Produktdetaljer
The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new edition includes updated cases and combines scholarly international research with relevant and contemporary examples from markets and brands across the world.
The authors combine their experience as researchers and industry consultants to provide the conceptual and theoretical underpinning of marketing and empirical research, helping students to understand how marketing concepts can be applied and implemented. The book covers a full range of industries including business-to-customer, business-to-business, services marketing, retailing and international marketing from companies around the globe.
PART ONE Laying the Groundwork: Shaping Marketing Strategies
2 The Key Aspects of Marketing Strategy
3 Analysis of the Initial Strategic Situation
4 Formulation, Evaluation and Selection of Marketing Strategies
End of Part Case Study: Tesla Motors Inc: Silicon Valley is getting started to e-nable mobility for the masses
PART TWO The Marketing Mix
5 Product Decisions
6 Pricing: Making Profitable Decisions
7 Sales Decisions
8 Communication Decisions
9 Tying the Knot with Customers
End of Part Case Study: Jagermeister: Teaching an Old Brand New Tricks
PART THREE Marketing in Specific Contexts
10 Business-to-Business Marketing
11 Marketing of Services
12 International Marketing
End of Part Case Study How Amazon Establishes a Global Reach in E-Tailing
PART FOUR Marketing Implementation
13 Marketing and Sales Organization
14 Marketing and Sales Information Systems
15 Marketing and Sales Management Control
16 Human Resource Management in Marketing and Sales
17 Market Orientation
End of Part Case Study: Nespresso: How Market Orientation helps create and protect an iconic brand
End of Part Case Study: How IBM reinvented itself
Appendix: Theories and Technique