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Marketing Management 15e.Global Edition, Philip Kotler

  Judul Buku : Marketing Management 15e – Global Edition

Judul Buku:Marketing Management 15e – Global Edition
Pengarang:Philip Kotler – Kevin Lane Keller
Penerbit:Pearson
Cetakan:Global Edition
Tahun Terbit:2016
Bahasa:Inggris
Jumlah Halaman:136
Kertas Isi:HVS
Cover:Soft
Ukuran:21 x 27
Berat:1700
Kondisi:Baru
Harga: Rp480,000


Stock:1

Marketing Management 15e – Global Edition
Pengarang : Philip Kotler – Kevin Lane Keller
Penerbit : Pearson


Contents

Preface 17
PART 1 Understanding Marketing Management 24
Chapter 1 Defining Marketing for the New Realities 25
The Value of Marketing 25
Marketing Decision Making 25
Winning Marketing 26
The Scope of Marketing 27
What Is Marketing? 27
What Is Marketed? 27
Who Markets? 29
Core Marketing Concepts 31
Needs, Wants, and Demands 31
Target Markets, Positioning, and Segmentation 31
Offerings and Brands 32
Marketing Channels 32
Paid, Owned, and Earned Media 32
Impressions and Engagement 32
Value and Satisfaction 33
Supply Chain 33
Competition 34
Marketing Environment 34
The New Marketing Realities 35
Technology 35
Globalization 36
Social Responsibility 36
MARKETING INSIGHT Getting to Marketing 3.0 37
A Dramatically Changed Marketplace 38
New Consumer Capabilities 38
New Company Capabilities 39
Changing Channels 41
Heightened Competition 41
Marketing in Practice 41
Marketing Balance 41
MARKETING MEMO Reinventing Marketing at Coca-Cola 42
Marketing Accountability 42
Marketing in the Organization 42
Company Orientation toward the Marketplace 42
The Production Concept 42
The Product Concept 43
The Selling Concept 43
The Marketing Concept 43
The Holistic Marketing Concept 43
Updating the Four Ps 47
MARKETING INSIGHT Understanding the 4 As of Marketing 48
Marketing Management Tasks 49
Developing Marketing Strategies and Plans 49
Capturing Marketing Insights 50
Connecting with Customers 50
Building Strong Brands 50
MARKETING MEMO Marketers' Frequently Asked Questions 50
Creating Value 51
Delivering Value 51
Communicating Value 51
Conducting Marketing Responsibly for Long-Term Success 51
Summary 51
Applications 52
MARKETING EXCELLENCE Nike 52
MARKETING EXCELLENCE Google 54

Chapter 2 Developing Marketing Strategies and Plans 57
Marketing and Customer Value 57
The Value Delivery Process 57
The Value Chain 58
Core Competencies 58
The Central Role of Strategic Planning 59
Corporate and Division Strategic Planning 60
MARKETING MEMO What Does It Take to Be a Successful CMO? 61
Defining the Corporate Mission 61
Establishing Strategic Business Units 64
Assigning Resources to Each SBU 64
Assessing Growth Opportunities 64
Organization and Organizational Culture 68
Marketing Innovation 69
MARKETING INSIGHT Creating Innovative Marketing 69
Business Unit Strategic Planning 70
The Business Mission 71
SWOT Analysis 71
MARKETING MEMO Checklist for Evaluating Strengths/Weaknesses Analysis
Goal Formulation 74
Strategic Formulation 74
Program Formulation and Implementation 75
MARKETING INSIGHT Businesses Charting a New Direction 76
Feedback and Control 77
The Nature and Contents of a Marketing Plan 77
MARKETING MEMO Marketing Plan Criteria 77
The Role of Research 78
The Role of Relationships 78
From Marketing Plan to Marketing Action 79
Summary 79
Applications 80
MARKETING EXCELLENCE Electrolux 80
MARKETING EXCELLENCE Emirates 81
Sample Marketing Plan: Pegasus Sports International 83

