Principles of marketing
"These are exciting times in marketing. Recent surges in digital technologies have created a new, more engaging, more connected marketing world. Beyond traditional tried-and-true marketing concepts and practices, today's marketers have added a host of new-age tools for engaging consumers,...
| Otros Autores: | , , , |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Harlow, England :
Pearson
2020
|
| Edición: | Eighth European edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009681636706719 |
Tabla de Contenidos:
- Front Cover
- Half Title Page
- Title Page
- Copyright Page
- Brief contents
- Contents
- Preface
- About the authors
- Acknowledgements
- Part 1 Defining marketing and the marketing process
- 1 Marketing: creating customer value and engagement
- Chapter preview
- Learning outcomes
- What is marketing?
- Marketing defined
- The marketing process
- Understanding the marketplace and customer needs
- Customer needs, wants and demands
- Market offerings - products, services and experiences
- Customer value and satisfaction
- Exchanges and relationships
- Markets
- Designing a customer value-driven marketing strategy and plan
- Selecting customers to serve
- Choosing a value proposition
- Marketing management orientations
- Preparing an integrated marketing plan and programme
- Building customer relationships
- Customer relationship management
- Partner relationship management
- Capturing value from customers
- Creating customer loyalty and retention
- Growing share of customer
- Building customer equity
- The changing marketing landscape
- The digital age: online, mobile and social media marketing
- Social media marketing
- Mobile marketing
- The changing economic environment
- The growth of not-for-profit marketing
- Rapid globalisation
- Sustainable marketing - the call for more environmental and social responsibility
- So, what is marketing? Pulling it all together
- Learning outcomes review
- Navigating the key terms
- Discussion and critical thinking
- Discussing the concepts
- Critical-thinking exercises
- Mini-cases and applications
- Online, mobile and social media marketing: The ALS Ice Bucket Challenge
- Marketing ethics: is Big Brother watching?
- Marketing by numbers: what's a customer worth?
- Video case: Eskimo Joe's
- References
- Company case: Argos: creating customer value amid change and turbulence
- 2 Company and marketing strategy: partnering to build customer engagement, value and relationships
- Chapter preview
- Learning outcomes
- Company-wide strategic planning: defining marketing's role
- Defining a market-oriented mission
- Setting company objectives and goals
- Designing the business portfolio
- Planning marketing: partnering to build customer relationships
- Partnering with other company departments
- Partnering with others in the marketing system
- Marketing strategy and the marketing mix
- Customer value-driven marketing strategy
- Developing an integrated marketing mix
- Managing the marketing effort
- Marketing analysis
- Marketing planning
- Marketing implementation
- Marketing department organisation
- Marketing control
- Measuring and managing marketing return on investment
- Learning outcomes review
- Navigating the key terms
- Discussion and critical thinking
- Discussing the concepts
- Critical-thinking exercises
- Mini-cases and applications
- Online, mobile and social media marketing: Google's (Alphabet's) mission
- Marketing ethics: creating value ordistracting consumers?
- Marketing by numbers: profitability
- Video case: Konica
- References
- Company case: LEGO: one more brick in the wall?
- Part 2 Understanding the marketplace and consumers
- 3 Analysing the marketing environment
- Chapter preview
- Learning outcomes
- The microenvironment
- The company
- Suppliers
- Marketing intermediaries
- Competitors
- Publics
- Customers
- The macroenvironment
- The demographic environment
- Geographic shifts in population
- The economic environment
- The natural environment
- The technological environment
- The political and social environment
- The cultural environment
- Responding to the marketing environment
- Learning outcomes review
- Navigating the key terms
- Discussion and critical thinking
- Discussing the concepts
- Critical-thinking exercises
- Mini-cases and applications
- Online, mobile and social media marketing: sharing economy
- Marketing ethics: how young is too young?
