Principles and practice of marketing / David Jobber and Fiona Ellis-Chadwick

The ninth edition of McGraw-Hills leading textbook, Principles and Practice of Marketing, provides a contemporaryand modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, thisauthoritative text provides students with a core understanding of the wider context of marketing operations withincompanies, illustrated with innovative examples of marketing in practice. It has been updated with the latestdevelopments, such as trends towards social and ethical marketing and cutting-edge technological change. Find The crucial role that retail plays in promoting the economic and social health of towns and cities.- How Maltesers won the Channel 4 TV competition championing diversity and disability.- How companies are using social media influencers to promote their brands.- How data analytics and artificial intelligence are refocusing Harley Davidsons marketing strategy.- How Manchester City FC is innovating in high-tech marketing and co-creation. Key A brand-new chapter on Digital Marketing, and a focus on technology throughout the text.- A structure that focuses on the importance of Customer Value.- Fully updated to reflect the latest technologies and digital developments.- New and updated Marketing in Action boxes and Mini Cases, focusing on European and Globalcompanies including Amazon, Pandora, Zara and IKEA.- 44 new and updated end-of-chapter cases provide insights across a range of businessesincluding high street fashion stores and supermarkets (Burberry, Nordstrom, Coop Danmark,H&M), Airlines and services (EasyJet, Starbucks) and high-tech operations (Apple, eSports,Toyota), as well as important developments, such as place marketing and social media influencers.- Fully updated and streamlined pedagogy, including refocused recommended readings at the endof each chapter, encouraging expanded knowledge. Half Title Title Copyright Dedication Brief Contents Contents Vignettes Case guide Preface Guided Tour Technology to Enhance Learning and Teaching About the Authors Acknowledgements PART 1 Fundamentals of Marketing 1 Marketing and the Organization Introduction to Principles and Practice of Marketing What is Marketing? Adopting a Market Orientation in a Changing World Understanding Market-driven Businesses Efficiency Versus Effectiveness Creating Customer Value, Satisfaction and Loyalty Marketing Planning Does Marketing have all the Answers? Review Key Terms Study Questions Recommended Reading References CASE 1 Coca-Cola and Pepsi CASE 2 Fast Fashion at H&M 2 The Marketing Environment Technological Forces and the Digital Revolution Economic Forces Political and Legal Forces Legal and Regulatory Responses to Ethical Issues in Marketing The Physical Environmental Forces Culture and Society Societal Responses to Ethical Issues in Marketing The Microenvironment Monitoring and Responding in the Marketing Environment Responses to Environmental Change Review Key Terms Study Questions Recommended Reading References CASE 3 Marketing a ‘Place’ in a Rapidly Changing Environment CASE 4 Reaching ‘Sinks, Dinks and Millennials’ Worldwide 3 Consumer Behaviour The Changing Context of Consumer Behaviour The Dimensions of Consumer Behaviour Influences on Consumer Behaviour Review Key Terms Study Questions Recommended Reading References CASE 5 Cappuccino Wars CASE 6 The Rise of Influencer Marketing: is it Worth it for Brands? 4 Business-to-Business Marketing Importance of Business-to-Business (B2B) Markets What is Business-to Business Marketing? People and Process in Purchasing Influences on Buying Decisions Segmenting B2B Markets Review Key Terms Study Questions Recommended Reading References CASE 7 Naked Wines—A Community of Wine Makers and Drinkers CASE 8 AstraZeneca: Sweden and the UK Join Forces to Serve New Markets in the Pharmaceutical Industry 5 Marketing, Ethics and Society Dimensions of Sustainable Marketing Marketing and Ethics Marketing Approaches and Society Societal Marketing Review Key Terms Study Questions Recommended Reading References CASE 9 Channel 4 and Maltesers Championing Diversity CASE 10 Social Responsibility or Good Business? Coop Danmark’s Anti Food Wastage Initiatives 6 Marketing Analytics and Research Marketing Analytics: Goals, Performance and Measurement Marketing and Research The Market Research Process Ethical Issues in Marketing Analytics Review Key Terms Study Questions Recommended Reading References CASE 11 Accelerating Marketing Research CASE 12 TomTom: Still Helping Us Find Our Way Around the Planet 7 Market Segmentation and Positioning Why Bother to