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CITATION

Bennett, Anthony G.. The Big Book of Marketing. US: McGraw-Hill, 2009.

The Big Book of Marketing

Authors: Anthony G. Bennett

Published:  December 2009

eISBN: 9780071626156 0071626158 | ISBN: 9780071621250
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  • Contents
  • Preface
  • Part 1 Introduction
  • 1. Marketing Overview
  • Introduction
  • Marketing Definitions
  • Marketing—Changing Perspectives
  • Marketing Goals
  • Providing Value to the Customer
  • Marketing and Consumption
  • Marketing Elements (The Marketing Mix)
  • Marketing Applicability
  • Marketing’s Place in the Organizational Structure
  • Notes
  • Part 2 Planning
  • 2. Organizational Responsibility
  • Organizational Responsibility
  • Ethical Responsibility
  • Ethics—Accountability
  • Ethical Responsibility—International
  • Social Responsibility
  • Social Responsibility—International
  • Environmental Responsibility
  • Environmental Responsibility—International
  • Organizational Responsibility—Case Study
  • Organizational Responsibility—Case Study
  • Organizational Responsibility—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 3. Strategic Planning
  • Planning
  • Planning—International
  • Corporate Profiles and Author Biographies
  • Notes
  • 4. Branding
  • The Essentials of Branding
  • Starting a Branding Project
  • The Brand Strategy
  • Creating the Brand Experience
  • Delivering the Brand Experience
  • Managing a Brand
  • Measuring the Performance of a Brand
  • Branding—International
  • Branding—Case Study
  • Branding—Case Study
  • Branding—Case Study
  • Branding—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 5. Marketing Research
  • The Essentials of Marketing Research
  • Types of Firms
  • Research Needs
  • Organizational Marketing Research
  • Marketing Research—International
  • Marketing Research—Case Study
  • Marketing Research—Case Study
  • Corporate Profiles and Author Biographies
  • Part 3 Demand
  • 6. Consumer Purchasing Behavior
  • The Essentials of Consumer Behavior
  • Internal Influences on Consumer Behavior
  • External Influences on Consumer Behavior
  • Consumer Segmentation
  • Consumer Behavior—International
  • Consumer Behavior—Case Study
  • Consumer Behavior—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 7. Organizational Purchasing Behavior
  • The Essentials of Organizational Purchasing
  • Characteristics of Organizational Demand
  • Segmenting Organizational Demand
  • Organizational Buyers/Purchasing Department
  • Organizational Purchasing—International
  • Organizational Purchasing—Case Study
  • Organizational Purchasing—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • Part 4 Marketing Communications
  • 8. Marketing Communications Management
  • Introduction
  • Communications Pathway to Customers
  • Marketing Communications Tactics
  • Determining the Optimal Mix
  • Overcoming Communications Interference
  • Specific Marketing Communications Elements
  • Corporate Profile and Author Biography
  • 9. Sales
  • The Essentials of Sales
  • Sales Force Management
  • Business-to-Business Selling
  • Inside Sales
  • Business-to-Consumer Selling
  • Sales—International
  • Sales—Case Study
  • Sales—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 10. Advertising
  • The Essentials of Advertising
  • The Advertising Process
  • Digital Production Process
  • Advertising—International
  • Advertising—Case Study
  • Advertising—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 11. Public Relations
  • The Essentials of Public Relations
  • Public Relations—International
  • Public Relations—Case Study
  • Public Relations—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 12. Promotional Marketing
  • The Essentials of Promotional Marketing
  • Promotion Objectives
  • Promotion Creative
  • Promotion Tactics to Consumers
  • Promotional Marketing to the Trade
  • Promotional Marketing Media
  • Financial Analysis of Promotional Programs
  • Promotional Marketing—International
  • Promotional Marketing—Case Study
  • Promotional Marketing—Case Study
  • Promotional Marketing—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 13. Direct Marketing
  • The Essentials of Direct Marketing
  • Consumer Data Gathering
  • Direct Marketing Tactics
  • Direct Marketing—International
  • Direct Marketing—Case Study
