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The Marketing Book download free in pdf format
Ravi Chopra

The Marketing Book download free in pdf format

Ravi Chopra | 10-Jul-2016 |
The Marketing Book , Organization and Planning for Marketing , What is marketing , Postmodern marketing: everything must go! , Relationship marketing , The basics of marketing strategy , Strategic marketing planning: theory and practice , The Framework of Marketing , Consumer decision making: process , Level and style , Business-to-business marketing: organizational buying behaviour , Marketing Research , Quantitative methods in marketing , Market Segmentation , Managing the Marketing Function , Managing the marketing mix , New product development , Pricing , Selling and sales management , Brand building , The integration of marketing communications , Promotion , Sales promotion , Integrating customer relationship management and supply chain management , Controlling marketing and the measurement of marketing effectiveness , Marketing implementation , Organizational change and internal marketing strategy , The Application of Marketing , What are direct marketing and interactive marketing? , The marketing of services , International marketing – the issues , E-marketing , Cause-related marketing: who cares wins , Social marketing , Green marketing , Marketing for small-to-medium enterprises , Retailing ,

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Contents of The Marketing Book

Part One Organization and Planning for Marketing 1
1 One more time – what is marketing? 3
Michael J. Baker
Introduction 3
Marketing as a managerial orientation 4
Marketing myopia – a watershed 5
Life cycles and evolution 7
Marketing misunderstood 8
The marketing function 9
Relationship marketing 11
Summary 14
References 15
Further reading 15
2 Postmodern marketing: everything must go! 16
Stephen Brown
Grand opening offer 16
No down payment 17
Money back guarantee 18
Batteries not included 19
Limited time only 22
One careful owner 24
This way up 25
Open other side 27
Closing down sale 28
References 29
Further reading 31
vi Contents
3 Relationship marketing 32
Lisa O’Malley and Caroline Tynan
Introduction 32
Relationship marketing defined 33
History of relationship marketing 34
Focal relationships 39
Models of relationship development 40
Critique and emerging issues 44
Conclusion 47
References 48
4 The basics of marketing strategy 53
Robin Wensley
Strategy: from formulation to implementation 53
The nature of the competitive market environment 55
The codification of marketing strategy analysis in terms of three strategies,
four boxes and five forces 58
The search for generic rules for success amidst diversity 60
Models of competition: game theory versus evolutionary ecology 62
Characterizing marketing strategy in terms of evolving differentiation in time and space 66
Research in marketing strategy: fallacies of free lunches and the nature of
answerable research questions 70
The recourse to processes, people and purpose in marketing as well as strategy as a whole 75
The new analytics: resource advantage, co-evolution and agent-based modelling 80
Conclusions: the limits of relevance and the problems of application 81
References and further reading 82
5 Strategic marketing planning: theory and practice 87
Malcolm McDonald
Summary 87
Introduction 87
1 The marketing planning process 90
2 Guidelines for effective marketing planning 101
3 Barriers to marketing planning 109
Summary 115
References 116
Further reading 116
Part Two The Framework of Marketing 117
6 Consumer decision making: process, level and style 119
Gordon R. Foxall
Introduction 119
The consumer decision process 121
Levels of consumer involvement 125
Contents vii
Consumers’ decision styles 127
Implications for marketing management 132
Summary and conclusion 138
References 138
Further reading 140
7 Business-to-business marketing: organizational buying behaviour,
relationships and networks 142
Peter W. Turnbull and Sheena Leek
Introduction 142
The realities of business markets 144
Organizational buying structures 144