Segment Markets? The Process of Market Segmentation and Target Marketing Segmenting Consumer Markets Target Marketing Positioning Key Characteristics of an Effective Marketing Mix Review Key Terms Study Questions Recommended Reading References CASE 13 The Growing No-Alcohol and Low-Alcohol Beer Segment CASE 14 Behavioural and Psychological Segmentation Criteria: The LEGO Case PART 2 Creating Customer Value 8 Value Through Brands Products, Services and Brands The Product Line and Product Mix Brand Types Why Strong Brands are Important Brand Equity Brand Building Key Branding Decisions Rebranding Brand Extension and Stretching Co-branding Global and Pan-European Branding Review Key Terms Study Questions Recommended Reading References CASE 15 Kim Kardashian: Marketing Genius? CASE 16 Burberry 9 Value Through Service The Service Industries The Nature of Services Managing Services Review Key Terms Study Questions Recommended Reading References CASE 17 Nordstrom: Using Service Excellence To Provide A Better Customer Experience CASE 18 Pret A Manger: ‘Passionate About Food’ 10 Value Through Relationships Value Creation Value and Relational Networks Key Concepts of Relationship Marketing Relationship Management and Managing Customer Relationships How to Build Relationships Benefits for the Organization Benefits for the Customer Developing Customer Retention Strategies Technology-enhanced Customer Relationship Management Relationship Marketing—Summary Review Key Terms Study Questions Recommended Reading References CASE 19 Starbucks: Managing Customer Relationships One Cup At a Time CASE 20 Top of their Game—Technology Innovation in Manchester City Football Club (FC) 11 Value Through Innovation What is an Innovation and What is a New Product? Creating and Nurturing an Innovative Culture Organizing Effectively for Innovation and New Product Development Managing Idea Realization (New Product Development) Review Key Terms Study Questions Recommended Reading References CASE 21 Keogh’s Crisps—Home Grown Innovation CASE 22 Innovation through Collaboration: Apple Watch Nike + 12 Value Through Pricing Economists’ Approach to Pricing Cost-orientated Pricing Competitor-orientated Pricing Market-orientated Pricing Initiating Price Changes Reacting to Competitors’ Price Changes Ethical Issues in Pricing Review Key Terms Study Questions Recommended Reading References CASE 23 easyJet and Ryanair CASE 24 The Triumph of German Limited Range Discounters PART 3 Communicating and Delivering Customer Value 13 Integrated Marketing Communications Integrated Marketing Communications Approach Planning for Integrated Marketing Communications Elements of Integrated Marketing Communications Review Key Terms Study Questions Recommended Reading References CASE 25 Domino’s Journey to Number One CASE 26 eSports Sponsorship: Game On 14 Mass Marketing Communications Introduction Advertising The Role of Advertising Advertising Expenditure How Advertising Works When to use Advertising Organizing for Campaign Development Product Placement Public Relations and Sponsorship Sales Promotion Ethical Issues in Advertising Review Key Terms Study Questions Recommended Reading References CASE 27 Volvo: Buying a Car by Simply Using an App CASE 28 Toyota and Buddy 15 Direct Marketing Communications Principles of Direct Marketing Communications Direct Marketing Direct Marketing Campaigns Managing a Direct Marketing Campaign Selling and Sales Management Characteristics of Selling Personal Selling and Sales Management Sales Management Business-to-Business Relationship Development Strategies Exhibitions and Trade Shows Ethical Issues in Direct Communications Review Key Terms Study Questions Recommended Reading References CASE 29 Airbnb: Don’t Go There, Live There! CASE 30 The Taste of Success: Nestlé’s Direct Marketing Communications 16 Digital Marketing and Media What are Digital Marketing and Digital Media? The Digital Communication Environment Digital Marketing and Digital Media Campaign Planning Creative Implementation The Dark Side of Digital Marketing Review Key Terms Study Questions Recommended Reading References CASE 31 Digital Disrupters Competing forOur Attention CASE 32 Online Media—Brand Marketing in Real Time 17 Distribution and Channel Management Functions of Channel Intermediaries Types of Distribution Channel Channel Strategy Channel Management Retailing: Physical and Digital Channels to Market Retailing: In-store, Online and Mobile Ethical Issues in Distribution Review Key Terms Study Questions Recommended Reading References CASE 33 ASOS CASE 34 Walmart and Asda PART 4 Marketing