PART Capturing Marketing Insights 88
Chapter 3 Collecting Information and Forecasting Demand 89
Components of a Modern Marketing Information System 89
Internal Records 91
The Order-to-Payment Cycle 91
Sales Information Systems 91
Databases, Data Warehousing, and Data Mining 91
MARKETING INSIGHT Digging Into Big Data 92
Marketing Intelligence 92
The Marketing Intelligence System 92
Collecting Marketing Intelligence on the Internet 94
Communicating and Acting on Marketing Intelligence 94
Analyzing the Macroenvironment 94
Needs and Trends 95
Identifying the Major Forces 95
The Demographic Environment 96
MARKETING MEMO Finding Gold at the Bottom of the Pyramid 97
The Economic Environment 99
The Sociocultural Environment 100
The Natural Environment 101
MARKETING '.NSIGHT The Green Marketing Revolution 103
The Technological Environment 104
The Political-Legal Environment 105
MARKETING INSIGHT Watching Out for Big Brother 107
Forecasting and Demand Measurement 107
The Measures of Market Demand 108
A Vocabulary for Demand Measurement 109
Estimating Current Demand 111
Estimating Future Demand 113
Summary 115
Applications 116
MARKETING EXCELLENCE Microsoft 116
MARKETING EXCELLENCE Ferrero 117

Chapter 4 Conducting Marketing Research 121
The Scope of Marketing Research 121
Importance of Marketing Insights 121
Who Does Marketing Research? 122
Overcoming Barriers to the Use of Marketing Research 123
The Marketing Research Process 124
Step 1: Define the Problem, the Decision Alternatives, and the Research Objectives 124
Step 2: Develop the Research Plan 125
MARKETING MEMO Conducting Informative Focus Groups 127
MARKETING MEMO Marketing Questionnaire Dos And Don'ts 130
MARKETING INSIGHT Getting into the Heads of Consumers 131
MARKETING INSIGHT  Understanding Brain Science 133
Step 3: Collect the Information 135
Step 4: Analyze the Information 135
Step 5: Present the Findings 135
MARKETING INSIGHT Bringing Marketing Research to Life with Personas 136
Step 6: Make the Decision 136
Measuring Marketing Productivity 137
Marketing Metrics 137
MARKETING MEMO Measuring Social Media ROI 139
Marketing-Mix Modeling 140
Marketing Dashboards 140
MARKETING MEMO Designing Effective Marketing Dashboards 141
Summary 143
Applications 143
MARKETING EXCELLENCE IDEO 144
MARKETING EXCELLENCE Intuit 146

PART 3 Connecting with Customers 148
Chapter 5 Creating Long-Term Loyalty Relationships 149
Building Customer Value, Satisfaction, and Loyalty 149
Customer-Perceived Value 150
Total Customer Satisfaction 153
Monitoring Satisfaction 155
Product and Service Quality 156
MARKETING INSIGHT Net Promoter and Customer Satisfaction 157
Maximizing Customer Lifetime Value 158
Customer Profitability 159
Measuring Customer Lifetime Value 160
Attracting and Retaining Customers 160
MARKETING MEMO Calculating Customer Lifetime Value 161
Building Loyalty 164
Brand Communities 165
Win-Backs 168
Cultivating Customer Relationships 168
Customer Relationship Management 168
MARKETING INSIGHT The Behavioral Targeting Controversy 169
Summary 174
Applications 174
MARKETING EXCELLENCE Audi 175
MARKETING EXCELLENCE Harley-Davidson 176
Chapter 6 Analyzing Consumer Markets 179
What Influences Consumer Behavior? 179
Cultural Factors 179
Social Factors 181
Personal Factors 183
MARKETING MEMO The Average U.S. Consumer Quiz 184
Key Psychological Processes 187
Motivation 187
Perception 189
MARKETING MEMO The Power of Sensory Marketing 189
Learning 191
Emotions 192
Memory 193
The Buying Decision Process: The Five-Stage Model 194
Problem Recognition 195
Information Search 196
Evaluation of Alternatives 197
Purchase Decision 198
Postpurchase Behavior 200
Moderating Effects on Consumer Decision Making 202
Behavioral Decision Theory and Behavioral Economics 202
Decision Heuristics 203
Framing 204
Summary 205
Applications 205
MARKETING EXCELLENCE Disney 206
MARKETING EXCELLENCE IKEA 207

