Marketing concepts and strategies /
Sally Dibb, Lyndon Simkin, William M. Pride, O.C. Ferrell.
- Seventh edition.
- xvi, 769 pages : illustrations ; 26 cm.
Includes bibliographical references (pages 744-762) and index.
Intro -- Brief Contents -- Contents -- Preface -- Acknowledgements -- About the Authors -- Credits -- Part 1: Marketing Defined and Marketing in Context -- Ch 1: The Marketing Concept -- Marketing Explained and Defined -- The Definitions of Marketing Explored -- The Marketing Process -- The Importance of Marketing -- The Marketing Concept and Its Evolution -- The Essentials of Marketing -- The Organization of This Book -- Summary -- Ch 2: Marketing Strategy and Understanding Competitors -- Marketing Strategy Defined -- Organizational Mission, Goals and Corporate Strategy -- Organizational Opportunities and Resources -- Strategic Objectives and Strategic Focus -- Target Market Strategy and Brand Positioning -- Competitive Advantage -- Competitive Positions and Differential Advantage -- Marketing Objectives -- Marketing Mix Decisions -- Implementation and Performance Monitoring -- Summary -- Ch 3: The Marketing Environment -- Examining and Responding to the Marketing Environment -- Political Forces -- Legal Forces -- Regulatory Forces -- Societal Forces -- Technological Forces -- Economic and Competitive Forces -- The Micro Marketing Environment -- The Marketing Environment and Strategic Opportunities -- Summary -- Ch 4: Marketing in International Markets and Globalization -- Involvement in International Marketing -- International Marketing Intelligence -- Environmental Forces in International Markets -- Regional Trade Alliances and Markets -- Alternative Market Entry Strategies -- Customization versus the Globalization of International Marketing Strategies -- Summary -- Part 2: Understanding and Targeting Customers -- Ch 5: Consumer Buying Behaviour -- Types of Consumer Buying Behaviour -- The Consumer Buying Decision Process -- Personal Factors Influencing the Buying Decision Process -- Psychological Factors Influencing the Buying Decision Process -- Social Factors Influencing the Buying Decision Process -- The Impact of New Thinking and New Technologies -- Understanding Consumer Behaviour -- Summary -- Ch 6: Business Markets and Business Buying Behaviour -- Types of Business Market -- Dimensions of Business Buying -- Business Buying Decisions -- Selection and Analysis of Business Markets -- Marketing's Variations in Business Markets -- Summary -- Ch 7: Segmenting Markets -- What are Markets? -- What is Market Segmentation? -- Segmenting, Targeting and Positioning -- Segmentation Variables -- Segmentation Effectiveness -- CRM -- Summary -- Ch 8: Targeting and Positioning -- Segmentation Targeting Strategies -- Target Market Attractiveness and Opportunity Selection -- Evaluating Markets and Forecasting Sales -- Marketing Programmes -- Positioning -- Summary -- Ch 9: Marketing Research -- The Importance of Marketing Research -- The Marketing Research Process -- Step 1: Locating and Defining Problems or Research Issues -- Step 2: Designing the Research -- Step 3: Collecting Data -- Step 4: Analyzing and Interpreting Research Findings -- Step 5: Reporting Research Findings -- Using Technology to Improve Marketing Information Gathering and Analysis -- The Importance of Ethical Marketing Research -- Summary -- Part 3: Marketing Programmes -- Products and Services, Brands, Place and Channels, Promotion and Marketing Communications , Digital and Pricing -- Ch 10: Product Decisions -- What is a Product? -- Product Life Cycles -- Why Some Products Fail and Others Succeed -- Summary -- Ch 11: Branding and Packaging -- Branding -- Brand Personality, Values and Attributes -- Packaging and Labelling -- Summary -- Ch 12: Developing Products and Managing Product Portfolios -- Organizing to Manage Products -- New Product Development -- Product Adoption Process -- Product Life Cycle Management -- Tools for Managing Product Portfolios -- Summary -- Ch 13: The Marketing of Services -- The Nature and Importance of Services -- Classification of Services -- Developing Marketing Strategies for Services -- Service Quality -- Non-Profit Marketing -- Summary -- Ch 14: Marketing Channels -- The Nature of Marketing Channels and Supply Chain Management -- Functions of Marketing Channels -- Types of Channel -- Channel Integration -- Different Levels of Market Coverage -- Choosing Distribution Channels -- Behaviour of Channel Members -- Legal Issues in Channel Management -- Summary -- Ch 15: Channel Players and Physical Distribution -- The Nature and Importance of Wholesaling -- The Activities of Wholesalers -- Classifying Wholesalers -- Facilitating Agencies -- Retailing -- Physical Distribution -- Summary -- Ch 16: An Overview of Marketing Communications -- The Role of Promotion -- The Communication Process -- Promotion and the Product Adoption Process -- Aims of Promotion -- The Promotional Mix -- Summary -- Ch 17: Advertising, Public Relations and Sponsorship -- The Nature of Advertising -- The Uses of Advertising -- Developing an Advertising Campaign -- Who Develops the Advertising Campaign? -- Publicity and Public Relations -- Sponsorship -- Summary -- Ch 18: Sales Management, Sales Promotion, Direct Mail, the Internet, Digital and Direct Marketing -- The Nature of Personal Selling and Sales Management -- Elements of the Personal Selling Process -- Types of Sales People -- Management of the Salesforce -- Key Account Management -- Sales Promotion -- Sales Promotion Methods -- Direct Mail -- The Internet and Digital Marketing -- Digital Marketing, Mobile and Social Media -- Direct Marketing -- Summary -- Ch 19: Digital Marketing -- Digital Marketing -- Summary -- Ch 20: Pricing -- The Characteristics and Role of Price -- Price and Non-Price Competition -- Factors Affecting Pricing Decisions -- Pricing for Business Markets -- Stages for Establishing Prices -- Summary -- Ch 21: Modifying the Marketing Mix for Business Markets, Services and in International Marketing -- Characteristics of Business Marketing Mixes -- Amending the Marketing Mix for Services -- Strategic Adaptation of Marketing Mixes for International Markets -- Summary -- Part 4: Marketing Management -- Ch 22: Marketing Planning and Forecasting Sales Potential -- Marketing Planning -- Market and Sales Potential and Sales Forecasting -- The Marketing Audit -- Summary -- Ch 23: Implementing Strategies, Internal Marketing Relationships and Measuring Performance -- Organizing Marketing Activities -- Marketing Implementation -- Concepts Related to Marketing Implementation -- Controlling Marketing Activities -- Methods of Evaluating Performance -- Summary -- Ch 24: Responsible Marketing -- Social Responsibility -- Marketing Ethics -- Incorporating Social Responsibility and Ethics into Marketing Decisions -- Social Marketing -- Current Hot Topics in the Marketing Discipline -- Summary -- Notes -- Glossary -- Index --
This edition has been totally revised to reflect the current core themes of Marketing in terms of academic content, but also from a practicioner's perspective. In particular, the world for marketers has gone digital, consumers communicate with each other via social media; Marketing has become more aligned to ethical responsible and sustainability issues; and Marketing as an academic discipline has become more critical and reflective.
9781473725126
2001133328
Marketing. Brand name products. Product management.