Marketing Book

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Part One Organization and Planning for <strong>Marketing</strong>
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Page 2 and 3: The Marketing Book
Page 4 and 5: The Marketing Book Fifth Edition Ed
Page 6 and 7: Contents List of illustrations List
Page 8 and 9: Contents vii Consumers’ decision
Page 10 and 11: Contents ix 13 Pricing 342 Adamanti
Page 12 and 13: Contents xi 19 Integrating customer
Page 14 and 15: Contents xiii 25 E-marketing 637 Da
Page 16 and 17: Illustrations 1.1 The product life
Page 18 and 19: Illustrations xvii 18.6 Promotions
Page 20 and 21: Tables 1.1 Comparison matrix of res
Page 22 and 23: Tables xxi 26.1 The 7Ps of cause-re
Page 24 and 25: Contributors Sue Adkins is the dire
Page 26 and 27: Contributors xxv responsible for Ex
Page 28 and 29: Contributors xxvii of organizations
Page 30 and 31: Contributors xxix 1981), Marketing
Page 32 and 33: Contributors xxxi for several years
Page 34 and 35: Preface to the fifth edition The fi
Page 36 and 37: Preface to the fifth edition xxxv o
Page 38 and 39: Preface to the fifth edition xxxvii
Page 42 and 43: CHAPTER 1 One more time - what is m
Page 44 and 45: One more time - what is marketing?
Page 52 and 53: feedback the marketer is active, pl
Page 56 and 57: Postmodern marketing: everything mu
Page 72 and 73: Relationship marketing 33 paid to p
Page 74 and 75: Relationship marketing 35 Contribut
Page 76 and 77: Relationship marketing 37 might als
Page 78 and 79: Relationship marketing 39 Resource
Page 80 and 81: Relationship marketing 41 Relations
Page 82 and 83: Relationship marketing 43 . . . the
Page 84 and 85: Relationship marketing 45 relations
Page 86 and 87: Relationship marketing 47 Technolog
Page 88 and 89: Relationship marketing 49 Booms, B.
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Relationship marketing 51 Lovelock,
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CHAPTER 4 The basics of marketing s
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The basics of marketing strategy 55
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CHAPTER 5 Strategic marketing plann
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Strategic marketing planning: theor
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Part Two The Framework of Marketing
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CHAPTER 6 Consumer decision making:
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Consumer decision making: process,
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Business-to-business marketing: org
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⎩ ⎧ ⎨ ⎩ ⎧ ⎨ Business-to
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CHAPTER 8 Marketing research JOHN W
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Marketing research 173 situation un
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Marketing research 175 Table 8.1 Qu
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Marketing research 177 Quantitative
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Marketing research 179 Data sources
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Marketing research 181 Gordon and L
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Marketing research 183 therefore, a
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Marketing research 185 research pro
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Marketing research 187 investigatio
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Marketing research 189 scores may
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Marketing research 191 they are sam
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Marketing research 193 Luck and Rub
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Marketing research 195 Conclusion M
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CHAPTER 9 Quantitative methods in m
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Quantitative methods Multivariate M
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Quantitative methods in marketing 2
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Market segmentation 247 segmented i
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Market segmentation 249 One of the
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Market segmentation 251 these are t
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Market segmentation 253 bachelor st
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Market segmentation 255 segments, i
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Market segmentation 257 Table 10.3
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Market segmentation 263 Because geo
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Market segmentation 267 Although CR
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Market segmentation 269 with Experi
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Market segmentation 271 (b) Figure
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Market segmentation 273 Figure 10.6
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Market segmentation 275 High Relati
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Market segmentation 277 1 Industry
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Market segmentation 279 market that
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Market segmentation 281 4 Does incr
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Market segmentation 283 benefits, p
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Part Three Managing the Marketing F
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CHAPTER 11 Managing the marketing m
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Managing the marketing mix 289 An e
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Managing the marketing mix 291 rep
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Managing the marketing mix 293 cash
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Managing the marketing mix 295 Tabl
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Managing the marketing mix 297 mark
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Managing the marketing mix 299 Tabl
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Managing the marketing mix 301 choi
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Managing the marketing mix 303 are
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Managing the marketing mix 305 Pric
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Managing the marketing mix 307 prof
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Managing the marketing mix 309 3 De
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Managing the marketing mix 311 A go
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Managing the marketing mix 313 Hame
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New product development 315 Machine
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New product development 317 chapter
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New product development 319 Once th
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New product development 321 far. Th
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New product development 323 Table 1
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New product development 325 shows t
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New product development 327 beta si
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New product development 329 in at a
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New product development 331 Informa
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New product development 333 The adv
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New product development 335 depart
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New product development 337 product
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New product development 339 Acceler
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New product development 341 Von Hip
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Pricing 343 Thus, the field of pric
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Pricing 345 Not only does pri
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Pricing 347 Price Sales volume Sale
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Pricing 349 includes not only the m
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Pricing 351 transaction size, timin
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Pricing 353 The conventional anal
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Pricing 355 a reduction in buyer
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Pricing 357 No. 67, American Manage
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Pricing 359 Shapiro, B. P. and Jack
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Selling and sales management 361 sy
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Selling and sales management 363 Ta
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Selling and sales management 365 qu
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Selling and sales management 367 sh
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Selling and sales management 369 se
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Selling and sales management 371 Do
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Brand building 373 is then explaine
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Brand building 375 over time. New s
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Brand building 377 large amounts of
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Brand building 379 Culture Peer gro
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Brand building 381 the five compone
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Brand building 383 Identify brand
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Brand building 385 surfaced about t
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Brand building 387 Organizational c
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Brand building 389 If a brand goes
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Brand building 391 Huczynski, 1997)
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Brand building 393 rapidly refine t
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CHAPTER 16 The integration of marke
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The integration of marketing commun
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CHAPTER 17 Promotion KEITH CROSIER
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Promotion 421 television, radio and
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Promotion 423 2001, Chapters 4 and
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Promotion 425 Table 17.1 The promot
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Promotion 427 In fact, a budget is
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Promotion 429 buying a pig in a pok
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Promotion 431 reaching the target a
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Promotion 433 is by no means invari
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Promotion 435 media consumption hab
