Marketing Management [RENTAL EDITION]

Cover
Title Page
Copyright
Dedication
Brief Contents
Contents
Preface
About the Authors
Part 1: Fundamentals of Marketing Management
	Chapter 1. Defining Marketing for the New Realities
		The Scope of Marketing
			What Is Marketing?
			What Is Marketed?
			The Marketing Exchange
		The New Marketing Realities
			The Four Major Market Forces
			The Three Key Marketing Outcomes
			The Concept of Holistic Marketing
		The Role of Marketing in the Organization
		Organizing and Managing the Marketing Department
			Organizing the Marketing Department
			Managing the Marketing Department
		Building a Customer-Oriented Organization
		Marketing Insight The 10 Deadly Marketing Sins
		Summary
		Marketing Spotlight Nike
		Marketing Spotlight Disney
	Chapter 2. Marketing Planning and Management
		Corporate and Business Unit Planning and Management
			Defining the Corporate Mission
			Building the Corporate Culture
			Defining Strategic Business Units
			Allocating Resources Across Business Units
		Developing Market Offerings
			Developing the Marketing Strategy
				The Five Cs and the Five Forces of Competition
			Designing the Marketing Tactics
			The Seven Ts and the Four Ps
			Creating a Market Value Map
		Planning and Managing Market Offerings
			The G-STIC Approach to Action Planning
			Setting a Goal
			Developing the Strategy
			Designing the Tactics
			Identifying Controls
		Developing a Marketing Plan
		Modifying the Marketing Plan
			Updating the Marketing Plan
			Conducting a Marketing Audit
		Marketing Insight A Template for Writing a Marketing Plan
		Summary
		Marketing Spotlight Google
		Marketing Spotlight Careem
Part 2: Understanding the Market
	Chapter 3. Analyzing Consumer Markets
		The Model of Consumer Behavior
		Consumer Characteristics
			Cultural Factors
			Social Factors
			Personal Factors
		Consumer Psychology
			Consumer Motivation
			Perception
			Emotions
			Memory
		The Buying Decision Process
			Problem Recognition
			Information Search
			Evaluation of Alternatives
			Purchase Decision
			Postpurchase Behavior
		Marketing Insight Behavioral Decision Theory
		Summary
		Marketing Spotlight Mayo Clinic
		Marketing Spotlight Intuit
	Chapter 4. Analyzing Business Markets
		The Organizational Buying Process
			Understanding Business Markets
			Types of Buying Decisions
		The Buying Center
			The Composition of the Buying Center
			The Role of the Buying Center in the Organization
			Buying Center Dynamics
			Selling to Buying Centers
		Understanding the Buying Process
			Problem Recognition
			Need Description
			Product Specification
			Supplier Search
			Proposal Solicitation
			Supplier Selection
			Contract Negotiation
			Performance Review
		Developing Effective Business Marketing Programs
			Transitioning From Products to Solutions
			Enhancing Services
			Building Business-to-Business Brands
			Overcoming Price Pressures
			Managing Communication
		Managing Business-to-Business Relationships
			Understanding the Buyer–Supplier Relationship
			Managing Corporate Trust, Credibility, and Reputation
			Risks and Opportunism in Business Relationships
			Managing Institutional Markets
		Summary
		Marketing Spotlight Alibaba
		Marketing Spotlight Salesforce.com
	Chapter 5. Conducting Marketing Research
		The Scope of Marketing Research
			Importance of Marketing Insights
			Who Does Marketing Research?
