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Part 1 THE WORLD OF MARKETING

Chapter 1 An Overview of Marketing

1-1 What Is Marketing?

1-2 Marketing Management Philosophies

1-3 Differences Between Sales and Market Orientations

1-4 Why Study Marketing?

Chapter 2 Strategic Planning for Competitive Advantage

2-1 The Nature of Strategic Planning

2-2 Strategic Business Units

2-3 Strategic Alternatives

2-4 Defining the Business Mission

2-5 Conducting a Situation Analysis

2-6 Competitive Advantage

2-7 Setting Marketing Plan Objectives

2-8 Describing the Target Market

2-9 The Marketing Mix

2-10 Following Up on the Marketing Plan

2-11 Effective Strategic Planning

Chapter 3 Ethics and Social Responsibility

3-1 Determinants of a Civil Society

3-2 The Concept of Ethical Behavior

3-3 Ethical Behavior in Business

3-4 Corporate Social Responsibility

3-5 Arguments for and Against Social Responsibility

3-6 Cause-Related Marketing

Chapter 4 The Marketing Environment

4-1 The External Marketing Environment

4-2 Social Factors

4-3 Demographic Factors

4-4 Growing Ethnic Markets

4-5 Economic Factors

4-6 Technology and Innovation

4-7 Political and Legal Factors

4-8 Competitive Factors

Chapter 5 Developing a Global Vision

5-1 Rewards of Global Marketing and the Shifting Global Business Landscape

5-2 Multinational Firms

5-3 External Environment Faced by Global Marketers

5-4 Global Marketing by the Individual Firm

5-5 The Global Marketing Mix

5-6 The Impact of the Internet

Part 2 ANALYZING MARKET OPPORTUNITIES

Chapter 6 Consumer Decision Making

6-1 The Importance of Understanding Consumer Behavior

6-2 The Traditional Consumer Decision-Making Process

6-3 Postpurchase Behavior

6-4 Types of Consumer Buying Decisions and Consumer Involvement

6-5 Reconceptualizing the Consumer Decision-Making Process

6-6 Cultural Influences on Consumer Buying Decisions

6-7 Social Influences on Consumer Buying Decisions

6-8 Individual Influences on Consumer Buying Decisions

6-9 Psychological Influences on Consumer Buying Decisions

Chapter 7 Business Marketing

7-1 What Is Business Marketing?

7-2 Trends in B-to-B Internet Marketing

7-3 Relationship Marketing and Strategic Alliances

7-4 Major Categories of Business Customers

7-5 The North American Industry Classification System

7-6 Business versus Consumer Markets

7-7 Types of Business Products

7-8 Business Buying Behavior

Chapter 8 Segmenting and Targeting Markets

8-1 Markets and Market Segments

8-2 The Importance of Market Segmentation

8-3 Criteria for Successful Segmentation

8-4 Bases for Segmenting Consumer Markets

8-5 Bases for Segmenting Business Markets

8-6 Steps in Segmenting a Market

8-7 Strategies for Selecting Target Markets

8-8 CRM as a Targeting Tool

8-9 Positioning

Chapter 9 Marketing Research

9-1 The Role of Marketing Research

9-2 Steps in a Marketing Research Project

9-3 The Profound Impact of the Internet on Marketing Research

9-4 The Growing Importance of Mobile Research

9-5 Scanner-Based Research

9-6 When Should Marketing Research Be Conducted?

9-7 Competitive Intelligence

Part 3 PRODUCT DECISIONS

Chapter 10 Product Concepts

10-1 What Is a Product?