Chapter 7 Analyzing Business Markets 211
What is Organizational Buying? 211
The Business Market versus the Consumer Market 211
Buying Situations 214
Participants in the Business Buying Process 215
The Buying Center 216
Buying Center Influences 216
Targeting Firms and Buying Centers 217
MARKETING INSIGHT  Big Sales to Small Businesses 218
The Purchasing/Procurement Process 219
Stages in the Buying Process 220
Problem Recognition 220
General Need Description and Product Specification 221
Supplier Search 221
Proposal Solicitation 223
Supplier Selection 223
MARKETING MEMO Developing Compelling Customer Value Propositions 224
Order-Routine Specification 226
Performance Review 226
Developing Effective Business-to-Business Marketing Programs 226
Communication and Branding Activities 226
Systems Buying and Selling 228
MARKETING MEMO Spreading the Word with Customer Reference Programs 229
Role of Services 229
Managing Business-to-Business Customer Relationships 230
The Benefits of Vertical Coordination 230
MARKETING INSIGHT Establishing Corporate Trust, Credibility, and Reputation 231
Risks and Opportunism in Business Relationships 231
Institutional and Government Markets 233
Summary 234
Applications 235
MARKETING EXCELLENCE Accenture 235
MARKETING EXCELLENCE GE 236

Chapter 8 Tapping into Global Markets 239
Competing on a Global Basis 239
Deciding Whether to Go Abroad 241
Deciding Which Markets to Enter 242
How Many Markets to Enter 242
Evaluating Potential Markets 243
Succeeding in Developing
Markets 243
Deciding How to Enter the Market 248
Indirect and Direct Export 249
Licensing 249
Joint Ventures 250
Direct Investment 250
Acquisition 250
Deciding on the Marketing Program 251
Global Similarities and Differences 252
Marketing Adaptation 253
Global Product Strategies 254
Global Communication Strategies 257
Global Pricing Strategies 257
Global Distribution Strategies 259
Country-of-Origin Effects 260
Building Country Images 260
Consumer Perceptions of Country of Origin 261
Summary 262
Applications 263
MARKETING EXCELLENCE Twitter 263
MARKETING EXCELLENCE L'Oreal 264

PART 4 Building Strong Brands 266
Chapter 9 Identifying Market Segments and Targets 267
Bases for Segmenting Consumer Markets 268
Geographic Segmentation 268
Demographic Segmentation 271
Psychographic Segmentation 280
Behavioral Segmentation 281
How Should Business Markets Be Segmented? 283
Market Targeting 284
Effective Segmentation Criteria 285
Evaluating and Selecting the Market Segments 286
MARKETING INSIGHT  Chasing the Long Tail 289
MARKETING MEMO Protecting Kids Online 291
Summary 291
Applications 292
MARKETING EXCELLENCE HSBC 292
MARKETING EXCELLENCE BMW 294

Chapter 10 Crafting the Brand Positioning 297
Developing a Brand Positioning 297
Understanding Positioning and Value Propositions 297
Choosing a Competitive Frame of Reference 298
Identifying Potential Points-of-Difference and Points-of-Parity 300
Choosing Specific POPS and PODS 304 Brand Mantras 307
Establishing a Brand Positioning 309
MARKETING MEMO Constructing a Brand Positioning Bull's-eye 309
Alternative Approaches to Positioning 313
Brand Narratives and Storytelling 313
Cultural Branding 314
Positioning and Branding for A Small Business 314
Summary 317
Applications 317
MARKETING EXCELLENCE Nespresso 318
MARKETING EXCELLENCE Philips 319

