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 โฆ 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 researchโthe 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