Principles and Practice of Marketing

Dedication
Brief Table of Contents
Detailed Table of Contents
Vignettes
Case Guide
Preface
	How to study
	New to the 8th edition
Guided Tour
	Real Marketing
	Studying Effectively
About the Authors
Acknowledgements
	Authors’ Acknowledgements
	Publisher’s Acknowledgements
	Picture Acknowledgements
PART 1 FUNDAMENTALS OF MARKETING
	CHAPTER 1 Marketing and the Organization
		Introduction to Principles and Practice of Marketing
		What is Marketing?
			The Marketing Concept
		Market Versus Production Orientation
		Efficiency Versus Effectiveness
		Benefits and Limitations of the Marketing Concept as a Guiding Business Philosophy
			The marketing concept as an ideology
			Marketing and society
			Marketing as a constraint on innovation
			Marketing as a source of dullness
		Creating Customer Value, Satisfaction and Loyalty
			Customer value
			Customer satisfaction
			Customer loyalty
				MINI CASE 1.1 Listening to Customers
			Long-term customer relationships
		Making Marketing Work: Developing Plans and Application of the Marketing Mix
			Marketing planning
			Application of the marketing mix
			The service mix
		Key Characteristics of an Effective Marketing Mix
			The marketing mix matches customer needs
			The marketing mix creates a competitive advantage
			The marketing mix should be well blended
			The marketing mix should match corporate resources
		Marketing and Business Performance
			Marketing characteristics and business performance
		Criticisms of the 4-Ps Approach to Marketing Management
			Market orientation and business performance
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 1 Coca-Cola versus Pepsi
			Competition in a Changing Marketing Environment
			Coke’s problems
			A new era?
		Questions
		References
		CASE 2 H&M Gets Hotter
			Marketing at H&M
			Design at H&M
			Cutting lead times and costs
		Questions
		References
	CHAPTER 2 The Marketing Environment
		Political and Legal Forces
			EU-wide laws
				MINI CASE 2.1 Cascades of Activism Grab Headlines, but Do They Change the World?
		Legal and Regulatory Responses to Ethical Issues in Marketing
		Economic Forces
			Economic growth and unemployment
			Interest and exchange rates
			The EU and the Eurozone
			China and India
			Russia and Brazil
		Ecological/Physical Environmental Forces
			Climate change
			Pollution
			Energy and scarce resource conservation
			Environmentally friendly ingredients and components
			Recycling and non-wasteful packaging
		Social/Cultural Forces
			Demographic forces
			Cultural forces
			Consumerism
		Technological Forces
			Research and development
			Information and data management
			Communications
			Society
		The Microenvironment
			Customers
			Competitors
			Distributors
			Suppliers
		Environmental Scanning
		Responses to Environmental Change
			Ignorance
			Delay
			Retrenchment
			Gradual strategic repositioning
			Radical strategic repositioning
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
	CASE 3 Searching for Sony’s Salvation
		The Turnaround Strategy of an Industrial Giant
		CASE 4 SodaStream: Adapting Itself to a Changing Market
	CHAPTER 3 Consumer Behaviour
		The Dimensions of Buyer Behaviour
		Consumer Behaviour
			Who buys?
			How they buy
				MINI CASE 3.1 Pre-family Man
		Influences on Consumer Behaviour
			The buying situation
			Personal influences
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 5 Cappuccino Hotshots
			The Battle of the Coffee Shops
		CASE 6 Red Bull
			‘Gives you Wings\'
			How It all Started
			Understanding the Customer
			Extreme Marketing
			Content is Key
			Conclusion
	CHAPTER 4 Organizational Buying
		Characteristics of Organizational Buying
			Nature and size of customers
			Complexity of buying
			Economic and technical choice criteria
			Risks
			Buying to specific requirements
			Reciprocal buying
			Derived demand
			Negotiations
		People and Process in Purchasing
			Who makes buying decisions?
