Efnisyfirlit

• Cover
• Half Title
• Title
• Copyright
• Dedication
• About the Authors
• Brief Table of Contents
• Detailed Table of Contents
• Case list
• Vignette list
• Preface to the Seventh Edition
• Acknowledgements
• Guided Tour
• Transform learning with Connect
• Create & Custom Publishing
• Part 1: The Market-Led Organization
  • 1 The Nature of Marketing
    • Learning outcomes
    • Marketing Spotlight: The rise of Gymshark
    • What is marketing?
    • The development of marketing
    • The scope of marketing
    • Marketing, consumption and society
    • Summary
    • Study questions
    • Suggested reading
    • References
    • Appendix 1.1 Careers in marketing
    • Case 1 : Depop: sustainable fashion in challenging times
  • 2 Marketing Strategy and Planning
    • Learning outcomes
    • Marketing Spotlight: Tesco: coming back from a crisis
    • Business and marketing strategy
    • Marketing planning
    • Situation analysis
    • Marketing objectives
    • Marketing tactics
    • Executing marketing campaigns
    • Assessing marketing campaigns
    • Marketing and business performance
    • Summary
    • Study questions
    • Suggested reading
    • References
    • Case 2: Nike’s marketing strategy: Just do it
  • 3 Understanding Customer Behaviour
    • Learning outcomes
    • Marketing Spotlight: The Zoom boom
    • The dimensions of customer behaviour
    • Who buys?
    • How they buy
    • What are the choice criteria?
    • Influences on consumer behaviour
    • Influencer marketing
    • Influences on organizational buying behaviour
    • Summary
    • Study questions
    • Suggested reading
    • References
    • Case 3: Connecting the world through fitness: the passionate Peloton tribe
  • 4 Marketing Research and Customer Insights
    • Learning outcomes
    • Marketing Spotlight: Customer insights at Currys
    • The role of customer insights
    • Marketing information systems
    • Internal market information
    • Market intelligence
    • Marketing research
    • Approaches to conducting marketing research
    • Stages in the marketing research process
    • Summary
    • Study questions
    • Suggested reading
    • References
    • Case 4: My Starbucks Idea: co-creation strategies
  • 5 Market Segmentation, Targeting and Positioning
    • Learning outcomes
    • Marketing Spotlight: Pandora: finding a gap in the market
    • Segmenting consumer markets
    • Consumer segmentation criteria
    • Segmenting organizational markets
    • Criteria for successful segmentation
    • Target marketing
    • Positioning
    • Repositioning
    • Summary
    • Study questions
    • Suggested reading
    • References
    • Case 5: BrewDog and segmentation, targeting and positioning
• Part 2: Creating Customer Value
  • 6 Value through Products and Brands
    • Learning outcomes
    • Marketing Spotlight: Birds Eye: the return of the Captain
    • What is a product?
    • Product differentiation
    • Branding
    • Building brands
    • Managing brands
    • Managing product and brand portfolios
    • Managing brands and product lines over time: the product life cycle
    • New product development
    • Summary
    • Study questions
    • Suggested reading
    • References
    • Case 6: Patek Philippe: perfect timing?
  • 7 Value through Services, Relationships and Experiences
    • Learning outcomes
    • Marketing Spotlight: Rent the Runway
    • The unique characteristics of services
    • Managing services enterprises
    • Relationship marketing
    • Experiential marketing
    • Marketing in non-profit organizations
    • Summary
    • Study questions
    • Suggested reading
    • References
    • Case 7: Spotify: what streams are made of
  • 8 Value through Pricing
    • Learning outcomes
    • Marketing Spotlight: MoviePass: pricing a subscription service
    • Key considerations when setting prices
    • Other factors influencing price-setting decisions
    • Managing price changes
    • Customer value through pricing
    • Summary
    • Study questions
    • Suggested reading
    • References
    • Case 8: Primark: faster, cheaper fashion
• Part 3: Delivering and Managing Customer Value
  • 9 Distribution: Delivering Customer Value
    • Learning outcomes
    • Marketing Spotlight: Victoria’s Secret: what women want
    • Types of distribution channel
    • Channel strategy and management
    • Retailing
    • Key retail marketing decisions
    • Physical distribution
    • Personal selling
    • Sales management
    • Summary
    • Study questions
    • Suggested reading
    • References
    • Case 9: Vans: building the culture of fun in the retail environment
  • 10 Integrated Marketing Communications I: Mass Communications Techniques
    • Learning outcomes
    • Marketing Spotlight: John Lewis Partnership: creating iconic advertising
    • Integrated marketing communications
    • Advertising
    • Sales promotion
    • Public relations and publicity
    • Sponsorship
    • Other promotional techniques
    • Summary
    • Study questions
    • Suggested reading
    • References
    • Case 10: TikTok: rewriting the marketing rulebook
  • 11 Integrated Marketing Communications II: Direct and Online Communications Techniques
    • Learning outcomes
    • Marketing Spotlight: Skoda France: No Hesitation!
    • Direct marketing
    • Online communications
    • Web design
    • Search engine optimization
    • Content marketing
    • Online advertising
    • Mobile marketing
    • Managing and evaluating online campaigns
    • Summary
    • Study questions
    • Suggested reading
    • References
    • Case 11: Unilever’s digital marketing
• Part 4: The Environmental Context of Marketing
  • 12 The Marketing Environment
    • Learning outcomes
    • Marketing Spotlight: Patagonia: purpose and profit
    • The macroenvironment
    • Economic forces
    • Social forces
    • Political and legal forces
    • Ecological forces
    • Technological forces
    • Environmental scanning
    • Summary
    • Study questions
    • Suggested reading
    • References
    • Case 12: Sephora commits to inclusivity
• Glossary
• Author index
• Brands and Companies index
• Subject index

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