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O książce

Dzięsiąte wydanie klasycznego tekstu Philipa Kotlera. Pozycja obowiązkowa dla wszystkich zainteresowanych marketingiem.

Spis treści

Each chapter concludes with a Summary, Applications, and Notes.

I. UNDERSTANDING MARKETING MANAGEMENT.

1. Marketing in the Twenty-first Century.

Marketing Tasks. Marketing Concepts and Tools. Company Orientations Toward the Marketplace. How Business and Marketing are Changing.

2. Building Customer Satisfaction, Value, and Retention.

Defining Customer Value and Satisfaction. The Nature of High- Performance Businesses. Delivering Customer Value and Satisfaction. Attracting and Retaining Customers. Customer Profitability: The Ultimate Test. Implementing Total Quality Management.

3. Winning Markets: Market-Oriented Strategic Planning.

Corporate and Division Strategic Planning. Business Strategic Planning. The Marketing Process. Product Planning: The Nature and Contents of a Marketing Plan. Marketing Planning for the 21st Century.

II. ANALYZING MARKETING OPPORTUNITIES.

4. Gathering Information and Measuring Market Demand.

The Components of a Modern Marketing Information System. Internal Records System. Marketing Intelligence System. Marketing Research System. Marketing Decision Support System. An Overview of Forecasting and Demand Measurement.

5. Scanning the Marketing Environment.

Analyzing Needs and Trends in the Macroenvironment. Identifying and Responding to the MajorMacroenvironment Forces.

6. Analyzing Consumer Markets and Buyer Behavior.

A Model of Consumer Behavior. The Major Factors Influencing Buyer Behavior. The Buying Decision Process. The Stages of the Buying Decision Process.

7. Analyzing Business Markets and Business Buying Behavior.

What is Organizational Buying? Participants in the Business Buying Process. The Purchasing-Procurement Process. Institutional and Government Markets.

8. Dealing with the Competition.

Identifying Competitors. Analyzing Competitors. Designing the Competitive Intelligence System. Designing Competitive Strategies. Balancing Customer and Competitor Orientations.

9. Identifying Market Segments and Selecting Target Markets.

Levels and Patterns of Market Segmentation. Segmenting Consumer and Business Markets. Market Targeting.

III. DEVELOPING MARKETING STRATEGIES.

10. Positioning the Market Offering through the Product Life Cycle.

How to Differentiate. Differentiation Tools. Developing and Communicating a Positioning Strategy. Product Life Cycle Marketing Strategies. Market Evolution.

11. Developing New Products.

Challenges in New Product Development. Effective Organizational Arrangements. Managing the Development Process: Ideas. Managing the Development Process: Concept to Strategy. Managing the Development Process: Development to Commercialization. The Consumer-Adoption Process.

12. Designing Global Market Offerings.

Deciding Whether to go Abroad. Deciding Which Markets to Enter. Deciding How to Enter the Market. Deciding on the Marketing Program. Deciding on the Marketing Organization.

IV. MAKING MARKETING DECISIONS.

13. Managing Product Lines and Brands.

The Product and the Product Mix. Product-Line Decisions. Brand Decisions. Packaging and Labeling.

14. Designing and Managing Services.

The Nature of Services. Marketing Strategies for Service Firms. Managing Product Support Services.

15. Designing Pricing Strategies and Programs.

Setting the Price. Adapting the Price. Initiating and Responding to Price Changes.

V. MANAGING AND DELIVERING MARKETING PROGRAMS.

16. Managing Marketing Channels.

What Work is Performed by Marketing Channels? Channel-Design Decisions. Channel-Management Decisions. Channel Dynamics.

17. Managing Retailing, Wholesaling, and Market Logistics.

Retailing. Wholesaling. Market Logistics.

18. Managing Integrated Marketing Communications.

The Communication Process. Developing Effective Communications. Deciding on the Marketing Communications Mix. Managing and Coordinating Integrated Marketing Communications.

19. Managing Advertising, Sales Promotion, Public Relations.

Developing and Managing an Advertising Program. Deciding on Media and Measuring Effectiveness. Sales Promotion. Public Relations.

20. Managing the Sales Force.

Designing a Sales Force. Managing the Sales Force. Principles of Personal Selling.

21. Managing Direct and Online Marketing.

The Growth and Benefits of Direct Marketing. Customer Databases and Indirect Marketing. Major Channels for Direct Marketing. Marketing in the 21st Century: Electronic Commerce. Public and Ethical Issues in Direct Marketing.

22. Managing the Total Marketing Effort.

Trends in Company Organization. Marketing Organization. Marketing Implementation. Evaluation and Control.

Credits.
Name Index.
Company/Brand Index.
Subject Index.

Stan

Książka wygląda jak nowa.

Brak obwoluty i czyjaś dedykacja na pierwszej stronie. Poza tym książka wygląda jak nowa.