Chapter 11 Creating Brand Equity 321
How Does Branding Work? 321
The Role of Brands 322
The Scope of Branding 323
Defining Brand Equity 324
Brand Equity Models 326
MARKETING INSIGHT Brand Bubble Trouble 328
Building Brand Equity 331
MARKETING MEMO The Marketing Magic of Characters 332
Designing Holistic Marketing Activities 332
Leveraging Secondary Associations 334
Internal Branding 336
Measuring Brand Equity 337
MARKETING INSIGHT The Brand Value Chain 337
MARKETING iNSiGHJ' What Is a Brand Worth? 339
Managing Brand Equity 340
Brand Reinforcement 340
Brand Revitalization 341
Devising a Branding Strategy 343
Branding Decisions 344
Brand Portfolios 345
Brand Extensions 347
Customer Equity 350
MARKETING MEMO Twenty-First-Century Branding 351
Summary 352
Applications 352
MARKETING EXCELLENCE McDonald's 353 MARKETING EXCELLENCE
Procter & Gamble 354

Chapter 12 Addressing Competition and Driving Growth 357
Growth 357
Growth Strategies 357
Growing the Core 358
Competitive Strategies for Market Leaders 359
Expanding Total Market Demand 360
Protecting Market Share 361
Increasing Market Share 363
Other Competitive Strategies 364
Market-Challenger Strategies 364
Market-Follower Strategies 366
MARKETING INSIGHT The Costs and Benefits of Fast Fashion 367
Market-Nicher Strategies 368
MARKETING MEMO Niche Specialist Roles 370
Product Life-Cycle Marketing Strategies 370
Product Life Cycles 370
Style, Fashion, and Fad Life Cycles 371
Marketing Strategies: Introduction Stage and the Pioneer Advantage 373
MARKETING INSIGF, Understanding Double Jeopardy 374
Marketing Strategies: Growth Stage 375
Marketing Strategies: Maturity Stage 376
Marketing Strategies: Decline Stage 377
MARKETING MEMO Managing a Marketing Crisis 378
Evidence for the Product Life-Cycle Concept 380
Critique of the Product Life-Cycle Concept 381
Market Evolution 381
Marketing in a Slow-Growth Economy 381
Explore the Upside of Increasing Investment 381
Get Closer to Customers 382
Review Budget Allocations 382
Put Forth the Most Compelling Value Proposition 382
Fine-Tune Brand and Product Offerings 383
Summary 384
Applications 384
MARKETING EXCELLENCE Samsung 385
MARKETING EXCELLENCE SABIC 386

PART 5 Creating Value 388
Chapter 13 Setting Product Strategy 389
Product Characteristics and Classifications 389
Product Levels: The Customer-Value
Hierarchy 389
Product Classifications 391
Differentiation 392
Product Differentiation 393
Services Differentiation 394
Design 396
Design Leaders 396
Power of Design 397
Approaches to Design 397
Luxury Products 398
Characterizing Luxury Brands 398
Growing Luxury Brands 398
Marketing Luxury Brands 399
Environmental Issues 400
MARKETING MEMO A Sip or A Gulp: Environmental Concerns in the Water Industry 401
Product and Brand Relationships 401
The Product Hierarchy 402
Product Systems and Mixes 402
Product Line Analysis 403
Product Line Length 404
MARKETING  INSIGHT  When Less Is More 405
Product Mix Pricing 408
Co-Branding and Ingredient Branding 409
MARKETING MEMO Product-Bundle Pricing Considerations 410
Packaging, Labeling, Warranties, and Guarantees 412
Packaging 412
Labeling 414
Warranties and Guarantees 415
Summary 415
Applications 416
MARKETING EXCELLENCE Nivea 416
MARKETING EXCELLENCE Toyota 418

