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O książce

O pozycjonowaniu, na przykładach najlepszych marek.

Spis treści

Introduction
 
Pt. 1 Understanding the Mind 1

1 Minds Can't Cope 3
2 Minds Are Limited 9
3 Minds Hate Confusion 17
4 Minds Are Insecure 25
5 Minds Don't Change 33
6 Minds Can Lose Focus 41
 
Pt. 2 Dealing with Change 49

7 Repositioning: Where Positioning Is At 51
8 Repositioning a Software Company 57
9 Repositioning an Ice Cream Company 63
10 Repositioning an Accounting Firm 71
11 Repositioning Political Candidates 79
12 Repositioning a Television Show 87
13 Repositioning an Oil Company 93

Pt. 3 The Tricks of the Trade 99

14 Minds Work by Ear 101
15 Secrets to Finding a Good Name 111
16 Getting Around a Bad Name 121
17 Naming a Category 129
18 Research Can Confuse You 137
19 The Positioning Power of PR 145
20 Six Positioning Pitfalls 155
21 The Right People in the Room 163

Index 169

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Podręcznik akademicki omawiający wszystkie aspekty współczesnego marketingu.

Spis treści

Introduction iv
Chapter Guides and Questions

Part 1 The World of Marketing

Chapter 1 An Overview of Marketing 3
Chapter 2 Strategic Planning for Competitive Advantage 19
Chapter 3 The Marketing Environment and Marketing Ethics 43
Chapter 4 Developing a Global Vision 67

Part 2 Analyzing Marketing Opportunities

Chapter 5 Consumer Decision Making 95
Chapter 6 Business Marketing 123
Chapter 7 Segmenting and Targeting Markets 149
Chapter 8 Decision Support Systems and Marketing Research 177
Chapter 9 Product Concepts 203

Part 3 Product Decisions

Chapter 10 Developing and Managing Products 227
Chapter 11 Services and Nonprofit Organization Marketing 249
Chapter 12 Marketing Channels and Supply Chain Management 275

Part 4 Distribution Decisions

Chapter 13 Retailing 305
Chapter 14 Integrated Marketing Communications 331

Part 5 Integrated Marketing Communications

Chapter 15 Advertising and Public Relations 355
Chapter 16 Sales Promotion and Personal Selling 377

Part 6 Pricing Decisions

Chapter 17 Pricing Concepts 401
Chapter 18 Setting the Right Price 425

Part 7 Technology Driven Marketing

Chapter 19 Internet Marketing 451
Chapter 20 One-to-One Marketing 467

Solutions

Chapter 1 An Overview of Marketing 487
Chapter 2 Strategic Planning for Competitive Advantage 492
Chapter 3 The Marketing Environment and Marketing Ethics 498
Chapter 4 Developing a Global Vision 504
Chapter 5 Consumer Decision Making 511
Chapter 6 Business Marketing 517
Chapter 7 Segmenting and Targeting Markets 523
Chapter 8 Decision Support Systems and Marketing Research 530
Chapter 9 Product Concepts 535
Chapter 10 Developing and Managing Products 540
Chapter 11 Services and Nonprofit Organization Marketing 547
Chapter 12 Marketing Channels and Supply Chain Management 552
Chapter 13 Retailing 559
Chapter 14 Integrated Marketing Communications 564
Chapter 15 Advertising and Public Relations 569
Chapter 16 Sales Promotion and Personal Selling 575
Chapter 17 Pricing Concepts 580
Chapter 18 Setting the Right Price 586
Chapter 19 Internet Marketing 593
Chapter 20 One-to-One Marketing 597

Stan

Niewielkie ślady używania na okładce. Zaznaczenia na kilkunastu stronach.

O książce

Popularny podręcznik akademicki, opisujący współczesny marketing i podstawowe strategie marketingowe.

Spis treści

I. Marketing and Its Environment

1. An Overview of Strategic Marketing

Defining Marketing
Understanding the Marketing Concept
Managing Customer Relationships
Marketing Management
The Importance of Marketing in our Global Economy
Building Customer Relationships: Home Depot Develops Relationships with Its Customers
Global Marketing Chupa Chups: Sweetening the World, One Country at a Time
Video Case 1.1: Harte-Hanks Provides Customer Relationship Management Services
Case1.2: Montgomery Ward: The Rise and Fall of an American Retailing Icon

