Foundations of Marketing

Cover
Foundations of Marketing
Dedication
About the Authors
Brief Table of Contents
Detailed Table of Contents
Case list
Vignette list
Preface to the Seventh Edition
Acknowledgements
Guided Tour
Part 1: The Market-Led Organization
	1: The Nature of Marketing
		Learning outcomes
		Marketing Spotlight: The rise of Gymshark
		What is marketing?
		The development of marketing
		The scope of marketing
		Marketing, consumption and society
		Summary
		Study questions
		Suggested reading
		References
		Appendix 1.1 Careers in marketing
		Case 1: Depop: sustainable fashion in challenging times
	2: Marketing Strategy and Planning
		Learning outcomes
		Marketing Spotlight: Tesco: coming back from a crisis
		Business and marketing strategy
		Marketing planning
		Situation analysis
		Marketing objectives
		Marketing tactics
		Executing marketing campaigns
		Assessing marketing campaigns
		Marketing and business performance
		Summary
		Study questions
		Suggested reading
		References
		Case 2: Nikeís marketing strategy: Just do it
	3: Understanding Customer Behaviour
		Learning outcomes
		Marketing Spotlight: The Zoom boom
		The dimensions of customer behaviour
		Who buys?
		How they buy
		What are the choice criteria?
		Influences on consumer behaviour
		Influencer marketing
		Influences on organizational buying behaviour
		Summary
		Study questions
		Suggested reading
		References
		Case 3: Connecting the world through fitness: the passionate Peloton tribe
	4: Marketing Research and Customer Insights
		Learning outcomes
		Marketing Spotlight: Customer insights at Currys
		The role of customer insights
		Marketing information systems
		Internal market information
		Market intelligence
		Marketing research
		Approaches to conducting marketing research
		Stages in the marketing research†process
		Summary
		Study questions
		Suggested reading
		References
		Case 4: My Starbucks Idea: co-creation strategies
	5. Market Segmentation, Targeting and Positioning
		Learning outcomes
		Marketing Spotlight: Pandora: finding a gap in the market
		Segmenting consumer markets
		Consumer segmentation criteria
		Segmenting organizational markets
		Criteria for successful segmentation
		Target marketing
		Positioning
		Repositioning
		Summary
		Study questions
		Suggested reading
		References
		Case 5: BrewDog and segmentation, targeting and positioning
Part 2: Creating Customer Value
	6. Value through Products and Brands
		Learning outcomes
		Marketing Spotlight: Birds Eye: the return of the Captain
		What is a product?
		Product differentiation
		Branding
		Building brands
		Managing brands
		Managing product and brand portfolios
		Managing brands and product lines over time: the product life cycle
		New product development
		Summary
		Study questions
		Suggested reading
		References
		Case 6: Patek Philippe: perfect timing?
	7. Value through Services, Relationships and Experiences
		Learning outcomes
		Marketing Spotlight: Rent the Runway
		The unique characteristics of services
		Managing services enterprises
		Relationship marketing
		Experiential marketing
		Marketing in non-profit organizations
		Summary
		Study questions
		Suggested reading
		References
		Case 7: Spotify: what streams are made of
	8. Value through Pricing
		Learning outcomes
		Marketing Spotlight: MoviePass: pricing a subscription service
		Key considerations when setting prices
		Other factors influencing price-setting decisions
		Managing price changes
		Customer value through pricing
		Summary
		Study questions
		Suggested reading
		References
		Case 8: Primark: faster, cheaper fashion
Part 3: Delivering and Managing Customer Value
	9. Distribution: Delivering Customer Value
		Learning outcomes
		Marketing Spotlight: Victoriaís Secret: what women want
		Types of distribution channel
		Channel strategy and management
		Retailing
		Key retail marketing decisions
		Physical distribution
		Personal selling
		Sales management
		Summary
		Study questions
		Suggested reading
		References
		Case 9: Vans: building the culture of fun in the retail environment
	10. Integrated Marketing Communications I: Mass Communications Techniques
		Learning outcomes
		Marketing Spotlight: John Lewis Partnership: creating iconic advertising
		Integrated marketing communications
		Advertising
		Sales promotion
		Public relations and publicity
		Sponsorship
		Other promotional techniques
		Summary
		Study questions
		Suggested reading
		References
		Case 10: TikTok: rewriting the marketing rulebook
	11. Integrated Marketing Communications II: Direct and Online Communications Techniques
		Learning outcomes
		Marketing Spotlight: Skoda France: No Hesitation!
		Direct marketing
		Online communications
		Web design
		Search engine optimization
		Content marketing
		Online advertising
		Mobile marketing
		Managing and evaluating online campaigns
		Summary
		Study questions
		Suggested reading
		References
		Case 11: Unileverís digital marketing
Part 4: The Environmental Context of Marketing
	12: The Marketing Environment
		Learning outcomes
		Marketing Spotlight: Patagonia: purpose and profit
		The macroenvironment
		Economic forces
		Social forces
		Political and legal forces
		Ecological forces
		Technological forces
		Environmental scanning
		Summary
		Study questions
		Suggested reading
		References
		Case 12: Sephora commits to inclusivity
Glossary
Author index
Brands and Companies index
Subject index
BackCover