Marketing management
Consolidate your knowledge of marketing management with this bestselling text. Marketing Management, 4th edition, is considered by many as the authoritative text on the subject. The textbook covers a wide range of concepts and issues, accurately reflecting the fast-moving pace of modern marketing....
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Harlow, England :
Pearson
[2019]
|
| Edición: | Fourth European edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009623540806719 |
Tabla de Contenidos:
- Front Cover
- Half Title Page
- Title Page
- Copyright Page
- About the authors
- Brief contents
- Contents
- Preface
- Acknowledgements
- Publisher's acknowledgements
- PART 1 Understanding Marketing Management
- Chapter 1 Defining marketing for the new realities
- The value of marketing
- The scope of marketing
- Marketing's role in creating demand
- European marketing realities
- Technology
- Globalisation
- Social responsibility
- A dramatically changed marketplace
- New consumer capabilities
- New company capabilities
- Marketing philosophy: production, selling, marketing and holistic marketing philosophies
- The production philosophy
- The selling philosophy
- The marketing philosophy
- The holistic marketing philosophy
- Overview of marketing management
- Case study of marketing management
- Chapter 2 Understanding marketing management within a global context
- What is management?
- The process of management
- Why is management difficult?
- What is marketing management?
- Valuing marketing within organisations
- Managing across the entire organisation
- Managing outsourced activities
- Managing networks and relationships
- Understanding global marketing management
- Deciding whether to go abroad
- Deciding how to enter the market
- Deciding which markets to enter
- Deciding on standardised or adapted marketing
- Managing in developing and low-income markets
- Chapter 3 Developing marketing strategies and plans
- Marketing and customer-perceived value
- Business environment paradigm change
- The value delivery process
- The value chain
- Core competencies
- A holistic marketing orientation and customer-perceived value
- The central role of corporate strategic planning
- Corporate and divisional strategic planning
- Defining the corporate mission
- Organisation and organisational culture.
- Defining the business
- Assigning resources to each SBU
- Building the corporate business portfolio - assessing growth opportunities
- Marketing innovation
- Business unit strategic planning
- The business mission
- SWOT analysis
- Critique of conventional SWOT analysis
- Goal formulation
- Strategic formulation
- Programme formulation and implementation
- Feedback and control
- Change today, not tomorrow
- Questions
- Contents of the marketing plan
- Sample marketing plan: €uromart
- Introduction
- Chapter 4 Managing digital technology in marketing
- Understanding digital technologies within marketing management
- The range of technologies in marketing
- Information and interaction perspectives
- Managing digital technologies
- Evaluation and selection of digital technologies
- Supporting the adoption and implementation of digital technologies
- Uniting marketing and IT functions
- Future technologies: opportunities and challenges
- Part 1 Case study: Virgin Atlantic
- PART 2 Capturing Marketing Insights
- Chapter 5 The changing marketing environment and information management
- The company environment
- The marketing environment
- Analysing the macroenvironment
- The sociocultural and demographic environment
- The economic environment
- The social-cultural environment
- The ecological and physical environment
- The technological environment
- The political-legal environment
- Managing the marketing information system
- Components of a modern marketing information system
- Internal records
- The marketing intelligence system
- Databases, data warehousing and data mining
- Chapter 6 Managing market research and forecasting
- The marketing research system
- The marketing research process
- Step 1: define the problem, the decision alternatives and the research objectives
- Step 2: develop the research plan.
- Step 3: collect the information
- Step 4: analyse the information
- Step 5: present the findings
- Step 6: make the decision
- Overcoming barriers to the use of marketing research
- Forecasting and demand measurement
- The measures of market demand
- Estimating current demand
- Estimating future demand
- Chapter 7 Analysing consumer markets
- The study of consumer behaviour
- Culture
- Social groups
- The individual consumer
- The interaction between dimensions
- Key psychological processes
- Motivation: Freud, Maslow, Herzberg
- Perception
- Learning
- Memory
- Perspectives on consumer behaviour
- The behaviourist perspective
- The information-processing perspective
- The emotional perspective
- The cultural perspective
- A multi-perspective approach
- The buying decision process: the five-stage model
- Problem recognition
- Information search
- Evaluation of alternatives
- Purchase decision
- Post-purchase behaviour
- Other theories of consumer decision making
- Level of consumer involvement
- Behavioural decision theory and behavioural economics
- Decision heuristics
- Framing
- Mental accounting
- Profiling consumer product buying and usage behaviour
- Chapter 8 Analysing business markets
- What is organisational buying?