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Promotion 437 Turning to price, and
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Promotion 439 rising sun. The impor
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Promotion 441 It is a less common c
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Promotion 443 degree of stimulation
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Promotion 445 brought with it more
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Promotion 447 that it is in fact st
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Promotion 449 The commission elemen
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Promotion 451 logically be rather d
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Promotion 453 The charge that promo
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Promotion 455 possibility is that p
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Promotion 457 Strong, E. K. (1925)
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Sales promotion 459 TRADE PROMOTION
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Sales promotion 461 Perhaps because
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Piggy-back premiums Packaged goods
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Sales promotion 465 ENVIRONMENTAL A
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Sales promotion 467 line activity,
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Sales promotion 469 to react to con
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Sales promotion 471 1 Conversion. P
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Sales promotion 473 Building relati
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Sales promotion 475 take one exampl
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Sales promotion 477 themselves in h
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Sales promotion 479 Perhaps the mos
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Sales promotion 481 coupons, ‘one
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Sales promotion 483 Peattie, K. and
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CHAPTER 19 Integrating customer rel
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Integrating customer relationship m
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Controlling marketing and the measu
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CHAPTER 21 Marketing implementation
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Marketing implementation, organizat
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Table 21.3 Internal marketing in a
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Part Four The Application of Market
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CHAPTER 22 What are direct marketin
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What are direct marketing and inter
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CHAPTER 23 The marketing of service
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The marketing of services 587 becam
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The marketing of services 589 which
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The marketing of services 591 custo
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The marketing of services 593 A fur
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The marketing of services 595 refle
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The marketing of services 597 invol
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The marketing of services 599 to sa
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The marketing of services 601 struc
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The marketing of services 603 may n
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The marketing of services 605 As re
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The marketing of services 607 Marke
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The marketing of services 609 Palme
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International marketing - the issue
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CHAPTER 25 E-marketing DAVE CHAFFEY
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E-marketing 639 patterns (seeing
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E-marketing 641 ads, direct mail or
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E-marketing 643 1 Have access to di
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E-marketing 645 It is also importan
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E-marketing 647 Table 25.2 A stage
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E-marketing 649 Specific objectives
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E-marketing 651 that the commitment
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E-marketing 653 3 Commercial arrang
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E-marketing 655 as technology leade
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E-marketing 657 Extended product al
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E-marketing 659 Transactions at int
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E-marketing 661 1 Mix. E-marketers
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E-marketing 663 Of course, staff ne
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E-marketing 665 Control Without con
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E-marketing 667 negative consumer r
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CHAPTER 26 Cause-related marketing:
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Cause-related marketing: who cares
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Social marketing 695 social, as wel
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Social marketing 697 with social ma
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Social marketing 699 Case 1 A consu
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Social marketing 701 Situation Anal
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Social marketing 703 Immediate Envi
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Social marketing 705 Idea Belief At
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Social marketing 707 infrequently,
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Social marketing 709 Case 4 ‘5-a-
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Social marketing 711 established. H
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Social marketing 713 Case 6 The imm
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Social marketing 715 clarify their
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Social marketing 717 (Kotler and Ro
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Social marketing 719 Health promote
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Social marketing 721 Currence, C. (
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Social marketing 723 of a Multi-com
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Social marketing 725 Walsh, D. C.,
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Green marketing 727 new social zeit
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Green marketing 729 practice away f
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Green marketing 731 Although issues
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Green marketing 733 number of pro
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Green marketing 735 additional cost
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Green marketing 737 results, and th
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Green marketing 739 hype, and to a
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Green marketing 741 addresses an
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Green marketing 743 Marketers are
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Green marketing 745 Table 28.2 Stak
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Green marketing 747 companies, whet
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Green marketing 749 difficult to ex
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Green marketing 751 terms of provid
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Green marketing 753 agenda. Some en
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Green marketing 755 Peattie, K. (19
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CHAPTER 29 Marketing for small-to-m
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Marketing for small-to-medium enter
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Retailing 777 Retail strategy is th
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Retailing 779 Types of retail organ
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Retailing 781 1 The manufacturer-re
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Retailing 783 Retail parks are more
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Retailing 785 Table 30.8 Discounter
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Retailing 787 excluded from a shopp
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Retailing 789 identification of gap
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Retailing 791 Although no self-resp
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Retailing 793 premium position. For
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Retailing 795 Table 30.10 EDLP vs h
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Retailing 797 Retail environment De
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Retailing 799 Ability to reinvest I
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Retailing 801 from a very modest in
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Retailing 803 DRIVING FORCES TECHNO
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Retailing 805 Ibrahim, M. F. and Mc
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Index AA see Automobile Association
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Index 809 Best practice, 317, 416 B
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Index 811 Communications: see also
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Index 813 Customer-to-customer (C2C
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Index 815 Ducoffe, R., 415 Dugdale,
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Index 817 Four Ps (product, price,
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Index 819 price analyses, 344 syste
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Index 821 Lillien, G. L., 352 Lind,
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Index 823 Metcalf, L. E., 160 Metho
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Index 825 PA see Path analysis Pack
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Index 827 service marketing mix, 59
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Index 829 Sales, 5, 294-6, 360-71 a
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Index 831 Stern, L. W., 38 Stevenso
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Index 833 brand risk, 376 Dempster-
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