Phu Xuan University Library
|
PXU E-LIB
Sign in
Principles of Marketing for Transformation

External

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
Author
Elizabeth Dellegrazie
Publisher
Concordia University Chicago
Source
LibreTexts
License
CC BY
Language
EN
Category
Marketing
Read online Download PDF (open licence)
Contents· 252 sections
  1. 01: Marketing and Customer Value
  2. 1.01: In the Spotlight
  3. 1.02: Marketing and the Marketing Process
  4. 1.03: The Marketing Mix and the 4Ps of Marketing
  5. 1.04: Factors Comprising and Affecting the Marketing Environment
  6. 1.05: Evolution of the Marketing Concept
  7. 1.06: Determining Consumer Needs and Wants
  8. 1.07: Customer Relationship Management (CRM)
  9. 1.08: Ethical Marketing
  10. 1.09: Chapter Summary
  11. 1.10: Key Terms
  12. 1.11: Applied Marketing Knowledge- Discussion Questions
  13. 1.12: Critical Thinking Exercises
  14. 1.13: Building Your Personal Brand
  15. 1.14: What Do Marketers Do
  16. 1.15: Closing Company Case
  17. 1.16: References
  18. 02: Strategic Planning in Marketing
  19. 2.01: In the Spotlight
  20. 2.02: Developing a Strategic Plan
  21. 2.03: The Role of Marketing in the Strategic Planning Process
  22. 2.04: Purpose and Structure of the Marketing Plan
  23. 2.05: Marketing Plan Progress Using Metrics
  24. 2.06: Ethical Issues in Developing a Marketing Strategy
  25. 2.07: Chapter Summary
  26. 2.08: Key Terms
  27. 2.09: Applied Marketing Knowledge- Discussion Questions
  28. 2.10: Critical Thinking Exercises
  29. 2.11: Building Your Personal Brand
  30. 2.12: What Do Marketers Do
  31. 2.13: Closing Company Case
  32. 2.14: References
  33. 03: Consumer Markets and Purchasing Behavior
  34. 3.01: In the Spotlight
  35. 3.02: Understanding Consumer Markets and Buying Behavior
  36. 3.03: Factors That Influence Consumer Buying Behavior
  37. 3.04: The Consumer Purchasing Decision Process
  38. 3.05: Ethical Issues in Consumer Buying Behavior
  39. 3.06: Chapter Summary
  40. 3.07: Key Terms
  41. 3.08: Applied Marketing Knowledge- Discussion Questions
  42. 3.09: Critical Thinking Exercises
  43. 3.10: Building Your Personal Brand
  44. 3.11: What Do Marketers Do
  45. 3.12: Closing Company Case
  46. 3.13: References
  47. 04: Business Markets and Purchasing Behavior
  48. 4.01: In the Spotlight
  49. 4.02: The Business-to-Business (B2B) Market
  50. 4.03: Buyers and Buying Situations in a B2B Market
  51. 4.04: Major Influences on B2B Buyer Behavior
  52. 4.05: Stages in the B2B Buying Process
  53. 4.06: Ethical Issues in B2B Marketing
  54. 4.07: Chapter Summary
  55. 4.08: Key Terms
  56. 4.09: Applied Marketing Knowledge- Discussion Questions
  57. 4.10: Critical Thinking Exercises
  58. 4.11: Building Your Personal Brand
  59. 4.12: What Do Marketers Do
  60. 4.13: Closing Company Case
  61. 4.14: References
  62. 05: Market Segmentation Targeting and Positioning
  63. 5.01: In the Spotlight
  64. 5.02: Market Segmentation and Consumer Markets
  65. 5.03: Segmentation of B2B Markets
  66. 5.04: Segmentation of International Markets
  67. 5.05: Essential Factors in Effective Market Segmentation
  68. 5.06: Selecting Target Markets
  69. 5.07: Product Positioning
  70. 5.08: Ethical Concerns and Target Marketing
  71. 5.09: Chapter Summary
  72. 5.10: Key Terms
  73. 5.11: Applied Marketing Knowledge- Discussion Questions
  74. 5.12: Critical Thinking Exercises
  75. 5.13: Building Your Personal Brand
  76. 5.14: What Do Marketers Do
  77. 5.15: Closing Company Case
  78. 5.16: References
  79. 6: Intro to Digital Marketing and the Digital Consumer
  80. 6.1: What is Marketing
  81. 6.2 Evolution of Word-of-Mouth (WOM) Theory
  82. 6.3: The Consumer Journey
  83. 6.4 Understanding the Digital Consumer