Ładnie wydany i napisany lekkim językiem podręcznik reklamy autorstwa nie byle kogo, bo wieloletnich praktyków w reklamowej branży. Lance był m.in. dyrektorem kreatywnym amerykańskiej telewizji NBC, Woll z kolei pracował w jednej z najbardziej znanych agencji reklamowych na świecie - Ogilvy & Mather. Dziś obaj prowadzą agencję konsultingową dla firm „Mądrość niekonwencjonalna".
Książka-poradnik traktuje temat całkiem serio, choć oprócz objaśnień i porad zawiera mnóstwo niekiedy rubasznych anegdotek do opowiadania dla rozluźnienia atmosfery na służbowych spotkaniach. To jej duża zaleta, bo dzięki temu nie zanudzi także tych, którzy mają już w reklamowanej branży wieloletnie doświadczenie i własne zdanie na temat spraw, którymi się zajmują. Nowicjuszom na menedżerskich stanowiskach w branży reklamowej Lance i Woll dowcipnie podpowiadają, co robić, żeby stworzyć zgrany reklamowy zespół („Bądź generałem, a nie generalną uciążliwością"). A wszystkim co kilka wersów przypominają, że aby docierać z reklamami do ludzi, trzeba cały czas myśleć właśnie o nich i o tym co ich interesuje.

Źródło: Rzeczpospolita

Spis treści

Point of view #1 : marketers and creatives don't speak the same language 1
Point of view #2 : think inside the box 6
Point of view #3 : you can't manage what you don't measure 10

Sect. 1 Know your customer, know your brand 
Sect. 2 What's your objective? 
Sect. 3 Where do you want to go? 
Sect. 4 A great advertising strategy is the hidden gem 
Sect. 5 The creative director - the creative process 
Sect. 6 TV commercials 
Sect. 7 Print advertising 
Sect. 8 The Internet 
Sect. 9 Radio, outdoor, and direct response 
Sect. 10 On the set 
Sect. 11 Bonus

Stan

Niewielkie ślady używania na okładce. Wewnątrz zaznaczenia na kilkunastu stronach.

O książce

Tekst wyjaśnia różne aspekty reklamy, ze szczególnym naciskiem na marketing zintegrowany i wykorzystanie nowych technologii w reklamie. Autor pokazuje jak skoordynować reklamę z pozostałymi działaniami komunikacyjnymi firmy. Kolejne rozdziały dedykowane są takim zagadnieniom jak: omówienie funkcji i rodzajow reklamy, omówienie mediów, planowanie i zarządzanie kampanią, branding i inne.

Teskt polecany osobom rozpoczynającym karierę w reklamie.

Spis treści

Pt. 1 The Place of Advertising 1

1 Background of Today's Advertising 3
2 Roles of Advertising 22

Pt. 2 Planning the Advertising 53

3 The Advertising Spiral and Brand Planning 55
4 Target Marketing 76

Pt. 3 Managing the Advertising 111

5 The Advertising Agency, Media Services, and Other Services 113
6 The Advertiser's Marketing/Advertising Operation 134

Pt. 4 Media 155

7 Basic Media Strategy 157
8 Using Television 187
9 Using Radio 225
10 Using Newspapers 250
11 Using Magazines 286
12 Out-Of-Home Advertising 330
13 Direct-Response and Direct-Mail Advertising 356
14 Sales Promotion 396

Pt. 5 Creating the Advertising 435

15 Research in Advertising 437
16 Creating the Copy 459
17 The Total Concept: Words and Visuals 482
18 Print Production 502
19 The Television Commercial 532
20 The Radio Commercial 554
21 Trademarks and Packaging 568
22 The Complete Campaign 591

Pt. 6 Other Environments of Advertising 621

23 Retail Advertising 623
24 International Advertising 643
25 Legal and Other Restraints on Advertising 662
26 Economic and Social Effects of Advertising 693

Stan

Książka wygląda jak nowa.

O książce

Autor światowego bestsellera zabiera nas tym razem na wycieczkę po galerii handlowej. Miejsca, o którym każdy z nas ma swoje zdanie. Książka to błyskotliwe i ironiczne spojrzenie na świat galerii handlowych. Miejsce, w którym nie tylko kupujemy, ale także spędzamy czas wolny, wchodzimy w interakcje społeczne itp. Underhill pokazuje mechanizmy rządzace tym światem.

Spis treści

Prologue
Introduction

1 America Shops
2 You Are Here
3 A Mouse Hole
4 Dude, Where's My Car?
5 Why Malls Fear Freedom
6 I Brake for Meanderthals
7 Nose and Toes
8 Sex and the Mall
9 The Charmin Challenge
10 Status Anxiety and Back Pockets
11 Fun
12 Hands-Free Shopping
13 Pushcarts Rule
14 Mall Cuisine
15 Breakfast at Cartier
16 A Man and His Mall
17 Who Is Your Dad?
18 Malls of the World
19 Where the Girls Are
20 The Mall Touch
21 Short Hills or Seoul?
22 Other Venues
23 Scenes from a Mall
24 The Postmall World

Endcap
Acknowledgments
Index

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O książce

The Cluetrain Manifesto burst onto the scene in March of 1999 with ninety-five theses nailed up on the Web. Within days, www.cluetrain.com had ignited a vibrant global conversation challenging sacred corporate assumptions about the very nature of business in a digital world. Soon, executives across the country were lining up to sign the manifesto. This is the book that delivers on that buzz.

