| Cover | 331 |
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| 1 | 331 |
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| To content / To the authors | 331 |
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| 2 | 331 |
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| Title | 3 |
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| Preface to the Second Edition | 4 |
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| Brief contents | 11 |
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| Detailed contents | 12 |
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| 1. Fundamentals of Relationship Marketing | 16 |
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| 1.1 The Evolution of Relationship Marketing | 17 |
| 1.2 Definition of Relationship Marketing | 22 |
| 1.3 Relationship Economics | 23 |
| 1.4 Relationship Drivers | 28 |
| 1.5 Relationship Marketing as an Integrative Management Approach | 35 |
| 1.6 Fundamentals of Marketing Planning | 38 |
| Summary | 48 |
| 2. Situational Analysis in the Marketing Planning Process | 58 |
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| 2.1 Marketing Research | 59 |
| 2.1.1 Introduction | 59 |
| 2.1.2 Linking Marketing Research to the Decision-Making Process | 59 |
| 2.1.3 Secondary Research | 62 |
| 2.1.4 Primary Research | 67 |
| 2.1.5 Online (Internet) Primary Research Methods | 79 |
| 2.1.6 Other Types of Market Research | 81 |
| 2.1.7 Setting up a Marketing Information System (MIS) | 85 |
| 2.1.8 Marketing Research based on Web 2.0 | 87 |
| 2.2 Assessing the Internal Marketing Situation | 88 |
| 2.2.1 Internal Relationships | 88 |
| 2.2.2 Market Orientation View (MOV) | 91 |
| 2.2.3 Resource Based View (RBV) | 93 |
| 2.2.4 Major Sources of Competitive Advantage | 100 |
| 2.3 Assessing the External Marketing Situation | 106 |
| 2.3.1 PEST Analysis | 106 |
| 2.3.2 External Relationships to Stakeholders in the Value Net | 112 |
| 2.3.2.1. Relationships with Suppliers | 113 |
| 2.3.2.2. Relationships with Customers | 115 |
| 2.3.2.3. Relationships with Partners/Complementors | 117 |
| 2.3.2.4. Relationships with Competitors | 118 |
| 2.3.2.5. Other External Relationships | 119 |
| 2.4 Analyzing Buying Behaviour on the B2C Market | 120 |
| 2.5 Analyzing Buying Behaviour on the B2B Market | 125 |
| 2.6 Comparing B2B and B2C Markets | 128 |
| 2.7 SWOT Analysis | 129 |
| 2.7.1 Elements of a SWOT Analysis | 130 |
| 2.7.2 Matching and Converging in the SWOT Matrix | 130 |
| 2.7.3 Application of the SWOT Analysis | 131 |
| 2.7.4 Required Analysis | 132 |
| 2.7.5 Benefits and Barriers for Conducting a SWOT Analysis | 133 |
| 2.7.6 Multilevel SWOT Analysis | 134 |
| Summary | 140 |
| 3. Strategy Formulation in the Marketing Planning Process | 154 |
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| 3.1 Strategic Marketing Planning | 155 |
| 3.1.1 Vision and Mission Statement | 156 |
| 3.1.2 Strategic Objectives | 158 |
| 3.1.3 Estimation of the Planning Gap and Problem Diagnosis | 159 |
| 3.1.4 The Search for Strategy Alternatives for Closing Planning Gap | 161 |
| 3.1.5 Ansoff’s Generic Strategies for Growth | 161 |
| 3.1.6 Porter’s Three Generic Strategies | 165 |
| 3.1.7 The BCG Portfolio Matrix Model | 169 |
| 3.1.8 The GE-Matrix Multifactor Portfolio Matrix | 174 |
| 3.1.9 A New Product Portfolio Approach | 177 |
| 3.1.10 Strategy Evaluation and Selection | 177 |
| 3.1.11 Estimating Financial Consequences | 179 |
| 3.2 Market Segmentation, Targeting and Positioning | 183 |
| 3.2.1 The Benefits and Underlying Premises of Market Segmentation | 183 |
| 3.2.2 The Segmentation, Targeting and Positioning Approach | 184 |
| 3.2.3 Segmenting Consumer Markets (B2C) | 187 |
| 3.2.4 Segmenting the Business Markets (B2B) | 194 |
| 3.2.5 Segmenting International Markets and Countries | 199 |
| 3.2.6 Target Marketing | 201 |
| 3.2.7 Positioning Strategy | 204 |
| 3.2.8 Difficulties of Implementing Segmentation in the Organisation | 207 |
| Summary | 208 |
| 4. Marketing Mix in the Marketing Planning Process | 218 |
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| 4.1 Product and Service Decisions | 219 |
| 4.1.1 Different Product Levels | 219 |
| 4.1.2 Product and Service Strategies | 222 |
| 4.1.3 Services Marketing | 226 |
| 4.1.4 New Product Development (NPD) | 232 |
| 4.1.5 The Product Life Cycle | 239 |
| 4.1.6 New Products for the International Market | 241 |
| 4.1.7 Branding Strategy | 244 |
| Summary | 256 |
| 4.2 Pricing Decisions | 258 |
| 4.2.1 A Pricing Framework | 259 |
| 4.2.2 General Pricing Approaches | 264 |
| 4.2.2.1. Cost-Based Pricing | 264 |
| 4.2.2.2. Value-Based Pricing | 267 |
| 4.2.2.3. Competition-Based Pricing | 268 |
| 4.2.3 Pricing Services vs. Physical Product | 269 |
| 4.2.4 Pricing new Products | 270 |
| 4.2.5 Price Changes | 272 |
| 4.2.6 Experience Curve Pricing | 273 |
| 4.2.7 Product Line Pricing | 274 |
| 4.2.8 Price Bundling | 275 |
| 4.2.9 Segmented Pricing | 276 |
| 4.2.10 International Pricing | 277 |
| 4.2.11 Relationship Pricing | 278 |
| 4.3 Distribution Decisions | 280 |
| 4.3.1 The Role of the Intermediary | 281 |
| 4.3.2 Types of Distribution Channel | 282 |
| 4.3.3 International Market Entry Modes | 283 |
| 4.3.4 Designing and Managing the Channel Structure | 286 |
| 4.3.5 Distributor Portfolio Analysis | 299 |
| 4.3.6 Developing and Managing Relationships between Manufacturer and Distributor | 299 |
| 4.3.7 Vertical Integration in the Distribution Channel | 301 |
| 4.3.8 International Distribution Channel Design | 305 |
| 4.3.9 Multichannel Distribution Systems | 309 |
| 4.3.10 Marketing Logistics and Supply Chain Management | 312 |
| 4.3.11 Retailing and Wholesaling | 316 |
| 4.4 Communication Decisions | 320 |
| 4.4.1 The Communication Process | 320 |
| 4.4.2 The Promotional Mix | 322 |
| 4.4.3 Advertising | 326 |
| 4.4.3.1. Theories of how Advertising Works | 326 |
| 4.4.3.2. Developing an Advertising Strategy | 328 |
| 4.4.3.3. Standardization or Adaptation of Global Advertising | 338 |
| 4.4.4 Sales Promotion | 339 |
| 4.4.4.1. Major Sales Promotion Tools | 340 |
| 4.4.4.2. Developing the Sales Promotion Program | 342 |
| 4.4.5 Public Relations | 343 |
| 4.4.6 Sponsorship | 344 |
| 4.4.7 Digital Marketing/Social Media Marketing | 348 |
| 4.4.8 Direct Marketing | 366 |
| 4.4.8.1. Database Marketing | 368 |
| 4.4.8.2. Major Direct Marketing Tools | 369 |
| 4.4.9 Person
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