  84. 6.5 Rethinking the Consumer Journey
  85. 6.6: Consumer Journey: The Circular Model
  86. 6.7: Zero-Moment of Truth (ZMOT)
  87. 6.8: Journey Mapping
  88. 6.9: References
  89. 07: Marketing Research and Market Intelligence
  90. 7.01: In the Spotlight
  91. 7.02: Marketing Research and Big Data
  92. 7.03: Sources of Marketing Information
  93. 7.04: Steps in a Successful Marketing Research Plan
  94. 7.05: Ethical Issues in Marketing Research
  95. 7.06: Chapter Summary
  96. 7.07: Key Terms
  97. 7.08: Applied Marketing Knowledge- Discussion Questions
  98. 7.09: Critical Thinking Exercises
  99. 7.10: Building Your Personal Brand
  100. 7.11: What Do Marketers Do
  101. 7.12: Closing Company Case
  102. 7.13: References
  103. 08: Marketing in a Diverse and Global Marketplace
  104. 8.01: In the Spotlight
  105. 8.02: Strategic Marketing- Standardization versus Adaptation
  106. 8.03: Diversity and Inclusion Marketing
  107. 8.04: Multicultural Marketing
  108. 8.05: Marketing to Hispanic Black and Asian Consumers
  109. 8.06: Marketing to Sociodemographic Groups
  110. 8.07: Ethical Issues in Diversity Marketing
  111. 8.08: The Global Market and Advantages of International Trade
  112. 8.09: Marketing in a Global Environment
  113. 8.10: Ethical Issues in the Global Marketplace
  114. 8.11: Chapter Summary - Diverse and Global Marketplace
  115. 8.12: Key Terms
  116. 8.13: Applied Marketing Knowledge- Discussion Questions
  117. 8.14: Critical Thinking Exercises
  118. 8.15: Building Your Personal Brand
  119. 8.16: What Do Marketers Do
  120. 8.17: Closing Company Case
  121. 8.18: References
  122. 09: Products and Service- Consumer Offerings and Intangible Products
  123. 9.01: In the Spotlight - Products
  124. 9.02: Products Services and Experiences
  125. 9.03: Product Items Product Lines and Product Mixes
  126. 9.04: The Product Life Cycle
  127. 9.05: Marketing Strategies at Each Stage of the Product Life Cycle
  128. 9.06: Branding and Brand Development
  129. 9.07: Forms of Brand Development Brand Loyalty and Brand Metrics
  130. 9.08: Creating Value through Packaging and Labeling
  131. 9.09: Environmental Concerns Regarding Packaging
  132. 9.10: Ethical Issues in Packaging
  133. 9.11: Chapter Summary - Product
  134. 9.12: Services- The Intangible Product
  135. 9.13: In the Spotlight - Services
  136. 9.14: Classification of Services
  137. 9.15: The Service-Profit Chain Model and the Service Marketing Triangle
  138. 9.16: The Gap Model of Service Quality
  139. 9.17: Ethical Considerations in Providing Services
  140. 9.18: Applied Marketing Knowledge- Discussion Questions
  141. 9.19: Critical Thinking Exercises
  142. 9.20: Building Your Personal Brand
  143. 9.21: What Do Marketers Do
  144. 9.22: Closing Company Cases
  145. 9.23: 9.22 Key Terms
  146. 9.24: References
  147. 10: Pricing Products and Services
  148. 10.01: In the Spotlight
  149. 10.02: Pricing and Its Role in the Marketing Mix
  150. 10.03: The Five Critical Cs of Pricing
  151. 10.04: The Five-Step Procedure for Establishing Pricing Policy
  152. 10.05: Pricing Strategies for New Products
  153. 10.06: Pricing Strategies and Tactics for Existing Products
  154. 10.07: Ethical Considerations in Pricing
  155. 10.08: Chapter Summary
  156. 10.09: Key Terms
  157. 10.10: Applied Marketing Knowledge- Discussion Questions
  158. 10.11: Critical Thinking Exercises
  159. 10.12: Building Your Personal Brand
  160. 10.13: What Do Marketers Do
  161. 10.14: Closing Company Case
  162. 10.15: References
  163. 11: Distribution- Delivering Customer Value
  164. 11.01: In the Spotlight
  165. 11.02: The Use and Value of Marketing Channels
  166. 11.03: Types of Marketing Channels
  167. 11.04: Factors Influencing Channel Choice
