Marketing management
Fifteenth Global edition.. - Harlow, United Kingdom: Pearson, 2016
Online
Monographie, Elektronische Ressource
- 1 online resource (136 pages.) : illustrations.
Ermittle Ausleihstatus...
For Principles of Marketing courses that require a comprehensive text Help students learn how to create customer value and engagement In a fast-changing, increasingly digital and social marketplace, it's more vital than ever for marketers to develop meaningful connections with their customers. Principles of Marketing helps students master today's key marketing challenge: to create vibrant, interactive communities of consumers who make products and brands an integral part of their daily lives. To help students understand how to create value and build customer relationships, Kotler and Armstrong present fundamental marketing information within an innovative customer-value framework. Thoroughly revised to reflect the major trends impacting contemporary marketing, this edition is packed with stories illustrating how companies use new digital technologies to maximize customer engagement and shape brand conversations, experiences, and communities. MyMarketingLab not included. Students, if MyMarketingLab is a recommended/mandatory component of the course, please ask your instructor for the correct ISBN and course ID. MyMarketingLab should only be purchased when required by an instructor. Instructors, contact your Pearson representative for more information. MyMarketingLab is an online homework, tutorial, and assessment product designed to personalize learning and improve results. With a wide range of interactive, engaging, and assignable activities, students are encouraged to actively learn and retain tough course concepts.--
Cover -- About the Authors -- Brief Contents -- Contents -- Preface -- Acknowledgments -- Part 1: Understanding Marketing Management -- Chapter 1: Defining Marketing for the New Realities -- The Value of Marketing -- Marketing Decision Making -- Winning Marketing -- The Scope of Marketing -- What is Marketing? -- What is Marketed? -- Who Markets? -- Core Marketing Concepts -- Needs, Wants, and Demands -- Target Markets, Positioning, and Segmentation -- Offerings and Brands -- Marketing Channels -- Paid, Owned, and Earned Media -- Impressions and Engagement -- Value and Satisfaction -- Supply Chain -- Competition -- Marketing Environment -- The New Marketing Realities -- Technology -- Globalization -- Social Responsibility -- Marketing Insight: Getting to Marketing 3.0 -- A Dramatically Changed Marketplace -- New Consumer Capabilities -- New Company Capabilities -- Changing Channels -- Heightened Competition -- Marketing in Practice -- Marketing Balance -- Marketing Memo: Reinventing Marketing at Coca-Cola -- Marketing Accountability -- Marketing in the Organization -- Company Orientation toward the Marketplace -- The Production Concept -- The Product Concept -- The Selling Concept -- The Marketing Concept -- The Holistic Marketing Concept -- Updating the Four Ps -- Marketing Insight: Understanding the 4 As of Marketing -- Marketing Management Tasks -- Developing Marketing Strategies and Plans -- Capturing Marketing Insights -- Connecting with Customers -- Building Strong Brands -- Marketing Memo: Marketers' Frequently Asked Questions -- Creating Value -- Delivering Value -- Communicating Value -- Conducting Marketing Responsibly for Long-term Success -- Summary -- Applications -- Marketing Excellence: Nike -- Marketing Excellence: Google -- Chapter 2: Developing Marketing Strategies and Plans -- Marketing and Customer Value.
The Value Delivery Process -- The Value Chain -- Core Competencies -- The Central Role of Strategic Planning -- Corporate and Division Strategic Planning -- Marketing Memo: What does it take to Be a Successful CMO? -- Defining the Corporate Mission -- Establishing Strategic Business Units -- Assigning Resources to Each SBU -- Assessing Growth Opportunities -- Organization and Organizational Culture -- Marketing Innovation -- Marketing Insight: Creating Innovative Marketing -- Business Unit Strategic Planning -- The Business Mission -- SWOT Analysis -- Marketing Memo: Checklist for Evaluating Strengths/Weaknesses Analysis -- Goal Formulation -- Strategic Formulation -- Program Formulation and Implementation -- Marketing Insight: Businesses Charting a New Direction -- Feedback and Control -- The Nature and Contents of a Marketing Plan -- Marketing Memo: Marketing Plan Criteria -- The Role of Research -- The Role of Relationships -- From Marketing Plan to Marketing Action -- Summary -- Applications -- Marketing Excellence: Electrolux -- Marketing Excellence: Emirates -- Sample Marketing Plan: Pegasus Sports International -- Part 2: Capturing Marketing Insights -- Chapter 3: Collecting Information and Forecasting Demand -- Components of a Modern Marketing Information System -- Internal Records -- The Order-to-payment Cycle -- Sales Information Systems -- Databases, Data Warehousing, and Data Mining -- Marketing Insight: Digging Into Big Data -- Marketing Intelligence -- The Marketing Intelligence Syst Em -- Collecting Marketing Intelligence on the Internet -- Communicating and acting on Marketing Intelligence -- Analyzing the Macroenvironment -- Needs and Trends -- Identifying the Major Forces -- The Demographic Environment -- Marketing Memo: Finding Gold at the Bottom of the Pyramid -- The Economic Environment -- The Sociocultural Environment.