2. Strategic Planning

Understanding the Strategic Planning Process
Assessing Organizational Resources and Opportunities
Establishing an Organizational Mission and Goals
Developing Corporate and Business-Unit Strategies
Developing a Marketing Strategy
Creating the Marketing Plan
Using the Marketing Plan
Building Customer Relationships: Renaissance Pen Company: Developing the Write Marketing Strategy
Building Customer Relationships: Pro Bowling Goes High Tech
Video Case 2.1: Buzzsaw.com: Building Strategically on the Web
Case 2.2: Saturn: "A Different Kind of Company. A Different Kind of Car"

3. The Marketing Environment

Examining and Responding to the Marketing Environment
Competitive Forces
Economic Forces
Political Forces
Legal and Regulatory Forces
Technological Forces
Sociostructural Forces
Global Marketing: India 3.0
Marketing Citizenship: Legal Issues at WalMart
Video Case 3.1: Netscape Navigated a Changing Environment
Case 3.2: Microsoft Versus the U.S. Government

4. Social Responsibility and Ethics in Marketing

The Nature of Social Responsibility
The Nature of Ethics
Incorporating Social Responsibility and Ethics into Strategic Planning
Marketing Citizenship: World Wise, Inc. Turns Green into Green
Marketing Citizenship: Royal Caribbean Cleans Up
Video Case 4.1: New Belgium Brewing Company
Case 4.2: Danger on the Highway: Bridgestone/Firestone Tire Recall

5. Global Markets and International Marketing

The Nature of International Marketing
Environmental Forces in International Markets
Regional Trade Alliances, Markets, and Agreements
Customization Versus Globalization of International Marketing Strategies
Global Marketing: Heinz's Global Success
Global Marketing: Universal Studios Goes to Japan
Video Case 5.1: The Global Expansion of Subway Restaurants
Case 5.2: Dat'l Do-It Cooks Up Hot Exports
Strategic Case I: USA Today: The Nation's Newspaper

II. Buyer Behavior and Target Market Selection

6. Marketing Research and Information Systems

The Importance of Marketing Research
The Marketing Research Process
Using Technology to Improve Marketing Information Gathering and Analysis
Issues in Marketing Research
Tech* Know: Mining Data
Building Customer Relationships: Anthropologists Unearth Marketing Data
Video Case 6.1: IRI Provides Marketing Research Data from Multiple Sources
Case 6.2: A Look-Out at Youth Trends

7. Target Markets: Segmentation and Evaluation

What are Markets
Target Market Selection Process
Step 1: Identify the Appropriate Targeting Strategy
Step 2: Determine Which Segmentation to Use
Step 3: Develop Market Segment Profiles
Step 4: Evaluate Relevant Market Segments
Step 5: Select Specific Target Markets
Developing Sales Forecasts
Building Customer Relationships: Who Is the NASCAR Customer?
Global Marketing: Harlem Globetrotters Target Families Round the World
Video Case 7.1: BuyandHold.com Is Bullish on Smaller Investors
Case 7.2: LifeSpring Targets Seniors with a Taste for Nutrition

8. Consumer Buying Behavior

Levels of Involvement and Consumer Problem-Solving Processes
Consumer Buying Decision Process
Situational Influences on the Buying Decision Process
Psychological Influences on the Buying Decision Process
Social Influences on the Buying Decision Process
Tech*Know: Makeover for Online Beauty Sites
Marketing Citizenship: Battling Unethical Consumer Behavior
Video Case 8.1: Understanding Consumer Behavior Builds Sales at Build-A-Bear
Case 8.2: Marketing to Women: The Lucrative Direction for Automakers

9. Organizational Markets and Buying Behavior

Business Markets
Dimensions of Marketing and Business Buying Customers
Business Buying Decisions
Using Industrial Classification Systems
Tech*Know: Digging Deeper into Buying Behavior
Global Marketing: Developing Business in Developing Countries
Video Case 9.1: Oracle Takes Big Byte of the Business Market
Case 9.2: Reseller's Sweet on Jo's Candies
Strategic Case II: PalmPilot: Computing Power in the Palm of Your Hand

III. Product Decisions

10. Product Concepts

What is a Product
Classifying Products
Product Line and Product Mix
Product Life Cycles and Marketing Strategies
Product Adoption Process
Why Some Products Fail and Others Succeed
Building Customer Relationships: Revitalizing a Mature Brand (Cadillac)
Marketing Citizenship: From a Joke to a Successful Product (Newman's Own)
Video Case 10.1: PlayStation 2 Provides a New Product Experience
Case 10.2: Schwinn: Reviving a Classic American Brand

11. Developing and Managing Products

Managing Existing Products
Developing New Products
Product Differentiation Through Quality, Design, and Support Services
Product Positioning and Repositioning
Product Deletion
Organizing to Develop and Manage Products
Building Customer Relationships: Modifying Trucks with a Woman's Touch
Building Customer Relationships: Weaving Product Quality: The Longaberger Company
Video Case 11.1 Cali Cosmetics Positions Products with Olive Oil
Case 11.2 Can Pepsi Make Pepsi the One?