  168. 11.05: Managing the Distribution Channel
  169. 11.06: The Supply Chain and Its Functions
  170. 11.07: Logistics and Its Functions
  171. 11.08: Ethical Issues in Supply Chain Management
  172. 11.09: Chapter Summary
  173. 11.10: Key Terms
  174. 11.11: Applied Marketing Knowledge- Discussion Questions
  175. 11.12: Critical Thinking Exercises
  176. 11.13: Building Your Personal Brand
  177. 11.14: What Do Marketers Do
  178. 11.15: Closing Company Case
  179. 11.16: References
  180. 12: Integrated Marketing Communications
  181. 12.01: In the Spotlight
  182. 12.02: The Promotion Mix and Its Elements
  183. 12.03: The Communication Process
  184. 12.04: Integrated Marketing Communications
  185. 12.05: Steps in the IMC Planning Process
  186. 12.06: Ethical Issues in Marketing Communication
  187. 12.07: Chapter Summary
  188. 12.08: Key Terms
  189. 12.09: Applied Marketing Knowledge- Discussion Questions
  190. 12.10: Critical Thinking Exercises
  191. 12.11: Building Your Personal Brand
  192. 12.12: What Do Marketers Do
  193. 12.13: Closing Company Case
  194. 12.14: References
  195. 13: Planning for a Digital Marketing Campaign
  196. 13.1: Search Engine Optimization
  197. 13.2: How to Rank High
  198. 13.3: Algorithms
  199. 13.4: User Experience
  200. 13.5: Backlinks
  201. 13.6: Keywords
  202. 13.7: Understanding How Consumers Use Keywords
  203. 13.8: Using Keywords to Analyze Competitors
  204. 13.9: References
  205. 14: Introduction to Digital Strategy
  206. 14.1: Inbound and Outbound Marketing
  207. 14.2: Paid Owned and Earned Media
  208. 14.3: Objectives Goals and KPIs
  209. 14.4: Strategy and Tactics
  210. 14.5: RACE Framework
  211. 14.6: From Persona and Journey to Strategy
  212. 14.7: From a Journey Map to a Conversion Path
  213. 14.8: RACE for Competitive Analysis
  214. 14.9: References
  215. 15: The Promotion Mix- Advertising Public Relations Selling and Sales Promotion
  216. 15.01: In the Spotlight
  217. 15.02: Advertising in the Promotion Mix
  218. 15.03: Major Decisions in Developing an Advertising Plan
  219. 15.04: The Use of Metrics to Measure Advertising Campaign Effectiveness
  220. 15.05: Public Relations and Its Role in the Promotion Mix
  221. 15.06: The Advantages and Disadvantages of Public Relations
  222. 15.07: Ethical Concerns in Advertising and Public Relations
  223. 15.08: Chapter Summary
  224. 15.09: Key Terms
  225. 15.10: Applied Marketing Knowledge- Discussion Questions
  226. 15.11: Critical Thinking Exercises
  227. 15.12: Building Your Personal Brand
  228. 15.13: What Do Marketers Do
  229. 15.14: Closing Company Case
  230. 15.15: References
  231. 15.16: The Promotion Mix- Personal Selling and Sales Promotion
  232. 16: Sustainable Marketing- The New Paradigm
  233. 16.01: In the Spotlight
  234. 16.02: Sustainable Marketing
  235. 16.03: Traditional Marketing versus Sustainable Marketing
  236. 16.04: The Benefits of Sustainable Marketing
  237. 16.05: Sustainable Marketing Principles
  238. 16.06: Purpose-Driven Marketing
  239. 16.07: Chapter Summary
  240. 16.08: Key Terms
  241. 16.09: Applied Marketing Knowledge- Discussion Questions
  242. 16.10: Critical Thinking Exercises
  243. 16.11: Building Your Personal Brand
  244. 16.12: References
  245. 17: Applying Marketing Strategy - Marketing Plan
  246. 17.01: Marketing Plan Exercise I - Company Profile
  247. 17.02: Marketing Plan Exercise - Mission SWOT and Goals
  248. 17.03: Marketing Plan Exercise - Segmentation Target and Positioning
  249. 17.04: Marketing Plan Exercise - Situation Analysis
  250. 17.05: Marketing Plan Exercise - Product or Service
  251. 17.06: Marketing Plan Exercise - Pricing and Distribution
  252. 17.07: Marketing Plan Exercise - Promotion