MKTG13: Principles of Marketing
Lamb, Charles
MKTG13: Principles of Marketing - Boston: Cengage Learning, 2021 - vii, 410p.: ill.; 28cm.
TABLE OF CONTENTS:
PART 1. THE WORLD OF MARKETING
1. An Overview of Marketing
1-1. What Is Marketing?
1-2. Marketing Management Philosophies
1-3. Differences between Sales and Market Orientations
1-4. Why Study Marketing?
2. Strategic Planning for Competitive Advantage
2-1. The Nature of Strategic Planning
2-2. Strategic Business Units
2-3. Strategic Alternatives
2-4. Defining the Business Mission
2-5. Conducting a Situation Analysis
2-6. Competitive Advantage
2-7. Setting Marketing Plan Objectives
2-8. Describing the Target Market
2-10. Following Up on the Marketing Plan
2-11. Effective Strategic Planning
3. Ethics and Social Responsibility
3-1. Determinants of a Civil Society
3-2. The Concept of Ethical Behavior
3-3. Ethical Behavior in Business
3-4. Corporate Social Responsibility
3-5. Arguments For and Against Social Responsibility
3-6. Cause-Related Marketing
4. The Marketing Environment
4-1. The External Marketing Environment
4-2. Social Factors
4-3. Demographic Factors
4-4. Growing Ethnic Markets
4-5. Economic Factors
4-6. Technology and Innovation
4-7. Political and Legal Factors
4-8. Competitive Factors
5. Developing a Global Vision
5-1. Rewards of Global Marketing and the Shifting Global Business Landscape
5-2. Multinational Firms
5-3. External Environment Faced by Global Marketers
5-4. Global Marketing by the Individual Firm
5-5. The Global Marketing Mix
5-6. The Impact of the Internet
PART 2. ANALYZING MARKET OPPORTUNITIES
6. Consumer Decision Making
6-1. The Importance of Understanding Consumer Behavior
6-2. The Traditional Consumer Decision-Making Process
6-3. Postpurchase Behavior
6-4. Types of Consumer Buying Decisions and Consumer Involvement
6-5. Reconceptualizing the Consumer Decision-Making Process
6-6. Cultural Influences on Consumer Buying Decisions
6-7. Social Influences on Consumer Buying Decisions
6-7d. Individual Differences in Susceptibility to Social Influences
6-9. Psychological Influences on Consumer Buying Decisions
7. Business Marketing
7-1. What is Business Marketing?
7-2. Trends in B-to-B Internet Marketing
7-3. Relationship Marketing and Strategic Alliances
7-4. Major Categories of Business Customers
7-5. The North American Industry Classification System
7-6. Business Versus Consumer Markets
7-7. Types of Business Products
7-8. Business Buying Behavior
8. Segmenting and Targeting Markets
8-1. Markets and Market Segments
8-2. The Importance of Market Segmentation
8-3. Criteria for Successful Segmentation
8-4. Bases for Segmenting Consumer Markets
8-5. Bases for Segmenting Business Markets
8-6. Steps in Segmenting a Market
8-7. Strategies for Selecting Target Markets
8-8. CRM as a Targeting Tool
8-9. Positioning
9. Marketing Research
9-1. The Role of Marketing Research
9-2. Steps in a Marketing Research Project
9-3. The Profound Impact of the Internet and Smart Devices on Marketing Research
9-4. The Growing Importance of Mobile Research
9-5. Scanner-Based Research
9-6. When Should Marketing Research be Conducted?
9-7. Competitive Intelligence
PART 3. PRODUCT DECISIONS
10. Product Concepts
10-1. What is a Product?
