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Table of Contents 21 Case Studay

The document outlines the structure of a marketing textbook, covering essential topics such as strategic marketing planning, customer segmentation, branding, and ethical considerations in marketing. It includes various case studies that illustrate real-world applications of marketing strategies across different industries. The content is designed to provide a comprehensive understanding of marketing in today's economy.

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16 views2 pages

Table of Contents 21 Case Studay

The document outlines the structure of a marketing textbook, covering essential topics such as strategic marketing planning, customer segmentation, branding, and ethical considerations in marketing. It includes various case studies that illustrate real-world applications of marketing strategies across different industries. The content is designed to provide a comprehensive understanding of marketing in today's economy.

Uploaded by

hhuongguang
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Brief Contents

Preface xiii
About the Authors xvii
1 MARKETING IN TODAY’S ECONOMY 1
2 STRATEGIC MARKETING PLANNING 27
3 COLLECTING AND ANALYZING MARKETING INFORMATION 56
4 DEVELOPING COMPETITIVE ADVANTAGE AND STRATEGIC FOCUS 89
5 CUSTOMERS, SEGMENTATION, AND TARGET MARKETING 119
6 THE MARKETING PROGRAM 153
7 BRANDING AND POSITIONING 203
8 ETHICS AND SOCIAL RESPONSIBILITY IN MARKETING STRATEGY 230
9 MARKETING IMPLEMENTATION AND CONTROL 260
10 DEVELOPING AND MAINTAINING LONG-TERM CUSTOMER RELATIONSHIPS 289

CASES
CASE 1 USA TODAY: INNOVATION IN AN EVOLVING INDUSTRY 318
CASE 2 CONSUMERS TAKE A SHINE TO APPLE, INC. 331
CASE 3 MONSANTO BALANCES THE INTERESTS OF MULTIPLE STAKEHOLDERS 342
CASE 4 NEW BELGIUM BREWING (A): SOCIAL RESPONSIBILITY AS COMPETITIVE ADVANTAGE 355
CASE 5 NEW BELGIUM BREWING (B): DEVELOPING A BRAND PERSONALITY 364
CASE 6 MATTEL CONFRONTS ITS MARKETING CHALLENGES 373
CASE 7 MISTINE: DIRECT SELLING IN THE THAI COSMETICS MARKET 384
CASE 8 BP STRUGGLES TO REPAIR ITS TARNISHED REPUTATION 396
CASE 9 CHEVROLET: A CENTURY OF PRODUCT INNOVATION407
CASE 10 WYNDHAM WORLDWIDE ADOPTS A STAKEHOLDER ORIENTATION MARKETING
STRATEGY 422
CASE 11 NASCAR: CAN’T KEEP A GOOD BRAND DOWN 431

iv

Copyright 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203
Brief Contents v

CASE 12 INDYCAR: SEEKING A RETURN TO MOTORSPORTS’ FAST LANE 443


CASE 13 ZAPPOS: DELIVERING HAPPINESS 454
CASE 14 NETFLIX FIGHTS TO STAY AHEAD OF A RAPIDLY CHANGING MARKET 465
CASE 15 GILLETTE: WHY INNOVATION MAY NOT BE ENOUGH 475
CASE 16 IKEA SLOWLY EXPANDS ITS U.S. MARKET PRESENCE 487
CASE 17 UBER: THE OPPORTUNITIES AND CHALLENGES OF MARKET DISRUPTION 496
CASE 18 SCENTSY, INC.: A SUCCESSFUL DIRECT SELLING BUSINESS MODEL 507
CASE 19 SIGMA MARKETING: STRATEGIC MARKETING ADAPTATION 515
CASE 20 BELLE MEADE PLANTATION: A SOCIAL ENTREPRENEURSHIP MARKETING STRATEGY 525
CASE 21 COCA-COLA: INTEGRATED MARKETING COMMUNICATIONS 534
Index 544

Copyright 2017 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. WCN 02-200-203

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