| Description |
1 online resource (577 pages) |
| Contents |
Front Cover; Front Matter; Half title; Dedication; Full title; Imprint; Brief contents; Contents; Preface; A valuable learning package; Resources for educators and students; About the authors; The development story; Part 1 Defining marketing and the marketing process; Chapter 1 Marketing: Creating and capturing customer value; Learning objectives; Concept map; What is marketing?; Marketing defined; The marketing process; Understanding the marketplace and customer needs; Customer needs, wants and demands; Market offerings: Goods, services and experiences; Customer value and satisfaction |
|
Exchanges, transactions and relationshipsMarkets; Designing a customer-driven marketing strategy; Selecting customers to serve; Choosing a value proposition; Marketing management orientations; Preparing an integrated marketing plan and program; Engaging customers and managing customer relationships; Customer relationship management; Engaging customers; Consumer-generated marketing; Partner relationship management; Capturing value from customers; Creating customer loyalty and retention; Growing share of customer; Building customer equity |
|
Building the right relationship with the right customersThe changing marketing landscape; The digital age: Online, mobile and social media marketing; The challenging world economy; Measuring marketingâ#x80;#x99;s contribution to organisational performance; Marketing in action 1.1 Are marketers really that â#x80;#x98;lousy at selling marketingâ#x80;#x99;?; The growth of not-for-profit marketing; Rapid globalisation; Sustainable marketing: The call for more environmental and social responsibility; So, what is marketing? Pulling it all together; Student learning centre; Reviewing the learning objectives |
|
Discussion questionsCritical thinking exercises; Navigating the key terms; Mini cases; 1.1 Digital technologies in marketing; 1.2 Customer-driven marketing strategy; 1.3 Marketing analytics at work; 1.4 Ethical reflection; References; Chapter 2 Company and marketing strategy: Partnering to build customer engagement, value and relationships; Learning objectives; Concept map; Company-wide strategic planning: Defining marketingâ#x80;#x99;s role; Defining a market-oriented mission; Setting company objectives and goals; Marketing in action 2.1 Strategic planning involves having the right people |
|
Designing the business portfolioAnalysing the current business portfolio; Developing strategies for growth and downsizing; Planning marketing: Partnering to build customer relationships; Partnering with other company departments; Partnering with others in the marketing system; Marketing strategy and the marketing mix; Customer value-driven marketing strategy; Developing an integrated marketing mix; Managing the marketing effort; Marketing analysis; Marketing planning; Marketing implementation; Marketing department organisation; Marketing control |
| Notes |
Measuring and managing return on marketing investment |
|
Print version record |
| Form |
Electronic book
|
| Author |
Adam, Stewart
|
|
Denize, Sara
|
|
Volkov, Michael
|
|
Kotler, Philip
|
| ISBN |
9781488611865 |
|
1488611866 |
|
