1. 1 Marketing dynamics
2. Learning objectives
3. Introduction
4. Marketing defined
5. The marketing concept in the organisation
6. Marketing management responsibilities
7. Marketing scope
8. Chapter summary
9. Questions for review and discussion
10. Case study 1 Devices and desires
11. References for chapter 1
12. 2 The European marketing environment
13. Learning objectives
14. Introduction
15. The nature of the European marketing environment
16. The sociocultural environment
17. The technological environment
18. The economic environment
19. The ethical environment
20. The political and legal environments
21. The ecological environment
22. Chapter summary
23. Questions for review and discussion
24. Case study 2 Got any gum, chum?
25. References for chapter 2
26. 3 Buyer behaviour
27. Learning objectives
28. Introduction
29. The consumer decision-making process
30. Buying situations
31. Environmental influences
32. Psychological influences: the individual
33. Sociocultural influences: the group
34. Defining B2B marketing
35. B2B customers
36. Characteristics of B2B markets
37. The buying decision-making process
38. The buying centre
39. Buying criteria
40. Chapter summary
41. Questions for review and discussion
42. Case study 3 Choose your own remedy
43. References for chapter 3
44. 4 Segmenting markets
45. Learning objectives
46. Introduction
47. The concept of segmentation
48. Segmenting B2B markets
49. Segmenting consumer markets
50. Implementation of segmentation
51. Benefits of segmentation
52. The dangers of segmentation
53. Criteria for successful segmentation
54. Chapter summary
55. Questions for review and discussion
56. Case study 4 The colour of money: is the ‘pink pound’ any different?
57. References for chapter 4
58. 5 Marketing information and research
59. Learning objectives
60. Introduction
61. Marketing research: definition and role
62. Types of research
63. Marketing information systems
64. Decision support systems
65. The marketing research process
66. Secondary research
67. Primary research
68. Ethics in marketing research
69. Chapter summary
70. Questions for review and discussion
71. Case study 5 ‘And now, here are the football results’
72. References for chapter 5
73. 6 Product
74. Learning objectives
75. Introduction
76. Anatomy of a product
77. Product classification
78. Understanding the product range
79. Branding
80. Product management and strategy
81. The product lifecycle
82. Market evolution
83. Product management and organisation
84. Chapter summary
85. Questions for review and discussion
86. Case study 6 Opulence in the Orient
87. References for chapter 6
88. 7 Price
89. Learning objectives
90. Introduction
91. The role and perception of price
92. External influences on the pricing decision
93. Internal influences on the pricing decision
94. The process of price setting
95. Chapter summary
96. Questions for review and discussion
97. Case study 7 You want to go compare? Simples
98. References for chapter 7
99. 8 Place
100. Learning objectives
101. Introduction
102. Channel structures
103. Rationale for using intermediaries
104. Types of intermediary
105. Channel strategy
106. Chapter summary
107. Questions for review and discussion
108. Case study 8 Strolling down the virtual aisles
109. References for chapter 8
110. 9 Promotion: integrated marketing communication
111. Learning objectives
112. Introduction
113. Communications planning model
114. Communications planning model: review
115. Chapter summary
116. Questions for review and discussion
117. Case study 9 Flying in from Rio
118. References for chapter 9
119. 10 Promotion: advertising and sales promotion
120. Learning objectives
121. Introduction
122. The role of advertising
123. Formulating the advertising message
124. Advertising media
125. Developing an advertising campaign
126. Sales promotion
127. Chapter summary
128. Questions for review and discussion
129. Case study 10 Celebrity endorsement: we can’t see the Woods for the tweets
130. References for chapter 10
131. 11 Promotion: direct and digital marketing
132. Learning objectives
133. Introduction
134. Direct marketing
135. Digital direct marketing
136. Chapter summary
137. Questions for review and discussion
138. Case study 11 If the shoe fits . . .
139. References for chapter 11
140. 12 Promotion: personal selling, PR and sponsorship
141. Learning objectives
142. Introduction
143. Personal selling: definition, role and tasks
144. The personal-selling process
145. Sales management
146. Trade shows and exhibitions
147. Public relations
148. Sponsorship
149. Cause-related marketing
150. Chapter summary
151. Questions for review and discussion
152. Case study 12 Trust: winning it, exploiting it, losing it
153. References for chapter 12
154. 13 Marketing strategy and planning
155. Learning objectives
156. Introduction
157. The role and importance of marketing planning and strategy
158. Influences on planning and strategy
159. The marketing planning process
160. Organising marketing activities
161. Controlling marketing activities
162. Chapter summary
163. Questions for review and discussion
164. Case study 13 Retailing a sustainable strategy
165. References for chapter 13
166. 14 Services and non-profit marketing
167. Learning objectives
168. Introduction
169. Perspectives on service markets
170. Services marketing management
171. Cause-related marketing
172. Chapter summary
173. Questions for review and discussion
174. Case study 14 Fast-food: feeding the hungry traveller
175. References for chapter 14
176. Index
177. A
178. B
179. C
180. D
181. E
182. F
183. G
184. H
185. I
186. J
187. K
188. L
189. M
190. N
191. O
192. P
193. Q
194. R
195. S
196. T
197. U
198. V
199. W
200. Y
201. Index of company names
202. A
203. B
204. C
205. D
206. E
207. F
208. G
209. H
210. I
211. K
212. L
213. M
214. N
215. O
216. P
217. Q
218. R
219. S
220. T
221. U
222. V
223. W
224. Y
225. Z

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