Principles of Marketing for a Digital Age 2nd Edition

Online Resources
Case Studies and Examples
List of Figures and Tables
About the Author
Foreword
Acknowledgments
Abbreviations
Endorsements
Part I: The Marketing Environment
Chapter 1 Understanding Marketing
Introduction
Everything Matters: The Evolution of Marketing
Marketing: Definitions and Core Concepts
The Offer and the Marketing Mix
Industry 4.0 and the Era of Marketing Convergence
Chapter Summary
Review Questions
Chapter 2 Understanding Buyers
Introduction
The Relevance of Buyer Behavior
The Consumer Decision-Making Process
The Digital Customer Journey
B2B Buyer Behavior
Chapter Summary
Review Questions
Key Terms
Part II: The Marketing Toolbox
Chapter 3 Segmentation, Targeting, and Positioning
Introduction
Segmentation and Its Marketing Value
The Bases for Segmentation
The Segmentation Procedure
Targeting
Positioning
Chapter Summary
Review Questions
Key Terms
Chapter 4 Marketing Research and Analysis
Introduction
The Role of Market Research in Marketing Decision-Making
Marketing Information Systems
The Marketing Research Process
Evaluating Research Quality
Chapter Summary
Review Questions
Key Terms
Chapter 5 Marketing Strategy
Introduction
Marketing Strategy
The Strategic Planning Process
The Marketing Plan
Chapter Summary
Review Questions
Key Terms
Part III: The Marketing Mix
Chapter 6 Creating Value: Products and Services
Introduction
Products, Product Levels, and Value
Product Portfolio Management
Innovations and New Product Development
Product Life Cycle Management
The Innovation Adoption Curve
Chapter Summary
Review Questions
Key Terms
Chapter 7 Offering Value: Price
Introduction
The Role of Price in the Marketing Mix
Price-Management Structure and Price Setting
Pricing Orientation
Price-Setting Tactics and Price Adjustments
Firm Capability and Pricing Effectiveness
Psychological Influences and Customer Value-Based Pricing
Digital Solutions for Optimal Pricing Strategies
Chapter Summary
Review Questions
Key Terms
Chapter 8 Distributing Value: Place
Introduction
The Role of Channels in the Marketing Mix
Partners in the Supply Chain
Channel Strategy
Digital Implications for Channels of Distribution
Chapter Summary
Review Questions
Key Terms
Chapter 9 Communicating Value: Promotion
Introduction
The Role of Promotion in the Marketing Mix
Media and Modes in the Promotional Mix
The Communications Process
Designing Effective IMC Campaigns
Chapter Summary
Review Questions
Key Terms
Part IV: The Marketing Long Game
Chapter 10 Extending Value: People, Process, and Presence in the Customer Experience
Introduction
Services and Marketing’s Path to Value Creation
People, Process, and Presence in the Marketing Mix
Service and Customer Experience Design
Chapter Summary
Review Questions
Key Terms
Chapter 11 Maintaining Value: Branding and Brand Management
Introduction
The Role of Brands
A Framework for Customer-Based Brand Equity
Building Brand Portfolios
Chapter Summary
Review Questions
Key Terms
Chapter 12 Managing Value: Analytics and Marketing Value Management Systems
Introduction
Making Analytics a Top Priority for Marketers
Managing Value with Marketing Analytics
A Framework for Managing Value with an MVMS
Industry 4.0 Contributions to Marketing Analytics and MVMS
Chapter Summary
Review Questions
Key Terms
References
Index