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

O książce

Książka to spojrzenie na marketing z praktycznej perspektywy managerskiej. Autor ilustruje setkami przykładów główne decyzje podejmowane przez osoby odpowiedzialne za marketing w swoich organizacjach. Wydanie dziesiąte zwraca szczególną uwagę na relacje marketera z otoczeniem: klientami, partnerami biznesowymi itp. Książka polecana dla wszystkich zajmujących się marketingiem.

Spis treści

Part 1–Defining Marketing and the Marketing Process

1. Marketing: Creating and Capturing Customer Value
2. Company and Marketing Strategy: Partnering to Build Customer Relationships

Part 2–Understanding the Marketplace and Consumers

3. The Marketing Environment
4. Managing Marketing Information to Gain Customer Insights
5. Consumer Markets and Consumer Buyer Behavior
6. Business Markets and Business Buyer Behavior

Part 3–Designing a Customer-Driven Marketing Strategy and Marketing Mix

7. Customer-Driven Marketing Strategy: Creating Value for Target Customers
8. Product, Services, and Brands: Building Customer Value
9. New-Product Development and Life-Cycle Strategies
10. Pricing: Understanding and Capturing Customer Value
11. Pricing Strategies
12. Marketing Channels: Delivering Customer Value
13. Retailing and Wholesaling
14. Communicating Customer Value: Integrated Marketing Communication Strategy
15. Advertising and Public Relations
16. Personal Selling and Sales Promotion
17. Direct and Online Marketing: Building Direct Customer Relationships

Part 4–Extending Marketing

18. Creating Competitive Advantage
19. The Global Marketplace
20. Marketing Ethics and Social Responsibility

APPENDIXES

1. Marketing Plan
2. Marketing by the Numbers
3. Careers in Marketing

Glossary, Company Index, Subject Index

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

Spis treści

Introduction

Ch. 1 The great tree of life 1
Ch. 2 Predicting the future 9
Ch. 3 Divide and conquer 17
Ch. 4 Gradual change vs. divergence 27
Ch. 5 The curse of the clock radio 39
Ch. 6 Swiss army knife thinking 53
Ch. 7 Bad ideas never die 77
Ch. 8 The great tree of high-tech brands 89
Ch. 9 The great tree of low-tech brands 117
Ch. 10 The mystery of the missing links 151
Ch. 11 Survival of the firstest 161
Ch. 12 Survival of the secondest 185
Ch. 13 The power of pruning 205
Ch. 14 Creating a category 227
Ch. 15 Establishing an enemy 257
Ch. 16 Launching the brand 267
Ch. 17 Wrapping things up 285

Index 297

Stan

Minimalne ślady używania na okładce. Wewnątrz zaznaczenia na kilku stronach.

O książce

Faith Popcorn, autorka takich bestsellerów jak Clicking i The Popcorn Report, opisuje świat kobiet i ich zachowania zakupowe. Pokazuje sposoby, w jaki marka może zdobyć lojalność kobiet.

Spis treści

Acknowledgments ix
BrainReserve TrendBank xix
BrainReserve Glossary xxi

Introduction: EVEolution: What It Is, How It Works, Why Your Business 1

Can't Survive Without It Connecting Your Female Consumers to Each Other 17

Connects Them to Your Brand If You're Marketing to One of Her Lives 41

You're Missing All the Others If She Has to Ask, It's Too Late 79

Market to Her Peripheral Vision, and She Will See You in a Whole New Light 105

Walk, Run, Go to Her, Secure Her Loyalty Forever 133

This Generation of Women Consumers Will Lead You to the Next 153

Co-Parenting Is the Best Way to Raise a Brand 175

Everything Matters You Can't Hide Behind Your Logo 195

The Truths Can Set You Free: Revlon Reborn 219

In Conclusion: Making the World Safe for EVEolution 239

Appendix 247
Index 255

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.

O książce

Contemporary Advertising to jeden z najpopularnijszych podręczników reklamy w USA. Książka jest ceniona za przystępny styl i przykłady najświeższych kampani reklamowych. Tekst to kompleksowe omównienie branży, teorii i narzędzi reklamy z perspektywy kreacji. Autor czerpie garściami z własnych doświadczeń zawodowych oraz omawia wagę komunikacji zintegrowanej i jej wpływu na strategię przedsiębiorstwa.

Spis treści

Pt. 1 Advertising Perspectives

1 The Dimensions of Advertising 4
2 The Economic, Social, and Regulatory Aspects of Advertising 42
3 The Scope of Advertising: From Local to Global 80

Pt. 2 Crafting Marketing and Advertising Strategies

4 Marketing and Consumer Behavior: The Foundations of Advertising 120
5 Market Segmentation and the Marketing Mix: Determinants of Advertising Strategy 148
6 Information Gathering: Inputs to Advertising Planning 182
7 Marketing and Advertising Planning: Top-Down, Bottom-Up, and IMC 210
8 Planning Media Strategy: Finding Links to the Market 242

Pt. 3 Integrating Advertising with Other Elements of the Communications Mix

9 Relationship Building: Direct Marketing, Personal Selling, and Sales Promotion 278
10 Relationship Building: Public Relations, Sponsorship, and Corporate Advertising 308

Pt. 4 Creating Advertisements and Commercials

11 Creative Strategy and the Creative Process 340
12 Creative Execution: Art and Copy 370
13 Producing Ads for Print, Electronic, and Digital Media 404

Pt. 5 Using Advertising Media

14 Using Print Media 442
15 Using Electronic Media: Television and Radio 472
16 Using Digital Interactive Media and Direct Mail 502
17 Using Out-of-Home, Exhibitive, and Supplementary Media 534

Epilogue: The Complete Campaign: Toyota Everyday 560
Advertising Resources
Reference Library

App. A Marketing Plan Outline
App. B Advertising Plan Outline
App. C Integrated Marketing Communications Plan Outline
App. D Career Planning in Advertising
App. E Industry Resources

Important Terms
End Notes
Credits and Acknowledgments
Name Index
Company and Brand Index
Subject Index

Stan

Minimalne ślady używania na okładce. Wewnątrz bez zaznaczeń.