				MINI CASE 4.1 Iceland Frozen Foods Made in Asia
			Stages in the buying process: how they buy
			Choice criteria
			Implications of choice criteria
		Influences on Buying Decisions
			The buy class
			The product type
			The importance of purchase
		Developments in Purchasing Practice
			Lean production and just-in-time purchasing
			Centralized purchasing
			E-procurement
			E-commerce
			Reverse marketing
			Leasing
			Outsourcing
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 7 Flying in Tandem: Organizational Purchasing in the Airline Industry
			Introduction
			Flight Providers
			Company Cooperation
			EasyJet and Organizational Markets
		CASE 8 AstraZeneca: Sweden and the UK Join Forces to Form a Production Power Base to Serve New Market Habitats in the Pharmaceutical Industry
			Brief history of the evolution of pharmaceutical industry
			Market-based approach to purchasing
	CHAPTER 5 Marketing Ethics and Corporate Social Responsibility
		Environmental
		Social
		Economic
		Marketing Ethics
		Ethical Issues in Marketing
			Ethical issues relating to marketing mix effects on consumers
			General societal, environmental and political issues
			Environmental concerns
			The politics of globalization
				MINI CASE 5.1 Hybrid and Electric Cars
			Business responses to ethical issues in marketing: CSR
		Corporate Social Responsibility
			The nature of CSR
			The dimensions of CSR
			Physical environment
			Arguments for and against CSR programmes
		Societal Marketing
			Non-profit organizations
			Non-profit characteristics
			Marketing procedures for non-profit organizations
		Societal Responses to Ethical Issues in Marketing
			Consumerism
			Environmentalism
			Ethical consumption
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 9 The Co-operative—Leading the Way in Corporate Social Responsibility
			What’s the advantage?
		CASE 10 Coop Danmark’s Anti Food Wastage Initiatives: Social Responsibility or Good Business?
			Coop’s food wastage manifesto and in-store initiatives
			Impact on the supply chain
			Impact of the initiatives
	CHAPTER 6 Marketing Research and Business Intelligence
		Business Intelligence and Marketing Information Systems
			Marketing information systems
			Internal continuous data
			Internal ad-hoc data
			Environmental scanning
			Marketing research
		Types of Marketing Research
			Ad-hoc research
			Continuous research
		Stages in the Marketing Research Process
			Exploratory research
			The main data-collection stage
			Data-collection methods: interviews and surveys
			Data analysis and interpretation
			Report writing and presentation
		The Essential Differences between Qualitative and Quantitative Research
		Ethical Issues in Marketing Research
			Intrusion of privacy
			Misuse of marketing research findings
			Selling under the guise of marketing research
			When you have read this chapter
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 11 iPod: Researching Consumers’ Perceptions
			Proposed questions
		CASE 12 TomTom: Helping Us Find Our Way Around the Planet
			How Does TomTom Stay Ahead?
			Information and Traffic Updates
			The Technology
	CHAPTER 7 Market Segmentation and Positioning
		Why Bother to Segment Markets?
			Target market selection
			Tailored marketing mix
		The Process of Market Segmentation and Target Marketing
		Segmenting Consumer Markets
			Behavioural segmentation
			Psychographic segmentation
			Personality
			Profile segmentation
			Demographic variables
				MINI CASE 7.1 Age
			Socio-economic variables
			Geographic variables
			Influences of digital technology on segmentation variables
		Segmenting Organizational Markets
			Macrosegmentation
			Microsegmentation
		Target Marketing
			Evaluating market segments
			Target marketing strategies
		Positioning
			Perceptual mapping
			Spidergram analysis
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 13 Utilization of Loyalty Card Data for Segmentation—Morelli’s Story
			Retail to wholesale
			Getting to Know the Consumer
			Evolving Nature of the Consumer
			Insight into Morelli’s Lifestyle Segmentation
			Successful Targeting of Morelli Ice Cream In Store
			Morelli’s Continues to Innovate
		CASE 14 Segmentation and Product Lines: The LEGO Case
			The LEGO Duplo and LEGO Architecture Product Lines
			Target Segments
			Segmentation, Value, and the LEGO Duplo and LEGO Architecture Microsites
			Conclusion: Segmentation and Online Marketing
PART 2 CREATING CUSTOMER VALUE
	CHAPTER 8 Value Through Brands
		Products, Services and Brands
		The Product Line and Product Mix
		Brand Types
		Why Strong Brands are Important
			Company value
			Barrier to competition
			High profits
			Base for brand extensions
			Quality certification
			Trust
		Brand Equity
			Customer-based brand equity
				MINI CASE 8.1 Douwe Egberts is No Ordinary Coffee
			Proprietary-based brand equity
		Brand Building
			Quality
			Positioning
			Being first
			Long-term perspective
			Internal marketing
		Key Branding Decisions
			Brand name strategies and choices
		Rebranding
			Why rebrand?
