Marketing

Böcker. Oxford : Oxford University Press.

Includes bibliographical references and index.
Contents: pt. 1 Marketing Fundamentals -- 1.Marketing Principles and Society -- Case Insight: Systembolaget -- Introduction -- What is Marketing? -- The Principal Principles of Marketing -- The Extended Marketing Mix -- Marketing in Context -- Marketing and Society -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 2.Consumer Buying Behaviour -- Case Insight: BrainJuicer Labs -- Introduction -- Consumer Behaviour: Rational or Emotional? -- Proposition Acquisition -- Perceptions, Learning, and Memory -- Personality -- Motivation -- The Importance of Social Contexts -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 3.Marketing Research and Customer Insight -- Case Insight: MESH Planning -- Introduction -- Definitions of Marketing Research and Customer Insight -- Marketing Information Systems and the Insight Process -- Commissioning Marketing Research --
Contents note continued: The Marketing Research Process -- Market Research Online -- Market and Advertisement Testing -- Marketing Research and Ethics -- International Marketing Research -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- pt. 2 Principles of Marketing Management -- 4.Marketing Environment -- Case Insight: Glassolutions Saint-Gobain -- Introduction -- Understanding the External Environment -- The Ecological Environment -- Understanding the Performance Environment -- Understanding the Internal Environment -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 5.Marketing Strategy -- Case Insight: PJ Care -- Introduction -- Strategic Marketing Planning---Activities -- Implementation -- Managing and Controlling Marketing Programmes -- Marketing Planning -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References --
Contents note continued: 6.Market Segmentation and Positioning -- Case Insight: Brompton Bicycles -- Introduction -- The STP Process -- The Concept of Market Segmentation -- The Process of Market Segmentation -- Market Segmentation in Consumer Markets -- Segmentation in Business Markets -- Target Markets -- Segmentation Limitations -- Positioning -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 7.International Market Development -- Case Insight: Orange -- Introduction -- Types of International Organization -- Market Development -- International Market Development -- International Competitive Strategy -- Drivers of International Market Development -- International Market Selection -- International Marketing Environment -- Methods of Market Entry -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- pt. 3 The Marketing Mix -- 8.Innovation and New Proposition Development --
Contents note continued: Case Insight: Domino's Pizza -- Introduction -- Product Levels -- Classifying Products -- Product Range, Line, and Mix -- Product Lifecycles -- What is a Service? -- The Nature of Services -- Developing Propositions for Products and Services -- The Process of Adoption -- Diffusion Theory -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 9.Price Decisions -- Case Insight: 3M -- Introduction -- The Concept of Pricing and Cost -- The Relationship between Pricing and Proposition Costs -- Pricing Management -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 10.An Introduction to Marketing Communications -- Case Insight: The Guardian -- Introduction -- Introducing Marketing Communications -- Communication Theory -- Personal Influencers -- The Role of Marketing Communications -- What is Marketing Communications? -- The Tasks of Marketing Communications --
Contents note continued: The Marketing Communications Mix -- Word of Mouth -- How Marketing Communications Works -- The Strong and the Weak Theories of Advertising -- A Composite Approach -- Cultural Aspects of Marketing Communications -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 11.Managing the Communications Mix -- Case Insight: Budweiser Budvar -- Introduction -- The Role and Purpose of the Marketing Communications Mix -- Selecting the Right Mix of Tools -- The Media -- Marketing Communications Messages -- Other Promotional Methods and Approaches -- Marketing Communications Planning -- Managing Communications Activities -- Integrated Marketing Communications -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 12.Marketing Channels and Retailing -- Case Insight: Cobalt -- Introduction -- Channel Management -- Types of Intermediary -- Managing Market Channels --
Contents note continued: Distribution Channel Strategy -- Channel Intensity -- Managing Relationships in the Channel -- Supply Chain Management -- Retailing -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- pt. 4 Principles of Relational Marketing -- 13.Branding Decisions -- Case Insight: BRAND sense agency -- Introduction -- How to Build Brands -- How Brands Work: Associations and Personalities -- Types of Brand -- Branding Policies -- Branding Perspectives -- Brand Strategies -- Sector Branding -- Brand Equity -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 14.Managing Relationships and Customer Experiences -- Case Insight: RAKBANK -- Introduction -- Understanding Perceived Value -- Service Processes -- Service Encounters -- Key Dimensions of Services Marketing -- Measuring Service Quality and Performance -- Principles of Relationship Marketing --
Contents note continued: The Economics of Relationship Marketing -- The Customer Relationship Lifecycle -- Loyalty, Retention, and Customer Satisfaction -- Relationship Trust, Commitment, and Satisfaction -- Customer Service and Relationship Management -- Customer Experiences -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 15.Business-to-Business Marketing -- Case Insight: Oxford Instruments -- Introduction -- What is Business-to-Business Marketing? -- Characteristics of Business Markets -- Types of Organizational Customers -- Types of Business Goods and Services -- Organizational Buyer Behaviour -- Decision-Making Units: Characteristics -- The Decision-Making Unit: Processes -- The Role of Purchasing in Organizations -- Customer Portfolio Matrix -- Professional Services Marketing -- Key Account Management (KAM) -- Key Account Relationship Cycles -- A Comparison of B2B and B2C Buying Characteristics -- Chapter Summary --
Contents note continued: Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 16.Not-For-Profit Marketing -- Case Insight: Oxfam -- Introduction -- Key Characteristics of Not-for-Profit Organizations -- Types of Not-for-Profit Organization -- Fundraising -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- pt. 5 Critique and Change in Marketing Practice -- 17.Digital and Social Media Marketing -- Case Insight: Virgin Media -- Introduction -- Digital Marketing -- Marketing's Digital Evolution -- Digital Marketing Activities -- Crowdsourcing -- Legal and Ethical Considerations -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 18.Marketing, Sustainability, and Ethics -- Case Insight: innocent -- Introduction -- Sustainable Marketing -- Corporate Social Responsibility -- Ethics and Marketing -- The Ethical Decision-Making Process --
Contents note continued: Distribution Management and Ethics -- Promotion and Ethics -- Products and Ethics -- Pricing and Ethics -- Universalism/Relativism in Marketing Ethics -- Bribery -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References -- 19.Critical and Postmodern Perspectives in Marketing -- Case Insight: Livity -- Introduction -- The Critical Marketing Perspective -- Postmodern Marketing -- Semiotics and Deconstruction -- Chapter Summary -- Review Questions -- Worksheet Summary -- Discussion Questions -- References.
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