Table of contents for Principles of marketing / Philip Kotler ... [et al.].

Bibliographic record and links to related information available from the Library of Congress catalog.

Note: Contents data are machine generated based on pre-publication provided by the publisher. Contents may have variations from the printed book or be incomplete or contain other coding.


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Contents
Guided tour	000
Guided tour: student resources on the website	000
Preface	000
Acknowledgements	000
About the authors	000
Part one Marketing now	000
Chapter one Marketing now	000
Previewing the concepts	000
Prelude case Bye-bye Ryanair	000
Introduction	000
What is marketing?	000
l	Marketing defined	000
l	The marketing process	000
Understanding the marketplace 
and customer needs	000
l	Needs, wants and demands	000
l	The market offering - products, services 
and experiences	000
l	Value, satisfaction and quality	000
l	Exchanges, transactions and relationships	000
l	Markets and the marketing system	000
Designing a customer-driven marketing 
strategy	000
l	Selecting customers to serve	000
l	Choosing a value proposition	000
l	Marketing management orientations	000
l	Building profitable customer relationships	000
Real Marketing 1.1 'Whatever people say 
I am, that's what I'm not' 	000
Preparing an integrated marketing plan and programme	000
Building customer relationships	000
l	Customer relationship management	000
Capturing value from customers	000
l	Creating customer loyalty and retention	000
l	Growing share of customer	000
l	Building customer equity	000
Real Marketing 1.2 A new dawn?	000
The new marketing landscape	000
l	Sustainability	000
l	Not-for-profit marketing	000
l	The electronic marketplace	000
l	The global marketplace	000
Marketing in the noughties	000
l	Marketing now (Part 1)	000
l	Markets (Part 2)	000
l	Strategic marketing (Part 3)	000
l	The marketing mix (Parts 4 to 7)	000
So, what is marketing? Pulling it all together	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 1 Build-A-Bear Workshop	000
Chapter two Sustainable marketing: marketing ethics and social 
responsibility	000
Previewing the concepts	000
Prelude case NSPCC: Full Stop to child cruelty	000
Introduction	000
l	Social criticisms of marketing	000
l	Marketing's impact on individual consumers	000
l	Marketing's impact on society as a whole	000
Real Marketing 2.1 The Dove Campaign 
for Real Beauty	000
Marketing's impact on other businesses	000
Citizen and public actions to regulate marketing	000
l	Consumer movements	000
l	Environmentalism	000
l	Public actions to regulate marketing	000
Business actions towards socially responsible marketing	000
l	Enlightened marketing	000
l	Marketing ethics	000
l	Sustainable marketing	000
Real Marketing 2.2 From Plato's Republic 
to supermarket slavery	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 1 Nestl¿: singled out again 
and again	000
Chapter three Strategic marketing	000
Previewing the concepts	000
Prelude case Poor little rich brands	000
Introduction	000
Strategic planning	000
l	Overview of planning	000
l	The planning process	000
The strategic plan	000
l	The mission	000
l	From mission to strategic objectives	000
l	Strategic audit	000
l	SWOT analysis	000
l	The business portfolio	000
l	Developing growth strategies	000
Real Marketing 3.1 Albumart.com: 
But will we make money?	000
Real Marketing 3.2 KISS (Keep It Simple Stupid)	000
Marketing relationships	000
l	Partnering with customers	000
l	Partnering with other company departments	000
l	Partnering with others in the marketing 
system	000
The marketing plan	000
l	Executive summary	000
l	Marketing audit	000
l	SWOT analysis	000
l	Objectives and issues	000
l	Marketing strategy	000
l	Marketing mix	000
l	Marketing implementation	000
l	Marketing budgets	000
l	Marketing controls	000
Marketing organisation	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 3 Starbucks	000
Part two Markets	000
Chapter four The marketing 
environment	000
Previewing the concepts	000
Prelude case Big food has a lot on its plate	000
Introduction	000
The company's microenvironment	000
l	The company	000
l	Suppliers	000
l	Marketing intermediaries	000
l	Customers	000
l	Competitors	000
l	Publics	000