		The Marketing Research Process
			Defining the Problem
			Developing the Research Plan
			Collecting the Information
			Analyzing the Information and Making the Decision
		Measuring Market Demand
			Key Concepts in Demand Measurement
			Forecasting Market Demand
		Measuring Marketing Productivity
			Marketing Metrics
			Marketing-Mix Modeling
			Marketing Dashboards
		Marketing Insight Six Ways to Draw New Ideas from Your Customers
		Summary
		Marketing Spotlight Tesco
		Marketing Spotlight LEGO
Part 3: Developing a Viable Market Strategy
	Chapter 6. Identifying Market Segments and Target Customers
		Identifying Target Customers
			The Logic of Targeting
			Strategic and Tactical Targeting
		Strategic Targeting
			Target Compatibility
			Target Attractiveness
		Tactical Targeting
			Defining the Customer Profile
			Aligning Customer Value and Customer Profile
			Bringing Target Segments to Life with Personas
		Single-Segment and Multi-Segment Targeting
			Single-Segment Targeting
			Targeting Multiple Segments
		Segmenting Consumer Markets
			Demographic Segmentation
			Geographic Segmentation
			Behavioral Segmentation
			Psychographic Segmentation
		Segmenting Business Markets
		Marketing Insight Chasing the Long Tail
		Summary
		Marketing Spotlight Superdry
		Marketing Spotlight Chase Sapphire
	Chapter 7. Crafting a Customer Value Proposition and Positioning
		Developing a Value Proposition and Positioning
			Developing a Value Proposition
			Developing a Positioning Strategy
		Choosing a Frame of Reference
		Identifying Potential Points of Difference and Points of Parity
			Identifying Points of Difference
			Identifying Points of Parity
			Aligning the Frame of Reference, Points of Parity, and Points of Difference
		Creating a Sustainable Competitive Advantage
			Sustainable Competitive Advantage as a Marketing Concept
			Strategies for Creating a Sustainable Competitive Advantage
		Communicating the Offering’s Positioning
			Crafting a Positioning Statement
			Communicating Category Membership
			Communicating Conflicting Benefits
			Positioning as Storytelling
		Marketing Insight Positioning a Start-Up
		Summary
		Marketing Spotlight Unilever: Axe and Dove
		Marketing Spotlight First Direct
Part 4: Designing Value
	Chapter 8. Designing and Managing Products
		Product Differentiation
		Product Design
			Power of Design
			Approaches to Design
		Product Portfolios and Product Lines
			Product Portfolio Design
			Product Line Analysis
			Product Line Length
		Managing Packaging and Labeling
			Packaging
			Labeling
		Managing Guarantees and Warranties
		Marketing Insight When Less Is More
		Summary
		Marketing Spotlight Apple
		Marketing Spotlight Casper
		Marketing Spotlight Toyota
	Chapter 9. Designing and Managing Services
		The Nature of Services
			The Service Aspect of an Offering
			Distinctive Characteristics of Services
		The New Services Realities
			Increasing Role of Technology
			Customer Empowerment
			Customer Coproduction
			Satisfying Employees as Well as Customers
		Achieving Service Excellence
			Best Practices of Top Service Companies
			Differentiating Services
			Innovation with Services
		Managing Service Quality
			Managing Customer Expectations
			Managing Service Quality
			Managing Self-Service
			Managing Product–Service Bundles
		Marketing Insight Improving Company Call Centers
		Summary
		Marketing Spotlight Premier Inn
		Marketing Spotlight Transport for London
	Chapter 10. Building Strong Brands
		How Does Branding Work?