Written by four of the liveliest voices on the Web, The Cluetrain Manifesto illustrates how, through the Internet, people are discovering and inventing new ways to share knowledge with blinding speed. As a direct result, markets are getting smarter-and getting smarter faster than most companies. Today's markets are conversations. Their members communicate in language that is natural, open, honest, direct, funny, and often shocking. Companies that aren't listening to these exchanges are missing a dire warning. Companies that aren't engaging in them are missing an unprecedented opportunity.

The Cluetrain Manifesto gets its name from a veteran executive from a now defunct Fortune 500 firm describing his company's plummet by saying: "The clue train stopped here four times a day for ten years and they never took delivery." In other words, they didn't seize the opportunities that were before them, fell out of touch with their market, and lost to the competition as a result.

The Cluetrain Manifesto takes you deeper into the new order of business than any other book this decade, presenting a stunning tapestry of anecdotes, object lessons, parodies, war stories, and suggestions, all aimed at illustrating what it will take to survive and prosper in the fast-forward world on the wire. Business as usual is gone forever-this is your wake-up call.

Stan

Książka wygląda jak nowa.

O książce

Kolejna książka "guru" brandingu. Oprócz podstawowych zagadnień, takich jak: definicja marki, budowa jej tożsamości i wizerunku oraz mierzenie kapitału marki, autorzy omawiają strategie zarządzana portfelem marek i sposoby budowania kapitału marki w Internecie.

Książka polecana wszystkim, którzy interesują się tematyką brandingu.

Spis treści

Preface

Part I: Introduction

1. Brand Leadership - The New Imperative

Brand Management - The Classic Model
Brand Leadership - The New Imperative
Brand Building Pays Off
Brand Leadership Tasks
The Plan of This Book

Part II: Brand Identity

2. Brand Identity - The Cornerstone of Brand Strategy

The Story of Virgin Atlantic Airways
The Brand Identity Planning Model
On Developing a Brand Identity System - Avoiding Common Mistakes

3. Clarifying and Elaborating the Brand Identity

Defining Leadership
Defining Brand Personality - The L.L. Bean Story
Identity Elaboration Exercises
Identity-Supporting Program Audit
Identity Role Model Identification
Visual Metaphor Development
Brand Identity Prioritization
Presenting the Elaborated Identity
The Brand Identity Revisited

Part III: Brand Architecture: Achieving Clarity, Synergy, and Leverage

4. The Brand Relationship Spectrum

The GE Appliance Story
The Marriott Story
Designing the Architecture - Endorsers and
Subbrands
Linking Brands - The Brand Relationship
Spectrum
A House of Brands
Endorsed Brands
Subbrands
A Branded House
Selecting the Right Position in the Brand Relationship Spectrum

5. Brand Architecture

The Polo Ralph Lauren Story
Market Complexity, Brand Confusion, and Brand Architecture
What Is Brand Architecture?
Extending the Range of a Brand
The Brand Architecture Audit

Part IV: Building Brands: Beyond Advertising

6.Adidas and Nike - Lessons in Building Brands

Adidas - The Growth Period
The Nike Story
Good Morning, Adidas
Creating a Brand-Building Focus Around the Adidas Brand Identity
The Lessons

7. Building Brands - The Role of Sponsorship

The MasterCard World Cup Sponsorship Story
How Sponsorship Builds Brands
What Can Go Wrong
The Seven Keys of Effective Sponsorships

8. Building Brands - The Role of the Web

Unique Characteristics of the Web
Brand Building on the Web
Brand-Building Web Sites
Advertising and Sponsored Content

9. Building Brands - Beyond Media Advertising

The Brand-Building Task
Building Brands - Some Role Models from Europe
Brand Building Without Advertising - Some Guidelines

PART V: Organizing for Brand Leadership

10. Global Brand Leadership - Not Global Brands

McDonald's in Europe
Global Brands
Global Brand Leadership, Not Global Brands
Sharing Insights and Best Practices
A Common Global Brand Planning Process
Assigning Responsibility to Create Cross-Country
Synergy
A System to Deliver Brand-Building Brilliance
Toward a Global Brand

Endnotes
Index
About the Authors

Stan

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Spis treści

Preface
List of abbreviations
Publisher's acknowledgements

1 International marketing and exporting 1
2 Bases of international marketing 36
3 The international environment 84
4 Export market selection: definition and strategies 154
5 Information for international market(ing) decisions 203
6 Market entry strategies 242
7 Export entry modes 275
8 Nonexport entry modes 325
9 Product decisions 386
10 Pricing decisions 438
11 Financing and methods of payment 479
12 Promotion and marketing communication 511
13 The export order and physical distribution 571
14 Organization of international marketing activities 617

Glossary 646
Index 655