Nguồn ngoài

Principles of Marketing for Transformation

"Principles of Marketing for Transformation" offers a comprehensive and ethically grounded approach to modern marketing, emphasizing the creation of customer value through strategic planning, consumer insight, and responsible practices. Spanning foundational topics like the marketing mix, consumer and business behavior, and segmentation, the text also explores cutting-edge areas such as digital strategy, search optimization, and integrated marketing communications.

Business

Tác giả: Elizabeth Dellegrazie
Nhà xuất bản: Concordia University Chicago
Nguồn: LibreTexts
Giấy phép: CC BY
Ngôn ngữ: EN
Danh mục: Marketing

Đọc trực tuyến Tải PDF (nguồn mở)

Mục lục· 252 mục

01: Marketing and Customer Value
1.01: In the Spotlight
1.02: Marketing and the Marketing Process
1.03: The Marketing Mix and the 4Ps of Marketing
1.04: Factors Comprising and Affecting the Marketing Environment
1.05: Evolution of the Marketing Concept
1.06: Determining Consumer Needs and Wants
1.07: Customer Relationship Management (CRM)
1.08: Ethical Marketing
1.09: Chapter Summary
1.10: Key Terms
1.11: Applied Marketing Knowledge- Discussion Questions
1.12: Critical Thinking Exercises
1.13: Building Your Personal Brand
1.14: What Do Marketers Do
1.15: Closing Company Case
1.16: References
02: Strategic Planning in Marketing
2.01: In the Spotlight
2.02: Developing a Strategic Plan
2.03: The Role of Marketing in the Strategic Planning Process
2.04: Purpose and Structure of the Marketing Plan
2.05: Marketing Plan Progress Using Metrics
2.06: Ethical Issues in Developing a Marketing Strategy
2.07: Chapter Summary
2.08: Key Terms
2.09: Applied Marketing Knowledge- Discussion Questions
2.10: Critical Thinking Exercises
2.11: Building Your Personal Brand
2.12: What Do Marketers Do
2.13: Closing Company Case
2.14: References
03: Consumer Markets and Purchasing Behavior
3.01: In the Spotlight
3.02: Understanding Consumer Markets and Buying Behavior
3.03: Factors That Influence Consumer Buying Behavior
3.04: The Consumer Purchasing Decision Process
3.05: Ethical Issues in Consumer Buying Behavior
3.06: Chapter Summary
3.07: Key Terms
3.08: Applied Marketing Knowledge- Discussion Questions
3.09: Critical Thinking Exercises
3.10: Building Your Personal Brand
3.11: What Do Marketers Do
3.12: Closing Company Case
3.13: References
04: Business Markets and Purchasing Behavior
4.01: In the Spotlight
4.02: The Business-to-Business (B2B) Market
4.03: Buyers and Buying Situations in a B2B Market
4.04: Major Influences on B2B Buyer Behavior
4.05: Stages in the B2B Buying Process
4.06: Ethical Issues in B2B Marketing
4.07: Chapter Summary
4.08: Key Terms
4.09: Applied Marketing Knowledge- Discussion Questions
4.10: Critical Thinking Exercises
4.11: Building Your Personal Brand
4.12: What Do Marketers Do
4.13: Closing Company Case
4.14: References
05: Market Segmentation Targeting and Positioning
5.01: In the Spotlight
5.02: Market Segmentation and Consumer Markets
5.03: Segmentation of B2B Markets
5.04: Segmentation of International Markets
5.05: Essential Factors in Effective Market Segmentation
5.06: Selecting Target Markets
5.07: Product Positioning
5.08: Ethical Concerns and Target Marketing
5.09: Chapter Summary
5.10: Key Terms
5.11: Applied Marketing Knowledge- Discussion Questions
5.12: Critical Thinking Exercises
5.13: Building Your Personal Brand
5.14: What Do Marketers Do
5.15: Closing Company Case
5.16: References
6: Intro to Digital Marketing and the Digital Consumer
6.1: What is Marketing
6.2 Evolution of Word-of-Mouth (WOM) Theory
6.3: The Consumer Journey
6.4 Understanding the Digital Consumer
6.5 Rethinking the Consumer Journey
6.6: Consumer Journey: The Circular Model
6.7: Zero-Moment of Truth (ZMOT)
6.8: Journey Mapping
6.9: References
07: Marketing Research and Market Intelligence
7.01: In the Spotlight
7.02: Marketing Research and Big Data
7.03: Sources of Marketing Information
7.04: Steps in a Successful Marketing Research Plan
7.05: Ethical Issues in Marketing Research
7.06: Chapter Summary
7.07: Key Terms
7.08: Applied Marketing Knowledge- Discussion Questions
7.09: Critical Thinking Exercises
7.10: Building Your Personal Brand
7.11: What Do Marketers Do
7.12: Closing Company Case
7.13: References
08: Marketing in a Diverse and Global Marketplace
8.01: In the Spotlight
8.02: Strategic Marketing- Standardization versus Adaptation
8.03: Diversity and Inclusion Marketing
8.04: Multicultural Marketing
8.05: Marketing to Hispanic Black and Asian Consumers
8.06: Marketing to Sociodemographic Groups
8.07: Ethical Issues in Diversity Marketing
8.08: The Global Market and Advantages of International Trade
8.09: Marketing in a Global Environment
8.10: Ethical Issues in the Global Marketplace
8.11: Chapter Summary - Diverse and Global Marketplace
8.12: Key Terms
8.13: Applied Marketing Knowledge- Discussion Questions
8.14: Critical Thinking Exercises
8.15: Building Your Personal Brand
8.16: What Do Marketers Do
8.17: Closing Company Case
