第1部分 理解营销管理 2第1章 定义新时期的营销 2第2章 开发营销战略与制订营销计划 30第2部分 获取营销洞察 60第3章 收集信息与预测需求 60第4章 开展营销调研 86第3部分 与顾客建立联系 110第5章 创造长期顾客忠诚 110第6章 分析消费者市场 136第7章 分析企业市场 164第4部分 打造强势品牌 188第8章 识别细分市场与目标市场 188第9章 确立品牌定位 214第10章 创建品牌资产 234第11章 应对竞争与推动增长 264第5部分 创造价值 290第12章 制定产品战略 290第13章 设计与管理服务 316第14章 推出新的市场供应品 340第15章 制定定价策略与方案 368第6部分 交付价值 396第16章 设计与管理整合营销渠道 396第17章 管理零售、批发和物流 424第7部分 传播价值 450第18章 设计与管理整合营销传播 450第19章 管理大众传播：广告、促销、事件和体验、公共关系 474第20章 管理数字传播：在线营销、社交媒体营销与移动营销 500第21章 管理人员传播：直复营销、数据库营销与人员销售 516第8部分 承担营销责任以实现长期成功 534第22章 全方位营销组织的长期管理 534 Brief Contents PART 1 Understanding Marketing Management 2Chapter 1Chapter 2Defining Marketing for the New Realities 2 Developing Marketing Strategies and Plans 30PART 2 Capturing Marketing Insights 60 Chapter 3 Collecting Information and Forecasting Demand 60 Chapter 4 Conducting Marketing Research 86 PART 3 Connecting with Customers 110 Chapter 5 Creating Long-Term Loyalty Relationships 110 Chapter 6 Analyzing Consumer Markets 136Chapter 7 Analyzing Business Markets 164 PART 4 Building Strong Brands 188 Chapter 8 Identifying Market Segments and Targets 188 Chapter 9 Crafting the Brand Positioning 214Chapter 10 Creating Brand Equity 234Chapter 11 Addressing Competition and Driving Growth 264 PART 5 Creating Value 290Chapter 12 Setting Product Strategy 290Chapter 13 Designing and Managing Services 316Chapter 14 Introducing New Market Offerings 340Chapter 15 Developing Pricing Strategies and Programs 368 PART 6Delivering Value396Chapter 16Chapter 17 Designing and Managing Integrated Marketing Channels Managing Retailing， Wholesaling， and Logistics 424 396PART 7 Communicating Value 450Chapter 18 Designing and Managing Integrated Marketing Communications 450Chapter 19 Managing Mass Communications: Advertising， Sales Promotions， Events and Experiences， and Public Relations 474Chapter 20 Managing Digital Communications: Online， Social Media， and Mobile 500Chapter 21 Managing Personal Communications: Direct and Database Marketing and Personal Selling 516 PART 8 Conducting Marketing Responsibly for Long-Term Success 534Chapter 22 Managing a Holistic Marketing Organization for the Long Run 534 Contents Preface xvi PART 1 Understanding Marketing Management 2 Chapter 1 Defining Marketing for the New Realities 2The Value of Marketing 3 Marketing Decision Making 3 Winning Marketing 4The Scope of Marketing 4 What Is Marketing 4 What Is Marketed 5 Who Markets 6Core Marketing Concepts 7 Needs， Wants， and Demands 8 Target Markets， Positioning， andSegmentation 8 Offerings and Brands 8 Marketing Channels 8Paid， Owned， and Earned Media 9 Impressions and Engagement 9 Value and Satisfaction 9Supply Chain 9Competition 10Marketing Environment 10The New Marketing Realities 11Technology 11Globalization 11Social Responsibility 12MARKETING INSIGHT Getting to Marketing 3.0 12A Dramatically Changed Marketplace 13New Consumer Capabilities 13 New Company Capabilities 14 Changing Channels 15Heightened Competition 15Marketing in Practice 16Marketing Balance 16Marketing Accountability 16MARKETING MEMO Reinventing Marketing at Coca-Cola 16Marketing in the Organization 17Company Orientation towardthe Marketplace 17The Production Concept 17 The Product Concept 17 The Selling Concept 17 The Marketing Concept 17The Holistic Marketing Concept 18Updating the Four Ps 21MARKETING INSIGHT Understanding the 4 As of Marketing 22Marketing Management Tasks 23Developing Marketing Strategies and Plans 23Capturing Marketing Insights 24 Connecting with Customers 24 Building Strong Brands 24MARKETING MEMO Marketers’ Frequently Asked Questions 24Creating Value 25Delivering Value 25Communicating Value 25Conducting Marketing Responsibly for Long-Term Success 25Summary 25Applications 26MARKETING EXCELLENCE Nike 26MARKETING EXCELLENCE Google 28 Chapter 2 Developing Marketing Strategies and Plans 30Marketing and Customer Value 31 The Value Delivery Process 31 The Value Chain 31Core Competencies 32The Central Role of Strategic Planning 33MARKETING MEMO What Does it Take to Be a Successful CMO 34Corporate and Division Strategic Planning 35 Defining the Corporate Mission 35 Establishing Strategic Business Units 36 Assigning Resources to Each SBU 36 Assessing Growth Opportunities 37 Organization and Organizational Culture 40 Marketing Innovation 40MARKETING INSIGHT Creating Innovative Marketing 41 Business Unit Strategic Planning 42The Business Mission 42 SWOT Analysis 42Goal Formulation 44MARKETING MEMO Checklist for Evaluating Strengths/Weaknesses Analysis 45Strategic Formulation 45 Program Formulation andImplementation 47 