| Description |
1 online resource (668 pages) |
| Contents |
List of Figures -- List of Tables -- List of Case Studies -- List of Practitioner Profiles -- Case Matrix -- Preface -- Guided Tour -- About the Authors -- About the Case Study Authors and Contributors -- Acknowledgments -- 1 What Do Marketing Executives Do? -- 2 Consumer Behaviour and Business Buyer Behaviour -- 3 Meaningful Marketing Metrics -- 4 Market Research -- 5 The Marketing Environment -- 6 Customer Segmentation and Targeting -- 7 Product (Goods and Services) -- 8 Physical Availability, Retailing and Shopping -- 9 Pricing and Discounting -- 10 Advertising |
|
11 Media Decisions: Reaching Buyers with Advertising -- 12 Strategic Marketing and Planning -- 13 Global Marketing -- 14 Social Responsibility and Ethics -- Glossary -- Bibliography -- Index -- Expanded Contents -- List of Figures -- List of Tables -- List of Case Studies -- List of Practitioner Profiles -- Case Matrix -- Preface -- Guided Tour -- About the Authors -- About the Case Study Authors and Contributors -- Acknowledgments -- 1 What Do Marketing Executives Do? -- Introduction -- Marketing may be well paid and exciting ... but someone has to do it -- The rise of marketing |
|
Non-conscious thinking -- Heuristics -- Consumer motivations -- Heterogeneous consumers -- Do our buyers like us? -- Marketing's attitude problem -- Why behaviours don't follow attitudes -- Conclusion -- 3 Meaningful Marketing Metrics -- Introduction -- Why marketers need metrics -- Are metrics meaningful? -- A system of marketing metrics -- Why measure market-based assets? -- Financial metrics -- Profit and profit contribution -- Profit margin -- Return on investment (ROI) -- Customer value and customer lifetime value -- Behavioural metrics -- Sales -- Market share -- Market penetration |
|
Purchase frequency -- Share of category requirements (SCR) -- Solely (100%) loyal customers -- Defection rate -- Customer complaints and recommendations -- Memory metrics -- Brand awareness -- Brand image associations -- Mental availability -- Attitude -- Customer satisfaction and service quality -- Intention to buy -- Customer profile metrics -- Marketing activity metrics -- Physical availability metrics -- Looks can be deceiving -- Marketing benchmarks -- The brand size effect -- The double jeopardy law -- Types of causality -- The rule of temporal sequence -- Common mistakes -- Conclusion |
|
Two types of marketing professional -- Marketing science -- Marketing metrics and market-based assets -- Customer needs and wants -- Sustainable marketing -- Conclusion -- 2 Consumer Behaviour and Business Buyer Behaviour -- Introduction -- Knowledge is power -- Most buying is repeat-buying -- High-involvement decisions -- Natural loyalty -- Loyalty is everywhere -- Loyalty without differentiation -- Loyal switchers -- Prosaic, not passionate, loyalty -- The importance of memory -- How to build and refresh memories -- Why do consumers forget about us? -- Emotional rational buyers |
| Summary |
Marketing: Theory, Evidence, Practice is a new Australasian text written for students who want to know what marketing people do, and what questions managers have to tackle in their day-to-day jobs. It's a complete package which provides all the material you and your students need for your course, including a truly integrated e-text packaged with every copy of the book, and a wealth of teaching and learning support. Written based on evidence and the practical application of marketing skills, it clearly illustrates, through case studies and practitioner profiles, how marketing problems have been solved in business, connecting theory to practice, and providing a realistic view of the marketing world. Students will be engaged because each chapter will be a glimpse into their future career and will build the foundation for the rest of their degree |
| Notes |
4 Market Research |
|
Print version record |
| Form |
Electronic book
|
| Author |
Anderson, Katherine.
|
|
Bennett, Dag
|
|
Bogomolova, Svetlana
|
|
Corkindale, David R.
|
|
Danenberg, Nick
|
|
Graham, Charles.
|
|
Hartnett, Nicole
|
|
Kennedy, Rachel.
|
|
Livaditis, Marianthi
|
| ISBN |
019552313X |
|
9780195523133 |
|