The company's macroenvironment	000
l	Demographic environment	000
l	Economic environment	000
l	Natural environment	000
l	Technological environment	000
l	Political environment	000
l	Cultural environment	000
Real Marketing 4.1 Marketing to those 
who have it all	000
Real Marketing 4.2 Cashing in on 
environmental awareness	000
Responding to the marketing environment	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 4 Toyota Prius: green 
or geek machine?	000
Chapter five Consumer markets	000
Previewing the concepts	000
Prelude case Harley-Davidson 
Motofietsen-Tud om te ruden	000
Introduction	000
Models of consumer behaviour	000
Characteristics of consumer behaviour	000
l	Cultural factors	000
l	Social factors	000
l	Personal factors	000
l	Psychological factors	000
Consumer decision process	000
Types of buying decision behaviour	000
l	Complex buying behaviour	000
l	Dissonance-reducing buying behaviour	000
l	Habitual buying behaviour	000
l	Variety-seeking buying behaviour	000
Real Marketing 5.1 Pong: marketing's 
final frontier	000
The buyer decision process	000
l	Need recognition	000
l	Information search	000
l	Evaluation of alternatives	000
l	Purchase decision	000
l	Postpurchase behaviour	000
The buyer decision process for new products	000
l	Stages in the adoption process	000
l	Individual differences in innovativeness	000
l	Influence of product characteristics 
on rate of adoption	000
Real Marketing 5.2 Sustainable consumption: 
Green Sham's Law	000
Consumer behaviour across international 
borders	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 5 Shoot the dog: 
bye-bye Aibo	000
Chapter six Business-to-business 
marketing	000
Previewing the concepts	000
Prelude case Concorde is dead-the 
booming Busjet market	000
Introduction	000
Business markets	000
l	Market structure and demand	000
l	Nature of the buying unit	000
l	Types of decisions and the decision 
process	000
Real Marketing 6.1 IKEA: working with 
suppliers to customers clamouring for more	000
Business buyer behaviour	000
l	Major types of buying situations	000
l	Participants in the business buying 
process	000
l	Major influences on business buyers	000
l	The business buying process	000
l	E-procurement: buying on the Internet	000
Institutional and government markets	000
l	Institutional markets	000
l	Government markets	000
Real Marketing 6.2 Political graft: 
wheeze or sleaze?	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 6 Biofoam: just peanuts?	000
Chapter seven Marketing research	000
Previewing the concepts	000
Prelude case Market researching 
HIV/AIDS in Africa: a little achieves the 
unimaginable	000
Introduction	000
Assessing marketing information needs	000
Developing marketing information	000
l	Internal data	000
l	Marketing intelligence	000
l	Why is Europe different?	000
Marketing research	000
l	Defining the problem and research 
objectives	000
l	Developing the research plan	000
l	Gathering secondary data	000
l	Primary data collection	000
l	Implementing the research plan	000
l	Interpreting and reporting the findings	000
Real Marketing 7.1 'Touchy-feely' research 
into consumer motivations	000
Analysing marketing information	000
Distributing and using marketing information	000
Other marketing information considerations	000
l	Marketing research in small businesses 
and non-profit organisations	000
l	International marketing research	000
l	Public policy and ethics in marketing 
research	000
Real Marketing 7.2 Video mining	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 7 Enterprise Rent-A-Car: 
measuring service quality	000
Part three Core strategy	000
Chapter eight Relationship marketing	000
Previewing the concepts	000
Prelude case 'The most important 
part of a car is the distributor'	000
Introduction	000
Satisfying customer needs	000
Defining customer value and satisfaction	000
l	Customer value	000
l	Customer satisfaction	000
Real Marketing 8.1 Cold turkey has got 
me on the run	000
Delivering customer value and satisfaction	000
l	Value chain	000
l	Total quality management	000
Customer value	000
l	Customer retention	000
Real Marketing 8.1 M1M marketing 
and morphing products	000
Relationship marketing	000
l	Selective relationship management	000
l	Customer relationship management	000
