Marketing Management, eBook, Global Edition

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Námskeið V-105-MAR1 Markaðsfræði I 134.6.0.MART Markaðsstjórnun 108.6.0 MAF2 Markaðsfræði II Markaðsstjórnun Menning, markaður og miðlun Ensk lýsing: 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. - Höfundar: Philip Kotler, Kevin Lane Keller
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Rafbók til leigu í 90 daga. Útgáfa: 16

Efnisyfirlit

  • Title Page
  • Copyright
  • Dedication
  • Brief Contents
  • Contents
  • Preface
  • About the Authors
  • Part 1: Fundamentals of Marketing Management
    • Chapter 1. Defining Marketing for the New Realities
      • The Scope of Marketing
        • What Is Marketing?
        • What Is Marketed?
        • The Marketing Exchange
      • The New Marketing Realities
        • The Four Major Market Forces
        • The Three Key Marketing Outcomes
        • The Concept of Holistic Marketing
      • The Role of Marketing in the Organization
      • Organizing and Managing the Marketing Department
        • Organizing the Marketing Department
        • Managing the Marketing Department
      • Building a Customer-Oriented Organization
      • Marketing Insight The 10 Deadly Marketing Sins
      • Summary
      • Marketing Spotlight Nike
      • Marketing Spotlight Disney
    • Chapter 2. Marketing Planning and Management
      • Corporate and Business Unit Planning and Management
        • Defining the Corporate Mission
        • Building the Corporate Culture
        • Defining Strategic Business Units
        • Allocating Resources Across Business Units
      • Developing Market Offerings
        • Developing the Marketing Strategy
          • The Five Cs and the Five Forces of Competition
        • Designing the Marketing Tactics
        • The Seven Ts and the Four Ps
        • Creating a Market Value Map
      • Planning and Managing Market Offerings
        • The G-STIC Approach to Action Planning
        • Setting a Goal
        • Developing the Strategy
        • Designing the Tactics
        • Identifying Controls
      • Developing a Marketing Plan
      • Modifying the Marketing Plan
        • Updating the Marketing Plan
        • Conducting a Marketing Audit
      • Marketing Insight A Template for Writing a Marketing Plan
      • Summary
      • Marketing Spotlight Google
      • Marketing Spotlight Careem
  • Part 2: Understanding the Market
    • Chapter 3. Analyzing Consumer Markets
      • The Model of Consumer Behavior
      • Consumer Characteristics
        • Cultural Factors
        • Social Factors
        • Personal Factors
      • Consumer Psychology
        • Consumer Motivation
        • Perception
        • Emotions
        • Memory
      • The Buying Decision Process
        • Problem Recognition
        • Information Search
        • Evaluation of Alternatives
        • Purchase Decision
        • Postpurchase Behavior
      • Marketing Insight Behavioral Decision Theory
      • Summary
      • Marketing Spotlight Mayo Clinic
      • Marketing Spotlight Intuit
    • Chapter 4. Analyzing Business Markets
      • The Organizational Buying Process
        • Understanding Business Markets
        • Types of Buying Decisions
      • The Buying Center
        • The Composition of the Buying Center
        • The Role of the Buying Center in the Organization
        • Buying Center Dynamics
        • Selling to Buying Centers
      • Understanding the Buying Process
        • Problem Recognition
        • Need Description
        • Product Specification
        • Supplier Search
        • Proposal Solicitation
        • Supplier Selection
        • Contract Negotiation
        • Performance Review
      • Developing Effective Business Marketing Programs
        • Transitioning From Products to Solutions
        • Enhancing Services
        • Building Business-to-Business Brands
        • Overcoming Price Pressures
        • Managing Communication
      • Managing Business-to-Business Relationships
        • Understanding the Buyer–Supplier Relationship
        • Managing Corporate Trust, Credibility, and Reputation
        • Risks and Opportunism in Business Relationships
        • Managing Institutional Markets
      • Summary
      • Marketing Spotlight Alibaba
      • Marketing Spotlight Salesforce.com
    • Chapter 5. Conducting Marketing Research
      • The Scope of Marketing Research
        • Importance of Marketing Insights
        • Who Does Marketing Research?
