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Preface: The new realities of branding

Pt. 1 A new contract for the brands of the future

1 Convergence of brand cultures
2 Unveiling the company behind the brand
3 From risk to desire: what functions for what brands?
4 The product and the brand, revisited
5 To brand or not to brand?
6 The end of local brands?
7 The age of efficiency
8 What fast-moving means for consumer goods
9 The Internet challenges

Pt. 2 Brand practices in question

10 The tendency towards decapitalization
11 So where is your brand strong?
12 Unveil all your values!
13 Aim for the critical size
14 Brand image does not equal brand usage
15 Rebuilding the lost relationship
16 Energize the value chain of your brand
17 A new perspective on the brand portfolio
18 The realities of brand extension
19 Brands and the time challenge

Pt. 3 The actuality of brands

20 Orangina: good value at one billion dollars?
21 The future of Virgin Pulp
22 Coca-Cola or Micro-Soft Drink?
23 The distributor at the heart of the organization?
24 The impact of the euro: 'squashed' prices
25 Restoring consumer confidence
26 The Stock Exchange online: from company to brand
27 Luxury brands on the Internet
28 From Disneyland to Amazon.com: the harsh laws of economics!
29 Is there room on the Internet for a 'brilliant challenger'?
30 The rise of licensing: when brands come before products
31 The radicalization of design

Conclusion: breaking free of the herd mentality
References
Index

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Ch. 1 Introduction

Pt. I Marketing Wars

Ch. 2 PC Wars: Dell Computer vs. Gateway et al.
Ch. 3 Cola Wars: Pepsi vs. Coca-Cola
Ch. 4 Airliner Wars: Boeing vs. Airbus
Ch. 5 Sneaker Wars: Reebok vs. Nike

Pt. II Great Comebacks

Ch. 6 Continental Airlines - From the Ashes
Ch. 7 IBM - A Fading Giant Rejuvenates
Ch. 8 Harley-Davidson: At Last

Pt. III Managing Chance and Crises

Ch. 9 Scott Paper, Sunbeam, and Al Dunlap
Ch. 10 The Great Firestone/Ford Explorer Tire Disaster
Ch. 11 Perrier - Overresponding to a Crisis
Ch. 12 United Way - A Not-for-Profit Tries to Cope with Image Destruction

Pt. IV Marketing Management Mistakes

Ch. 13 Maytag - Building a Promotion in England
Ch. 14 McDonald's - A Titan Falters
Ch. 15 Disney - Euro Disney and Other Stumbles
Ch. 16 Borden - Letting Brands Wither
Ch. 17 Snapple: A Sorry Acquisition
Ch. 18 Newell Rubbermaid - Losing the Battle to Win Shelf Space

Pt. V Notable Marketing Successes

Ch. 19 Vanguard - Success with Minimal Marketing
Ch. 20 Southwest Airlines - "Try to Match Our Prices"
Ch. 21 Wal-Mart - The Unstoppable

Pt. VI Ethical Mistakes

Ch. 22 MetLife - Deceptive Sales Tactics
Ch. 23 ADM - Price-Fixing and Political Cronyism, and a Whistleblower
Ch. 24 Conclusions: What Can Be Learned?

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Preface

Pt. I Understanding Marketing Management 1

1 Defining Marketing for the Twenty-First Century 1
2 Adapting Marketing to the New Economy 23
3 Building Customer Satisfaction, Value, and Retention 37

Pt. II Analyzing Marketing Opportunities 57

4 Winning Markets Through Strategic Planning, Implementation, and Control 57
5 Understanding Markets, Market Demand, and the Marketing Environment 85
6 Analyzing Consumer Markets and Buyer Behavior 111
7 Analyzing Business Markets and Buyer Behavior 131
8 Dealing with the Competition 148
9 Identifying Market Segments and Selecting Target Markets 170

Pt. III Making Marketing Decisions 188

10 Developing, Positioning, and Differentiating Products Through the Life Cycle 188
11 Setting Product and Brand Strategy 211
12 Designing and Managing Services 228
13 Designing Pricing Strategies and Programs 244

Pt. IV Managing and Delivering Marketing Programs 266

14 Designing and Managing Value Networks and Marketing Channels 266
15 Managing Retailing, Wholesaling, and Market Logistics 284
16 Designing and Managing Integrated Marketing Communications 302
17 Managing the Sales Force 332

Glossary349
Index 353

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Spis treści

Chapter 01 Consumer Behavior: Meeting Changes and Challenges

Chapter 02 The Consumer Research Process

Chapter 03 Market Segmentation and Strategic Targeting

Chapter 04 Consumer Motivation

Chapter 05 Personality and Consumer Behavior

Chapter 06 Consumer Perception

Chapter 07 Consumer Learning

Chapter 08 Consumer Attitude Formation and Change

Chapter 09 Communication and Consumer Behavior

Chapter 10 The Family and Its Social Class Standing

Chapter 11 Influence of Culture on Consumer Behavior

Chapter 12 Subcultures and Consumer Behavior

Chapter 13 Cross Cultural and Global Consumer Behavior

Chapter 14 Diffusion of Innovations

Chapter 15 Consumer Decision Making and Beyond

Chapter 16 Consumers Social Responsibility and Green Marketing