Feedback and Control 47MARKETING INSIGHT Businesses Charting a New Direction 48The Nature and Contents of a Marketing Plan 48The Role of Research 49The Role of Relationships 49From Marketing Plan to Marketing Action 49MARKETING MEMO Marketing Plan Criteria 50Summary 50Applications 51MARKETING EXCELLENCE Cisco 51MARKETING EXCELLENCE Intel 52 PART 2 Capturing Marketing Insights 60 Chapter 3 Collecting Information andForecasting Demand 60Components of a Modern Marketing Information System 61Internal Records 63The Order-to-Payment Cycle 63 Sales Information Systems 63MARKETING INSIGHT Digging Into Big Data 63Databases， Data Warehousing， and Data Mining 64Marketing Intelligence 64The Marketing Intelligence System 64 Collecting Marketing Intelligence on theInternet 65Communicating and Acting on Marketing Intelligence 65Analyzing the Macroenvironment 65Needs and Trends 66 Identifying the Major Forces 66 The Demographic Environment 66MARKETING MEMO Finding Gold at the Bottom of the Pyramid 68The Economic Environment 69 The Sociocultural Environment 70 The Natural Environment 71MARKETING INSIGHT The Green Market- ing Revolution 72The Technological Environment 73 The Political-Legal Environment 74MARKETING INSIGHT Watching Out for Big Brother 75Forecasting and Demand Measurement 76The Measures of Market Demand 76A Vocabulary for Demand Measurement 77 Estimating Current Demand 78Estimating Future Demand 81Summary 82Applications 83MARKETING EXCELLENCE Microsoft 83MARKETING EXCELLENCE Walmart 84 Chapter 4 Conducting MarketingResearch 86The Scope of Marketing Research 87 Importance of Marketing Insights 87 Who Does Marketing Research 88Overcoming Barriers to the Use of Marketing Research 89The Marketing Research Process 89Step 1: Define the Problem， the Decision Alternatives， and the Research Objectives 89Step 2: Develop the Research Plan 90MARKETING MEMO Conducting Informa- tive Focus Groups 92 MARKETING MEMO Marketing Question- naire Dos And Don’ts 93 MARKETING INSIGHT Getting into the Heads of Consumers 95 MARKETING INSIGHT Understanding Brain Science 97Step 3: Collect the Information 98Step 4: Analyze the Information 99 Step 5: Present the Findings 99MARKETING INSIGHT Bringing Marketing Research to Life with Personas 99Step 6: Make the Decision 100Measuring Marketing Productivity 100Marketing Metrics 101MARKETING MEMO Measuring social me- dia ROI 101Marketing-Mix Modeling 102Marketing Dashboards 103MARKETING MEMO Designing Effective Marketing Dashboards 104Summary 105Applications 106MARKETING EXCELLENCE IDEO 106 MARKETING EXCELLENCENordstrom 133MARKETING EXCELLENCE Tesco 134 Chapter 6 Analyzing Consumer Markets 136What Influences Consumer Behavior 137Cultural Factors 137Social Factors 139Personal Factors 141MARKETING MEMO The Average U.S.Consumer Quiz 141Key Psychological Processes 144Motivation 144Perception 145MARKETING MEMO The Power of Sensory MARKETING EXCELLENCE Intuit 108 Marketing 146Learning147PART 3 Connecting with Emotions 148 Customers 110 Chapter 5 Creating Long-Term LoyaltyRelationships 110Building Customer Value， Satisfaction， and Loyalty 111Customer-Perceived Value 112Total Customer Satisfaction 114 Monitoring Satisfaction 116 Product and Service Quality 117MARKETING INSIGHT Net Promoter and Customer Satisfaction 118Maximizing Customer Lifetime Value 119Customer Profitability 119Measuring Customer Lifetime Value 120 Attracting and Retaining Customers 121MARKETING MEMO Calculating Customer Lifetime Value 122Building Loyalty 124Brand Communities 126Win-Backs 127Cultivating Customer Relationships 128Customer Relationship Management 128MARKETING INSIGHT The Behavioral Tar- geting Controversy 129Summary 132Applications 133 Memory 149The Buying Decision Process: The Five-Stage Model 150Problem Recognition 151Information Search 151 Evaluation of Alternatives 153 Purchase Decision 154Postpurchase Behavior 156Moderating Effects on Consumer Decision Making 157Behavioral Decision Theory and Behavioral Economics 158Decision Heuristics 159Framing 159Summary 160Applications 160MARKETING EXCELLENCE Disney 161MARKETING EXCELLENCE IKEA 162 Chapter 7 Analyzing Business Markets 164What is Organizational Buying 165The Business Market versus the Consumer Market 165Buying Situations 167Participants in the Business Buying Process 168The Buying Center 168Buying Center Influences 169 Targeting Firms and Buying Centers 169MARKETING INSIGHT Big Sales to Small Businesses 170The Purchasing/Procurement Process 171 Stages in the Buying Process 172Problem Recognition 172
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