      • The Marketing Research Process
        • Defining the Problem
        • Developing the Research Plan
        • Collecting the Information
        • Analyzing the Information and Making the Decision
      • Measuring Market Demand
        • Key Concepts in Demand Measurement
        • Forecasting Market Demand
      • Measuring Marketing Productivity
        • Marketing Metrics
        • Marketing-Mix Modeling
        • Marketing Dashboards
      • Marketing Insight Six Ways to Draw New Ideas from Your Customers
      • Summary
      • Marketing Spotlight Tesco
      • Marketing Spotlight LEGO
  • Part 3: Developing a Viable Market Strategy
    • Chapter 6. Identifying Market Segments and Target Customers
      • Identifying Target Customers
        • The Logic of Targeting
        • Strategic and Tactical Targeting
      • Strategic Targeting
        • Target Compatibility
        • Target Attractiveness
      • Tactical Targeting
        • Defining the Customer Profile
        • Aligning Customer Value and Customer Profile
        • Bringing Target Segments to Life with Personas
      • Single-Segment and Multi-Segment Targeting
        • Single-Segment Targeting
        • Targeting Multiple Segments
      • Segmenting Consumer Markets
        • Demographic Segmentation
        • Geographic Segmentation
        • Behavioral Segmentation
        • Psychographic Segmentation
      • Segmenting Business Markets
      • Marketing Insight Chasing the Long Tail
      • Summary
      • Marketing Spotlight Superdry
      • Marketing Spotlight Chase Sapphire
    • Chapter 7. Crafting a Customer Value Proposition and Positioning
      • Developing a Value Proposition and Positioning
        • Developing a Value Proposition
        • Developing a Positioning Strategy
      • Choosing a Frame of Reference
      • Identifying Potential Points of Difference and Points of Parity
        • Identifying Points of Difference
        • Identifying Points of Parity
        • Aligning the Frame of Reference, Points of Parity, and Points of Difference
      • Creating a Sustainable Competitive Advantage
        • Sustainable Competitive Advantage as a Marketing Concept
        • Strategies for Creating a Sustainable Competitive Advantage
      • Communicating the Offering’s Positioning
        • Crafting a Positioning Statement
        • Communicating Category Membership
        • Communicating Conflicting Benefits
        • Positioning as Storytelling
      • Marketing Insight Positioning a Start-Up
      • Summary
      • Marketing Spotlight Unilever: Axe and Dove
      • Marketing Spotlight First Direct
  • Part 4: Designing Value
    • Chapter 8. Designing and Managing Products
      • Product Differentiation
      • Product Design
        • Power of Design
        • Approaches to Design
      • Product Portfolios and Product Lines
        • Product Portfolio Design
        • Product Line Analysis
        • Product Line Length
      • Managing Packaging and Labeling
        • Packaging
        • Labeling
      • Managing Guarantees and Warranties
      • Marketing Insight When Less Is More
      • Summary
      • Marketing Spotlight Apple
      • Marketing Spotlight Casper
      • Marketing Spotlight Toyota
    • Chapter 9. Designing and Managing Services
      • The Nature of Services
        • The Service Aspect of an Offering
        • Distinctive Characteristics of Services
      • The New Services Realities
        • Increasing Role of Technology
        • Customer Empowerment
        • Customer Coproduction
        • Satisfying Employees as Well as Customers
      • Achieving Service Excellence
        • Best Practices of Top Service Companies
        • Differentiating Services
        • Innovation with Services
      • Managing Service Quality
        • Managing Customer Expectations
        • Managing Service Quality
        • Managing Self-Service
        • Managing Product–Service Bundles
      • Marketing Insight Improving Company Call Centers
      • Summary
      • Marketing Spotlight Premier Inn
      • Marketing Spotlight Transport for London
    • Chapter 10. Building Strong Brands
      • How Does Branding Work?
