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(Strategic Marketing Planning, Marketing in a Changing World: Satisfying…
Strategic Marketing Planning
Strategic Planning
Overview of Planning
The Planning Process
The Strategic Plan
The Mission
From Mission to Strategic Objectives
Strategic Audit
SWOT Analysis
The Business Portfolio
Developing Growth Strategies
Marketing Within Strategic Planning
Planning Functional Strategies
Marketing's Role in Strategic Planning
Conflict Between Departments
The Marketing Process
Marketing Strategy
Marketing Strategies for Competitive Advantage
Developing the Marketing Mix
The Marketing Plan
Marketing in a Changing World: Satisfying Human Needs
What is Marketing?
Needs, Wants and Demands
Products and Services
Value, Satisfaction and Quality
Exchange, Transactions and Relationships
Markets
Marketing
Marketing Management
Demand Management
Marketing Management Philosophies
The Production Concept
The Product Concept
The Selling Concept
The Marketing Concept
The Societal Marketing Concept
Marketing Challenges into the Next Century
Growth of Non-Profit Marketing
The Information Technology Boom
Rapid Globalization
The Changing World Economy
The Call for More Ethics and Social Responsibility
The New Marketing Landscape
Marketing and Society: Social Responsibility and Marketing Ethics
Social Criticisms of Marketing
Marketing's Impact on Individual Consumers
Marketing's Impact on Society as a Whole
Marketing's Impact on Other Businesses
Citizen and Public Actions to Regulate Marketing
Consumerism
Environmentalism
Business Actions Towards Socially Responsible Marketing
Enlightened Marketing
Marketing Ethics
Principles for Public Policy Towards Marketing
The Global Marketplace
Risks in International Marketing
Analysis of International Market Opportunity
Deciding which Markets to Enter
Establishing Market Entry Mode
Developing a Strategic Marketing Plan
Consumer Buyer Behaviour
Models of Consumer Behaviour
Characteristics Affecting Consumer Behaviour
Consumer Decision Process
Types of Buying Decision Behaviour
The Marketing Environment
The Company's Microenvironment
The Company's Macroenvironment
Responding to the Marketing Environment
Business Markets and Business Buyer Behaviour
Business Markets
A Model of Business Buyer Behaviour
Institutional and Government Markets
Market Information and Marketing Research
The Marketing Information System
The Marketing Research Process
Market Segmentation and Targeting
Market Segmentation
Market Targeting
Positioning
Differentiation
What is Market Positioning?
Building Customer Relationships: Customer Satisfaction, Quality, Value and Service
Satisfying Customer Needs
Delivering Customer Value and Satisfaction
Creating Competitive Advantages
Competitor Analysis
Competitive Strategies
Brands, Products, Packaging and Services
What is a Product?
Product Classifications
Product Development and Life-Cycle Strategies
Innovation and New-Product Development
Product Life-Cycle Strategies
Mass Communications: Advertising, Sales Promotion and Public Relations
Advertising Strategy
Sales Promotion
Marketing Services
Nature and Characteristics of a Service
Pricing Considerations and Approaches
Factors to Consider when Setting Prices
Pricing Strategies
New-Product Pricing Strategies
Integrated Marketing Communication Strategy
Steps in Developing Effective Communication
Personal Selling and Sales Management
The Role of Personal Selling
Managing Marketing Channels
The Nature of Distribution Channels
Direct and Online Marketing
What is Direct Marketing?
Principles of Marketing - Philip Kotler
Preface
Guided Tour
About the Author
Part One: Marketing and the Marketing Process
Part Two: The Marketing Setting
Part Three: Core Strategy
Part Four: Product
Part Five: Price
Part Six: Promotion
Part Seven: Place