		Brand Extension and Stretching
		Co-branding
			Product-based co-branding
			Communications-based co-branding
		Global and Pan-European Branding
		Ethical Issues and Anti-branding
			Anti-branding and developing economies
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 15 Lessons in Co-Branding: The Apple/U2 Experience
			Introduction
			The Use of Co-Branding
			The Critics
			Conclusion
		CASE 16 Burberry
			Reinventing the Brand
			Change of strategy
			A New Era
	CHAPTER 9 Value Through Services
		The Service Industries
			Creative industries
			Government services
			Hospitality, travel and tourism
			Property management
			Transport, storage and communications
			Retailing
			Non-profit organizations
		The Nature of Services
			Intangibility
			Inseparability
			Variability
			Perishability
		Managing Services
			Managing service quality
			Managing service productivity
			Managing service staff
			Positioning services
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 17 Pret A Manger: ‘Passionate About Food’
			Introduction
			Background and Company History
			The Pret Vision—‘Passionate About What We Do’
			Competition
			The Future
		CASE 18 Nordstrom: A Shining Example of Service Excellence
	CHAPTER 10 Value Through Relationships
		Value Creation
		Key Concepts of Relationship Marketing
		Value and Relational Networks
		Types of Relationship Management
		Managing Customer Relationships
		How to Build Relationships
			Technical support
			Expertise
			Resource support
			Service levels
			Risk reduction
		Benefits for the Organization
			MINI CASE 10.1: Peer-to-peer Reviews Empower the Customer
		Benefits for the Customer
		Developing Customer Retention Strategies
			Targeting customers for retention
			Bonding
			Promise fulfilment
			Building trust
			Service recovery
		Technology-enhanced Customer Relationship Management
			Success factors in CRM
		Business-to-Business Relationship Development Strategies
		Relationship Marketing—Summary
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 19 Starbucks: Managing Customer Relationships One Cup at a Time
		CASE 20 Sunderland Football Club and Bidvest Foodservice: Building a Beneficial Partnership
			Seeking Value for Bidvest
			Why Was There a Good Fit with Sunderland AFC?
			Partner Benefits
	CHAPTER 11 Value Through Innovation
		What Is a New Product?
		Creating and Nurturing an Innovative Culture
			MINI CASE 11.1 Frugal Innovations: From Clay Fridges to Cardboard Splints
		Organizing Effectively for New Product Development
			Project teams
			Product and brand managers
			New product departments and committees
			The importance of teamwork
			The role of marketing directors
			The role of senior management
		Managing the New Product Development Process
			New product strategy
			Idea generation
			Screening
			Concept testing
			Business analysis
			Product development
			Market testing
			Commercialization
		Competitive Reaction to New Product Introductions
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 21 In the Dragons’ Den
			The Dragons
			The Entrepreneurs
			Developing a Commercialization Strategy
		CASE 22 Clorox: Bringing Innovation to Everyday Products
		CHAPTER 22 Value Through Pricing
		Economists’ Approach to Pricing
		Cost-orientated Pricing
			Full-cost pricing
			Direct-cost pricing
		Competitor-orientated Pricing
			Going-rate pricing
			Competitive bidding
		Market-orientated Pricing
			Marketing strategy
			Value to the customer
			Price—quality relationships
				MINI CASE 12.1 Does Price Really Influence Perceptions of Quality?
