| |
| |
| Preface | |
| |
| |
| |
| Understanding Marketing Management | |
| |
| |
| |
| Defining Marketing for the Twenty-First Century | |
| |
| |
| Marketing Management at eBAY | |
| |
| |
| The New Economy | |
| |
| |
| Marketing Tasks | |
| |
| |
| Company Orientations Toward the Marketplace | |
| |
| |
| How Business and Marketing Are Changing | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Adapting Marketing to the New Economy | |
| |
| |
| Marketing Management at NTT DoCoMo | |
| |
| |
| The Major Drivers of the New Economy | |
| |
| |
| How Business Practices Are Changing | |
| |
| |
| How Marketing Practices Are Changing: E-Business | |
| |
| |
| How Marketing Practices Are Changing: Setting Up Web Sites | |
| |
| |
| How Marketing Practices Are Changing: Customer Relationship Marketing | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Building Customer Satisfaction, Value, and Retention | |
| |
| |
| Marketing Management at Caterpillar | |
| |
| |
| Defining Customer Value and Satisfaction | |
| |
| |
| The Nature of High-Performance Businesses | |
| |
| |
| Delivering Customer Value and Satisfaction | |
| |
| |
| Attracting and Retaining Customers | |
| |
| |
| Customer Profitability: The Ultimate Test | |
| |
| |
| Implementing Total Quality Management | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Analyzing Marketing Opportunities | |
| |
| |
| |
| Winning Markets Through Strategic Planning, Implementation, and Control | |
| |
| |
| Marketing Management at Starbucks | |
| |
| |
| Strategic Planning: Three Key Areas and Four Organizational Levels | |
| |
| |
| Corporate and Division Strategic Planning | |
| |
| |
| Business Strategic Planning | |
| |
| |
| The Marketing Process | |
| |
| |
| Managing the Marketing Process | |
| |
| |
| Executive Summary | |
| |
| |
| Case Pilot | |
| |
| |
| Notes | |
| |
| |
| |
| Understanding Markets, Market Demand, and the Marketing Environment | |
| |
| |
| Marketing Management at Tesco | |
| |
| |
| Supporting Marketing Decisions with Information, Intelligence, and Research | |
| |
| |
| Forecasting and Demand Measurement | |
| |
| |
| Macroenvironmental Trends and Forces | |
| |
| |
| Executive Summary | |
| |
| |
| Case Pilot | |
| |
| |
| Notes | |
| |
| |
| |
| Analyzing Consumer Markets and Buyer Behavior | |
| |
| |
| Marketing Management at Whirlpool | |
| |
| |
| How and Why Consumers Buy | |
| |
| |
| The Consumer Buying Decision Process | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Analyzing Business Markets and Buyer Behavior | |
| |
| |
| Marketing Management at Covisint | |
| |
| |
| What Is Organizational Buying? | |
| |
| |
| Participants in the Business Buying Process | |
| |
| |
| The Purchasing/Procurement Process | |
| |
| |
| Executive Summary | |
| |
| |
| Case Pilot | |
| |
| |
| Notes | |
| |
| |
| |
| Dealing with the Competition | |
| |
| |
| Marketing Management at Procter & Gamble | |
| |
| |
| Competitive Markets and Competitors | |
| |
| |
| Competitor Analysis | |
| |
| |
| The Competitive Intelligence System | |
| |
| |
| Designing Competitive Strategies | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Identifying Market Segments and Selecting Target Markets | |
| |
| |
| Marketing Management at Hallmark Cards | |
| |
| |
| Using Market Segmentation | |
| |
| |
| Segmenting Consumer and Business Markets | |
| |
| |
| Market Targeting Strategies | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Making Marketing Decisions | |
| |
| |
| |
| Developing, Positioning, and Differentiating Products Through the Life Cycle | |
| |
| |
| Marketing Management at Red Bull | |
| |
| |
| Challenges in New Product Development | |
| |
| |
| Managing New Products: Ideas to Strategy | |
| |
| |
| Managing New Products: Development to Commercialization | |
| |
| |
| The Consumer Adoption Process | |
| |
| |
| Marketing Through the Product Life Cycle | |
| |
| |
| Positioning and Differentiating Strategy | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Setting Product and Brand Strategy | |
| |
| |
| Marketing Management at Arts & Entertainment (A&E) Network | |
| |
| |
| The Product and the Product Mix | |
| |
| |
| Product-Line Decisions | |
| |
| |
| Brand Decisions | |
| |
| |
| Packaging and Labeling | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Designing and Managing Services | |
| |
| |
| Marketing Management at E*Trade | |
| |
| |
| The Nature of Services | |
| |
| |
| Marketing Strategies for Service Firms | |
| |
| |
| Managing Product Support Services | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Designing Pricing Strategies and Programs | |
| |
| |
| Marketing Management at Intel | |
| |
| |
| Setting the Price | |
| |
| |
| Adapting the Price | |
| |
| |
| Initiating and Responding to Price Changes | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Managing and Delivering Marketing Programs | |
| |
| |
| |
| Designing and Managing Value Networks and Marketing Channels | |
| |
| |
| Marketing Management at Carmax | |
| |
| |
| What Is a Value Network and Marketing Channel System? | |
| |
| |
| What Work Is Performed by Marketing Channels? | |
| |
| |
| Channel-Design Decisions | |
| |
| |
| Channel-Management Decisions | |
| |
| |
| Channel Dynamics | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Managing Retailing, Wholesaling, and Market Logistics | |
| |
| |
| Marketing Management at Mall of America | |
| |
| |
| Retailing | |
| |
| |
| Wholesaling | |
| |
| |
| Market Logistics | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Designing and Managing Integrated Marketing Communications | |
| |
| |
| Marketing Management at Yahoo! | |
| |
| |
| Developing Effective Marketing Communications | |
| |
| |
| Developing and Managing the Advertising Campaign | |
| |
| |
| Sales Promotion | |
| |
| |
| Public Relations | |
| |
| |
| Direct Marketing | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| |
| Managing the Sales Force | |
| |
| |
| Marketing Management at Tiffany | |
| |
| |
| Designing the Sales Force | |
| |
| |
| Managing the Sales Force | |
| |
| |
| Principles of Personal Selling | |
| |
| |
| Executive Summary | |
| |
| |
| Notes | |
| |
| |
| Glossary | |
| |
| |
| Index | |