8.18: References
09: Products and Service- Consumer Offerings and Intangible Products
9.01: In the Spotlight - Products
9.02: Products Services and Experiences
9.03: Product Items Product Lines and Product Mixes
9.04: The Product Life Cycle
9.05: Marketing Strategies at Each Stage of the Product Life Cycle
9.06: Branding and Brand Development
9.07: Forms of Brand Development Brand Loyalty and Brand Metrics
9.08: Creating Value through Packaging and Labeling
9.09: Environmental Concerns Regarding Packaging
9.10: Ethical Issues in Packaging
9.11: Chapter Summary - Product
9.12: Services- The Intangible Product
9.13: In the Spotlight - Services
9.14: Classification of Services
9.15: The Service-Profit Chain Model and the Service Marketing Triangle
9.16: The Gap Model of Service Quality
9.17: Ethical Considerations in Providing Services
9.18: Applied Marketing Knowledge- Discussion Questions
9.19: Critical Thinking Exercises
9.20: Building Your Personal Brand
9.21: What Do Marketers Do
9.22: Closing Company Cases
9.23: 9.22 Key Terms
9.24: References
10: Pricing Products and Services
10.01: In the Spotlight
10.02: Pricing and Its Role in the Marketing Mix
10.03: The Five Critical Cs of Pricing
10.04: The Five-Step Procedure for Establishing Pricing Policy
10.05: Pricing Strategies for New Products
10.06: Pricing Strategies and Tactics for Existing Products
10.07: Ethical Considerations in Pricing
10.08: Chapter Summary
10.09: Key Terms
10.10: Applied Marketing Knowledge- Discussion Questions
10.11: Critical Thinking Exercises
10.12: Building Your Personal Brand
10.13: What Do Marketers Do
10.14: Closing Company Case
10.15: References
11: Distribution- Delivering Customer Value
11.01: In the Spotlight
11.02: The Use and Value of Marketing Channels
11.03: Types of Marketing Channels
11.04: Factors Influencing Channel Choice
11.05: Managing the Distribution Channel
11.06: The Supply Chain and Its Functions
11.07: Logistics and Its Functions
11.08: Ethical Issues in Supply Chain Management
11.09: Chapter Summary
11.10: Key Terms
11.11: Applied Marketing Knowledge- Discussion Questions
11.12: Critical Thinking Exercises
11.13: Building Your Personal Brand
11.14: What Do Marketers Do
11.15: Closing Company Case
11.16: References
12: Integrated Marketing Communications
12.01: In the Spotlight
12.02: The Promotion Mix and Its Elements
12.03: The Communication Process
12.04: Integrated Marketing Communications
12.05: Steps in the IMC Planning Process
12.06: Ethical Issues in Marketing Communication
12.07: Chapter Summary
12.08: Key Terms
12.09: Applied Marketing Knowledge- Discussion Questions
12.10: Critical Thinking Exercises
12.11: Building Your Personal Brand
12.12: What Do Marketers Do
12.13: Closing Company Case
12.14: References
13: Planning for a Digital Marketing Campaign
13.1: Search Engine Optimization
13.2: How to Rank High
13.3: Algorithms
13.4: User Experience
13.5: Backlinks
13.6: Keywords
13.7: Understanding How Consumers Use Keywords
13.8: Using Keywords to Analyze Competitors
13.9: References
14: Introduction to Digital Strategy
14.1: Inbound and Outbound Marketing
14.2: Paid Owned and Earned Media
14.3: Objectives Goals and KPIs
14.4: Strategy and Tactics
14.5: RACE Framework
14.6: From Persona and Journey to Strategy
14.7: From a Journey Map to a Conversion Path
14.8: RACE for Competitive Analysis
14.9: References
15: The Promotion Mix- Advertising Public Relations Selling and Sales Promotion
15.01: In the Spotlight
15.02: Advertising in the Promotion Mix
15.03: Major Decisions in Developing an Advertising Plan
15.04: The Use of Metrics to Measure Advertising Campaign Effectiveness
15.05: Public Relations and Its Role in the Promotion Mix
15.06: The Advantages and Disadvantages of Public Relations
15.07: Ethical Concerns in Advertising and Public Relations
15.08: Chapter Summary
15.09: Key Terms
15.10: Applied Marketing Knowledge- Discussion Questions
15.11: Critical Thinking Exercises
15.12: Building Your Personal Brand
15.13: What Do Marketers Do
15.14: Closing Company Case
15.15: References
15.16: The Promotion Mix- Personal Selling and Sales Promotion
16: Sustainable Marketing- The New Paradigm
16.01: In the Spotlight
16.02: Sustainable Marketing
16.03: Traditional Marketing versus Sustainable Marketing
16.04: The Benefits of Sustainable Marketing
16.05: Sustainable Marketing Principles
16.06: Purpose-Driven Marketing
16.07: Chapter Summary
16.08: Key Terms
16.09: Applied Marketing Knowledge- Discussion Questions
16.10: Critical Thinking Exercises
16.11: Building Your Personal Brand
16.12: References
17: Applying Marketing Strategy - Marketing Plan
17.01: Marketing Plan Exercise I - Company Profile
17.02: Marketing Plan Exercise - Mission SWOT and Goals
17.03: Marketing Plan Exercise - Segmentation Target and Positioning
17.04: Marketing Plan Exercise - Situation Analysis
17.05: Marketing Plan Exercise - Product or Service
17.06: Marketing Plan Exercise - Pricing and Distribution
17.07: Marketing Plan Exercise - Promotion