Planning and Strategy 18 Marketing Planning: An Overview of Strategic Analysis and Decision-making Marketing Planning Context The Functions of Marketing Planning The Process of Marketing Planning Marketing Audit Marketing Objectives Core Marketing Strategy Rewards of Marketing Planning Problems in Making Planning Work How to Handle Marketing Planning Problems Review Key Terms Study Questions Recommended Reading References CASE 35 Marks & Spencer: Challenging Times Ahead CASE 36 From Value Added in Africa (VAA) to Proudly Made in Africa (PMIA)—A Strategic change 19 Analysing Competitors and Creating a Competitive Advantage Analysing Competitive Industry Structure Competitor Analysis Competitive Advantage Creating a Differential Advantage Creating Cost Leadership Competitive Marketing Strategy Competitive Behaviour Developing Competitive Marketing Strategies Review Key Terms Study Questions Recommended Reading References CASE 37 General Motors CASE 38 Coca-Cola in India: An Unstoppable Powerhouse or a Stumbling Giant? 20 Product Strategy: Lifecycle, Portfolio and Growth Managing Product Lines and Brands over Time: The Product Lifecycle Uses of the Product Lifecycle Limitations of the Product Lifecycle A Summary of the Usefulness of the Product Lifecycle Concept Managing Brand and Product Line Portfolios Product Strategies for Growth Ethical Issues and Products Review Key Terms Study Questions Recommended Reading References CASE 39 Growth Strategies at Unilever CASE 40 Fever-Tree: Capitalizing on Market Trends 21 Global Marketing Strategy Deciding Whether to Go Global or Stay Local Deciding Which Markets to Enter Deciding How to Enter a Foreign Market Developing Global Marketing Strategy Review Key Terms Study Questions Recommended Reading References CASE 41 IKEA CASE 42 Subway Germany: Getting Steadily Underway 22 Managing Marketing Implementation, Organization and Control Marketing Strategy, Implementation and Performance Implementation and the Management of Change Objectives of Marketing Implementation and Change Value-based Approaches to deliver the Marketing Concept Forms of Resistance to Marketing Implementation and Change Developing Implementation Strategies Marketing Organization Marketing Control Strategic Control Operational Control and the Use of Marketing Metrics Review Key Terms Study Questions Recommended Reading References CASE 43 Marimekko—a Story of Design, Determination and Leadership CASE 44 Managing a Changing Musical Portfolio: HMV This textbook on marketing includes information on branding, ethics and corporate social responsibility, relationship marketing, internet marketing, mobile, wireless and e-mail marketing and adverts to demonstrate marketing principles in practice. The ninth edition of McGraw-Hill's leading textbook, Principles and Practice of Marketing, provides a contemporary and modern introduction to marketing. Covering the importance of customer value alongside the 4Ps, this authoritative text provides students with a core understanding of the wider context of marketing operations within companies, illustrated with innovative examples of marketing in practice. It has been updated with the latest developments, such as trends towards social and ethical marketing and cutting-edge technological change. Find Out:The crucial role that retail plays in promoting the economic and social health of towns and cities. How Maltesers won the Channel 4 TV competition championing diversity and disability. How companies are using social media influencers to promote their brands. How data analytics and artificial intelligence are refocusing Harley Davidson's marketing strategy. How Manchester City FC is innovating in high-tech marketing and co-creation. Key features:A brand-new chapter on Digital Marketing, and a focus on technology throughout the text. A structure that focuses on the importance of Customer Value. Fully updated to reflect the latest technologies and digital developments. New and updated Marketing in Action boxes and Mini Cases, focusing on European and Global companies including Amazon, Pandora, Zara and IKEA44 new and updated end-of-chapter cases provide insights across a range of businesses including high street fashion stores and supermarkets (Burberry, Nordstrom, Coop Danmark, H & M), Airlines and services (EasyJet, Starbucks) and high-tech operations (Apple, eSports, Toyota), as well as important developments, such as place marketing and social media influencers. Fully updated and streamlined pedagogy, including refocused recommended readings at the end of each chapter, encouraging expanded knowledge