Principles of Marketing: A Value-Based Approach

COVER
CONTENTS
LIST OF FIGURES
LIST OF TABLES
EDITORS' ACKNOWLEDGEMENTS
PUBLISHER'S ACKNOWLEDGEMENTS
ABOUT THE EDITORS
ABOUT THE CONTRIBUTORS
TOUR OF THE BOOK
1 THE PURPOSE OF MARKETING
	Introduction
	Defining marketing from a value perspective
	Evolutionary trends in marketing
	Marketing as a function and philosophy of business
	The marketing mix and value creation
	Conclusion
2 UNDERSTANDING THE MARKETING ENVIRONMENT
	Introduction
	Perspectives on the marketing environment: Macro and micro features
	Environmental scanning: Tactics and techniques
	Contemporary issues in the marketing environment
	Conclusion
3 CONSUMER BUYING BEHAVIOUR
	Introduction
	Stimulus–response model of consumer buying behaviour
	Consumer buying roles
	Consumer decision-making process
	High-involvement vs. low-involvement purchasing decisions
	Organizational buying behaviour
	Factors influencing organizational buying decisions
	Factors influencing consumer purchasing decisions
	The influence of the internet on consumer buying behaviour
	Attitude models and consumer buying behaviour
	Conclusion
4 MANAGING MARKETING INFORMATION FOR VALUE CREATION
	Introduction
	Marketing information systems
	Marketing research
	The research brief and proposal
	The scope of marketing research
	Steps in the marketing research process
	Defining the research problem and objectives
	Formulation of research design
	Collection of data
	Analysis of data
	Presentation of findings
	Online marketing research
	Ethical issues in marketing research
	Conclusion
5 MARKETING STRATEGY: SEGMENTATION, TARGETING AND POSITIONING
	Introduction
	Value-oriented marketing strategy
	Markets and segmentation
	Market targeting
	Positioning the product offering
	Conclusion
6 THE PRODUCT AS A POINT OF VALUE
	Introduction
	What are products?
	Product as a point of value
	Ways to classify products
	Managing products
	Standardization and adaptation of products
	Branding, positioning and packaging
	Conclusion
7 PRICING STRATEGIES
	Introduction
	Defining price from a value perspective
	The importance of price to marketers
	Factors influencing pricing decisions
	Methods of setting prices
	Pricing strategies
	Conclusion
8 VALUE-ADDED DISTRIBUTION STRATEGIES
	Introduction
	The role of distribution as part of the marketing mix
	Demand chain flows
	Supply chain management
	Channel strategy
	Selecting channel members
	Motivating channel members
	Marketing logistics
	Conclusion
9 MARKETING COMMUNICATIONS STRATEGIES
	Introduction
	The communications process
	The need for integrated marketing communications
	The marketing communications mix
	Digital communications
	Developing a marketing communications strategy
	Conclusion
10 SERVICES MARKETING
	Introduction
	Service value
	Definition of services
	The services mix
	Service quality
	Servqual and gap analysis
	Relationship marketing of services
	Creating a service product
	The service delivery process
	Conclusion
11 MARKETING PLANNING FOR VALUE DELIVERY
	Introduction
	Defining marketing planning from a value perspective
	The marketing plan
	Conclusion
12 MARKETING IN A GLOBAL CONTEXT
	Introduction
	Perspectives on global marketing
	Value creation in products and services
	Why companies internationalize
	Market entry modes
	The international marketing environment
	International marketing strategy
	Conclusion
13 SOCIAL MEDIA MARKETING
	Introduction
	Social media overview
	Previous trends in social media
	Types of social media
	The impacts and benefits of social media
	Motivation for social media usage
	The viral propensity of social media
	Conclusion
INDEX