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Tables of Contents for Marketing Management
Chapter/Section Title
Page #
Page Count
Preface
iii
About the Authors
vii
The Role of Marketing In Organizations and Society
1
45
What Is Marketing?
1
2
Who Is the Marketing Manager?
3
5
What Does a Marketing Manager Do?
8
2
The Marketing Management Process
10
5
The Marketing Concept
15
3
Marketing and Society
18
28
The Case Method
22
4
Skyward Aviation: Route Expansion
26
7
Loblaws
33
13
Marketing Strategy
46
37
What Is Marketing Strategy?
46
7
What Is Our Mission?
53
2
Analyzing Strategic Business Units
55
3
Selecting Marketing Strategies
58
25
PCS: The Next Generation of Wireless Communications
64
8
Drypers Corporation(A)
72
11
Customer Analysis
83
39
Why Are Customers Important?
83
1
Who Are My Customers?
83
3
Where Are My Customers?
86
2
When Do My Customers Buy?
88
1
What Do My Customers Want?
89
2
How Do Customers Buy?
91
11
How Does My Firm Become Customers Oriented?
102
20
Parfum Nineveh
107
6
High Museum of Art
113
9
Market Segmentation and Product Differentiation
122
42
Mass Marketing
122
3
Market Segmentation
125
8
Product Differentiation
133
3
Mass Customization
136
1
Must Segmentation and Differentiation Always Go Together?
136
28
Calambra Olive Oil(A)
140
9
Delta Oil Outlets(B)
149
15
Competitive Analysis and Product Positioning
164
55
Who Are Your Competitors?
165
2
What Are Your Relations With Your Competitors?
167
4
How Do You Learn About Your Competitors?
171
1
Where Do You Complete?
172
1
When Do You Compete?
172
3
How Do You Compete?
175
2
How Do You Position Your Product?
177
42
Royal Automobile Club (A)
183
7
Arctic Power
190
11
Station KGEN
201
18
Product Development and Testing
219
66
Why Develop New Products?
219
3
Search and Screening
222
4
Revenue and Cost Analysis
226
2
Development and Testing
228
7
Test Marketing
235
2
Commercialization
237
3
Managing NPD
240
45
Capital (A)
244
18
GTE Telemessager Service
262
13
Timotei (A)
275
10
Brand Management
285
53
What Is A Brand?
285
2
Rand Equity
287
2
Brand Strategy
289
6
Brand Quality
295
1
Brand Warranties and Service
296
1
Exploiting the Brand Life Cycle
297
1
Brands In Decline
298
40
Mcllhenny Company: Japan
306
13
Ohmeda Monitoring Systems
319
13
Timotei (B)
332
6
Services Marketing
338
37
Nature of Services
338
4
Service Marketing Characteristics
342
5
Managing the Service Marketing System
347
28
Singapore Airlines
357
10
Joe DiMaggio Children's Hospital
367
8
Pricing
375
42
Finding the Right Price
375
6
Choosing A Pricing Be Changed
381
10
When Should Prices Be Changed
391
26
Baxter (A)
397
9
Alias Research, Inc.
406
7
Cook, Inc.
413
4
Selecting Distribution Channels
417
42
Distribution Alternatives
417
9
Channel Choice
426
2
Managing the Channel
428
2
Organizing Distribution
430
29
The Coca-Cola Company: Venezuela
435
12
Jefferson Pilot Corporation
447
12
Personal Selling and Sales Force Management
459
37
The Role of Personal Selling
459
3
How Many Salespeople?
462
2
Organizing the Sales Force
464
1
Recruiting and Selecting Salespeople
465
3
Motivating and Compensating Salespeople
468
2
Designing Efficient Sales Territories
470
2
Allocating Sales Effort
472
1
Evaluating Sales Performance
473
23
Arapohoe Pharmaceutical Company
481
5
Practical Parties
486
6
York Electronics
492
4
Direct Marketing
496
40
Targeting
496
2
Media Selection
498
8
Integrated Direct Marketing
506
30
First Direct: Branchless Banking
510
17
Nashua Photo
527
9
Designing Adverting Programs
536
39
The Foundations for Advertising
536
5
Advertising Objectives and Goals
541
2
The Budget
543
2
Message Content
545
5
Media Selection
550
1
Measuring Advertising Effectiveness
551
5
Advertising versus Direct Marketing
556
19
Air Miles™ (A)
560
4
Pepsi-Cola Spain
564
7
Daewoo Motor Company UK (B)
571
4
Sales Promotion and Public Relations
575
48
Sales Promotion Mix
575
4
Types of Promotions
579
4
Conflicts Between the Promotional Mix and Marketing Mix
583
5
Public Relations
588
2
Measuring Campaign Effectiveness
590
33
American Express: Membership Rewards Europe
596
10
Tesco Supermarkets
606
10
Del Monte Foods
616
7
International Marketing
623
36
Environment of International Marketing
624
6
Which Markets To Enter
630
1
Market Entry Strategies
630
5
Global versus Localized Marketing
635
24
GPS One-Hour Service (C)
641
14
J. Miller, Inc.
655
4
Marketing Planning
659
40
Brand Manager as Planner
659
2
The Marketing Audit
661
1
Building the Marketing Plan
662
6
Testing the Marketing Plan
668
2
Implementation and Control
670
29
Appendix: Sample Marketing Plan for Cook Inc. Endarterectomy Oscillator
677
3
Procter & Gamble: Facelle Division Facial Tissue
680
10
Timotei (C)
690
9
Case Index
699
2
Subject Index
701