Marketing Concepts & Strategies

✍ Scribed by Lyndon Simkin, William Pride, Ferrell, Sally Dibb

• Publisher: Cengage Learning EMEA
• Year: 2019
• Tongue: English
• Leaves: 834
• Edition: 8
• Category: Library

✦ Synopsis

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.

✦ Table of Contents

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