			Product line pricing
			Explicability
			Competition
			Negotiating margins
			Effect on distributors/retailers
			Political factors
			Costs
		Initiating Price Changes
			Circumstances
			Tactics
			Estimating competitor reaction
		Reacting to Competitors’ Price Changes
			When to follow
			When to ignore
			Tactics
		Ethical Issues in Pricing
			Price fixing
			Predatory pricing
			Deceptive pricing
			Penetration pricing and obesity
			Price discrimination
			Product dumping
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 23 easyJet and Ryanair
			Flying High with Low Prices
			Marketing Strategy at easyJet
			Marketing Strategy at Ryanair
			Competitive Response
			Customer service
		CASE 24 The Surge of German Limited Range Discounters
			Business is Booming, Leading to a Shift in the Retail Landscape
PART 3 COMMUNICATING AND DELIVERING CUSTOMER VALUE
	CHAPTER 13 Integrated Marketing Communications
	Integrated Marketing Communications Approach
		Drivers of IMC
	Planning for Integrated Marketing Communications
		Marketing strategy and situation analysis
		IMC campaign objectives
		Creative agency selection
		The promotional mix
		Campaign development and implementation
		Evaluation
		Future planning
	Elements of Integrated Marketing Communications
		The message
			MINI CASE 13.1 Conversations, Storytelling and Happy Endings
		The tools
		Media channels
		The people
	Review
	Key Terms
	Study Questions
	Recommended Reading
	References
	CASE 25 Coke Gets Personal: The Share a Coke Campaign
		Introduction
		Mass Personalization
		An Integrated Approach
		Conclusion
	CASE 26 Comparethemarket.com: ‘Simples’
		Background to the Campaign
		Comparethemeerkat.com
		Initial Campaign Results
		Keeping the Campaign Fresh
		Conclusion
	CHAPTER 14 Mass Marketing Communications
		Introduction
		Advertising
			Advertising: the basics
		Strong and Weak Theories of How Advertising Works
		Advertising: the Practicalities of Developing a Strategy
			Identify and understand the target audience
			Define advertising objectives
			Media decisions
			Media vehicles
			Execute campaign
			Evaluate advertising effectiveness
		Organizing for Campaign Development
			Managing the Client-Agency Relationship
			Agency selection
			Agency remuneration (payment) systems
		Product Placement
		Public Relations and Sponsorship
			Media relations
			The characteristics of media relations
			Sponsorship
				MINI CASE 14.1 What do Sharp Electronics, Vodafone and Chevrolet have in common?
		Sales Promotion
			The effects of sales promotion
			Major sales promotion types
			Sales promotion objectives
		Ethical Issues in Advertising
			Advertising to children
			Misleading advertising
			Advertising’s influence on society’s values
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 27 Toyota and Buddy
			Background Information
			The Objectives of the Campaign
			Why a dog? Why Buddy?
			Components of the Campaign
			What Effect did Buddy have on the Toyota Brand?
			Conclusion
		CASE 28 Volvo: Fundamentally Changing the Way Cars are Marketed and Sold
	CHAPTER 15 Direct Marketing Communications
		Personal Selling and Sales Management
		Characteristics of Modern Selling
			Customer retention and deletion
			Database and knowledge management
			Marketing the product
			Problem-solving and system selling
			Satisfying needs and adding value
		Personal Selling Skills
			Preparation
			Understanding buyer behaviour
			The opening
			Need and problem identification
			Presentation and demonstration
			Dealing with objections
			The follow-up
			Problems of sales management
			Marketing strategy
			Personal selling objectives and strategies
			Designing the salesforce
		Salesforce size
			Managing the salesforce
			Evaluation and control of the total sales operation
		Exhibitions and Trade Shows
			Why choose exhibitions and trade shows as part of the communication mix?
			Trade fair and exhibition objectives
			Planning for an exhibition
			Evaluating an exhibition
		Direct Marketing
		Direct Marketing Campaigns
			Marketing database
			Typical information stored in a database
			The main application of marketing databases
				MINI CASE 15.1 Using a Marketing Database in Retailing
		Managing a Direct Marketing Campaign
			Identify and understand target audience
			Campaign objectives
			Media decisions
			Creative decisions
			Executing and evaluating the campaign
		Ethical Issues in Direct Communications
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 29 Selling in China
		CASE 30 JCPenney and Direct Marketing
			Using Something Old to Improve Something New?
	CHAPTER 16 Digital Marketing and Social Media
		What is Digital Marketing?
			Social media
		Key Dimensions of the Digital Communication Environment
			Technology
			Marketing
			Applications
			Audiences
		Digital Marketing and Social Media Planning
		Implications for Marketing Planning in a Digital World
			Creating competitive advantage
			Evaluation and performance control
			Digital marketing tools
		Social Media and Social Networking
			Who are social media consumers?
			How social media are used in marketing
				MINI CASE 16.1 Crowdsourcing of Advertising
			The rise of microblogging
		Ethical Issues in Digital Marketing
			The digital divide and social exclusion
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 31 To Google or not to Google, that is the Question
			Google Technology
			Competitive Markets
			Postscript: Who Will be the Number 1 Choice in the Future?