12. Branding and Packaging

Branding
Packaging
Labeling
Building Customer Relationships: 3Com Reboots Its Brand
Tech*Know: The Tricky Art of Online Co-Branding
Video Case 12.1: PlumpJack Winery Pours Out Cork Controversy
Case 12.2: Hearts on Fire: Branding the Symbol of Commitment

13. Services Marketing

The Nature and Importance of Services
Characteristics of Services
Developing and Managing Marketing Mixes for Services
Service Quality
Nonprofit Marketing
Building Customer Relationships: USAA's Personalized Service Keeps Customers Loyal
Marketing Citizenship: Is It Ethical to Market Sex-Selection Services?
Video Case 13.1: Merrill Lynch Direct Logs Onto Online Trading
Case 13.2: AARP: New Name, New Campaign
Strategic Case III: Barbie Turns 40

IV. Distribution Decisions

14. Marketing Channels and Supply Chain Management

The Nature of Marketing Channels
Types of Marketing Channels
Supply Chain Management
Legal Issues in Channel Management
Building Customer Relationships: Using Supply Chain Management at Barnes & Noble
Tech*Know: Office Depot Links Multiple Channels
Video Case 14.1: CommercialWare Powers Multiple Channels for Retailers
Case 14.2: Grainger Wires the Channel For Business Products (W.W. Grainger)

15. Wholesaling and Physical Distribution

The Nature of Wholesaling
The Nature of Physical Distribution
Global Marketing: Selecting Distributors for Global Markets
Building Customer Relationships: FedEx Custom Critical Coddles Customers
Video Case 15.1: Quick International Courier Delivers Time-Sensitive Shipments
Case 15.2: WalMart Links Supply Chain Management and Physical Distribution

16. Retailing

The Nature of Retailing
Major Types of Retail Stores
NonStore Selling
Franchising
Strategic Issues in Retailing
Global Marketing: Country-by-Country Differences in Online Shopping
Tech*Know: How Stores are Battling Online Rivals
Video Case 16.1: 1-800-FLOWERS Keeps Business in Bloom
Case 16.2: Whole Foods Grows Up
Strategic Case IV: Bass Pro Shops Sport a Strong Channel Strategy

V. Promotion

17. Integrated Marketing Communications

The Nature of Integrated Marketing Communications
The Role of Promotion
Promotion and the Communication Process
Objectives of Promotion
The Promotion Mix
Selecting Promotion Mix Elements
Criticisms and Defenses of Promotion
Marketing Citizenship: Cause Branding at Timberland
Tech*Know: Guerilla Marketing with Buddy Lee
Video Case 17.1: Brainshark Enhances Promotional Messages
Case 17.2: PetSmart: Reinforcing the Bond Between Humans and Their Pets

18. Advertising and Public Relations

The Nature and Types of Advertising
Developing an Advertising Campaign
Marketing Citizenship
Tech Know Netting Out Net Ads
Who Develops the Advertising Campaign?
Public Relations
Building Customer Relationships: Is Sex Effective in Advertising?
Tech*Know: New Takes on Television Advertising
Video Case 18.1: The Ups and Downs of Dot-Com Advertising
Case 18.2: Microsoft: Crafting Image through Public Relations

19. Personal Selling and Sales Promotion

The Nature of Personal Selling
Elements of the Personal Selling Process
Types of Salespeople
Management of the Sales Force
The Nature of Sales Promotion
Sales Opportunities and Limitations
Sales Promotion Methods
Building Customer Relationships: Sales Promotion Builds Share for McDonald's
Global Marketing: Global Marketers Put Sampling to Work
Video Case 19.1: Selling Bicycles and More at WheelWorks
Case 19.2: Sales Promotion Puts the Fizz into Dr. Pepper
Strategic Case V The American Dairy Industry: Got Promotion?