l	When to use relationship marketing	000
l	Partner relationship management	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 8 Abel & Cole-the 
Greener Grocer	000
Chapter nine Segmentation 
and positioning	000
Previewing the concepts	000
Prelude case Classic Car Club	000
Introduction	000
Market segmentation	000
l	Segmenting consumer markets	000
l	Segmenting business markets	000
l	Segmenting international markets	000
l	Requirements for effective segmentation	000
Market targeting	000
l	Evaluating market segments	000
l	Selecting target market segments	000
l	Socially responsible target marketing	000
Real Marketing 9.1 The place is the thing	000
Differentiation and positioning	000
l	Positioning maps	000
l	Choosing a differentiation and positioning 
strategy	000
l	Communicating and delivering the 
chosen position	000
Real Marketing 9.2 Staples: on the button	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 9 Coffee-Mate	000
Chapter ten Competitive strategy	000
Previewing the concepts	000
Prelude case PS3 blues and X-box 360¡ 
turn as wee Wii wins	000
Introduction	000
Competitor analysis	000
l	Identifying competitors	000
l	Assessing competitors	000
l	Selecting competitors to attack and avoid	000
l	Designing a competitive intelligence system	000
Real Marketing 10.1 Marketing where 
the money is: customer coddling	000
Competitive strategies	000
l	Approaches to marketing strategy	000
l	Basic competitive strategies	000
l	Competitive positions	000
l	Market leader strategies	000
l	Market challenger strategies	000
l	Market follower strategies	000
l	Market nicher strategies	000
Real Marketing 10.2 Tesco: playing in the 
big guys' back yard	000
Balancing customer and competitor 
orientations	000
Company case 10 Bose: competing 
by being truly different	000
Part four Product	000
Chapter eleven Product 
and branding strategy	000
Previewing the concepts	000
Prelude case L'Or¿al: are you worth it?	000
Introduction	000
What is a product?	000
l	Products, services and experiences	000
Real Marketing 11.1 Naming brands: 
part science, part art, and more than 
a little instinct	000
Product decisions	000
l	Individual product decisions	000
l	Product-line decisions	000
l	Product-mix decisions	000
Branding strategy: building strong brands	000
l	Brand equity	000
l	Building strong brands	000
Additional product considerations	000
l	Product decisions and social 
responsibility	000
l	International product decisions	000
Real Marketing 11.2 Mattel, 'Made in China' 
and 10,000 doll tears	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 11 Is it a phone? No! 
Is it an MP3 player? No! Is it an Internet 
company? Yes, it's Ovi!	000
Chapter twelve New-product 
development and product life-cycle strategies	000
Previewing the concepts	000
Prelude case Hoki, by any other name, 
tastes just as oily	000
Introduction	000
New-product development strategy	000
l	Risks and returns in new-product 
development	000
l	Why do new products fail?	000
l	What influences new-product success?	000
The new-product development process	000
l	New-product strategy	000
l	Idea generation	000
l	Idea screening	000
l	Concept development and testing	000
l	Marketing strategy development	000
l	Business analysis	000
l	Product development	000
l	Test marketing	000
l	Commercialisation	000
Real Marketing 12.1 Electrolux: cleaning 
up with customer-centred, team-based 
new-product development	000
Managing new-product development	000
l	Customer-centred new-product 
development	000
l	Team-based new-product development	000
l	Systematic new-product development	000
Product life-cycle strategies	000
l	Introduction stage	000
l	Growth stage	000
l	Maturity stage	000
l	Decline stage	000
Real Marketing 12.2 Smile! Leica captures 
the good old days	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 12 CEM: innovating out of decline	000
Chapter thirteen Marketing 
services	000
Previewing the concepts	000
Prelude case Stena Line: sailing out 
of troubled waters	000
Introduction	000
Nature and characteristics of a service	000
l	Defining services and categories 
of service mix	000
l	Service characteristics and marketing 
implications	000
Marketing strategies for service firms	000
l	Three additional Ps	000