Models of organizational buying behaviour 152
Conclusion 165
References 166
Further reading 169
8 Marketing research 171
John Webb
Introduction 171
Definitions of the role of marketing research 172
Types of research 173
The process of marketing research 174
Secondary data 175
Quantitative primary data 177
Questionnaires and their design 180
Qualitative research methods 180
The research process and measurement 184
Attitudes and their measurement 186
Sampling 189
Analysis of the results 192
Presentation of the final report 194
Conclusion 195
References 195
9 Quantitative methods in marketing 197
Luiz Moutinho and Arthur Meidan
Introduction 197
Multivariate methods 200
Regression and forecasting techniques 206
Statistical decision theory or stochastic methods 219
Deterministic operational research methods 226
Causal models 235
Hybrid models 236
Network programming models 237
viii Contents
Conclusion 240
References 241
Further reading 244
10 Market segmentation 246
Martin Evans
Chapter objectives 246
Introduction 246
Historical perspective 247
Segmentation criteria and categories 248
‘Traditional’ segmentation bases 249
Data-driven segmentation 258
Targeting 276
Positioning 278
Conclusions 280
Review questions 280
References 281
Further reading 282
Part Three Managing the Marketing Function 285
11 Managing the marketing mix 287
Peter Doyle
Introduction 287
The traditional approach to the marketing mix 288
The accounting approach to the marketing mix 289
Value-based marketing 291
The marketing mix and shareholder value 294
Making marketing mix decisions 298
Summary 311
References 312
Further reading 313
12 New product development 314
Susan Hart
Introduction 314
The process of developing new products 314
The stages of the new product development process 316
Usefulness of models 322
The multiple convergent approach 331
Managing the people in NPD 333
Summary 338
References 338
Further reading 341
Contents ix
13 Pricing 342
Adamantios Diamantopoulos
Introduction 342
Is price really that important? 344
The drivers of profit: price, volume and cost 345
Price from the customer’s perspective 348
Understanding price sensitivity 351
Conclusion 356
References 356
14 Selling and sales management 360
Bill Donaldson
Introduction 360
The changing role of salespeople 360
The costs of personal selling 362
What we expect salespeople to do – the sales process 363
Sales management issues 366
Conclusion 369
References 370
Further reading 370
15 Brand building 372
Leslie de Chernatony
Introduction 372
Spectrum of brand interpretations 373
A model for strategically building brands 383
Summary 392
References 393
Further reading 394
16 The integration of marketing communications 395
Tony Yeshin
The blurring of the edges of marketing communications 395
The strategic challenges facing organizations 396
Strategic marketing communications 396
The integration of marketing communications 397
Defining integrated marketing communications 397
The impact of external factors on marketing communications 400
The driving forces behind the growth of integrated marketing communications 404
The impact on marketing communications 405
Relationship marketing 406
The benefits of integrated marketing communications 407
x Contents
The process of achieving integration 409
Organizational approaches to integration 410
The barriers to integration 413
The consumer and integrated marketing communications 414
International dimensions of integrated marketing communications 415
Integrated marketing communications – a summary 416
References 417
17 Promotion 419
Keith Crosier
Introduction 419
The promotional mix 419
The promotional budget 426
Deploying the promotional mix 429
Developing the message 432
Delivering the message 433
The medium and the message 436
A mix within a mix: synergy or counter-synergy? 436
Pulling it all together: the promotional plan 437
From the plan to the brief 439
The actors in the system 439
Working relationships 441
Choosing the collaborator 443
Remunerating the working partner 445
Measuring campaign effectiveness 449
Understanding the context 451
References 455
 
