Behavioral Targeting Controversy
- Summary
- Applications
- Marketing Excellence: Audi
- Marketing Excellence: Harley-Davidson
- Chapter 6: Analyzing Consumer Markets
- What Influences Consumer Behavior?
- Cultural Factors
- Social Factors
- Personal Factors
- Marketing Memo: The Average U.S. Consumer Quiz
- Key Psychological Processes
- Motivation
- Perception
- Marketing Memo: The Power of Sensory Marketing
- Learning
- Emotions
- Memory
- The Buying Decision Process: The Five-Stage Model
- Problem Recognition
- Information Search
- Evaluation of Alternatives
- Purchase Decision
- Postpurchase Behavior
- Moderating Effects on Consumer Decision Making
- Behavioral Decision Theory and Behavioral Economics
- Decision Heuristics
- Framing
- Summary
- Applications
- Marketing Excellence: Disney
- Marketing Excellence: IKEA
- Chapter 7: Analyzing Business Markets
- What is Organizational Buying?
- The Business Market versus the Consumer Market
- Buying Situations
- Participants in the Business Buying Process
- The Buying Center
- Buying Center Influences
- Targeting Firms and Buying Centers
- Marketing Insight: Big Sales to Small Businesses
- The Purchasing/Procurement Process
- Stages in the Buying Process
- Problem Recognition
- General Need Description and Product Specification
- Supplier Search
- Proposal Solicitation
- Supplier Selection
- Marketing Memo: Developing Compelling Customer Value Propositions
- Order-Routine Specification
- Performance Review.
- Developing Effective Business-to-Business Marketing Programs
- Communication and Branding Activities
- Systems Buying and Selling
- Marketing Memo: Spreading the Word with Customer Reference Programs
- Role of Services
- Managing Business-to-Business Customer Relationships
- The Benefits of Vertical Coordination
- Marketing Insight: Establishing Corporate Trust, Credibility, and Reputation
- Risks and Opportunism in Business Relationships
- Institutional and Government Markets
- Summary
- Applications
- Marketing Excellence: Accenture
- Marketing Excellence: GE
- Chapter 8: Tapping into Global Markets
- Competing on a Global Basis
- Deciding Whether to Go Abroad
- Deciding Which Markets to Enter
- How Many Markets to Enter
- Evaluating Potential Markets
- Succeeding in Developing Markets
- Deciding How to Enter the Market
- Indirect and Direct Export
- Licensing
- Joint Ventures
- Direct Investment
- Acquisition
- Deciding on the Marketing Program
- Global Similarities and Differences
- Marketing Adaptation
- Global Product Strategies
- Global Communication Strategies
- Global Pricing Strategies
- Global Distribution Strategies
- Country-of-Origin Effects
- Building Country Images
- Consumer Perceptions of Country of Origin
- Summary
- Applications
- Marketing Excellence: Twitter
- Marketing Excellence: L'Oréal
- Part 4: Building Strong Brands
- Chapter 9: Identifying Market Segments and Targets
- Bases for Segmenting Consumer Markets
- Geographic Segmentation
- Demographic Segmentation
- Psychographic Segmentation
- Behavioral Segmentation
- How Should Business Markets Be Segmented?
- Market Targeting
- Effective Segmentation Criteria
- Evaluating and Selecting the Market Segments
- Marketing Insight: Chasing the Long Tail
- Marketing Memo: Protecting Kids Online
- Summary
- Applications.
- Marketing Excellence: HSBC.