l	The service-profit chain	000
l	Managing differentiation	000
l	Managing service quality	000
l	Managing productivity	000
Real Marketing 13.1 Moral marketing pays: 
doing well by doing good	000
Marketing in non-profit organisations	000
l	The non-profit environment	000
l	Characteristics of non-profit marketing	000
l	Marketing strategies for non-profit 
organisations	000
Real Marketing 13.2 Oxfam: sustainable 
fashion	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 13 The Ritz	000
Part five Price	000
Chapter fourteen Pricing	000
Previewing the concepts	000
Prelude case The Oresund Bridge: 
over or under, down and out, again 
and again	000
What is price?	000
Factors to consider when setting prices	000
l	Customer perceptions of value	000
l	Other internal and external considerations affecting pricing decisions	000
Real Marketing 14.1 Economic Value Added	000
New-product pricing strategies	000
l	Market-skimming pricing	000
l	Market-penetration pricing	000
Product-mix pricing strategies	000
l	Product line pricing	000
l	Optional-product pricing	000
l	Captive-product pricing	000
l	By-product pricing	000
l	Product-bundle pricing	000
Price-adjustment strategies	000
l	Discount and allowance pricing	000
l	Segmented pricing	000
l	Psychological pricing	000
l	Promotional pricing	000
l	Geographical pricing	000
l	Dynamic pricing	000
l	International pricing	000
Real Marketing 14.2 Pricing around the world	000
Price changes	000
l	Initiating price changes	000
l	Responding to price changes	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 14 BMI Baby, Buzz, ValuJet, 
easyJet: easy come, easy go	000
Part six Promotion	000
Chapter fifteen Communicating 
customer value: integrated marketing communications strategy	000
Previewing the concepts	000
Prelude case Rolls-Royce	000
Introduction	000
The promotion mix	000
Integrated marketing communications	000
l	The new marketing communications 
landscape	000
l	The shifting marketing communications 
model	000
l	The need for integrated marketing 
communications	000
Real Marketing 15.1 For fun, fame and fortune, 
try do-it-yourself (DIY) advertising	000
A view of the communication process	000
Steps in developing effective communication	000
l	Identifying the target audience	000
l	Determining the communication objectives	000
l	Designing a message	000
l	Choosing media	000
l	Collecting feedback	000
Setting the total promotion budget and mix	000
l	Setting the total promotion budget	000
l	Setting the overall promotion mix	000
l	Integrating the promotion mix	000
Socially responsible marketing communication	000
l	Advertising and sales promotion	000
l	Personal selling	000
Real Marketing 15.2 We're decent, legal, 
honest and truthful: Who needs laws?	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 15 Absolut Vodka: Samantha 
and the Hunk on the Level	000
Chapter sixteen Advertising 
and public relations	000
Previewing the concepts	000
Prelude case Bored? Let's play Monopoly	000
Introduction	000
Advertising	000
Important decisions in advertising	000
l	Setting advertising objectives	000
l	Setting the advertising budget	000
l	Developing advertising strategy	000
l	Evaluating advertising effectiveness 
and return on advertising investment	000
Real Marketing 16.1 Mobile advertising: 
signing up for real-time discounts	000
Other advertising considerations	000
l	Organising for advertising	000
l	International advertising decisions	000
Public relations	000
l	The role and impact of public relations	000
l	Major public relations tools	000
l	Major public relations decisions	000
Real Marketing 16.2 Bed and breakfast 
IKEA style	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 16 Ninety per cent 
of spend wasted!	000
Chapter seventeen Personal selling 
and sales promotion	000
Previewing the concepts	000
Prelude case Arla Foods - rethinking its sales 
force strategy and structure	000
Personal selling	000
l	The nature of personal selling	000
l	The role of the sales force	000
Managing the sales force	000
l	Designing sales force strategy and structure	000
l	Recruiting and selecting salespeople	000
l	Training salespeople	000
l	Compensating salespeople	000
l	Supervising salespeople	000
l	Evaluating salespeople	000
The personal selling process	000
