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The Complete Marketer

Book Description

The Complete Marketer is an accessible source of hard intelligence about the marketing discipline, broken down into over 60 constituent chapters - including internet marketing, understanding consumers, market audits, segmentation, advertising and PR, and managing a sales team. Designed as the ultimate 'dive-in' resource, the book applies the authors' marketing know-how to every aspect of the marketing mix, making it an invaluable resource for general managers, non-qualified marketers, and students taking a module in marketing as part of a broader degree course.

Table of Contents

  1. Cover
  2. Title page
  3. Imprint
  4. Table of contents
  5. List of Figures
  6. List of Tables
  7. Part One: Understanding the basics of marketing
    1. Topic 1. The discipline of marketing
    2. Topic 2. A market orientation
    3. Topic 3. The marketing mix
      1. Product (including service products)
      2. Price
      3. Place
    4. Topic 4. Customer retention strategies
    5. Topic 5. Marketing and ethics
      1. Consumerism and marketing
    6. Topic 6. Marketing: concept, function or process?
      1. The marketing concept
      2. Marketing as an organizational function
      3. Marketing as a process
      4. Concept, function or process?
    7. Topic 7. World-class marketing
      1. 1 A market orientation
      2. 2 Competitive advantage
      3. 4 Competitor surveillance
      4. 5 Market segmentation
      5. 7 Mirroring market dynamics
      6. 8 Adopt a portfolio management approach
      7. 10 Be professional
  8. Part Two: Different types of marketing
    1. Topic 8. Marketing consumer products
      1. Consumer markets
      2. Main methods for marketing consumer products
      3. Value chain management
      4. Micro marketing
    2. Topic 9. Marketing industrial products
      1. Understanding industrial marketing
      2. Issues in industrial marketing
      3. Industrial marketing and general management
    3. Topic 10. Marketing service products
      1. Defining a service
    4. Topic 11. Marketing high-tech products
      1. Distinguishing high-tech products
      2. Critical marketing issues
    5. Topic 12. Marketing capital goods
      1. Consequences for marketing
      2. Capital goods pricing
      3. Decision making in the purchase of capital goods
    6. Topic 13. Trade marketing
      1. The rise of intermediaries
      2. Trade marketing strategies
      3. The future
    7. Topic 14. Category management
      1. Growth of category management
      2. From brand management to category management
      3. Limitations of category management
      4. Challenges for the future
    8. Topic 15. Relationship marketing
      1. An expanded marketing mix
    9. Topic 16. International and global marketing
      1. Environment
      2. Complexity
  9. Part Three: Marketing in the digital age
    1. Topic 17. Internet marketing
      1. Top ten considerations in internet marketing
    2. Topic 18. Social media marketing
      1. Marketing objectives
      2. Key marketing considerations
    3. Topic 19. Mobile marketing
      1. The concept
      2. Marketing enhancements from mobiles
      3. Challenges for mobile marketing
    4. Topic 20. Databases for marketing
      1. Avoiding badly constructed databases
      2. Information needed to support a marketing strategy
  10. Part Four: Understanding customers
    1. Topic 21. Consumer buying behaviour
      1. Components of a purchase decision
      2. Personal involvement
      3. The decision-making process
    2. Topic 22. Organizational buying behaviour
      1. Organizational buying stages
      2. Organizational buyer situations
    3. Topic 23. Market segmentation
      1. Starting the process
      2. Analysis of customer behaviour
      3. Analysis of benefits sought
      4. Summary
    4. Topic 24. International market segmentation
      1. Types of international products
      2. Implementation
  11. Part Five: Understanding markets
    1. Topic 25. Marketing information and research
    2. Topic 26. Preparing a marketing research brief
      1. Contents of a brief
      2. The sponsoring organization’s response
    3. Topic 27. Auditing a market
      1. Marketing audit variables
    4. Topic 28. Constructing a SWOT
    5. Topic 29. Competitor analysis
      1. Components of Porter’s five forces framework
      2. Performing a competitor analysis
    6. Topic 30. The Boston Matrix
    7. Topic 31. The Directional Policy Matrix
      1. Strategic business units
      2. Market attractiveness
      3. Business strength or position
      4. Constructing a DPM portfolio
    8. Topic 32. The Ansoff Matrix