18 Sales promotion 458
Sue Peattie and Ken Peattie
Introduction 458
Sales promotion defined 458
Understanding sales promotion – a tale of price and prejudice 459
Sales promotion and advertising – the line and the pendulum 465
The growing importance of sales promotion 467
Consumers and sales promotion 469
Communicating through sales promotions 471
Building relationships through promotions 473
Sales promotion’s role in the marketing mix 474
Sales promotions – the most manageable P? 475
Sales promotions mismanagement 475
The future of sales promotion 477
Summary – the changing concept of sales promotion 479
References 481
Further reading 483
Contents xi
19 Integrating customer relationship management and supply chain
management 485
Martin Christopher and Adrian Payne
Introduction 485
The decline of the brand: the need for integrated CRM and SCM strategies 485
Competing through capabilities 487
A strategic framework for CRM 490
Supply chain management 494
The impact of superior SCM performance 496
CRM and SCM: their role in improving customer service 497
Developing market-driven CRM and SCM strategies 499
Summary: changing the marketing focus 501
References 502
Further reading 502
20 Controlling marketing and the measurement of marketing effectiveness 504
Keith Ward
Introduction: scope and content of the chapter 504
Potential for conflict 505
A market-focused mission 507
A sustainable competitive advantage 509
Investing in developing a sustainable competitive advantage 511
Marketing assets: development and maintenance expenditures 513
The financial planning and control process 515
Brand-led strategies 519
Customer-led strategies 522
Product-based strategies 525
Organizational structures: marketing finance managers 528
Summary 528
References 529
Further reading 529
21 Marketing implementation, organizational change and internal
marketing strategy 531
Nigel F. Piercy
Introduction 531
Organizational stretch and implementation capabilities 534
Marketing organization and implementation capabilities 536
Identifying implementation problems in marketing 543
Implementation barriers in marketing 547
Marketing implementation and internal marketing strategy 550
Conclusions 556
References 558
Further reading 560
xii Contents
Part Four The Application of Marketing 563
22 What are direct marketing and interactive marketing? 565
Graeme McCorkell
Introduction 565
Selling direct to the end customer 565
Multichannel marketing 567
Direct marketing is more than selling direct 568
Direct marketing: a new definition 569
Direct marketing and Pareto’s principle 569
Principles of direct marketing 571
What is interactive marketing? 573
Ten ways in which interactive marketing is different 575
The direct and interactive marketer’s information system 576
Data warehousing, CRM and e-CRM 580
Limitations of the customer information system 583
References 584
Further reading 584
23 The marketing of services 585
Adrian Palmer
Introduction 585
The development of the service economy 585
Services and consumer value 587
What are services? 588
Classification of services 591
The services marketing mix 598
Managing the marketing effort 606
Summary 607
References 607
Further reading 608
24 International marketing – the issues 610
Stanley J. Paliwoda
Overview 610
Why market abroad? What are the driving forces? 610
Situational or environmental analysis 618
Differences between domestic and international marketing 621
Operationalization 627
Continuing and future challenges 629
Maintaining a sustainable advantage 629
Conclusions 630
References 632
Further reading 634
Useful international marketing websites 635
Contents xiii
25 E-marketing 637
Dave Chaffey
Introduction 637
What is e-marketing? 637
E-marketing planning 642
Summary 666
References 667
26 Cause-related marketing: who cares wins 669
Sue Adkins
Introduction 669
Cause-related marketing defined 669
Cause-related marketing in context 671
Models 676
Towards excellence 680
Case studies 686
Summary 690
References 692
Further reading 692
27 Social marketing 694
Lynn MacFadyen, Martine Stead and Gerard Hastings
Introduction 694
Why do social marketing? 694
The development of social marketing 695
Defining social marketing 697
Departures from commercial marketing 703
Segmentation in social marketing 708
The social marketing mix 714
Ethical challenges 719
Conclusion 719
References 720
Further reading 725
Websites 725
28 Green marketing 726
Ken Peattie and Martin Charter
Introduction 726
Green marketing in context 727
Reconceputalizing the marketing environment 729
The greening of marketing strategy 734
Competitive advantage and the environment 735
The green consumer 736
Eco-performance 738
Going green – the philosophical challenge 739
xiv Contents
Going green – the management challenge 742
The practical challenge – greening the marketing mix 746
The future of green marketing 752
References 753
Further reading 755
29 Marketing for small-to-medium enterprises 757
David Carson
Introduction 757
Characteristics of SMEs 758
Characteristics of entrepreneurs/owners/managers 759
Incompatibility of marketing theory to SMEs 760
Nature of SME marketing 761
SME marketing based on strengths 765
Conclusion: a model of SME marketing 773
Acknowledgements 774
References 774
Further reading 775
30 Retailing 776
Peter J. McGoldrick
Introduction 776
Evolution of retailing 777
Types of retail organization 779
Major retail formats 781
Retailing strategy 785
Retail functions 790
Internationalization of retailing 799
Non-store retailing 802
References 804

 

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