l	Steps in the selling process	000
l	Personal selling and customer relationship management	000
Real Marketing 17.1 Cross-cultural selling: 
in search of universal values	000
Sales promotion	000
l	Rapid growth of sales promotion	000
l	Setting sales promotion objectives	000
l	Major sales promotion tools	000
l	Developing the sales promotion 
programme	000
Real Marketing 17.2 Sales promotions 
under siege: What should companies do?	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 17 Britcraft Jetprop: 
Whose sale is it anyhow?	000
Chapter eighteen Direct and online marketing: building direct customer 
relationships	000
Previewing the concepts	000
Prelude case Cool Diamonds: are they forever?	000
Direct marketing	000
l	The new direct-marketing model	000
Growth and benefits of direct marketing	000
l	Benefit to buyers	000
l	Benefit to sellers	000
Customer databases and direct marketing	000
Forms of direct marketing	000
l	Direct-mail marketing	000
l	Catalogue marketing	000
l	Telephone marketing	000
l	Direct-response television marketing	000
l	Kiosk marketing	000
l	New digital direct marketing techniques	000
Real Marketing 18.1 'Flick to click' shoppers 
turn to new page	000
Online marketing	000
l	Marketing and the Internet	000
l	Online marketing domains	000
l	Types of online marketers	000
l	Setting up an online marketing presence	000
l	The promise and challenges of online 
marketing	000
Real Marketing 18.2 Corporate website performance: are you being served?	000
Integrated direct marketing	000
l	Public policy and ethical issues in direct marketing	000
l	A need for action	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 18 Viagogo goes west	000
Part seven Place	000
Chapter nineteen Managing 
marketing channels	000
Previewing the concepts	000
Prelude case Good Hair Day (GHD)	000
Supply chains and the value delivery network	000
The nature and importance of marketing 
channels	000
l	How channel members add value	000
l	Number of channel levels	000
Channel behaviour and organisation	000
l	Channel behaviour	000
l	Channel organisation	000
Real Marketing 19.1 Disintermediation: 
the music industry dances to a new iTune	000
Channel design decisions	000
l	Analysing customer needs	000
l	Setting channel objectives	000
l	Identifying the major channel alternatives	000
l	Evaluating the main channel alternatives	000
l	Designing international distribution 
channels	000
Channel management decisions	000
l	Selecting channel members	000
l	Managing and motivating channel 
members	000
l	Evaluating channel members	000
Marketing logistics and supply chain 
management	000
l	The nature and importance of marketing 
logistics	000
l	Goals of the logistics system	000
l	Major logistics functions	000
l	Integrated logistics management	000
Real Marketing 19.2 High-tech logistics 
pave way for greener trucking	000
Channel trends	000
l	Retailing and wholesaling trends	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 19 Zara-the fast and furious 
giant of fashion	000
Chapter twenty The global 
marketplace	000
Previewing the concepts	000
Prelude case J¿germeister Rock'n'Race	000
Global marketing today	000
Looking at the global marketing environment	000
l	The international trade system	000
l	Economic environment	000
l	Political-legal environment	000
l	Cultural environment	000
Deciding whether to go international	000
Deciding which markets to enter	000
Real Marketing 20.1 Emerging markets: 
elusive targets	000
Deciding how to enter the market	000
l	Exporting	000
l	Joint venturing	000
l	Direct investment	000
Real Marketing 20.2 LG Electronics: 
think locally; succeed globally	000
Deciding on the global marketing programme	000
l	Standardisation or adaptation for 
international markets?	000
l	Product	000
l	Promotion	000
l	Price	000
l	Distribution channels	000
Deciding on the global marketing organisation	000
l	Export department	000
l	International division	000
l	Global organisation	000
Reviewing the concepts	000
Discussing the concepts	000
Applying the concepts	000
References	000
Company case 20 The global wine SCAM: 
soil, climate, aspect and mystique	000
Glossary	000
Subject index	000
Company index	000
Guided Tour	000

Library of Congress Subject Headings for this publication:

Marketing.