The Natural Environment -- Marketing Insight: The Green Marketing Revolution -- The Technological Environment -- The Political-legal Environment -- Marketing Insight: Watching Out for Big Brother -- Forecasting and Demand Measurement -- The Measures of Market Demand -- A Vocabulary for Demand Measurement -- Estimating Current Demand -- Estimating Future Demand -- Summary -- Applications -- Marketing Excellence: Microsoft -- Marketing Excellence: Ferrero -- Chapter 4: Conducting Marketing Research -- The Scope of Marketing Research -- Importance of Marketing Insights -- Who Does Marketing Research? -- Overcoming Barriers to the use of Marketing Research -- The Marketing Research Process -- Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives -- Step 2: Develop The Research Plan -- Marketing Memo: Conducting Informative Focus Groups -- Marketing Memo: Marketing Questionnaire Dos and Don'ts -- Marketing Insight: Getting into the Heads of Consumers -- Marketing Insight: Understanding Brain Science -- Step 3: Collect The Information -- Step 4: Analyze The Information -- Step 5: Present The Findings -- Marketing Insight: Bringing Marketing Research to Life with Personas -- Step 6: Make The Decision -- Measuring Marketing Productivity -- Marketing Metrics -- Marketing Memo: Measuring Social Media ROI -- Marketing-mix Modeling -- Marketing Dashboards -- Marketing Memo: Designing Effective Marketing Dashboards -- Summary -- Applications -- Marketing Excellence: IDEO -- Marketing Excellence: Intuit -- Part 3: Connecting with Customers -- Chapter 5: Creating Long-Term Loyalty Relationships -- Building Customer Value, Satisfaction, and Loyalty -- Customer-Perceived Value -- Total Customer Satisfaction -- Monitoring Satisfaction -- Product and Service Quality -- Marketing Insight: Net Promoter and Customer Satisfaction.
Maximizing Customer Lifetime Value -- Customer Profitability -- Measuring Customer Lifetime Value -- Attracting and Retaining Customers -- Marketing Memo: Calculating Customer Lifetime Value -- Building Loyalty -- Brand Communities -- Win-Backs -- Cultivating Customer Relationships -- Customer Relationship Management -- Marketing Insight: The Behavioral Targeting Controversy -- Summary -- Applications -- Marketing Excellence: Audi -- Marketing Excellence: Harley-Davidson -- Chapter 6: Analyzing Consumer Markets -- What Influences Consumer Behavior? -- Cultural Factors -- Social Factors -- Personal Factors -- Marketing Memo: The Average U.S. Consumer Quiz -- Key Psychological Processes -- Motivation -- Perception -- Marketing Memo: The Power of Sensory Marketing -- Learning -- Emotions -- Memory -- The Buying Decision Process: The Five-Stage Model -- Problem Recognition -- Information Search -- Evaluation of Alternatives -- Purchase Decision -- Postpurchase Behavior -- Moderating Effects on Consumer Decision Making -- Behavioral Decision Theory and Behavioral Economics -- Decision Heuristics -- Framing -- Summary -- Applications -- Marketing Excellence: Disney -- Marketing Excellence: IKEA -- Chapter 7: Analyzing Business Markets -- What is Organizational Buying? -- The Business Market versus the Consumer Market -- Buying Situations -- Participants in the Business Buying Process -- The Buying Center -- Buying Center Influences -- Targeting Firms and Buying Centers -- Marketing Insight: Big Sales to Small Businesses -- The Purchasing/Procurement Process -- Stages in the Buying Process -- Problem Recognition -- General Need Description and Product Specification -- Supplier Search -- Proposal Solicitation -- Supplier Selection -- Marketing Memo: Developing Compelling Customer Value Propositions -- Order-Routine Specification -- Performance Review.
Developing Effective Business-to-Business Marketing Programs -- Communication and Branding Activities -- Systems Buying and Selling -- Marketing Memo: Spreading the Word with Customer Reference Programs -- Role of Services -- Managing Business-to-Business Customer Relationships -- The Benefits of Vertical Coordination -- Marketing Insight: Establishing Corporate Trust, Credibility, and Reputation -- Risks and Opportunism in Business Relationships -- Institutional and Government Markets -- Summary -- Applications -- Marketing Excellence: Accenture -- Marketing Excellence: GE -- Chapter 8: Tapping into Global Markets -- Competing on a Global Basis -- Deciding Whether to Go Abroad -- Deciding Which Markets to Enter -- How Many Markets to Enter -- Evaluating Potential Markets -- Succeeding in Developing Markets -- Deciding How to Enter the Market -- Indirect and Direct Export -- Licensing -- Joint Ventures -- Direct Investment -- Acquisition -- Deciding on the Marketing Program -- Global Similarities and Differences -- Marketing Adaptation -- Global Product Strategies -- Global Communication Strategies -- Global Pricing Strategies -- Global Distribution Strategies -- Country-of-Origin Effects -- Building Country Images -- Consumer Perceptions of Country of Origin -- Summary -- Applications -- Marketing Excellence: Twitter -- Marketing Excellence: L'Oréal -- Part 4: Building Strong Brands -- Chapter 9: Identifying Market Segments and Targets -- Bases for Segmenting Consumer Markets -- Geographic Segmentation -- Demographic Segmentation -- Psychographic Segmentation -- Behavioral Segmentation -- How Should Business Markets Be Segmented? -- Market Targeting -- Effective Segmentation Criteria -- Evaluating and Selecting the Market Segments -- Marketing Insight: Chasing the Long Tail -- Marketing Memo: Protecting Kids Online -- Summary -- Applications.
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Marketing management
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Verantwortlichkeitsangabe: | Philip Kotler, Kevin Lane Keller |
Autor/in / Beteiligte Person: | Kotler, Philip [author.] ; Keller, Kevin Lane (1956-) [author.] |
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Ausgabe: | Fifteenth Global edition. |
Veröffentlichung: | Harlow, United Kingdom: Pearson, 2016 |
Medientyp: | Monographie |
Datenträgertyp: | Elektronische Ressource |
Umfang: | 1 online resource (136 pages.) : illustrations. |
ISBN: | 1-292-40636-4; 1-78764-559-2; 1-292-09271-8 |
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