A framework for marketing management

Cover......Page 1
Title Page......Page 4
Copyright Page......Page 5
Acknowledgments......Page 21
Contents......Page 8
Preface......Page 20
 Marketing Management at Unilever......Page 26
  The Scope of Marketing......Page 27
  Core Marketing Concepts......Page 30
  The New Marketing Realities......Page 32
  Company Orientation Toward the Marketplace......Page 35
  Updating The Four Ps......Page 37
  Marketing Management Tasks......Page 39
  Executive Summary......Page 40
  Notes......Page 41
 Marketing Management at Hewlett-Packard......Page 43
  Marketing and Customer Value......Page 44
  Corporate and Division Strategic Planning......Page 46
  Business Unit Strategic Planning......Page 48
  The Marketing Plan......Page 51
  Marketing Implementation, Control, and Performance......Page 53
  Executive Summary......Page 56
  Notes......Page 57
 Marketing Management at Campbell Soup Company......Page 59
  The Marketing Information System and Marketing Intelligence......Page 60
  The Marketing Research System......Page 61
  Forecasting and Demand Measurement......Page 67
  Analyzing the Macroenvironment......Page 70
  Executive Summary......Page 76
  Notes......Page 77
 Marketing Management at Pandora......Page 79
  Building Customer Value, Satisfaction, and Loyalty......Page 80
  Maximizing Customer Lifetime Value......Page 84
  Cultivating Customer Relationships......Page 85
  Executive Summary......Page 89
  Notes......Page 90
 Marketing Management at Cisco......Page 93
  What Influences Consumer Behavior?......Page 94
  Key Psychological Processes......Page 97
  The Consumer Buying Decision Process......Page 100
  What is Organizational Buying?......Page 105
  Participants in the Business Buying Process......Page 107
  Stages in the Business Buying Process......Page 109
  Managing Business-to-Business Customer Relationships......Page 111
  Executive Summary......Page 112
  Notes......Page 113
 Marketing Management at LinkedIn......Page 117
  Bases for Segmenting Consumer Markets......Page 118
  Bases for Segmenting Business Markets......Page 124
  Market Targeting......Page 125
  Notes......Page 129
 Marketing Management at Burberry......Page 131
  Developing and Establishing a Brand Positioning......Page 132
  Competitive Strategies for Market Leaders......Page 137
  Other Competitive Strategies......Page 141
  Executive Summary......Page 143
  Notes......Page 144
 Marketing Management at Gatorade......Page 146
  How Does Branding Work?......Page 147
  Defining Brand Equity......Page 148
  Building Brand Equity......Page 150
  Measuring and Managing Brand Equity......Page 153
  Devising a Branding Strategy......Page 154
  Driving Growth......Page 157
  Notes......Page 159
 Marketing Management at Lexus......Page 163
  Product Characteristics and Classifications......Page 164
  Differentiation......Page 165
  Product and Brand Relationships......Page 167
  Packaging, Labeling, Warranties, and Guarantees......Page 170
  Managing New Products......Page 171
  The Consumer-Adoption Process......Page 176
  Product Life-Cycle Marketing Strategies......Page 177
  Executive Summary......Page 180
  Notes......Page 181
 Marketing Management at Emirates Airline......Page 184
  The Nature of Services......Page 185
  The New Services Realities......Page 187
  Managing Service Quality......Page 191
  Managing Product-Support Services......Page 194
  Notes......Page 195
 Marketing Management at Ryanair......Page 198
  Understanding Pricing......Page 199
  Setting the Price......Page 201
  Adapting the Price......Page 209
  Initiating and Responding to Price Changes......Page 212
  Notes......Page 213
 Marketing Management at IKEA......Page 216
  Marketing Channels and Value Networks......Page 217
  The Role of Marketing Channels......Page 219
  Channel-Design Decisions......Page 221
  Channel-Management Decisions......Page 224
  Channel Integration and Systems......Page 225
  E-Commerce and M-Commerce Marketing Practices......Page 227
  Channel Conflict, Cooperation, and Competition......Page 228
  Notes......Page 230
 Marketing Management at Warby Parker......Page 233
  Retailing......Page 234
  Private Labels......Page 238
  Wholesaling......Page 239
  Market Logistics......Page 241
  Executive Summary......Page 244
  Notes......Page 245
 Marketing Management at Volkswagen......Page 246
  The Role of Marketing Communications......Page 247
  Developing Effective Communications......Page 249
  Selecting the Marketing Communications Mix......Page 254
  Managing the Integrated Marketing Communications Process......Page 257
  Notes......Page 258
 Marketing Management at Procter & Gamble......Page 260
  Developing and Managing an Advertising Program......Page 261
  Sales Promotion......Page 266
  Events and Experiences......Page 269
  Public Relations......Page 271
  Executive Summary......Page 272
  Notes......Page 273
 Marketing Management at PepsiCo......Page 275
  Online Marketing......Page 276
  Social Media......Page 278
  Word of Mouth......Page 279
  Mobile Marketing......Page 281
  Executive Summary......Page 282
  Notes......Page 283
 Marketing Management at StarHub......Page 286
  Direct Marketing......Page 287
  Personal Selling and the Sales Force......Page 290
  Managing the Sales Force......Page 294
  Executive Summary......Page 297
  Notes......Page 298
 Marketing Management at Patagonia......Page 300
  Competing On a Global Basis......Page 301
  Internal Marketing......Page 307
  Socially Responsible Marketing......Page 308
  Executive Summary......Page 311
  Notes......Page 312
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