		CASE 32 Social Media and Real-Time Marketing
	CHAPTER 17 Distribution
		Functions of Channel Intermediaries
			Reconciling the needs of producers and consumers
			Improving efficiency
			Improving accessibility
			Providing specialist services
		Types of Distribution Channel
			Consumer channels
			Business-to-business channels
			Services channels
		Channel Strategy
			Channel selection
			Distribution intensity
			Channel integration
		Channel Management
			Selection
			Motivation
			Training
			Evaluation
			Managing conflict
		Physical Distribution and Retailing
			MINI CASE 17.1 Managing the Supply Chain the Zara Way
		The Physical Distribution System
			Customer service
			Order processing
			Inventory control
			Warehousing
			Transportation
			Materials handling
		Retailing
			Retail marketing decisions
		Ethical Issues in Distribution
			Slotting allowances, exclusive dealing and restrictions to supply
			Grey markets
			Fair trading
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 33 ASOS
			Setting the Pace in Online Fashion
			The ASOS Website
			Customer Service
			Promotion
			New Ventures
		CASE 34 From ‘Clicks to Bricks’
			The Move to Multichannel Retailing
			The Multichannel Journey
			The Future
PART 4 MARKETING PLANNING AND STRATEGY
	CHAPTER 18 Marketing Planning: An Overview of Strategic Analysis and Decision-making
		Marketing Planning Context
		The Functions of Marketing Planning
		The Process of Marketing Planning
			Business mission
		Marketing Audit
			SWOT analysis
		Marketing Objectives
			Strategic thrust
				MINI CASE 18.1 Pandora: Wherever Life Takes You, Take it With You
			Strategic objectives
		Core Marketing Strategy
			Target markets
			Competitor targets
			Competitive advantage
			Tests of an effective core strategy
			Marketing mix decisions
			Organization and implementation
			Control
		Rewards of Marketing Planning
		Problems in Making Planning Work
			Political
		How to Handle Marketing Planning Problems
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 35 Adopting a Marketing Orientation Really Makes a Difference at Dixons Carphone
			Background: Start-up to Market Leader
			Products to Markets: ‘stack-em high—sell-em cheap’ to ‘bringing life to technology’
			A Transformation Strategy
			Making the Plan Work Took an Integrated Effort
			Customer service
			Human resources
			Store operations
			Distribution and logistics
			The Marketing Mix and Implementation
			Debrief
	CASE 36 Proudly Made in Africa—The Value Added in Africa (VAA) Branding Story
		Addressing the Challenges
		Proudly Made In Africa Brand was Born
		The Future for VAA
	CHAPTER 19 Analysing Competitors and Creating a Competitive Advantage
		Analysing Competitive Industry Structure
			The threat of new entrants
			The bargaining power of suppliers
			The bargaining power of buyers
			Threat of substitutes
			Industry competitors
		Competitor Analysis
			Who are our competitors?
			What are their strengths and weaknesses?
			What are their strategic objectives and thrust?
			What are their strategies?
			What are their response patterns?
		Competitive Advantage
			Competitive strategies
			Choosing a competitive strategy
			Sources of competitive advantage
		Creating a Differential Advantage
			Product
			Distribution
			Promotion
			Price
			Fast reaction times
			Sustaining a differential advantage
			Eroding a differential advantage
		Creating Cost Leadership
			Economies of scale
			Learning
			Capacity utilization
			Linkages
			Interrelationships
			Integration
			Timing
			Policy decisions
			Location
			Institutional factors
		Competitive Marketing Strategy
		Competitive Behaviour
			MINI CASE 19.1 Growing Markets the Diageo Way
		Developing Competitive Marketing Strategies
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 37 General Motors
			Back from the Brink
			The Credit Crisis
			Its Rebirth and Turnaround Strategy
		CASE 38 Walmart and Asda
			Battling for Retail Success
			Walmart’s Overseas Operations
			Change of Fortune
			Mr Bond Resigns
	CHAPTER 20 Product Strategy: Product Lifecycle, Portfolio Planning and Product Growth Strategies
		Managing Product Lines and Brands over Time: the Product Lifecycle
			Introduction
			Growth
			Maturity
			Decline
