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A Framework for Marketing Management

PrefaceScope of Marketing for New RealitiesMarketing Management at UnileverThe Value of MarketingThe Scope of MarketingWhat Is Marketing?What Is Marketed?Who Markets?What Is a Market?Core Marketing ConceptsNeeds, Wants, and DemandsTarget Markets, Positioning, and SegmentationOfferings and BrandsMarketing ChannelsPaid, Owned, and Earned MediaImpressions and EngagementValue and SatisfactionSupply ChainCompetitionMarketing EnvironmentThe New Marketing RealitiesSocial ResponsibilityA Dramatically Changed MarketplaceCompany Orientation Toward the MarketplaceThe Production ConceptThe Product ConceptThe Selling ConceptThe Marketing ConceptThe Holistic Marketing ConceptUpdating The Four PsMarketing Management TasksExecutive SummaryNotesMarketing Strategies and PlansMarketing Management at Hewlett-PackardMarketing and Customer ValueThe Value Delivery ProcessThe Value ChainCore CompetenciesThe Central Role of Strategic PlanningCorporate and Division Strategic PlanningDefining the Corporate MissionEstablishing Strategic Business UnitsAssigning Resources to Each SBU10Assessing Growth OpportunitiesOrganization and Organizational CultureBusiness Unit Strategic PlanningThe Business MissionSWOT AnalysisGoal FormulationStrategy FormulationStrategy and ImplementationThe Marketing PlanContents of a Marketing PlanBusinesses Charting a New DirectionFrom Marketing Plan to Marketing ActionMarketing Implementation, Control, and PerformanceMarketing MetricsMarketing-Mix ModelingMarketing DashboardsMarketing ControlExecutive SummaryNotesMarketing Research and AnalysisMarketing Management at Campbell Soup CompanyThe Marketing Information System and Marketing IntelligenceInternal Records and Database SystemsDigging into Big DataMarketing IntelligenceThe Marketing Research SystemDefining Marketing ResearchThe Marketing Research ProcessStep 1: Define the Problem, Decision Alternatives, and Research ObjectivesStep 2: Develop the Research PlanStep 3: Collect the DataStep 4: Analyze the InformationStep 5: Present the FindingsStep 6: Make the DecisionForecasting and Demand MeasurementThe Measures of Market DemandThe Market Demand FunctionEstimating Current DemandEstimating Future DemandAnalyzing the MacroenvironmentIdentifying the Major ForcesThe Demographic EnvironmentThe Economic EnvironmentThe Sociocultural EnvironmentThe Natural EnvironmentThe Technological EnvironmentThe Political-Legal EnvironmentExecutive SummaryNotes: Connecting with CustomersBuilding Long-Term Customer RelationshipsMarketing Management at PandoraBuilding Customer Value, Satisfaction, and LoyaltyCustomer-Perceived ValueTotal Customer SatisfactionMonitoring SatisfactionNet Promoter and Customer SatisfactionProduct and Service QualityMaximizing Customer Lifetime ValueCustomer ProfitabilityMeasuring Customer Lifetime ValueCultivating Customer RelationshipsAttracting and Retaining CustomersWin-BacksExecutive SummaryNotesBuying Dynamics of Consumers and BusinessesMarketing Management at CiscoWhat Influences Consumer Behavior?Cultural FactorsSocial FactorsPersonal FactorsKey Psychological ProcessesMotivationPerceptionLearningEmotionsMemoryThe Consumer Buying Decision ProcessProblem RecognitionInformation SearchEvaluation of AlternativesPurchase DecisionPostpurchase BehaviorBehavioral Decision Theory and Behavioral EconomicsWhat is Organizational Buying?The Business Market versus the Consumer MarketInstitutional and Government MarketsBusiness Buying SituationsParticipants in the Business Buying ProcessThe Buying CenterBuying Center InfluencesTargeting Firms and Buying CentersBig Sales to Small BusinessesStages in the Business Buying ProcessProblem RecognitionGeneral Need Description and Product SpecificationSupplier SearchProposal SolicitationSupplier SelectionOrder-Routine SpecificationPerformance ReviewManaging Business-to-Business Customer RelationshipsThe Benefits of Vertical CoordinationRisks and Opportunism in Business RelationshipsExecutive SummaryNotes: Strategic Brand ManagementTarget MarketingMarketing Management at LinkedInBases for Segmenting Consumer MarketsGeographic