Chapter 14 Designing and Managing Services 421
The Nature of Services 421
Service Industries Are Everywhere 421
Categories of Service Mix 422
Distinctive Characteristics of Services 424
The New Services Realities 428
A Shifting Customer Relationship 428
MARKETING MEMO Lights! Cameras! Customer Service Disasters! 430
Achieving Excellence In Services Marketing 431
Marketing Excellence 431
Technology and Service Delivery 432
Best Practices of Top Service Companies 433
Differentiating Services 435
MARKETING  INSIGHT  Improving Company Call Centers 436
Managing Service Quality 439
Managing Customer Expectations 440
MARKETING MEMO Recommendations for Improving Service Quality 441
Incorporating Self-Service Technologies (SSTS) 443
Managing Product-Support Services 444
Identifying and Satisfying Customer Needs 444
Postsale Service Strategy 445
Summary 445
Applications 446
MARKETING EXCELLENCE Club Med 446
MARKETING EXCELLENCE Parkway Group Hotels 448

Chapter 15 Introducing New Market Offerings 451
New-Product Options 451
Make or Buy 451
Types of New•Produ8ts 452
Challenges in New-Product
Development 453
The Innovation Imperative 454
New-Product Success 454
New-Product Failure 455
Organizational Arrangements 456
Budgeting for New-Product Development 456
Organizing New-Product Development 457
Managing the Development Process: Ideas 460
Generating Ideas 460
MARKETING MEMO Ten Ways to Find Great New-Product Ideas 460
MARKETING INSIGHT  Connect + Develop Approach to Innovation 461
MARKETING MEMO Seven Ways to Draw New Ideas from Your Customers
MARKETING MEMO How to Run a Successful Brainstorming Session 464
Using Idea Screening 465
Managing the Development Process: Concept to Strategy 467
Concept Development and Testing 467
Marketing Strategy Development 470
Business Analysis 470
Managing the Development Process: Development to Commercialization 472 Product Development 472
Market Testing 473
Commercialization 475
The Consumer-Adoption Process 476
Stages in the Adoption Process 476
Factors Influencing the Adoption Process 476
Summary 478
Applications 479
MARKETING EXCELLENCE Apple 479
MARKETING EXCELLENCE Salesforce.com 481

Chapter 16 Developing Pricing Strategies and Programs 483
Understanding Pricing 483
Pricing in a Digital World 484
A Changing Pricing Environment 484
MARKETING INSIGHT Giving It All Away 485
How Companies Price 486
Consumer Psychology and Pricing 487
Setting the Price 489
Step 1: Selecting the Pricing Objective 489
MARKETING INSIGHT  Trading Up, Down, and Over 490
Step 2: Determining Demand 492
Step 3: Estimating Costs 494
MARKETING MEMO How to Cut Costs 496
Step 4: Analyzing Competitors' Costs, Prices, and Offers 496
Step 5: Selecting a Pricing Method 497
Step 6: Selecting the Final Price 502
MARKETING INSIGHT Stealth Price Increases 503
Adapting the Price 504
Geographical Pricing (Cash, Countertrade, Barter) 504
Price Discounts and Allowances 504
Promotional Pricing 505
Differentiated Pricing 506
Initiating and Responding to Price Changes 507
Initiating Price Cuts 507
Initiating Price Increases 508
Anticipating Competitive Responses 508
Responding to Competitors' Price Changes 509
Summary 510
Applications 510
MARKETING EXCELLENCE eBay 511
MARKETING EXCELLENCE Air Arabia 512