10-2 Types of Consumer Products

10-3 Product Items, Lines, and Mixes

10-4 Branding

10-5 Packaging

10-6 Global Issues in Branding and Packaging

10-7 Product Warranties

Chapter 11 Developing and Managing Products

11-1 The Importance of New Products

11-2 The New-Product Development Process

11-3 Why Some Products Succeed and Others Fail

11-4 Global Issues in New-Product Development

11-5 The Spread of New Products

11-6 Product Life Cycles

Chapter 12 Services and Nonprofit Organization Marketing

12-1 The Importance of Services

5-1 Rewards of Global Marketing and the Shifting Global Business Landscape

5-2 Multinational Firms

5-3 External Environment Faced by Global Marketers

5-4 Global Marketing by the Individual Firm

5-5 The Global Marketing Mix

5-6 The Impact of the Internet

Part 2 ANALYZING MARKET OPPORTUNITIES

Chapter 6 Consumer Decision Making

6-1 The Importance of Understanding Consumer Behavior

6-2 The Traditional Consumer Decision-Making Process

6-3 Postpurchase Behavior

6-4 Types of Consumer Buying Decisions and Consumer Involvement

6-5 Reconceptualizing the Consumer Decision-Making Process

6-6 Cultural Influences on Consumer Buying Decisions

6-7 Social Influences on Consumer Buying Decisions

6-8 Individual Influences on Consumer Buying Decisions

6-9 Psychological Influences on Consumer Buying Decisions

Chapter 7 Business Marketing

7-1 What Is Business Marketing?

7-2 Trends in B-to-B Internet Marketing

7-3 Relationship Marketing and Strategic Alliances

7-4 Major Categories of Business Customers

7-5 The North American Industry Classification System

7-6 Business versus Consumer Markets

7-7 Types of Business Products

7-8 Business Buying Behavior

Chapter 8 Segmenting and Targeting Markets

8-1 Markets and Market Segments

8-2 The Importance of Market Segmentation

8-3 Criteria for Successful Segmentation

8-4 Bases for Segmenting Consumer Markets

8-5 Bases for Segmenting Business Markets

8-6 Steps in Segmenting a Market

8-7 Strategies for Selecting Target Markets

8-8 CRM as a Targeting Tool

8-9 Positioning

Chapter 9 Marketing Research

9-1 The Role of Marketing Research

9-2 Steps in a Marketing Research Project

9-3 The Profound Impact of the Internet on Marketing Research

9-4 The Growing Importance of Mobile Research

9-5 Scanner-Based Research

9-6 When Should Marketing Research Be Conducted?

9-7 Competitive Intelligence

Part 3 PRODUCT DECISIONS

Chapter 10 Product Concepts

10-1 What Is a Product?

10-2 Types of Consumer Products

10-3 Product Items, Lines, and Mixes

10-4 Branding

10-5 Packaging

10-6 Global Issues in Branding and Packaging

10-7 Product Warranties

Chapter 11 Developing and Managing Products

11-1 The Importance of New Products

11-2 The New-Product Development Process

11-3 Why Some Products Succeed and Others Fail

11-4 Global Issues in New-Product Development

11-5 The Spread of New Products

11-6 Product Life Cycles

Chapter 12 Services and Nonprofit Organization Marketing

12-1 The Importance of Services

12-2 How Services Differ from Goods

12-3 Service Quality

12-4 Marketing Mixes for Services

12-5 Relationship Marketing in Services

12-6 Internal Marketing in Service Firms

Part 4 DISTRIBUTION DECISIONS

Chapter 13 Supply Chain Management and Marketing Channels

13-1 Supply Chains and Supply Chain Management

13-2 Supply Chain Integration

13-3 The Key Processes of Supply Chain Management

13-4 Sustainable Supply Chain Management

13-5 Trends in Supply Chain Management

13-6 Marketing Channels and Channel Intermediaries

13-7 Channel Structures

13-8 Omnichannel versus Multichannel Marketing

Chapter 14 Retailing

14-1 The Importance of Retailing

14-2 Types of Retailers and Retail Operations

14-3 The Rise of Nonstore Retailing

14-4 Retail Operations Models

14-5 Executing a Retail Marketing Strategy

14-6 Retailing Decisions for Services

14-7 Addressing Retail Product/Service Failures

14-8 Retailer and Retail Customer Trends and Advancements

Part 5 PROMOTION AND COMMUNICATION STRATEGIES

Chapter 15 Marketing Communications

15-1 The Role of Promotion in the Marketing Mix

15-2 Marketing Communication

15-3 The Goals of Promotion

15-4 The Promotional Mix

15-5 Promotional Goals and the AIDA Concept

15-6 Integrated Marketing Communications

15-7 Factors Affecting the Promotional Mix

Chapter 16 Advertising, Public Relations, and Sales Promotion

16-1 The Effects of Advertising

16-2 Major Types of Advertising

16-3 Creative Decisions in Advertising

16-4 Media Decisions in Advertising

16-5 Public Relations

16-6 Sales Promotion

Chapter 17 Personal Selling and Sales Management

17-1 The Sales Environment

17-2 Personal Selling

17-3 Relationship Selling

17-4 Steps in the Selling Process

17-5 Sales Management

17-6 Customer Relationship Management and the Sales Process

Chapter 18 Social Media and Marketing

18-1 What Are Social Media?

