Marketing: Theory, Evidence, Practice, 2nd Edition

Description

CONTENTS List of Figures List of Tables List of Case Studies List of Practitioner Profiles List of Industry Insights About the Authors About the Project Managers About the Contributing Authors Acknowledgments Guided Tour Preface 1 What Do Marketing Executives Do? 2 Consumer Behaviour and Business Buyer Behaviour 3 Meaningful Marketing Metrics 4 Market Research 5 The Marketing Environment 6 Customer Segmentation and Targeting 7 Product (Goods and Services) 8 Physical Availability, Retailing and Shopping 9 Pricing and Discounting 10 Selling and Sales Management 11 Advertising 12 Media Decisions 13 Developing and Implementing a Marketing Plan 14 Global Marketing 15 Ethics and Social Responsibility 16 Social Marketing Appendix 1 Glossary Bibliography Index EXPANDED CONTENTS List of Figures List of Tables List of Case Studies List of Practitioner Profiles List of Industry Insights About the Authors About the Project Managers About the Contributing Authors Acknowledgments Guided Tour Preface 1 What Do Marketing Executives Do? Introduction Marketing may be well paid and exciting … but someone has to do it The rise of marketing Two types of marketer Marketing science Marketing metrics and market-based assets Customer needs and wants Sustainable marketing Conclusion 2 Consumer Behaviour and Business Buyer Behaviour Introduction Knowledge is power Most buying is repeat-buying High-involvement decisions Natural loyalty Loyal switchers Prosaic, not passionate, loyalty The importance of memory Why do consumers forget about us? Emotional rational buyers Consumer motivations Heterogeneous consumers Where are they on their journey to purchase? Do our buyers like us? Conclusion 3 Meaningful Marketing Metrics Introduction Why marketers need metrics A system of marketing metrics Financial metrics Behavioural metrics Memory metrics Customer profile metrics Marketing activity metrics Physical availability metrics Looks can be deceiving Interpreting metrics Causality Conclusion 4 Market Research Introduction The central role of market research Emergence of the market research industry Jobs in market research Commissioning research—the brief Key stages of the research process Secondary data and knowledge of buyer behaviour Qualitative and quantitative data Sampling Research design Getting the most from data analysis A well-written research report Conclusion 5 The Marketing Environment Introduction The marketing environment The micro-environment The macro-environment Monitoring and responding to environmental change Conclusion 6 Customer Segmentation and Targeting Introduction Segmentation-based targeting Who really is your target? The logic and appeal of narrow targeting Brand user profiles seldom differ Targeting the whole market with product variants Targeting does not necessarily maximise returns Talking to everyone is possible Database-driven targeting: A common trap Smart targeting in practice Conclusion 7 Product (Goods and Services) Introduction What is a product? Core product decisions Product features Product mix and range Product categories Developing and marketing new products Product category life cycle (PLC) Marketing services Conclusion 8 Physical Availability, Retailing and Shopping Introduction Retailing How stores compete Empirical laws of shopping Online retailing The future of retailing Conclusion 9 Pricing and Discounting Introduction Setting prices in an imperfect world Starting at the floor: The cost base Cost-based pricing Revenue and profit Market-based pricing Value-based pricing Pricing for new products The reality of setting prices Conclusion 10 Selling and Sales Management Introduction The importance of personal selling Business-to-business selling Key account management Personal selling within consumer markets Call centres Sales management The strategic role of personal selling The impact of social media Ethics in selling Conclusion 11 Advertising Introduction Please consider our brand! The advertising business What can advertising do? Briefing to get great advertising What great ads look like Advertising research Conclusion 12 Media Decisions Introduction Why marketers use media The media industry Media buying Media characteristics Putting a mix together: Integrated marketing communications Developing the media schedule Media data, tools and campaign evaluation Conclusion 13 Developing and Implementing a Marketing Plan Introduction The role and benefits of marketing planning When marketing planning occurs The marketing planning process Key observations on the classic, rational marketing planning Further consideration on market selection and marketing objective setting What does design bring to strategic marketing and planning? Conclusion 14 Global Marketing Introduction Growth of global marketing Differences from domestic marketing Standardisation or localisation? Global marketing environment Conclusion 15 Ethics and Social Responsibility Introduction What is ethics? Who needs ethics? Ethical marketing in practice Theories of ethics Using philosophy to guide ethical decisions Personal ethics Corporate social responsibility Conclusion 16 Social Marketing Introduction Social marketing and its application Application at both brand and category level Segmentation and targeting Effective social marketing campaigns Evaluation of social marketing Conclusion Appendix 1 Glossary Bibliography Index