Ulteriori informazioni
The third European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.
Sommario
Preface xii
About the authors xviii
Guided tour of the book
Guided tour of the companion website
Case matrix xx
Acknowledgements xxiii
Publisher’s acknowledgements
Part One: Defining Marketing and the Marketing Process 2
Video Case: Is marketing for everyone? 3
1 Marketing: managing profitable customer relationships 4
2 Company and marketing strategy: partnering to build customer relationships 40
Part Two: Understanding the Marketplace and Consumers 72
Video Case: Making an effort to understand your customers 73
3 The marketing environment 74
4 Managing marketing information 108
5 Consumer and business buyer behaviour 146
Part Three: Designing a Customer-Driven Marketing Strategy and Marketing Mix 186
Video Case:: Putting marketing into action 187
6 Segmentation, targeting and positioning: building the right relationships with the right customers 188
7 Product, services and branding strategy 228
8 Developing new products and managing the product life cycle 268
9 Pricing: understanding and capturing customer value 296
10 Marketing channels and supply chain management 332
11 Retailing and wholesaling 364
12 Communicating customer value: advertising, sales promotion and public relations 392
13 Communicating customer value: personal selling and direct marketing 434
Part Four: Extending Marketing 470
Video Case: Can marketing save the world? 471
14 Marketing in the digital age 472
15 The global marketplace 510
16 Ethics, social responsibility and sustainability 542
Appendix 1 Marketing plan 576
Appendix 2 Marketing metrics 588
Appendix 3 Careers in marketing 594
Glossary 602
Index
Riassunto
The third European edition of this classic text has been updated with the latest ideas in marketing and with numerous new European marketing examples and case studies. The authors prompt students to discover the concepts of marketing and translate them into real commercial practice for themselves.