18-2 Creating and Leveraging a Social Media Campaign

18-3 Evaluation and Measurement of Social Media

18-4 Social Behavior of Consumers

18-5 Social Media Tools: Consumer- and Corporate- Generated Content

18-6 Social Media and Mobile Technology

18-7 The Social Media Plan

Part 6 PRICING DECISIONS

Chapter 19 Pricing Concepts

19-1 The Importance of Price

19-2 Pricing Objectives

19-3 The Demand Determinant of Price

19-4 The Power of Dynamic Pricing and Yield Management Systems

19-5 The Cost Determinant of Price

19-6 Other Determinants of Price

19-7 How to Set a Price on a Product

19-8 The Legality of Price Strategy

19-9 Tactics for Fine-Tuning the Base Price

Charles W. Lamb, Texas Christian University

Charles W. Lamb, Jr., served as chair of the department of marketing at the M. J. Neeley School of Business from 1982 to 1988 and again from 1997 to 2003. He also served as chair of the Department of Information Systems and Supply Chain Management and is a former president of the Academy of Marketing Science and the Southwestern Marketing Association. Lamb has authored or co-authored more than a 30 books and anthologies on marketing topics and over 150 articles that have appeared in academic journals and conference proceedings. In 1997, he was awarded the prestigious Chancellor’s Award for Distinguished Research and Creative Activity at TCU. This is the highest honor that the university bestows on its faculty. Other key honors he has received include the M. J. Neeley School of Business Research Award and selection as a Distinguished Fellow of the Academy of Marketing Science and Fellow of the Southwestern Marketing Association.

Joe F. Hair, Louisiana State University

Joseph Hair is Distinguished Professor of Marketing and Director of the Ph.D. in Business Administration Program at University of South Alabama. Immediately prior to joining the University of South Alabama Joe was the Founder and Director of the Kennesaw State University DBA program. He previously held the Alvin C. Copeland Endowed Chair of Franchising and was Director, Entrepreneurship Institute, Louisiana State University. Hair also held the Phil B. Hardin Chair of Marketing at the University of Mississippi. He has taught graduate and undergraduate marketing, sales management, and marketing research courses. Hair has authored more than 40 books and more than 80 articles in scholarly journals. He has also participated on many university committees and has chaired numerous departmental task forces. He serves on the editorial review boards of several journals. He is a member of the Academy of Marketing Science, American Marketing Association, Society for Marketing Advances, and Association for Marketing and Healthcare Research. He was selected as the 2011 AMS CUTCO/VECTOR Distinguished Marketing Educator, as the 2007 Innovative Marketer of the Year by the Marketing Management Association, and was the 2004 recipient of the Academy of Marketing Science Excellence in Teaching Award. Hair holds a bachelor’s degree in economics, a master’s degree in marketing, and a doctorate in marketing, all from the University of Florida. He also serves as a marketing consultant to businesses in a variety of industries ranging from food and retail to financial services, health care, electronics, and the U.S. Departments of Agriculture and Interior.

Carl McDaniel, University of Texas, Arlington

Carl McDaniel is professor emeritus at the University of Texas–Arlington. He was the chairman of the marketing department at UTA for 32 years. McDaniel’s career spanned more than 40 years, during which he was the recipient of several awards for outstanding teaching. McDaniel has also been a district sales manager for Southwestern Bell Telephone Company and served as a board member of the North Texas Higher Education Authority, a billion-dollar financial institution. In addition to MKTG, McDaniel has written and co-authored over 90 textbooks in marketing and business. McDaniel’s research has appeared in such publications as the Journal of Marketing, Journal of Business Research, Journal of the Academy of Marketing Science, and California Management Review. McDaniel is a member of the American Marketing Association. In addition to his academic experience, McDaniel has business experience as the co-owner of a marketing research firm. McDaniel has also served as senior consultant to the International Trade Centre (ITC), Geneva, Switzerland. The ITC’s mission is to help developing nations increase their exports. He has a bachelor’s degree from the University of Arkansas and his master’s degree and doctorate from Arizona State University.