VI. Pricing Decisions

20. Pricing Concepts

The Nature of Price
Price and Nonprice Competition
Factors Affecting Pricing Decisions
Pricing for Business
Marketing Citizenship: Protecting Brand Name Drug Prices
Building Customer Relationships: Do Low Prices Build e-Loyalty?
Video Case 20.1: JetBlue's Flight Plan for Profitability
Case 20.2: PriceLine.com Lets Online Customers Set Prices

21. Setting Prices

Development of Pricing Objectives
Assessment of the Target Market's Evaluation of Price
Analysis of Demand
Demand, Cost, and Profit Relationships
Evaluation of Competitor's Prices
Selection of a Basis for Pricing
Tech Know Going, Going, Gone: Differential Pricing at Online Auctions
Selection of Pricing Strategy
Determination of a Certain Price
Tech*Know: Using Software to Set Prices
Global Marketing: De Beers Polishes Prestige Pricing
Video Case 21.1: VIPDesk.com
Case 21.2: Apple iMac: Buying into Pricing
Strategic Case VI: Blockbuster Puts the Spotlight on Pricing

VII. Implementation and Electronic Marketing

22. Marketing Implementation and Control

The Marketing Implementation Process
Organizing Marketing Activities
Implementing the Marketing Activities
Controlling Market Activities
Methods of Evaluating Performance
Building Customer Relationships: Evaluating and Motivating Marketing Personnel with 360 Feedback
Building Customer Relationships: Great Harvest Bread Company Grows Through Learning Relationships
Video Case 22.1: The AOL Time Warner Merger
Case 22.2: Amtrak Rides into the Twenty-First Century

23. Marketing on the Internet

The Dynamic Nature of Electronic Marketing
Basic Characteristics of Electronic Marketing
e-Marketing Strategy
Leadership and Ethical Issues in e-Marketing
Global Marketing: Mexico's PRI Party Woos Youngest Voters
Marketing Citizenship: TRUSTe: "Building a Web You Can Believe In"
Video Case 23.1: 4Sure.com Targets B2B Customers
Case 23.2: Napster: Copyright Infringement or Technological Breakthrough?
Strategic Case VII: DoubleClick, Inc.

24. e-Marketing

Chapter Will Be Available on the Web

Appendices
A. Careers in Marketing
B. Financial Analysis in Marketing
C. Sample Marketing Plan

Stan

Mimalne ślady używania na okładce. Zaznaczenia na kilkunastu stronach.

O książce

Autorzy koncentrują się na segmentacji, wynikach badań i wpływie Internetu na zachowania konsumenckie (sposoby zbierania informacji przez potencjalnych klientów). Tekst pomaga zastosować teoretyczne rozważania w badaniu postaw konsumenckich oraz dopasowywaniu do nich strategii marketingowych.

Spis treści

PART I. INTRODUCTION.

1. Introduction: Diversity in the Marketplace.
2. Consumer Research.
3. Market Segmentation.

PART II. THE CONSUMER AS AN INDIVIDUAL.

4. Consumer Motivations.
5. Personality and Consumer Behavior.
6. Consumer Perception.
7. Consumer Learning.
8. Consumer Attitude Formation and Change.
9. Communication and Consumer Behavior.

PART III. CONSUMERS IN THEIR SOCIAL AND CULTURAL SETTINGS.

10. Reference Groups and Family Influences.
11. Social Class and Consumer Behavior.
12. The Influence of Culture on Consumer Behavior.
13. Subcultures and Consumer Behavior.
14. Cross-Cultural Consumer Behavior: An International Perspective.

PART IV. THE CONSUMER'S DECISION MAKING PROCESS.

15. Consumer Influence and the Diffusion of Innovations.
16. Consumer Decision Making.

Glossary.
Company Index.
Name Index.
Subject Index.
Credits.

Stan

Niewielkie ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Popularny podręcznik akademicki, opisujący współczesny marketing i podstawowe strategie marketingowe.

Spis treści

I. Marketing Strategy and Customer Relationships

1.An Overview of Strategic Marketing
2.Planning, Implementing, and Controlling Marketing Strategies

II. The Global Environment and Social and Ethical Responsibilities

3.The Marketing Environment
4.Social Responsibility and Ethics in Marketing
5.Global Markets and International Marketing

III. Using Technology and Information to Build Customer Relationships

6.E-Marketing and Customer Relationship Management
7.Marketing Research and Information Systems

IV. Target Markets and Customer Behavior

8.Target Markets: Segmentation and Evaluation
9.Consumer Buying Behavior
10.Business Markets and Buying Behavior

V. Product Decisions

11.Product Concepts
12.Developing and Managing Products
13.Branding and Packaging
14.Services Marketing

VI. Distribution Decisions
 
15.Marketing Channels and Supply Chain Management
16.Wholesaling and Physical Distribution
17.Retailing and Direct Marketing

VII. Promotion Decisions

18.Integrated Marketing Communications
19.Advertising and Public Relations
20.Personal Selling and Sales Promotion

VIII. Pricing Decisions

21.Pricing Concepts
22.Setting Prices

Appendices
A. Careers in Marketing
B. Financial Analysis in Marketing
C. Sample Marketing Plan