营销管理精要-(英文版·第6版)-全新版-全球版

Preface Part 1 Introduction to Marketing Management 1 Scope of Marketing for New Realities Marketing Management at Unilever The Value of Marketing The Scope of Marketing Core Marketing Concepts The New Marketing Realities Company Orientation Toward the Marketplace Updating The Four Ps Marketing Management Tasks Executive Summary Notes 2 Marketing Strategies and Plans Marketing Management at Hewlett-Packard Marketing and Customer Value Corporate and Division Strategic Planning Business Unit Strategic Planning The Marketing Plan Marketing Implementation, Control, and Performance Executive Summary Notes 3 Marketing Research and Analysis Marketing Management at Campbell Soup Company The Marketing Information System and Marketing Intelligence The Marketing Research System Forecasting and Demand Measurement Analyzing the Macroenvironment Executive Summary Notes Part 2 Connecting with Customers 4 Building Long-Term Customer Relationships Marketing Management at Pandora Building Customer Value, Satisfaction, and Loyalty Maximizing Customer Lifetime Value Cultivating Customer Relationships Executive Summary Notes 5 Buying Dynamics of Consumers and Businesses Marketing Management at Cisco What Influences Consumer Behavior? Key Psychological Processes The Consumer Buying Decision Process What is Organizational Buying? Participants in the Business Buying Process Stages in the Business Buying Process Managing Business-to-Business Customer Relationships Executive Summary Notes Part 3 Strategic Brand Management 6 Target Marketing Marketing Management at LinkedIn Bases for Segmenting Consumer Markets Bases for Segmenting Business Markets Market Targeting Executive Summary Notes 7 Competitive and Effective Brand Positioning Marketing Management at Burberry Developing and Establishing a Brand Positioning Competitive Strategies for Market Leaders Other Competitive Strategies Executive Summary Notes 8 Branding and Core Business Growth Marketing Management at Gatorade How Does Branding Work? Defining Brand Equity Building Brand Equity Measuring and Managing Brand Equity Devising a Branding Strategy Customer Equity Driving Growth Executive Summary Notes Part 4 Value Creation 9 Product Mix and New Offerings Marketing Management at Lexus Product Characteristics and Classifications Differentiation Product and Brand Relationships Packaging, Labeling, Warranties, and Guarantees Managing New Products The Consumer-Adoption Process Product Life-Cycle Marketing Strategies Executive Summary Notes 10 Analyzing and Marketing Services Marketing Management at Emirates Airline The Nature of Services The New Services Realities Managing Service Quality Managing Product-Support Services Executive Summary Notes 11 Concepts and Tools for Strategic Pricing Marketing Management at Ryanair Understanding Pricing Setting the Price Adapting the Price Initiating and Responding to Price Changes Executive Summary Notes Part 5 Value Delivery 12 Developing and Managing Strategic and Integrated Marketing Channels Marketing Management at IKEA Marketing Channels and Value Networks The Role of Marketing Channels Channel-Design Decisions Channel-Management Decisions Channel Integration and Systems E-Commerce and M-Commerce Marketing Practices Channel Conflict, Cooperation, and Competition Executive Summary Notes 13 Managing Retailing, Wholesaling, and Logistics Marketing Management at Warby Parker Retailing Private Labels Wholesaling Market Logistics Executive Summary Notes Part 6 Value Communication 14 Designing and Managing Integrated Marketing Communications Marketing Management at Volkswagen The Role of Marketing Communications Developing Effective Communications Selecting the Marketing Communications Mix Managing the Integrated Marketing Communications Process Executive Summary Notes 15 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations Marketing Management at Procter & Gamble Developing and Managing an Advertising Program Sales Promotion Events and Experiences Public Relations Executive Summary Notes 16 Managing Digital Communications: Online, Social Media, and Mobile Marketing Management at PepsiCo Online Marketing Social Media Word of Mouth Mobile Marketing Executive Summary Notes 17 Managing Personal Communications: Direct and Database Marketing and Personal Selling Marketing Management at StarHub Direct Marketing Personal Selling and the Sales Force Managing the Sales Force Executive Summary Notes Part 7 Managing the Marketing Organization for Long-Term Success 18 Responsible Marketing in a Global Environment Marketing Management at Patagonia Competing On a GlobalBasis Internal Marketing Socially Responsible Marketing Executive Summary Notes Glossary