SegmentationDemographic SegmentationPsychographic SegmentationBehavioral SegmentationBases for Segmenting Business MarketsMarket TargetingEffective Segmentation CriteriaEvaluating and Selecting Market SegmentsChasing the Long TailExecutive SummaryNotesCompetitive and Effective Brand PositioningMarketing Management at BurberryDeveloping and Establishing a Brand PositioningUnderstanding Positioning and Value PropositionsChoosing a Competitive Frame of ReferenceIdentifying Potential Points-of-Difference and Points-of-ParityChoosing Specific POPs and PODsEmotional BrandingBrand MantrasEstablishing a Brand PositioningAlternative Approaches to PositioningCompetitive Strategies for Market LeadersExpanding Total Market DemandProtecting Market ShareIncreasing Market ShareOther Competitive StrategiesMarket-Challenger StrategiesMarket-Follower StrategiesMarket-Nicher StrategiesExecutive SummaryNotesBranding and Core Business GrowthMarketing Management at GatoradeHow Does Branding Work?The Role of BrandsThe Scope of BrandingDefining Brand EquityCustomer-Based Brand EquityBrand Equity ModelsBuilding Brand EquityChoosing Brand ElementsDesigning Holistic Marketing ActivitiesLeveraging Secondary AssociationsInternal BrandingMeasuring and Managing Brand EquityBrand Audits and Brand TrackingBrand ValuationManaging Brand EquityDevising a Branding StrategyBranding DecisionsBrand PortfoliosBrand ExtensionsCustomer EquityDriving GrowthGrowth StrategiesGrowing the CoreUnderstanding Double JeopardyExecutive SummaryNotes Product Mix and New OfferingsMarketing Management at LexusProduct Characteristics and ClassificationsProduct Levels: The Customer-Value HierarchyProduct ClassificationsDifferentiationProduct DifferentiationServices DifferentiationDesign DifferentiationProduct and Brand RelationshipsThe Product HierarchyProduct Line AnalysisProduct Line LengthWhen Less Is MoreLine Modernization, Featuring, and PruningProduct Mix PricingCo-Branding and Ingredient BrandingPackaging, Labeling, Warranties, and GuaranteesPackagingLabelingWarranties and GuaranteesManaging New ProductsThe Innovation Imperative and New Product SuccessNew Product DevelopmentThe Consumer-Adoption ProcessStages in the Adoption ProcessFactors Influencing the Adoption ProcessProduct Life-Cycle Marketing StrategiesProduct Life CyclesMarketing Strategies: Introduction Stage and the Pioneer AdvantageMarketing Strategies: Growth StageMarketing Strategies: Maturity StageMarketing Strategies: Decline StageCritique of the Product Life-Cycle ConceptExecutive SummaryNotesAnalyzing and Marketing ServicesMarketing Management at Emirates AirlineThe Nature of ServicesCategories of Service MixDistinctive Characteristics of ServicesThe New Services RealitiesA Shifting Customer RelationshipAchieving Excellence in Services MarketingDifferentiating ServicesImproving Company Call CentersManaging Service QualityManaging Customer ExpectationsIncorporating Self-Service TechnologiesManaging Product-Support ServicesIdentifying and Satisfying Customer NeedsPostsale Service StrategyExecutive SummaryNotesConcepts and Tools for Strategic PricingMarketing Management at RyanairUnderstanding PricingPricing in a Digital WorldA Changing Pricing EnvironmentHow Companies PriceConsumer Psychology and PricingSetting the PriceTrading Up, Down, and OverAdapting the PriceGeographical Pricing (Cash, Countertrade, Barter)Price Discounts and AllowancesDifferentiated PricingInitiating Price CutsInitiating Price IncreasesAnticipating Competitive ResponsesResponding to Competitors’ Price ChangesExecutive SummaryNotes: Value DeliveryDeveloping and Managing Strategic and Integrated Marketing ChannelsMarketing Management at IKEAMarketing Channels and Value NetworksThe Importance of ChannelsMultichannel MarketingIntegrating Multichannel Marketing SystemsValue NetworksThe Digital Channels RevolutionThe Role of Marketing ChannelsChannel Functions and FlowsChannel LevelsService Sector ChannelsChannel-Design DecisionsAnalyzing Customer Needs and WantsUnderstanding the Showrooming PhenomenaEstablishing Objectives and ConstraintsIdentifying Major Channel AlternativesEvaluating Major Channel AlternativesChannel-Management DecisionsSelecting