        • The Essence of Branding
        • The Role of Brands
        • Brand Equity and Brand Power
      • Designing the Brand
        • Defining the Brand Mantra
        • Choosing Brand Elements
          • The Magic of Brand Characters
        • Choosing Secondary Associations
      • Brand Hierarchy
        • Managing Brand Portfolios
        • Cobranding
          • The Brand Value Chain
      • Brand Dynamics
        • Brand Repositioning
        • Brand Extensions
        • Managing a Brand Crisis
      • Luxury Branding
        • Characteristics of Luxury Brands
        • Managing Luxury Brands
      • Marketing Insight Constructing a Brand Positioning Bull’s-Eye
      • Summary
      • Marketing Spotlight Gucci
      • Marketing Spotlight MUJI
    • Chapter 11. Managing Pricing and Sales Promotions
      • Understanding Pricing
      • Consumer Psychology and Pricing
      • Setting the Price
        • Defining the Pricing Objective
        • Determining Demand
        • Estimating Costs
        • Analyzing Competitors’ Prices
        • Selecting a Pricing Method
        • Setting the Final Price
        • Product-Mix Pricing
      • Initiating and Responding to Price Changes
        • Initiating Price Cuts
        • Initiating Price Increases
        • Responding to Competitors’ Price Changes
      • Managing Incentives
        • Incentives as a Marketing Device
        • Major Incentive Decisions
      • Marketing Insight Ethical Issues in Prescription Drug Pricing
      • Summary
      • Marketing Spotlight Priceline
      • Marketing Spotlight Uber
  • Part 5: Communicating Value
    • Chapter 12. Managing Marketing Communications
      • The Role of Marketing Communication
        • The Communication Process
        • Developing an Effective Communication Program
      • Setting the Communication Objectives
        • Defining the Focus of Company Communications
        • Setting the Communication Benchmarks
        • Determining the Communication Budget
      • Identifying the Target Audience and Crafting the Communication Message
        • Identifying the Target Audience
        • Crafting the Communication Message
      • Deciding on the Communication Media
        • Defining the Communication Media Mix
        • Developing a Media Plan
          • Winning the Super Bowl of Advertising
      • Developing the Creative Approach
        • Determining the Message Appeal
        • Selecting the Message Source
        • Developing the Creative Execution
      • Measuring Communication Effectiveness
      • Marketing Insight Celebrity Endorsements
      • Summary
      • Marketing Spotlight Red Bull
      • Marketing Spotlight Cadbury
    • Chapter 13. Designing an Integrated Marketing Campaign in the Digital Age
      • Managing Integrated Marketing Communications
      • Advertising
        • Television Advertising
        • Print Advertising
        • Radio Advertising
        • Online Advertising
        • Place Advertising
      • Online Communication
        • Company Website
        • Driving Online Traffic
      • Social Media
        • The Growth of Social Media
        • Social Media Platforms
      • Mobile Communication
      • Events and Experiences
        • Managing Events
        • Creating Experiences
      • Word of Mouth
      • Publicity and Public Relations
        • Publicity
        • Public Relations
      • Packaging
      • Marketing Insight Measuring Social Media ROI
      • Summary
      • Marketing Spotlight Honda
      • Marketing Spotlight AccorHotels
    • Chapter 14. Personal Selling and Direct Marketing
      • Personal Selling
        • Personal Selling as a Process
        • Managing the Sale
      • Designing the Sales Force
        • Sales Force Objectives
        • Sales Force Strategy
        • Sales Force Structure
        • Sales Force Size
        • Sales Force Compensation
      • Managing the Sales Force
        • Recruiting the Sales Force
        • Training and Supervising the Sales Force
        • Managing Sales Force Productivity
        • Motivating the Sales Force
        • Evaluating the Sales Force
      • Direct Marketing
        • Direct Marketing Channels
        • The Future of Direct Marketing
      • Marketing Insight Major Account Management
      • Summary
      • Marketing Spotlight Avon
      • Marketing Spotlight Progressive Insurance
  • Part 6: Delivering Value
    • Chapter 15. Designing and Managing Distribution Channels
      • The Role of Distribution Channels
        • Distribution Channel Functions
        • Channel Levels
        • Multichannel Distribution
      • Channel-Management Decisions
        • Establishing Channel Objectives
        • Selecting Channel Members
        • Motivating Channel Members
        • Evaluating Channel Members
      • Channel Cooperation and Conflict
        • The Nature of Channel Conflicts
        • Managing Channel Conflict
      • Managing Market Logistics
        • Market-Logistics Objectives
        • Market-Logistics Decisions
      • Marketing Insight Understanding the Showrooming Phenomenon
      • Summary
      • Marketing Spotlight Zara
      • Marketing Spotlight Popeyes
    • Chapter 16. Managing Retailing
      • The Modern Retail Environment
      • Key Retailing Decisions
        • Target Market
        • Product Assortment and Procurement
        • Services
        • Store Atmosphere
        • Pricing
        • Incentives
        • Communications
      • Managing Omnichannel Retailing
        • Brick-and-Mortar Retailers
