PART ONE: MARKETING AND THE MARKETING PROCESS 1. Marketing in a Changing World: Satisfying Human Needs Case 1 KitKat: Have a break 2. Marketing and society: social responsibility and marketing ethics Case 2 Nestle: singled out again and again 3. Strategic Marketing Planning Case 3 Look out Lipton, here comes Oolong! PART TWO: THE MARKETING SETTING 4. The Marketing Environment Case 4 Unilever: Power? 5. The Global Marketplace Case 5 Making the global tipple: soil, climate, aspect and mystique 6. Consumer Buyer Behaviour Case 6 Aibo: looking for a charged-up spot? 7. Business-to-Business Marketing Case 7 Biofoam: just peanuts? 8. Market Information and Marketing Research Case 8 Judy Greene Pottery PART THREE: CORE STRATEGY 9. Market Segmentation and Targeting: Satisfying Human Needs Case 9 Coffee-Mate 10 Positioning Case 10 SoBe's herbal hedonism 11 Building Customer Relationships: Customer Satisfaction, Quality, Value and Service Case 11 National Gummi AB 12 Creating Competitive Advantages Case 12 The mobile maelstrom PART FOUR: PRODUCT 13 Brands, Products, Packaging and Support Services Case 13 Colgate: one squeeze too many? 14 New-Product Development and Product Life-Cycle Strategies Case 14 The Swatchmobile: any colour combination, including black 15 Marketing Services Case 15 NSPCC: misunderstood PART FIVE: PRICE 16 Pricing Considerations and Approaches Case 16 Easyjet, easy Go 17 Pricing Strategies Case 17 Pricing Imperial's oil PART SIX: PROMOTION 18 Integrated Marketing Communication Strategy Case 18 Absolut vodka: absolutely successful 19 Mass Communications: Advertising, Sales Promotion and Public Relations Case 19 Promotions in a digital age 20 Personal Selling and Sales Management Case 20 Britcraft Jetprop: whose sale is it anyhow? PART SEVEN: PLACE 21 Managing Marketing Channels Case 21 Pieta luxury chocolates 22 Direct and Online Marketing: The New Marketing Model Case 22 Cool Diamonds: are they forever? Glossary Subject index Index of companies Copyright acknowledgements
