Marketing Concepts & Strategies

Description

Now in its 8th edition, Marketing Concepts and Strategies gives an in-depth insight into the core theories behind modern marketing. It combines the theoretical and practical knowledge of its world class authors to ensure students develop a comprehensive understanding of marketing in the modern world. Updated to include new trends and challenges in the industry and with a diverse range of pedagogical features to help students learn in a variety of ways, the new edition continues to be a comprehensive guide to Marketing. Cover Brief Contents Contents Preface Acknowledgements About the Authors Credits Part 1: Marketing Defined and Marketing in Context Chapter 1: The Marketing Concept Marketing Explained and Defined The Definitions of Marketing Explored The Marketing Process The Importance of Marketing The Marketing Concept and Its Evolution The Essentials of Marketing The Organization of This Book Summary Chapter 2: Marketing Strategy and Understanding Competitors Marketing Strategy Defined Organizational Mission, Goals and Corporate Strategy Organizational Opportunities and Resources Strategic Objectives and Strategic Focus Target Market Strategy and Brand Positioning Competitive Advantage Competitive Positions and Differential Advantage Marketing Objectives Marketing Mix Decisions Implementation and Performance Monitoring Summary Chapter 3: The Marketing Environment Examining and Responding to the Marketing Environment Political Forces Legal Forces Regulatory Forces Societal Forces Technological Forces Economic and Competitive Forces The Micro Marketing Environment The Marketing Environment and Strategic Opportunities Summary Chapter 4: Marketing in International Markets and Globalization Involvement in International Marketing International Marketing Intelligence Environmental Forces in International Markets Regional Trade Alliances and Markets Alternative Market Entry Strategies Customization versus the Globalization of International Marketing Strategies Summary Part One Postscript Part 2: Understanding and Targeting Customers Chapter 5: Consumer Buying Behaviour Types of Consumer Buying Behaviour The Consumer Buying Decision Process Personal Factors Influencing the Buying Decision Process Psychological Factors Influencing the Buying Decision Process Social Factors Influencing the Buying Decision Process The Impact of New Thinking and New Technologies Understanding Consumer Behaviour Summary Chapter 6: Business Markets and Business Buying Behaviour Types of Business Market Dimensions of Business Buying Business Buying Decisions Selection and Analysis of Business Markets Marketing's Variations in Business Markets Summary Chapter 7: Segmenting Markets What Are Markets? What Is Market Segmentation? Segmenting, Targeting and Positioning Segmentation Variables Segmentation Effectiveness Customer Relationship Management (CRM) and Retention Summary Chapter 8: Targeting and Positioning Segmentation Targeting Strategies Target Market Attractiveness and Opportunity Selection Evaluating Markets and Forecasting Sales Marketing Programmes Positioning Summary Chapter 9: Marketing Research The Importance of Marketing Research The Marketing Research Process Step 1: Locating and Defining Problems or Research Issues Step 2: Designing the Research Step 3: Collecting Data Step 4: Analyzing and Interpreting Research Findings Step 5: Reporting Research Findings Using Technology to Improve Marketing Information Gathering and Analysis The Importance of Ethical Marketing Research Summary Part Two Postscript Part 3: Marketing Programmes - Products and Services, Brands, Place and Channels, Promotion and Marketing Communications, Digital and Pricing Chapter 10: Product Decisions What Is a Product? Product Life Cycles Why Some Products Fail and Others Succeed Summary Chapter 11: Branding and Packaging Branding Brand Personality, Values and Attributes Packaging and Labelling Summary Chapter 12: Developing Products and Managing Product Portfolios Organizing to Manage Products New Product Development Product Adoption Process Product Life Cycle Management Tools for Managing Product Portfolios Summary Chapter 13: The Marketing of Services The Nature and Importance of Services Classification of Services Developing Marketing Strategies for Services Service Quality Non-Profit Marketing Summary Chapter 14: Marketing Channels The Nature of Marketing Channels and Supply Chain Management Functions of Marketing Channels Types of Channel Channel Integration Different Levels of Market Coverage Choosing Distribution Channels Behaviour of Channel Members Legal Issues in Channel Management Summary Chapter 15: Channel Players and Physical Distribution The Nature and Importance of Wholesaling The Activities of Wholesalers Classifying Wholesalers Facilitating Agencies Retailing Physical Distribution Summary Chapter 16: An Overview of Marketing Communications The Role of Promotion The Communication Process Promotion and the Product Adoption Process Aims of Promotion The Promotional Mix Summary Chapter 17: Advertising, Public Relations and Sponsorship The Nature of Advertising The Uses of Advertising Developing an Advertising Campaign Who Develops the Advertising Campaign? Publicity and Public Relations Sponsorship Summary Chapter 18: Sales Management, Sales Promotion, Direct Mail, Direct Marketing and the Web The Nature of Personal Selling and Sales Management Elements of the Personal Selling Process Types of Sales People Management of the Salesforce Key Account Management Sales Promotion Sales Promotion Methods Direct Mail The Internet and Digital Marketing Digital Marketing, Mobile and Social Media Direct Marketing Summary Chapter 19: Digital Marketing Digital Marketing Changing Consumer Behaviour Applying Digital Marketing Social Media Strategy Mobile Marketing Big Data and Analytics Managing Multiple Channels Summary Chapter 20: Pricing The Characteristics and Role of Price Price and Non-Price Competition Factors Affecting Pricing Decisions Pricing for Business Markets Stages for Establishing Prices Summary Chapter 21: Modifying the Marketing Mix for Business Markets, Services and in International Marketing Characteristics of Business Marketing Mixes Amending the Marketing Mix for Services Strategic Adaptation of Marketing Mixes for International Markets Summary Part Three Postscript Part 4: Marketing Management Chapter 22: Marketing Planning and Forecasting Sales Potential Marketing Planning Market and Sales Potential and Sales Forecasting The Marketing Audit Summary Chapter 23: Implementing Strategies, Internal Marketing Relationships and Measuring Performance Organizing Marketing Activities Marketing Implementation Concepts Related to Marketing Implementation Controlling Marketing Activities Methods of Evaluating Performance Summary Chapter 24: Responsible Marketing Social Responsibility Marketing Ethics Incorporating Social Responsibility and Ethics into Marketing Decisions Social Marketing Current Hot Topics in the Marketing Discipline Summary Part Four Postscript Notes Glossary Index