PART 6 Delivering Value 514
Chapter 17 Designing and Managing Integrated Marketing Channels 515
Marketing Channels and Value Networks 516
The Importance of Channels 516
Multichannel Marketing 516
Integrating Multichannel Marketing Systems 517
Value Networks 519
The Digital Channels Revolution 520
The Role of Marketing Channels 521
Channel Functions and Flows 522
Channel Levels 523
Service Sector Channels 524
Channel-Design Decisions 525
Analyzing Customer Needs and Wants 525
MARKETING iNSIGHT Understanding the Showrooming Phenomena 525
Establishing Objectives and Constraints 526
Identifying Major Channel Alternatives 527
Evaluating Major Channel Alternatives 529
Channel-Management Decisions 530
Selecting Channel Members 530
Training and Motivating Channel Members 530
Evaluating Channel Members 531
Modifying Channel Design and Arrangements 532
Channel Modification Decisions 532
Global Channel Considerations 532
Channel Integration and Systems 534
Vertical Marketing Systems 534
Horizontal Marketing Systems 536
E-Commerce Marketing Practices 536
Pure-Click Companies 536
Brick-and-Click Companies 537
M-Commerce Marketing Practices 538
Changes in Customer and Company Behavior 539
M-Commerce Marketing Practices 539
Privacy 540
Conflict, Cooperation, and Competition 540
Types of Conflict and Competition 541
Causes of Channel Conflict 541
Managing Channel Conflict 541
Dilution and Cannibalization 543
Legal and Ethical Issues in Channel Relations 543
Summary 543
Applications 544
MARKETING EXCELLENCE Amazon.com 544
MARKETING EXCELLENCE Tesco 546

Chapter 18 Managing Retailing,Wholesaling, and Logistics 549
Retailing 549
Types of Retailers 550
MARKETING MEMO Innovative Retail Organizations 551
The Modern Retail Marketing Environment 554
MARKETING INSIGHT The Growth of Shopper Marketing 556
Marketing Decisions 557
MARKETING MEMO Helping Stores to Sell 562
Private Labels 563
Role of Private Labels 564
Private-Label Success Factors 564
MARKETING INSIGHT Manufacturer's Response to the Private-Label
Threat 565
Wholesaling 565
Trends in Wholesaling 567
Market Logistics 567
Integrated Logistics Systems 568
Market-Logistics Objectives 569
Market-Logistics Decisions 570
Summary 573
Applications 574
MARKETING EXCELLENCE Zara 574
MARKETING EXCELLENCE Best Buy 576

PART 7 Communicating Value 578
Chapter 19 Designing and Managing Integrated Marketing Communications 579
The Role of Marketing Communications 580
The Changing Marketing Communications Environment 580
MARKETING  INSIGHT  Don't Touch That Remote 580
Marketing Communications Mix 581
How Do Marketing Communications Work? 583
The Communications Process Models 584
Developing Effective Communications 586
Identify the Target Audience 586
Set the Communications Objectives 587
Design the Communications 587
Select the Communications Channels 590
MARKETING MEMO Celebrity Endorsements as a Message Strategy 591
MARKETING INSIGHT Playing Tricks to Build a Brand 593
Establish the Total Marketing Communications Budget 594
Selecting the Marketing Communications Mix 595
Characteristics of the Marketing Communications Mix 596
Factors in Setting the Marketing Communications Mix 597
Measuring Communication Results 599
Managing the Integrated Marketing Communications Process 599
Coordinating Media 601
Implementing IMC 601
MARKETING MEMO How Integrated Is Your IMC Program? 601
Summary 602
Applications 603
MARKETING EXCELLENCE Red Bull 603
MARKETING EXCELLENCE L'Oreal 604

