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Copyright, vi
Preface, xxi
About the Author, xxix
One. Marketing Philosophy and Strategy, 1
1. Marketing and the Job of the Marketing Manager, 2
Marketing Philosophies, 6
The Job of the Marketing Manager, 17
The Changing Nature of Marketing, 23
The New Communications Environment, 28
ROI and Marketing, 30
The New Power of the Customer, 31
The Focus of This Book, 31
Executive Summary, 32
Chapter Questions, 33
2. A Strategic Marketing Framework, 34
Complete Marketing Strategy, 36
Marketing Strategies Over the Product Life Cycle, 53
Executive Summary, 58
Chapter Questions, 58
Two. Analysis for Marketing Decisions, 60
3. Marketing Research, 60
The Research Process, 63
Secondary Data Sources, 65
Primary Data Sources, 69
Potential and Forecasting, 78
Executive Summary, 85
Chapter Questions, 85
4. Analyzing Consumer Behavior, 86
Who Are the Consumers?, 89
Why Do Consumers Buy?, 108
How Do Consumers Make Purchase Decisions?, 110
Where Do Consumers Buy?, 119
When Do Consumers Buy?, 120
Executive Summary, 120
Chapter Questions, 120
5. Organizational Buying Behavior, 122
Industrial vs. Consumer Marketing, 125
Who Are the Customers?, 127
Why Do Customers Buy?, 135
How Do Customers Make Purchase Decisions?, 137
Where Do Customers Buy?, 143
When Do Customers Buy?, 144
Executive Summary, 144
Chapter Questions, 145
6. Market Structure and Competitor Analysis, 146
Market Structure Analysis, 149
Competitor Analysis, 156
Where Do We Get the Information?, 165
Competitive Strategy: Some Game Theory Notions, 168
Executive Summary, 170
Chapter Questions, 171
Three. Marketing Decision Making, 172
7. Product Decisions, 172
Branding, 175
Marketing ROI and Branding, 189
Product Positioning, 189
Positioning over the Product Life Cycle, 193
The Product Feature Decision, 193
Product Line Decisions, 193
Mass Customization, 197
Packaging and Product Design, 199
Executive Summary, 200
Chapter Questions, 201
8. New Product Development, 202
Factors Affecting New Product Success or Failure, 207
Approaches to New Product Development, 209
Steps in the New Product Development Process, 214
Topics in New Product Development, 230
Executive Summary, 234
Chapter Questions, 234
9. Pricing, 236
The Role of Marketing Strategy in Pricing, 239
Perceived Value, 240
Competition and Pricing, 250
The Role of Costs, 251
Deciding How Much of the Strategic Pricing Gap to Capture, 252
Specific Pricing Tactics, 258
Pricing and the Internet, 262
Global Pricing Issues, 263
Executive Summary, 265
Chapter Questions, 265
10. Communications and Advertising Strategy, 266
Communications, 269
Integrated Marketing Communications, 272
Advertising Management, 277
Objective Guarantees, 297
Marketing Mix Modeling: Linking Past Sales and Advertising, 297
Technology’s Impact on Advertising, 298
Executive Summary, 298
Chapter Questions, 299
11. Sales Promotion, 300
Types of Sales Promotion, 305
Promotion Strategy, Objectives, and Evaluation, 315
Promotion Budgeting, 322
Sales Promotion and Information Technology, 323
Executive Summary, 324
Chapter Questions, 324
12. Channels of Distribution, 326
The Importance of Channels of Distribution, 328
Channel Dynamics, 332
Channel Functions, 335
Factors Affecting the Channel System, 337
Channel Options, 339
Channel Power and Management, 345
Channels Issues in High-Tech Marketing, 349
Global Channels Issues, 351
Some Special Topics in Channels of Distribution, 353
Executive Summary, 357
Chapter Questions, 357
13. Direct Channels of Distribution: Personal Selling and Direct Marketing, 358
The Sales Force and the Marketing Organization, 360
What Does a Salesperson Do?, 366
Directing the Sales Force, 368
Designing Sales Territories, 370
Setting Sales Quotas, 375
Compensation, 375
Controlling and Evaluating the Sales Force, 377
The Changing Nature of the Sales Force: The Impact of Technology, 378
Direct Marketing, 381
Executive Summary, 387
Chapter Questions, 387
14. Customer Relationship Management, 388
The Economics of Loyalty, 391
A Framework for Customer Relationship Management, 394
Creating the Database, 395
Analyzing the Database, 397
Customer Selection, 399
Customer Targeting, 401
Relationship Marketing Programs, 402
Privacy Issues, 417
Metrics, 417
Executive Summary, 418
Chapter Questions, 419
15. Special Topic: Strategies for Service Markets, 420
The Nature of Services, 423
Service Quality, 425
Strategic Issues, 431
Marketing-Mix Implications of Service Marketing, 437
Customer Relationship Management, 441
Global Aspects of Services Marketing, 441
The Impact of Technology on Service Marketing, 443
Executive Summary, 445
Chapter Questions, 445
Notes, 447
Chapter 1, 447
Chapter 2, 448
Chapter 3, 450
Chapter 4, 450
Chapter 5, 452
Chapter 6, 452
Chapter 7, 453
Chapter 8, 455
Chapter 9, 457
Chapter 10, 458
Chapter 11, 460
Chapter 12, 461
Chapter 13, 462
Chapter 14, 463
Chapter 15, 465
Glossary, 466
Name Index, I-1-1
Subject Index, I-2-1

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