Ebook: Marketing

I. Assessing the marketplace -- 1. Overview of marketing -- Snacks, team, players and promotions -- Smartphone? : try smart glasses smart monitors, smart ... -- Location -- Beckoning consumers with iBeacon -- 2. Developing marketing strategies and a marketing plan -- Online retail meets bricks and mortar -- Google -- Growth strategies -- 3. Social and mobile marketing -- HubSpot -- Social network sites -- Effective friending -- App pricing models -- eHarmony and consumer patterns -- 4. Marketing ethics -- Ethics and corporate social responsibility -- Ethical decision making -- Control phrase -- Corporate social responsibility -- 5. Analyzing the marketing environment -- The immediate environment -- Macroenvironmental factors -- Understanding connections, both with and by young consumers -- Gender -- CES -- II. Understanding the marketplace -- 6. Consumer behavior -- Factors influencing the consumer decision process -- Mobile dominance -- 7. Business-to-business marketing -- iPads -- The buying center -- Making the most of LinkedIn -- Inbound marketing -- 8. Global marketing -- Assessing global markets -- Growth of social networking -- Global entry strategy -- Global market strategy -- III. Targeting the marketplace -- 9. Segmentation, targeting, and positioning -- Facebook -- Congressional hearings and the ethical considerations for modern loyalty programs -- 10. Marketing research -- Secondary data -- Google analytics -- Primary data collection techniques -- The ethics of using customer information -- IV. Value creation -- 11. Product, branding, and packaging decisions -- Complexity and types of products -- Product mix and product line decisions -- Value of branding for the customer -- Brand equity for the owner -- Branding strategies -- Product labeling -- 12. Developing new products -- Diffusion of innovation -- Animal testing? -- The product life cycle -- 13. Services : the intangible product -- Services marketing differs from product marketing -- V. Value capture -- 14. Pricing concepts for establishing value -- The five Cs of pricing -- Pricing strategies -- Legal and ethical aspects of pricing -- VI. Value delivery : designing the channel and supply chain -- 15. Supply chain and channel management -- Data warehouse -- Distribution centers versus direct store delivery -- Fulfillment center -- Inventory management through just-in-time inventory systems -- 16. Retailing and omnichannel marketing -- Choosing retailing partners -- Types of retailers -- Developing a retail strategy using the four Ps -- Benefits of the internet and omnichannel retailing -- VII. Value communication -- 17. Integrated marketing communications -- Communicating with consumers -- The AIDA Model -- Turning a classic campaign into a mobile event -- Advertising -- Public relations -- Consumer Privacy Bill of Rights -- 18. Advertising, public relations, and sales management -- Target audience -- Advertising objectives -- Advertising budget -- Assess impact using marketing metrics -- Regulatory and ethical issues in advertising -- Public relations -- Sales promotion -- 19. Personal selling and sales management -- Virtual selling -- Preapproach and the use of CRM systems -- Selling in the Cloud -- Managing the sales force -- Ethical and legal issues in personal selling -- The salesperson and the customer.