Chapter 20 Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations 607
Developing and Managing an Advertising Program 608
Setting the Advertising Objectives 609
Deciding on the Advertising Budget 609
Developing the Advertising Campaign 610
MARKETING MEMO Print Ad Evaluation Criteria 612
MARKETING INSIGHT Off-Air Ad Battles 614
Choosing Media 615
MARKETING INSIGHT  Playing Games with Brands 618
MARKETING MEMO Winning The Super Bowl of Advertising 619
Evaluating Advertising Effectiveness 621
Sales Promotion 622
Advertising Versus Promotion 622
Major Decisions 623
Events and Experiences 626
Events Objectives 626
Major Sponsorship Decisions 627
MARKETING MEMO Measuring High-Performance Sponsorship Programs 628
Creating Experiences 628
Public Relations 629
Marketing Public Relations 629
Major Decisions in Marketing PR 630 Summary 631
Applications 632
MARKETING EXCELLENCE Evian 632
MARKETING EXCELLENCE Gillette 634

Chapter 21 Managing Digital Communications: Online, Social Media, and
Mobile 637
Online Marketing 637
Advantages and Disadvantages of Online Marketing Communications 638 Online Marketing Communication Options 639
MARKETING MEMO How to Maximize the Marketing Value of E-mails 642
Social Media 642
Social Media Platforms 643
Using Social Media 644
Word of Mouth 645
Forms of Word of Mouth 646
Creating Word-of-Mouth Buzz 646
MARKETING MEMO How to Start a Buzz Fire 648
MARKETING INSIGHT  Tracking Online Buzz 649
Measuring the Effects of Word of Mouth 650
Mobile Marketing 650
The Scope of Mobile Marketing 650
Developing Effective Mobile Marketing Programs 651
Mobile Marketing across Markets 651 Summary 652
Applications 653
MARKETING EXCELLENCE Facebook 653
MARKETING EXCELLENCE Unilever (Axe and Dove) 654

Chapter 22 Managing Personal Communications: Direct and Database Marketing and Personal Selling 657
Direct Marketing 657
The Benefits of Direct Marketing 658
Direct Mail 659
Catalog Marketing 660
Telemarketing 660
Other Media for Direct-Response Marketing 661
Public and Ethical Issues in Direct Marketing 661
Customer Databases and Database Marketing 662
Customer Databases 662
Data Warehouses and Data Mining 662
The Downside of Database Marketing 664
Designing the Sales Force 664
Sales Force Objectives and Strategy 666
Sales Force Structure 667
MARKETING INSIGHT  Major Account Management 668
Sales Force Size 668
Sales Force Compensation 668
Managing the Sales Force 669
Recruiting and Selecting Representatives 669
Training and Supervising Sales Representatives 669
Sales Rep Productivity 670
Motivating Sales Representatives 670
Evaluating Sales Representatives 671
Principles of Personal Selling 673
The Six Steps 673
Relationship Marketing 674
Summary 675
Applications 675
MARKETING EXCELLENCE Progressive 676
MARKETING EXCELLENCE Victoria's Secret 677

PART 8 Conducting Marketing Responsibly for Long-term Success 678
Chapter 23 Managing a Holistic Marketing Organization for the Long Run 679
Trends in Marketing Practices 679
Internal Marketing 680
MARKETING MEMO Characteristics of Company Departments That Are Truly Customer Driven 681
Organizing the Marketing Department 682
Relationships with Other Departments 684
Building a Creative Marketing
Organization 684
MARKETING: INSIGHT The Marketing CEO 685
Socially Responsible Marketing 685
Corporate Social Responsibility 686
MARKETING INSIGHT  The Rise of Organic 689
Socially Responsible Business Models 690
Cause-Related Marketing 690
MARKETING MEMO Making a Difference: Top 10 Tips for Cause Branding 693
Social Marketing 694
Marketing Implementation and Control 697
Marketing Implementation 697
Marketing Control 697
The Future of Marketing 702
MARKETING MEMO Major Marketing Weaknesses 703
Summary 705
Applications 705
MARKETING EXCELLENCE Starbucks 706
MARKETING EXCELLENCE Virgin Group 707
Appendix Tools for Marketing Control 709
Appendix: Sonic Marketing Plan and Exercises Al
Endnotes Ell
Glossary G1
Name Index 11
Company, Brand, and
Organization Index 15
Subject Index 118



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