Half Title
Title
Copyright
Dedication
Brief Contents
Contents
Vignettes
Case guide
Preface
Guided Tour
Technology to Enhance Learning and Teaching
About the Authors
Acknowledgements
PART 1 Fundamentals of Marketing
1 Marketing and the Organization
Introduction to Principles and Practice of Marketing
What is Marketing?
Adopting a Market Orientation in a Changing World
Understanding Market-driven Businesses
Efficiency Versus Effectiveness
Creating Customer Value, Satisfaction and Loyalty
Marketing Planning
Does Marketing have all the Answers?
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 1 Coca-Cola and Pepsi
CASE 2 Fast Fashion at H&M
2 The Marketing Environment
Technological Forces and the Digital Revolution
Economic Forces
Political and Legal Forces
Legal and Regulatory Responses to Ethical Issues in Marketing
The Physical Environmental Forces
Culture and Society
Societal Responses to Ethical Issues in Marketing
The Microenvironment
Monitoring and Responding in the Marketing Environment
Responses to Environmental Change
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 3 Marketing a ‘Place’ in a Rapidly Changing Environment
CASE 4 Reaching ‘Sinks, Dinks and Millennials’ Worldwide
3 Consumer Behaviour
The Changing Context of Consumer Behaviour
The Dimensions of Consumer Behaviour
Influences on Consumer Behaviour
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 5 Cappuccino Wars
CASE 6 The Rise of Influencer Marketing: is it Worth it for Brands?
4 Business-to-Business Marketing
Importance of Business-to-Business (B2B) Markets
What is Business-to Business Marketing?
People and Process in Purchasing
Influences on Buying Decisions
Segmenting B2B Markets
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 7 Naked Wines—A Community of Wine Makers and Drinkers
CASE 8 AstraZeneca: Sweden and the UK Join Forces to Serve New Markets in the Pharmaceutical Industry
5 Marketing, Ethics and Society
Dimensions of Sustainable Marketing
Marketing and Ethics
Marketing Approaches and Society
Societal Marketing
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 9 Channel 4 and Maltesers Championing Diversity
CASE 10 Social Responsibility or Good Business? Coop Danmark’s Anti Food Wastage Initiatives
6 Marketing Analytics and Research
Marketing Analytics: Goals, Performance and Measurement
Marketing and Research
The Market Research Process
Ethical Issues in Marketing Analytics
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 11 Accelerating Marketing Research
CASE 12 TomTom: Still Helping Us Find Our Way Around the Planet
7 Market Segmentation and Positioning
Why Bother to Segment Markets?
The Process of Market Segmentation and Target Marketing
Segmenting Consumer Markets
Target Marketing
Positioning
Key Characteristics of an Effective Marketing Mix
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 13 The Growing No-Alcohol and Low-Alcohol Beer Segment
CASE 14 Behavioural and Psychological Segmentation Criteria: The LEGO Case
PART 2 Creating Customer Value
8 Value Through Brands
Products, Services and Brands
The Product Line and Product Mix
Brand Types
Why Strong Brands are Important
Brand Equity
Brand Building
Key Branding Decisions
Rebranding
Brand Extension and Stretching
Co-branding
Global and Pan-European Branding
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 15 Kim Kardashian: Marketing Genius?
CASE 16 Burberry
9 Value Through Service
The Service Industries
The Nature of Services
Managing Services
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 17 Nordstrom: Using Service Excellence To Provide A Better Customer Experience
CASE 18 Pret A Manger: ‘Passionate About Food’
10 Value Through Relationships
Value Creation
Value and Relational Networks
Key Concepts of Relationship Marketing
Relationship Management and Managing Customer Relationships
How to Build Relationships
Benefits for the Organization
Benefits for the Customer
Developing Customer Retention Strategies
Technology-enhanced Customer Relationship Management
Relationship Marketing—Summary
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 19 Starbucks: Managing Customer Relationships One Cup At a Time
CASE 20 Top of their Game—Technology Innovation in Manchester City Football Club (FC)
11 Value Through Innovation
What is an Innovation and What is a New Product?