      1. Existing products for existing markets
      2. New products for existing markets
      3. New markets for existing products
      4. New products for new markets
  12. Part Six: Managing the marketing mix
    1. Topic 33. Branding
      1. The scope of branding
      2. Successful and unsuccessful brands
      3. The components of a brand
    2. Topic 34. The product life cycle
      1. Life cycles and product categories
      2. Stages in the product life cycle
      3. Deviant product life cycles
    3. Topic 35. Diffusion of innovation
      1. New product adoption
      2. New product diffusion
      3. Rate of diffusion
    4. Topic 36. Developing new products
      1. Types of new products
      2. Sources of new product ideas
      3. Stages in product development
    5. Topic 37. Pricing strategies
      1. Market skimming
      2. Sliding or reducing skim
      3. Floor pricing
      4. Cost-based pricing
      5. Value based pricing (VBP)
      6. Micro-transaction pricing
    6. Topic 38. Setting a price
      1. Occasions requiring price decision
      2. Price presentation
      3. Transaction price management
    7. Topic 39. Sales promotion
      1. Nature and scope of sales promotion activities
    8. Topic 40. Advertising
      1. Advertising media
      2. Types of advertising objectives
      3. Making advertising effective
    9. Topic 41. Public relations
      1. Areas of public relations activity
    10. Topic 42. Sponsorship
      1. Types of sponsorship
      2. Growth of sponsorship
      3. Sponsorship processes
      4. Phase 2: Policy and strategy development
      5. Phase 4: Activation of the sponsorship programme
      6. Phase 5: Return on Investment (ROI)
      7. Phase 6: Review
    11. Topic 43. Personal selling
      1. The sales process
    12. Topic 44. Managing the sales team
      1. Sales force objectives
      2. Motivating the sales force
      3. Remuneration
    13. Topic 45. Key account management
      1. Developmental stages of KAM relationships
      2. Exploratory KAM
      3. Basic KAM
      4. Co-operative KAM
      5. Interdependent KAM
      6. Integrated KAM
    14. Topic 46. Implementing key account management
      1. Difference between KAM and traditional selling to general accounts
      2. Strategic marketing benefits of KAM
      3. Skills required of a key account manager
      4. Implementation issues
    15. Topic 47. Channel strategy
      1. Evaluating the use of intermediaries
      2. Channel and intermediary alternatives
    16. Topic 48. Channel management
      1. Motivating intermediaries
      2. Developing partnerships
      3. Channel conflict
    17. Topic 49. Customer service strategies
      1. Elements of customer service
      2. Developing a strategy
    18. Topic 50. Multi-channel integration
      1. Customer preferences
      2. How channels work together
    19. Topic 51. Integrated marketing communication and distribution channels
  13. Part Seven: Planning and control
    1. Topic 52. Forecasting sales
      1. Macro and micro forecasting
      2. Forecasting techniques
      3. Forecasting and uncertainty
    2. Topic 53. Marketing planning
      1. The essence of marketing planning
      2. Types of marketing plan
      3. The contents of a strategic marketing plan
      4. The contents of a tactical marketing plan
      5. The marketing planning timetable
      6. Marketing vs business plans
    3. Topic 54. Barriers to implementing marketing planning systems
      1. Lack of a plan for planning
      2. Lack of line management support
      3. Confusion over planning terms
      4. Numbers in lieu of written objectives and strategies
      5. Too much detail, too far ahead
      6. Once-a-year ritual
      7. Separation of operational planning from strategic planning
      8. Failure to integrate marketing planning into a total corporate planning system
      9. Delegation of planning to a planner
      10. Conclusion
    4. Topic 55. International product planning
      1. Product line choice
      2. Product adaptation
    5. Topic 56. Organizational structure and marketing
      1. Departmental structures
      2. Process redesign
      3. Other developments
    6. Topic 57. Budgeting for marketing
      1. Budgeting practices
      2. Marketing costs for budgeting
      3. Costing marketing activities
    7. Topic 58. Legal issues in marketing
      1. Legal requirements for marketing activities
      2. Law as a weapon for competitive advantage
    8. Topic 59. Marketing due diligence
      1. The process
      2. Market risk
      3. Share risk
      4. Profit risk
    9. Topic 60. Marketing metrics
      1. Level one metrics
  14. Index
  15. Full imprint