- Marketing by numbers: tiny markets
- References
- Company case: Fitbit: riding the fitness wave to glory
- 4 Managing marketing information to gain customerinsights
- Chapter preview
- Learning outcomes
- Marketing information and customer insights
- Marketing information and today's 'big data'
- Managing marketing information
- Assessing marketing information needs
- Developing marketing information
- Internal data
- Competitive marketing intelligence
- Marketing research
- Defining the problem and research objectives
- Developing the research plan
- Gathering secondary data
- Primary data collection
- Implementing the research plan
- Interpreting and reporting the findings
- Analysing and using marketing information
- Customer relationship management (CRM)
- Big data and marketing analytics
- Distributing and using marketing information
- Other marketing information considerations
- Marketing research in small businesses and non-profit organisations
- International marketing research
- Public policy and ethics in marketing research
- Learning outcomes review
- Navigating the key terms
- Discussion and critical thinking
- Discussing the concepts
- Critical-thinking exercises
- Mini-cases and applications
- Online, mobile and social media marketing: the trail you leave behind
- Marketing ethics: metadata
- Marketing by numbers: the value of information
- Video case: Nielsen
- References
- Company case: Holland & Barrett: choosing the good life! by Dr Eleri Rosier, Cardiff University
- 5 Consumer markets and buyer behaviour
- Chapter preview
- Learning outcomes
- Model of consumer behaviour
- Characteristics affecting consumer behaviour
- Cultural factors
- Social factors
- Personal factors
- Psychological factors
- Types of buying decision behaviour
- Complex buying behaviour
- Dissonance-reducing buying behaviour
- Habitual buying behaviour
- Variety-seeking buying behaviour
- The buyer decision process
- Need recognition
- Information search
- Evaluation of alternatives
- Purchase decision
- Post-purchase behaviour
- The buyer decision process for new products
- Stages in the adoption process
- Individual differences in innovativeness
- Influence of product characteristics on rate of adoption
- Learning outcomes review
- Navigating the key terms
- Discussion and critical thinking
- Discussion the concepts
- Critical-thinking exercises
- Mini-cases and applications
- Online, mobile and social media marketing: digital influencer credibility
- Marketing ethics: ultimate water
- Marketing by numbers: evaluating alternatives
- Video case: IMG Worldwide
- References
- Company case: Porsche: guarding the old while bringing in the new
- 6 Business markets and business buyer behaviour
- Chapter preview
- Learning outcomes
- Business markets
- Market structure and demand
- Nature of the buying unit
- Types of decisions and the decision process
- Business buyer behaviour
- Major types of buying situations
- Participants in the business buying process
- Major influences on business buyers
- The business buying process
- Engaging business buyers with digital and social marketing
- E-procurement and online purchasing
- Business-to-business digital and social media marketing
- Institutional and government markets
- Institutional markets
- Government markets
- Learning outcomes review
- Navigating the key terms
- Discussion and critical thinking
- Discussing the concepts
- Critical-thinking exercises
- Mini-cases and applications
- Online, mobile and social media marketing: e-procurement and mobile procurement
- Marketing ethics: commercial bribery
- Marketing by numbers: salespeople
- Video case: Eaton
- References
- Company case: Procter &
- Gamble: treating business customers as strategic partners
- Part 3 Designing a customer value-driven strategy and mix
- 7 Customer-driven marketing strategy: creating value for target customers
- Chapter preview
- Learning outcomes
- Customer-driven marketing strategy
- Market segmentation
- Segmenting consumer markets
- Segmenting business markets
- Segmenting international markets
- Requirements for effective segmentation
- Market targeting
- Evaluating market segments
- Selecting target market segments
- Differentiation and positioning
- Positioning maps
- Choosing a differentiation and positioning strategy
- Communicating and delivering the chosen position
- Learning outcomes review
- Navigating the key terms
- Discussion and critical thinking
- Discussing the concepts
- Critical-thinking exercises
- Mini-cases and applications
- Online, mobile and social media marketing: get your Groupon
- Marketing ethics: unrealistic bodies
- Marketing by numbers: USAA
- References
- Company case: Volvo cars
- 8 Products, services and brands: building customer value
- Chapter preview
- Learning outcomes
- What is a product?
- Products, services and experiences
- Levels of product and services
- Product and service classifications
- Product and service decisions
- Individual product and service decisions
- Product line decisions
- Product mix decisions
- Services marketing
- The nature and characteristics of a service.