Creating and Nurturing an Innovative Culture
Organizing Effectively for Innovation and New Product Development
Managing Idea Realization (New Product Development)
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 21 Keogh’s Crisps—Home Grown Innovation
CASE 22 Innovation through Collaboration: Apple Watch Nike +
12 Value Through Pricing
Economists’ Approach to Pricing
Cost-orientated Pricing
Competitor-orientated Pricing
Market-orientated Pricing
Initiating Price Changes
Reacting to Competitors’ Price Changes
Ethical Issues in Pricing
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 23 easyJet and Ryanair
CASE 24 The Triumph of German Limited Range Discounters
PART 3 Communicating and Delivering Customer Value
13 Integrated Marketing Communications
Integrated Marketing Communications Approach
Planning for Integrated Marketing Communications
Elements of Integrated Marketing Communications
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 25 Domino’s Journey to Number One
CASE 26 eSports Sponsorship: Game On
14 Mass Marketing Communications
Introduction
Advertising
The Role of Advertising
Advertising Expenditure
How Advertising Works
When to use Advertising
Organizing for Campaign Development
Product Placement
Public Relations and Sponsorship
Sales Promotion
Ethical Issues in Advertising
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 27 Volvo: Buying a Car by Simply Using an App
CASE 28 Toyota and Buddy
15 Direct Marketing Communications
Principles of Direct Marketing Communications
Direct Marketing
Direct Marketing Campaigns
Managing a Direct Marketing Campaign
Selling and Sales Management
Characteristics of Selling
Personal Selling and Sales Management
Sales Management
Business-to-Business Relationship Development Strategies
Exhibitions and Trade Shows
Ethical Issues in Direct Communications
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 29 Airbnb: Don’t Go There, Live There!
CASE 30 The Taste of Success: Nestlé’s Direct Marketing Communications
16 Digital Marketing and Media
What are Digital Marketing and Digital Media?
The Digital Communication Environment
Digital Marketing and Digital Media Campaign Planning
Creative Implementation
The Dark Side of Digital Marketing
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 31 Digital Disrupters Competing forOur Attention
CASE 32 Online Media—Brand Marketing in Real Time
17 Distribution and Channel Management
Functions of Channel Intermediaries
Types of Distribution Channel
Channel Strategy
Channel Management
Retailing: Physical and Digital Channels to Market
Retailing: In-store, Online and Mobile
Ethical Issues in Distribution
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 33 ASOS
CASE 34 Walmart and Asda
PART 4 Marketing Planning and Strategy
18 Marketing Planning: An Overview of Strategic Analysis and Decision-making
Marketing Planning Context
The Functions of Marketing Planning
The Process of Marketing Planning
Marketing Audit
Marketing Objectives
Core Marketing Strategy
Rewards of Marketing Planning
Problems in Making Planning Work
How to Handle Marketing Planning Problems
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 35 Marks & Spencer: Challenging Times Ahead
CASE 36 From Value Added in Africa (VAA) to Proudly Made in Africa (PMIA)—A Strategic change
19 Analysing Competitors and Creating a Competitive Advantage
Analysing Competitive Industry Structure
Competitor Analysis
Competitive Advantage
Creating a Differential Advantage
Creating Cost Leadership
Competitive Marketing Strategy
Competitive Behaviour
Developing Competitive Marketing Strategies
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 37 General Motors
CASE 38 Coca-Cola in India: An Unstoppable Powerhouse or a Stumbling Giant?
20 Product Strategy: Lifecycle, Portfolio and Growth
Managing Product Lines and Brands over Time: The Product Lifecycle
Uses of the Product Lifecycle
Limitations of the Product Lifecycle
A Summary of the Usefulness of the Product Lifecycle Concept
Managing Brand and Product Line Portfolios
Product Strategies for Growth
Ethical Issues and Products
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 39 Growth Strategies at Unilever
CASE 40 Fever-Tree: Capitalizing on Market Trends
21 Global Marketing Strategy
Deciding Whether to Go Global or Stay Local
Deciding Which Markets to Enter
Deciding How to Enter a Foreign Market
Developing Global Marketing Strategy
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 41 IKEA
CASE 42 Subway Germany: Getting Steadily Underway
22 Managing Marketing Implementation, Organization and Control
Marketing Strategy, Implementation and Performance
Implementation and the Management of Change
Objectives of Marketing Implementation and Change
Value-based Approaches to deliver the Marketing Concept
Forms of Resistance to Marketing Implementation and Change
Developing Implementation Strategies
Marketing Organization
Marketing Control
Strategic Control
Operational Control and the Use of Marketing Metrics
Review
Key Terms
Study Questions
Recommended Reading
References
CASE 43 Marimekko—a Story of Design, Determination and Leadership
CASE 44 Managing a Changing Musical Portfolio: HMV