        • Online Retailers
        • Omnichannel Retailing
      • Managing Private Labels
      • Wholesaling
        • The Business of Wholesaling
        • Key Functions Performed by Wholesalers
      • Marketing Insight Managing the Price Image of a Retailer
      • Summary
      • Marketing Spotlight Uniqlo
      • Marketing Spotlight Best Buy
  • Part 7: Managing Growth
    • Chapter 17. Driving Growth in Competitive Markets
      • Assessing Growth Opportunities
        • Product–Market Growth Strategies
        • Growth Through Mergers and Acquisitions
        • Growth Through Innovation and Imitation
      • Gaining Market Position
        • Growing Sales to Current Customers
        • Creating New Markets
        • Expanding Existing Markets
      • Defending Market Position
      • Product Life Cycle Marketing Strategies
        • The Concept of a Product Life Cycle
        • Introduction Stage
        • Growth Stage
        • Maturity Stage
        • Decline Stage
        • Alternative Product Life Cycle Patterns
      • Marketing Insight Market-Challenger Growth Strategies
      • Summary
      • Marketing Spotlight Airbnb
      • Marketing Spotlight American Express
    • Chapter 18. Developing New Market Offerings
      • The Process of Developing New Market Offerings
        • The Innovation Imperative
        • Managing Innovation
        • The Stage-Gate Approach to Developing New Offerings
        • The Stage-Gate Approach to Developing New Offerings: An Illustration
      • Idea Generation
        • Generating Viable Ideas
        • Idea Validation
        • Market Research Tools for Idea Generation and Validation
      • Concept Development
        • Prototyping
        • Concept Validation
      • Business-Model Design
        • Designing the Business Model
        • Business-Model Validation
      • Offering Implementation
        • Developing the Core Resources
        • Developing the Market Offering
      • Commercial Deployment
        • Selective Market Deployment
        • Market Expansion
      • Marketing Insight Understanding the Adoption of Innovations
      • Summary
      • Marketing Spotlight Honest Tea
      • Marketing Spotlight WeChat
    • Chapter 19. Building Customer Loyalty
      • Managing Customer Acquisition and Retention
        • The Customer Acquisition Funnel
        • Balancing Customer Acquisition and Customer Retention
      • Managing Customer Satisfaction and Loyalty
        • Understanding Customer Satisfaction
        • Product and Service Quality as a Driver of Customer Satisfaction
        • Measuring Customer Satisfaction
        • Building Customer Loyalty
      • Managing Customer Relationships
        • Customization
        • Customer Empowerment
        • Managing Customer Word of Mouth
        • Dealing with Customer Complaints
      • Managing Customer Lifetime Value
        • The Concept of Customer Lifetime Value
        • Customer Lifetime Value and Brand Equity
        • Building Customer Lifetime Value
        • Creating Customer Loyalty by Building Trust
        • Measuring Customer Lifetime Value
      • Marketing Insight Net Promoter Scoreand Customer Satisfaction
      • Summary
      • Marketing Spotlight Stitch Fix
      • Marketing Spotlight Emirates
    • Chapter 20. Tapping into Global Markets
      • Deciding Whether to Go Abroad
      • Deciding Which Markets to Enter
        • Determining How Many Markets to Enter
        • Evaluating Potential Markets
      • Deciding How to Enter the Market
        • Indirect and Direct Export
        • Licensing
        • Joint Ventures
        • Direct Investment
      • Deciding on the Global Marketing Program
        • Global Product Strategies
        • Global Brand Strategies
        • Global Pricing Strategies
        • Global Communication Strategies
        • Global Distribution Strategies
      • Marketing Insight Global Similarities and Differences
      • Summary
      • Marketing Spotlight Sephora
      • Marketing Spotlight Mandarin Oriental
    • Chapter 21. Socially Responsible Marketing
      • The Role of Social Responsibility in Marketing Management
      • Community-Based Corporate Social Responsibility
        • Corporate Social Responsibility in the Workplace
        • Corporate Philanthropy
        • Serving Low-Income Communities
        • Cause Marketing
        • Social Marketing
      • Sustainability-Focused Corporate Social Responsibility
      • Balancing Social Responsibility and Corporate Profitability
        • Developing Ethical Marketing Communications
        • Managing Customer Privacy
      • Marketing Insight Environmental Concerns in the Water Industry
      • Summary
      • Marketing Spotlight Starbucks
      • Marketing Spotlight Ben & Jerry's
      • Marketing Spotlight Tiffany & Co
  • Endnotes
  • Glossary
  • Name Index
    • A
    • B
    • C
    • D
    • E
    • F
    • G
    • H
    • I
    • J
    • K
    • L
    • M
    • N
    • O
    • P
    • R
    • S
    • T
    • V
    • W
    • Y
    • Z
  • Company, Brand, and Organization Index
    • A
    • B
    • C
    • D
    • E
    • F
    • G
    • H
    • I
    • J
    • K
    • L
    • M
    • N
    • O
    • P
    • Q
    • R
    • S
    • T
    • U
    • V
    • W
    • X
    • Y
    • Z
  • Subject Index
    • A
    • B
    • C
    • D
    • E
    • F
    • G
    • H
    • I
    • J
    • K
    • L
    • M
    • N
    • O
    • P
    • Q
    • R
    • S
    • T
    • U
    • V
    • W
    • Y
    • Z

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