  • Direct Marketing—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 14. Brand Ambassadors
  • Brand Ambassadors—Consumer Advocates
  • Brand Ambassadors—Employee Advocates
  • Brand Ambassador—Case Study
  • Brand Ambassador—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • Part 5 Supply (Goods and Services)
  • 15. Product Management
  • The Essentials of Product Management
  • Product Classifications Serve Customer Needs
  • Product Mix
  • Product Competition and Differentiation
  • Product Life Cycle
  • Additional Life Cycle Scenarios
  • Corporate Profile and Author Biography
  • Notes
  • 16. Product Development
  • The Essentials of Product Development
  • Product Development Process
  • Product Development—International
  • Product Development—Case Study
  • Product Development—Case Study
  • Product Development—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 17. Product Packaging
  • The Essentials of Packaging
  • Packaging Aspects
  • Packaging—Glass
  • Packaging—Paperboard
  • Packaging—Aluminum Containers
  • Packaging—Steel
  • Packaging—Flexible Packaging
  • Packaging—Rigid Plastics
  • Packaging—Labeling
  • Packaging—International
  • Packaging—Case Study
  • Packaging—Case Study
  • Packaging—Case Study
  • Corporate Profiles and Author Biographies
  • 18. Product Pricing
  • The Essentials of Pricing
  • Factors Affecting Pricing Strategies
  • Pricing Strategies
  • Revenue Management
  • Pricing—International
  • Pricing—Case Study
  • Pricing—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 19. Product Quality
  • The Essentials of Quality and Performance Excellence
  • Business Excellence Criteria
  • Customer Satisfaction
  • Managing Quality within the Company
  • Establish Quality Guidelines
  • Quality—International
  • Quality—Case Study
  • Quality—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • Part 6 Supply Chain
  • 20. Supply Chain Management
  • The Essentials of Supply Chain Management
  • Supply Chain Components
  • Factors Influencing Supply Chain Configuration
  • Supply Chain Configurations
  • Supply Chain Synchronizing Strategies
  • Evolution of Supply Chain Management
  • Reverse Logistics
  • Supply Chain Management—International
  • Corporate Profiles and Author Biographies
  • 21. Wholesaling
  • The Essentials of Wholesaling
  • Goals of Wholesaling
  • Functions of Wholesaling
  • Wholesale Types
  • Wholesaling—International
  • Wholesaling—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 22. Warehousing
  • The Essentials of Warehousing
  • Product Storage Factors
  • Warehousing Types
  • Warehouse/Distribution Center Process
  • Warehouse/Distribution Center Location Factors
  • Inventory Control
  • Warehousing Design Factors
  • Logistics Service Providers
  • Warehousing—International
  • Warehousing—Case Study
  • Warehousing—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 23. Transportation
  • The Essentials of Transportation
  • Transportation Marketing—How It Evolved
  • Transportation Mode Selection Factors
  • Freight—Trucking
  • Freight—Trains
  • Freight—Air
  • Freight—Ocean Shipping
  • Freight—Inland Barge
  • Freight—Pipelines
  • Passenger Transportation Modes
  • Passenger—Airlines
  • Passenger—Buses
  • Passenger—Commuter Trains
  • Passenger—Ships
  • Transportation—International
  • Transportation—Case Study (Passenger)
  • Transportation—Case Study (Freight)
  • Transportation—Case Study (Passenger)
  • Corporate Profiles and Author Biographies
  • Notes
  • 24. Store Retailing
  • The Essentials of Retailing
  • Retail Ownership
  • Retail Categories
  • Retail Service Levels
  • Retail Location
  • Retail Store Physical Elements
  • Retail Merchandising Selection and Buying
  • Retail Receiving/Inventory and Stocking/Pricing
  • Retail Presentation of Product Assortment
  • Retail Promotion
  • Retail Personal Selling
  • Retail After-Sale Service
  • Retail Unsold Merchandise
  • Retailing—International
  • Retailing—Case Study
  • Retailing—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • 25. Internet Retailing
  • The Essentials of Internet Retailing
  • Organize the Business
  • Develop the Site
  • Promote the Web Site
  • Web Site Analytics/Feedback
  • Internet Retailing—International
  • Internet Retailing—Case Study
  • Internet Retailing—Case Study
  • Corporate Profiles and Author Biographies
  • Notes
  • Index