		Uses of the Product Lifecycle
			Product termination
			Growth projections
			Marketing objectives and strategies over the PLC
			Product planning
			The dangers of overpowering
		Limitations of the Product Lifecycle
			Fads and classics
			Marketing effects
			Unpredictability
			Misleading objective and strategy prescriptions
		A Summary of the Usefulness of the Product Lifecycle Concept
		Managing Brand and Product Line Portfolios
			The Boston Consulting Group GrowthShare Matrix
			General Electric Market Attractiveness-Competitive Position model
			The contribution of product portfolio planning
		Product Strategies for Growth
			MINI CASE 20.1 Domyos Product Growth Strategies
		Ethical Issues and Products
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 39 Growth Strategies at Unilever
		CASE 40 Intel Inside
			The Search for Growth in Technology Markets
			Times They are a ‘Changin’
			A Change of Strategy
	CHAPTER 21 Global Marketing Strategy
		Deciding Whether to Go Global or Stay Local
			Saturated domestic markets
			Small domestic markets
			Low-growth domestic markets
			Customer drivers
			Competitive forces
			Cost factors
			Portfolio balance
		Deciding Which Markets to Enter
			Macroenvironmental issues
				MINI CASE 21.1 Amazon Helps Companies Grow their Businesses Around the Globe
			Microenvironmental issues
			Deciding How to Enter a Foreign Market
			Indirect exporting
			Direct exporting
			Licensing
			Joint ventures
			Direct investment
		Developing Global Marketing Strategy
			Standardization or adaptation
			International marketing mix decisions
		Organizing for Global Operations
			International organization
			Multinational organization
			Transnational organization
		Centralization Versus Decentralization
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 41 IKEA
			Building a Cult Global Brand
			Why the Uproar?
			The Shopping Experience
			Prices and Costs
			Adaptation to Local Tastes
			The Future
		CASE 42 Frozen: A Global Hit in Any Language
			Introduction
			A Global Success
			A Localized Strategy
			Conclusion
	CHAPTER 22 Managing Marketing Implementation, Organization and Control
		Marketing Strategy, Implementation and Performance
			Combining strategies and implementation
				MINI CASE 22.1 Is Abercrombie & Fitch playing roulette?
		Implementation and the Management of Change
			Numbness
			Denial and disbelief
			Self-doubt and emotion
			Acceptance and letting go
			Adaptation and testing
			Construction and searching for meaning
			Internalization
		Objectives of Marketing Implementation and Change
			The ladder of support
		Barriers to the Implementation of the Marketing Concept
			High-cost solutions
			Unquantifiable benefits
			Personal ambitions
			Reward systems
			Saying versus doing
		Forms of Resistance to Marketing Implementation and Change
		Developing Implementation Strategies
			Implementation objectives
			Internal marketing strategy
			Execution
			Evaluation
		Marketing Organization
			No marketing department
			Functional organization
			Product-based organization
			Market-centred organization
			Matrix organization
		Marketing Control
		Strategic Control
		Operational Control and the Use of Marketing Metrics
			Profit/profitability
			Sales
			Gross margin
			Market share
			Number of new products
			Relative price
			Customer dissatisfaction
			Customer satisfaction
			Distribution/availability
		Review
		Key Terms
		Study Questions
		Recommended Reading
		References
		CASE 43 Subway Germany: Destination Success?
			Subway: The Winding Track to Global Success . . .
			Subway Germany: Side-tracked or Sunk?
			Can the ‘Subs’ Engage under Pressure?
			Refloating the Value Proposition
			Local Taste Buds ... Do they Choke ‘Exotic’ Tastes?
			Laying New Communication Tracks
			Back on Track or Just Staying Afloat?
		CASE 44 The Good, The Bad and the Not So Ugly: Implementation in the Digital Music Industry
			The Music Streaming Market
Glossary
	A
	B
	C
	D
	E
	F
	G
	H
	I
	J
	K
	L
	M
	N
	O
	P
	Q
	R
	S
	T
	U
	V
	W
Companies and Brands Index
	Numbers
	A
	B
	C
	D
	E
	F
	G
	H
	I
	J
	K
	L
	M
	N
	O
	P
	Q
	R
	S
	T
	U
	V
	W
	Y
	Z
Subjects And Authors Index
	Numbers
	A
	B
	C
	D
	E
	F
	G
	H
	I
	J
	K
	L
	M
	N
	O
	P
	Q
	R
	S
	T
	U
	V
	W