Marketing: Theory, Evidence, Practice, 2nd Edition

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 … 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 research—the 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