10-2. Types of Consumer Products
10-3. Product Items, Lines, and Mixes
10-4. Branding
10-5. Packaging
10-6. Global Issues in Branding and Packaging
10-7. Product Warranties
11. Developing and Managing Products
11-1. The Importance of New Products
11-2. The New-Product Development Process
11-3. Why Some Products Succeed and Others Fail
11-4. Global Issues in New-Product Development
11-5. The Spread of New Products
11-6. Product Life Cycles
12. Services and Nonprofit Organization Marketing
12-1. The Importance of Services
12-2. How Services Differ from Goods
12-3. Service Quality
12-4. Marketing Mixes for Services
12-5. Relationship Marketing in Services
12-6. Internal Marketing in Service Firms
12-7. Nonprofit Organization Marketing
12-8. Global Issues in Services Marketing
PART 4. DISTRIBUTION DECISIONS
13. Supply Chain Management and Marketing Channels
13-1. Supply Chains and Supply Chain Management
13-2. Supply Chain Integration
13-3. The Key Processes of Supply Chain Management
13-4. Sustainable Supply Chain Management
13-5. The Digitalization of the Supply Chain
13-6. Marketing Channels and Channel Intermediaries
13-7. Channel Structures
13-8. Omnichannel versus Multichannel Marketing
14. Retailing
14-1. The Importance of Retailing
14-2. Types of Retailers And Retail Operations
14-3. The Rise of Nonstore Retailing
14-4. Retail Operations Models
14-5. Executing a Retail Marketing Strategy
14-6. Retailing Decisions For Services
14-7. Addressing Retail Product/Service Failures
14-8. Retailer and Retail Customer Trends and Advancements
PART 5. PROMOTION AND COMMUNICATION STRATEGIES
15. Marketing Communications
15-1. The Role of Promotion in the Marketing Mix
15-2. Marketing Communication
15-3. The Goals of Promotion
15-4. The Promotional Mix
15-5. Promotional Goals and the Aida Concept
15-6. Integrated Marketing Communications
15-7. Factors Affecting the Promotional Mix
16. Advertising, Public Relations, and Sales Promotion
16-1. The Effects of Advertising
16-2. Major Types of Advertising
16-3. Creative Decisions in Advertising
16-4. Media Decisions in Advertising
16-5. Public Relations
16-6. Sales Promotion
17. Personal Selling and Sales Management
17-1. The Sales Environment
17-2. Personal Selling
17-3. Technology’s Impact on Selling
17-4. Relationship Selling
17-5. Steps in the Selling Process
17-6. Sales Management
17-7. Customer Relationship Management and the Sales Process
18. Social Media and Marketing
18-1. What Are Social Media?
18-2. Creating and Leveraging A Social Media Campaign
18-3. Evaluation and Measurement of Social Media
18-4. Social Behavior of Consumers
18-5. Social Media Tools: Consumer- and Corporate-Generated Content
18-6. Social Media and Mobile Technology
18-7. The Social Media Plan
PART 6. PRICING DECISIONS
19. Pricing Concepts
19-1. The Importance of Price
19-2. Pricing Objectives
19-3. The Demand Determinant of Price
19-4. Dynamic Pricing and the Growing Use of Artificial Intelligence in Setting Prices
19-5. The Cost Determinant of Price
19-6. Other Determinants of Price
19-7. How to Set a Price on a Product
19-8. Tactics for Fine-Tuning the Base Price
19-9. The Legality of Price Strategy
Appendix
978-0-357-12781-0
658.8
MKTG13: Principles of Marketing - Boston: Cengage Learning, 2021 - vii, 410p.: ill.; 28cm.
TABLE OF CONTENTS:
PART 1. THE WORLD OF MARKETING
1. An Overview of Marketing
1-1. What Is Marketing?
1-2. Marketing Management Philosophies
1-3. Differences between Sales and Market Orientations
1-4. Why Study Marketing?
2. Strategic Planning for Competitive Advantage
2-1. The Nature of Strategic Planning
2-2. Strategic Business Units
2-3. Strategic Alternatives
2-4. Defining the Business Mission
2-5. Conducting a Situation Analysis
2-6. Competitive Advantage
2-7. Setting Marketing Plan Objectives
2-8. Describing the Target Market
2-10. Following Up on the Marketing Plan
2-11. Effective Strategic Planning
3. Ethics and Social Responsibility
3-1. Determinants of a Civil Society
3-2. The Concept of Ethical Behavior
3-3. Ethical Behavior in Business
3-4. Corporate Social Responsibility
3-5. Arguments For and Against Social Responsibility
3-6. Cause-Related Marketing
4. The Marketing Environment
4-1. The External Marketing Environment
4-2. Social Factors
4-3. Demographic Factors
4-4. Growing Ethnic Markets
4-5. Economic Factors
4-6. Technology and Innovation
4-7. Political and Legal Factors
4-8. Competitive Factors
5. Developing a Global Vision
5-1. Rewards of Global Marketing and the Shifting Global Business Landscape
5-2. Multinational Firms
5-3. External Environment Faced by Global Marketers
5-4. Global Marketing by the Individual Firm
5-5. The Global Marketing Mix
5-6. The Impact of the Internet
PART 2. ANALYZING MARKET OPPORTUNITIES
6. Consumer Decision Making
6-1. The Importance of Understanding Consumer Behavior
6-2. The Traditional Consumer Decision-Making Process
6-3. Postpurchase Behavior
6-4. Types of Consumer Buying Decisions and Consumer Involvement
6-5. Reconceptualizing the Consumer Decision-Making Process
6-6. Cultural Influences on Consumer Buying Decisions
6-7. Social Influences on Consumer Buying Decisions
6-7d. Individual Differences in Susceptibility to Social Influences
6-9. Psychological Influences on Consumer Buying Decisions
7. Business Marketing
7-1. What is Business Marketing?