- The business market versus the consumer market
- Buying situations
- Systems buying and selling
- Participants in the business buying process
- The buying centre
- Buying centre influences
- Targeting firms and buying centres
- The purchasing/procurement process
- Stages in the buying process
- Problem recognition
- General need description and product specification
- Supplier search
- Proposal solicitation
- Supplier selection
- Order-routine specification
- Performance review
- Managing business-to-business relationships.
- The role of uncertainty in business relationships
- Transaction cost economics
- Network theory
- Vertical coordination
- Institutional and government markets
- Chapter 9 Dealing with competition
- Identifying competitors
- Analysing competitors
- Strategies
- Objectives
- Strengths and weaknesses
- Selecting competitors
- Selecting customers
- Competitive strategies for market leaders
- Expanding the total market
- Protecting market share
- Expanding market share
- Other competitive strategies
- Market-challenger strategies
- Market-follower strategies
- Market-nicher strategies
- Balancing customer and competitor orientations
- Competitor-centred companies
- Customer-centred companies
- Competing in an economic downturn
- Explore the upside of increasing investment
- Get closer to customers
- Review budget allocations
- Put forth the most compelling value proposition
- Fine-tune brand and product offerings
- Part 2 Case study: Cheese odour marketing
- PART 3 Connecting with Customers
- Chapter 10 Seeking and developing target marketing differentiation strategies
- Levels of market segmentation
- Segment group marketing
- Niche marketing
- Local marketing
- Individual marketing
- Bases for segmenting consumer markets
- Geographic segmentation
- Demographic segmentation
- Psychographic segmentation
- Behavioural segmentation
- Bases for segmenting business markets
- Market targeting
- Effective segmentation criteria
- Evaluating and selecting market segments
- Additional considerations
- Creating differentiation and positioning strategies
- Positioning
- Establishing category membership
- Choosing POPs and PODs
- Creating POPs and PODs
- Perceptual or positioning mapping
- What can positioning analysis do for a company's business?
- Positioning maps
- Developing a positioning strategy.
- Repositioning
- Developing and communicating a differentiation strategy
- Cost leadership
- Distinctive superior quality
- Cost leadership and quality differentiation
- Differentiation strategies
- The purpose of positioning
- Chapter 11 Creating customer value, satisfaction and loyalty
- Building customer value
- Customer-perceived value
- Building customer satisfaction
- Brand inertia and brand loyalty
- Total customer satisfaction
- Market offering quality dimension
- Maximising customer lifetime value
- Customer profitability
- Customer lifetime value - conceptual dream or real-time activity?
- Cultivating customer relationships
- Customer relationship management
- Attracting and retaining customers
- Building customer loyalty
- Improving loyalty
- Developing loyalty programmes
- The experience economy
- The value experience
- Interactive marketing
- Complexity of markets
- Emotional turn
- Chapter 12 Creating and managing brands and brand equity
- Understanding brand management
- What is a brand?
- The roles of brands
- Strategic brand management decisions
- Creating and managing brand identities: names, logos, slogans and images
- Brand narratives and storytelling
- Managing individual or house brand names
- Managing brand extensions
- Managing brand portfolios
- Brand reinforcing and revitalisation
- Growing, sustaining and managing brand equity
- Chapter 13 Digital and global brand management strategies
- What is a digital brand?
- Digital branding as a core management requirement
- Understanding the digital brand experience
- Understanding the consumer decision journey and digital branding
- Linking social networking and the consumer decision journey
- Digital brand communities
- Online brand communities' member characteristics
- Managing global brands.
- Factors leading to increased global branding.