			The Essence of Branding
			The Role of Brands
			Brand Equity and Brand Power
		Designing the Brand
			Defining the Brand Mantra
			Choosing Brand Elements
				The Magic of Brand Characters
			Choosing Secondary Associations
		Brand Hierarchy
			Managing Brand Portfolios
			Cobranding
				The Brand Value Chain
		Brand Dynamics
			Brand Repositioning
			Brand Extensions
			Managing a Brand Crisis
		Luxury Branding
			Characteristics of Luxury Brands
			Managing Luxury Brands
		Marketing Insight Constructing a Brand Positioning Bull’s-Eye
		Summary
		Marketing Spotlight Gucci
		Marketing Spotlight MUJI
	Chapter 11. Managing Pricing and Sales Promotions
		Understanding Pricing
		Consumer Psychology and Pricing
		Setting the Price
			Defining the Pricing Objective
			Determining Demand
			Estimating Costs
			Analyzing Competitors’ Prices
			Selecting a Pricing Method
			Setting the Final Price
			Product-Mix Pricing
		Initiating and Responding to Price Changes
			Initiating Price Cuts
			Initiating Price Increases
			Responding to Competitors’ Price Changes
		Managing Incentives
			Incentives as a Marketing Device
			Major Incentive Decisions
		Marketing Insight Ethical Issues in Prescription Drug Pricing
		Summary
		Marketing Spotlight Priceline
		Marketing Spotlight Uber
Part 5: Communicating Value
	Chapter 12. Managing Marketing Communications
		The Role of Marketing Communication
			The Communication Process
			Developing an Effective Communication Program
		Setting the Communication Objectives
			Defining the Focus of Company Communications
			Setting the Communication Benchmarks
			Determining the Communication Budget
		Identifying the Target Audience and Crafting the Communication Message
			Identifying the Target Audience
			Crafting the Communication Message
		Deciding on the Communication Media
			Defining the Communication Media Mix
			Developing a Media Plan
				Winning the Super Bowl of Advertising
		Developing the Creative Approach
			Determining the Message Appeal
			Selecting the Message Source
			Developing the Creative Execution
		Measuring Communication Effectiveness
		Marketing Insight Celebrity Endorsements
		Summary
		Marketing Spotlight Red Bull
		Marketing Spotlight Cadbury
	Chapter 13. Designing an Integrated Marketing Campaign in the Digital Age
		Managing Integrated Marketing Communications
		Advertising
			Television Advertising
			Print Advertising
			Radio Advertising
			Online Advertising
			Place Advertising
		Online Communication
			Company Website
			Driving Online Traffic
		Social Media
			The Growth of Social Media
			Social Media Platforms
		Mobile Communication
		Events and Experiences
			Managing Events
			Creating Experiences
		Word of Mouth
		Publicity and Public Relations
			Publicity
			Public Relations
		Packaging
		Marketing Insight Measuring Social Media ROI
		Summary
		Marketing Spotlight Honda
		Marketing Spotlight AccorHotels
	Chapter 14. Personal Selling and Direct Marketing
		Personal Selling
			Personal Selling as a Process
			Managing the Sale
		Designing the Sales Force
			Sales Force Objectives
			Sales Force Strategy
			Sales Force Structure
			Sales Force Size
			Sales Force Compensation
		Managing the Sales Force
			Recruiting the Sales Force
			Training and Supervising the Sales Force
			Managing Sales Force Productivity
			Motivating the Sales Force
			Evaluating the Sales Force
		Direct Marketing
			Direct Marketing Channels
			The Future of Direct Marketing
		Marketing Insight Major Account Management
		Summary
		Marketing Spotlight Avon
		Marketing Spotlight Progressive Insurance
Part 6: Delivering Value
	Chapter 15. Designing and Managing Distribution Channels
		The Role of Distribution Channels
			Distribution Channel Functions
			Channel Levels
			Multichannel Distribution
		Channel-Management Decisions
			Establishing Channel Objectives
			Selecting Channel Members
			Motivating Channel Members
			Evaluating Channel Members
		Channel Cooperation and Conflict
			The Nature of Channel Conflicts
			Managing Channel Conflict
		Managing Market Logistics
			Market-Logistics Objectives
			Market-Logistics Decisions
		Marketing Insight Understanding the Showrooming Phenomenon
		Summary
		Marketing Spotlight Zara
		Marketing Spotlight Popeyes
	Chapter 16. Managing Retailing
		The Modern Retail Environment
		Key Retailing Decisions
			Target Market