7-2. Trends in B-to-B Internet Marketing
7-3. Relationship Marketing and Strategic Alliances
7-4. Major Categories of Business Customers
7-5. The North American Industry Classification System
7-6. Business Versus Consumer Markets
7-7. Types of Business Products
7-8. Business Buying Behavior
8. Segmenting and Targeting Markets
8-1. Markets and Market Segments
8-2. The Importance of Market Segmentation
8-3. Criteria for Successful Segmentation
8-4. Bases for Segmenting Consumer Markets
8-5. Bases for Segmenting Business Markets
8-6. Steps in Segmenting a Market
8-7. Strategies for Selecting Target Markets
8-8. CRM as a Targeting Tool
8-9. Positioning
9. Marketing Research
9-1. The Role of Marketing Research
9-2. Steps in a Marketing Research Project
9-3. The Profound Impact of the Internet and Smart Devices on Marketing Research
9-4. The Growing Importance of Mobile Research
9-5. Scanner-Based Research
9-6. When Should Marketing Research be Conducted?
9-7. Competitive Intelligence
PART 3. PRODUCT DECISIONS
10. Product Concepts
10-1. What is a Product?
10-2. Types of Consumer Products
10-3. Product Items, Lines, and Mixes
10-4. Branding
10-5. Packaging
10-6. Global Issues in Branding and Packaging
10-7. Product Warranties
11. Developing and Managing Products
11-1. The Importance of New Products
11-2. The New-Product Development Process
11-3. Why Some Products Succeed and Others Fail
11-4. Global Issues in New-Product Development
11-5. The Spread of New Products
11-6. Product Life Cycles
12. Services and Nonprofit Organization Marketing
12-1. The Importance of Services
12-2. How Services Differ from Goods
12-3. Service Quality
12-4. Marketing Mixes for Services
12-5. Relationship Marketing in Services
12-6. Internal Marketing in Service Firms
12-7. Nonprofit Organization Marketing
12-8. Global Issues in Services Marketing
PART 4. DISTRIBUTION DECISIONS
13. Supply Chain Management and Marketing Channels
13-1. Supply Chains and Supply Chain Management
13-2. Supply Chain Integration
13-3. The Key Processes of Supply Chain Management
13-4. Sustainable Supply Chain Management
13-5. The Digitalization of the Supply Chain
13-6. Marketing Channels and Channel Intermediaries
13-7. Channel Structures
13-8. Omnichannel versus Multichannel Marketing
14. Retailing
14-1. The Importance of Retailing
14-2. Types of Retailers And Retail Operations
14-3. The Rise of Nonstore Retailing
14-4. Retail Operations Models
14-5. Executing a Retail Marketing Strategy
14-6. Retailing Decisions For Services
14-7. Addressing Retail Product/Service Failures
14-8. Retailer and Retail Customer Trends and Advancements
PART 5. PROMOTION AND COMMUNICATION STRATEGIES
15. Marketing Communications
15-1. The Role of Promotion in the Marketing Mix
15-2. Marketing Communication
15-3. The Goals of Promotion
15-4. The Promotional Mix
15-5. Promotional Goals and the Aida Concept
15-6. Integrated Marketing Communications
15-7. Factors Affecting the Promotional Mix
16. Advertising, Public Relations, and Sales Promotion
16-1. The Effects of Advertising
16-2. Major Types of Advertising
16-3. Creative Decisions in Advertising
16-4. Media Decisions in Advertising
16-5. Public Relations
16-6. Sales Promotion
17. Personal Selling and Sales Management
17-1. The Sales Environment
17-2. Personal Selling
17-3. Technology’s Impact on Selling
17-4. Relationship Selling
17-5. Steps in the Selling Process
17-6. Sales Management
17-7. Customer Relationship Management and the Sales Process
18. Social Media and Marketing
18-1. What Are Social Media?
18-2. Creating and Leveraging A Social Media Campaign
18-3. Evaluation and Measurement of Social Media
18-4. Social Behavior of Consumers
18-5. Social Media Tools: Consumer- and Corporate-Generated Content
18-6. Social Media and Mobile Technology
18-7. The Social Media Plan
PART 6. PRICING DECISIONS
19. Pricing Concepts
19-1. The Importance of Price
19-2. Pricing Objectives
19-3. The Demand Determinant of Price
19-4. Dynamic Pricing and the Growing Use of Artificial Intelligence in Setting Prices
19-5. The Cost Determinant of Price
19-6. Other Determinants of Price
19-7. How to Set a Price on a Product
19-8. Tactics for Fine-Tuning the Base Price
19-9. The Legality of Price Strategy
Appendix
978-0-357-12781-0
658.8