Channel MembersTraining and Motivating Channel MembersEvaluating Channel MembersModifying Channel Design and ArrangementsGlobal Channel ConsiderationsChannel Integration and SystemsVertical Marketing SystemsHorizontal Marketing SystemsE-Commerce and Pure-Click CompaniesE-Commerce and Brick-and-Click CompaniesM-Commerce MarketingChannel Conflict, Cooperation, and CompetitionTypes of Conflict and CompetitionCauses of Channel ConflictManaging Channel ConflictDilution and CannibalizationLegal and Ethical Issues in Channel RelationsExecutive SummaryNotesManaging Retailing, Wholesaling, and LogisticsMarketing Management at Warby ParkerRetailingTypes of RetailersThe Modern Retail Marketing EnvironmentRetailer Marketing DecisionsThe Growth of Shopper MarketingPrivate LabelsRole of Private LabelsPrivate-Label Success FactorsWholesalingWholesaling FunctionsTrends in WholesalingMarket LogisticsIntegrated Logistics SystemsMarket-Logistics ObjectivesMarket-Logistics DecisionsExecutive SummaryNotes: Value CommunicationDesigning and Managing Integrated Marketing CommunicationsMarketing Management at VolkswagenThe Role of Marketing CommunicationsThe Marketing Communications MixCommunications Process ModelsDeveloping Effective CommunicationsIdentify the Target AudienceSet the Communications ObjectivesDesign the CommunicationsSelect the Communications ChannelsPlaying Tricks to Build a BrandEstablish the Total Marketing Communications BudgetSelecting the Marketing Communications MixCharacteristics of the Marketing Communications MixFactors in Setting the Marketing Communications MixMeasuring Communication ResultsManaging the Integrated Marketing Communications ProcessCoordinating MediaImplementing IMCExecutive SummaryNotesManaging Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public RelationsMarketing Management at Procter & GambleDeveloping and Managing an Advertising ProgramSetting the Advertising ObjectivesDeciding on the Advertising BudgetDeveloping the Advertising CampaignChoosing MediaOff-Air Ad BattlesEvaluating Advertising EffectivenessSales PromotionAdvertising versus PromotionMajor DecisionsEvents and ExperiencesEvents ObjectivesMajor Sponsorship DecisionsCreating ExperiencesPublic RelationsMarketing Public RelationsMajor Decisions in Marketing PRExecutive SummaryNotesManaging Digital Communications: Online, Social Media, and MobileMarketing Management at PepsiCoOnline MarketingAdvantages and Disadvantages of Online Marketing CommunicationsOnline Marketing Communication OptionsSocial MediaSocial Media PlatformsUsing Social MediaWord of MouthForms of Word of MouthCreating Word-of-Mouth BuzzMeasuring the Effects of Word of MouthMobile MarketingTracking Online BuzzThe Scope of Mobile MarketingDeveloping Effective Mobile Marketing ProgramsMobile Marketing across MarketsExecutive SummaryNotesManaging Personal Communications: Direct and Database Marketing and Personal SellingMarketing Management at StarHubDirect MarketingThe Benefits of Direct MarketingDirect MailCatalog MarketingTelemarketingOther Media for Direct-Response MarketingCustomer Databases and Database MarketingPublic and Ethical Issues in Direct MarketingPersonal Selling and the Sales ForceTypes of Sales RepresentativesPersonal Selling and Relationship MarketingDesigning the Sales ForceMajor Account ManagementManaging the Sales ForceRecruiting and Selecting RepresentativesTraining and Supervising Sales RepresentativesSales Rep ProductivityMotivating Sales RepresentativesEvaluating Sales RepresentativesExecutive SummaryNotes: Managing the Marketing Organization for Long-Term SuccessResponsible Marketing in a Global EnvironmentMarketing Management at PatagoniaCompeting On a Global BasisDeciding Whether to Go AbroadDeciding Which Markets to EnterDeciding How to Enter the MarketDeciding on the Marketing ProgramInternal MarketingOrganizing the Marketing DepartmentRelationships with Other DepartmentsBuilding a Creative Marketing OrganizationSocially Responsible MarketingCorporate Social ResponsibilityThe Marketing CEOSustainabilityCause-Related MarketingSocial MarketingExecutive SummaryNotesPromotional Pricing

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