			Product Assortment and Procurement
			Services
			Store Atmosphere
			Pricing
			Incentives
			Communications
		Managing Omnichannel Retailing
			Brick-and-Mortar Retailers
			Online Retailers
			Omnichannel Retailing
		Managing Private Labels
		Wholesaling
			The Business of Wholesaling
			Key Functions Performed by Wholesalers
		Marketing Insight Managing the Price Image of a Retailer
		Summary
		Marketing Spotlight Uniqlo
		Marketing Spotlight Best Buy
Part 7: Managing Growth
	Chapter 17. Driving Growth in Competitive Markets
		Assessing Growth Opportunities
			Product–Market Growth Strategies
			Growth Through Mergers and Acquisitions
			Growth Through Innovation and Imitation
		Gaining Market Position
			Growing Sales to Current Customers
			Creating New Markets
			Expanding Existing Markets
		Defending Market Position
		Product Life Cycle Marketing Strategies
			The Concept of a Product Life Cycle
			Introduction Stage
			Growth Stage
			Maturity Stage
			Decline Stage
			Alternative Product Life Cycle Patterns
		Marketing Insight Market-Challenger Growth Strategies
		Summary
		Marketing Spotlight Airbnb
		Marketing Spotlight American Express
	Chapter 18. Developing New Market Offerings
		The Process of Developing New Market Offerings
			The Innovation Imperative
			Managing Innovation
			The Stage-Gate Approach to Developing New Offerings
			The Stage-Gate Approach to Developing New Offerings: An Illustration
		Idea Generation
			Generating Viable Ideas
			Idea Validation
			Market Research Tools for Idea Generation and Validation
		Concept Development
			Prototyping
			Concept Validation
		Business-Model Design
			Designing the Business Model
			Business-Model Validation
		Offering Implementation
			Developing the Core Resources
			Developing the Market Offering
		Commercial Deployment
			Selective Market Deployment
			Market Expansion
		Marketing Insight Understanding the Adoption of Innovations
		Summary
		Marketing Spotlight Honest Tea
		Marketing Spotlight WeChat
	Chapter 19. Building Customer Loyalty
		Managing Customer Acquisition and Retention
			The Customer Acquisition Funnel
			Balancing Customer Acquisition and Customer Retention
		Managing Customer Satisfaction and Loyalty
			Understanding Customer Satisfaction
			Product and Service Quality as a Driver of Customer Satisfaction
			Measuring Customer Satisfaction
			Building Customer Loyalty
		Managing Customer Relationships
			Customization
			Customer Empowerment
			Managing Customer Word of Mouth
			Dealing with Customer Complaints
		Managing Customer Lifetime Value
			The Concept of Customer Lifetime Value
			Customer Lifetime Value and Brand Equity
			Building Customer Lifetime Value
			Creating Customer Loyalty by Building Trust
			Measuring Customer Lifetime Value
		Marketing Insight Net Promoter Scoreand Customer Satisfaction
		Summary
		Marketing Spotlight Stitch Fix
		Marketing Spotlight Emirates
	Chapter 20. Tapping into Global Markets
		Deciding Whether to Go Abroad
		Deciding Which Markets to Enter
			Determining How Many Markets to Enter
			Evaluating Potential Markets
		Deciding How to Enter the Market
			Indirect and Direct Export
			Licensing
			Joint Ventures
			Direct Investment
		Deciding on the Global Marketing Program
			Global Product Strategies
			Global Brand Strategies
			Global Pricing Strategies
			Global Communication Strategies
			Global Distribution Strategies
		Marketing Insight Global Similarities and Differences
		Summary
		Marketing Spotlight Sephora
		Marketing Spotlight Mandarin Oriental
	Chapter 21. Socially Responsible Marketing
		The Role of Social Responsibility in Marketing Management
		Community-Based Corporate Social Responsibility
			Corporate Social Responsibility in the Workplace
			Corporate Philanthropy
			Serving Low-Income Communities
			Cause Marketing
			Social Marketing
		Sustainability-Focused Corporate Social Responsibility
		Balancing Social Responsibility and Corporate Profitability
			Developing Ethical Marketing Communications
			Managing Customer Privacy
		Marketing Insight Environmental Concerns in the Water Industry
		Summary
		Marketing Spotlight Starbucks
		Marketing Spotlight Ben & Jerry\'s
		Marketing Spotlight Tiffany & Co
Endnotes
Glossary
Name Index
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Company, Brand, and Organization Index
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