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Principles of Marketing for Transformation

by Elizabeth Dellegrazie

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"Principles of Marketing for Transformation" offers a comprehensive and ethically grounded approach to modern marketing, emphasizing the creation of customer value through strategic planning, consumer insight, and responsible practices. Spanning foundational topics like the marketing mix, consumer and business behavior, and segmentation, the text also explores cutting-edge areas such as digital strategy, search optimization, and integrated marketing communications.

Description from LibreTexts.

Publisher
Concordia University Chicago
Subjects
Business
Licence
CC BY 4.0, as LibreTexts states it
Who can read
Tweens profiles and older, judged from its title and subjects

Contents

LibreTexts writes equations in TeX, and here they show as TeX; the PDF has them typeset.

  1. Front Matter
  2. TitlePage
  3. InfoPage
  4. Table of Contents
  5. Licensing
  6. About the Author
  7. Preface
  8. 1: Marketing and Customer Value
  9. 1.1: In the Spotlight
  10. 1.2: Marketing and the Marketing Process
  11. 1.3: The Marketing Mix and the 4Ps of Marketing
  12. 1.4: Factors Comprising and Affecting the Marketing Environment
  13. 1.5: Evolution of the Marketing Concept
  14. 1.6: Determining Consumer Needs and Wants
  15. 1.7: Customer Relationship Management (CRM)
  16. 1.8: Ethical Marketing
  17. 1.9: Chapter Summary
  18. 1.10: Key Terms
  19. 1.11: Applied Marketing Knowledge- Discussion Questions
  20. 1.12: Critical Thinking Exercises
  21. 1.13: Building Your Personal Brand
  22. 1.14: What Do Marketers Do?
  23. 1.15: Closing Company Case
  24. 1.16: References
  25. 2: Strategic Planning in Marketing
  26. 2.1: In the Spotlight
  27. 2.2: Developing a Strategic Plan
  28. 2.3: The Role of Marketing in the Strategic Planning Process
  29. 2.4: Purpose and Structure of the Marketing Plan
  30. 2.5: Marketing Plan Progress Using Metrics
  31. 2.6: Ethical Issues in Developing a Marketing Strategy
  32. 2.7: Chapter Summary
  33. 2.8: Key Terms
  34. 2.9: Applied Marketing Knowledge- Discussion Questions
  35. 2.10: Critical Thinking Exercises
  36. 2.11: Building Your Personal Brand
  37. 2.12: What Do Marketers Do?
  38. 2.13: Closing Company Case
  39. 2.14: References
  40. 3: Consumer Markets and Purchasing Behavior
  41. 3.1: In the Spotlight
  42. 3.2: Understanding Consumer Markets and Buying Behavior
  43. 3.3: Factors That Influence Consumer Buying Behavior
  44. 3.4: The Consumer Purchasing Decision Process
  45. 3.5: Ethical Issues in Consumer Buying Behavior
  46. 3.6: Chapter Summary
  47. 3.7: Key Terms
  48. 3.8: Applied Marketing Knowledge- Discussion Questions
  49. 3.9: Critical Thinking Exercises
  50. 3.10: Building Your Personal Brand
  51. 3.11: What Do Marketers Do?
  52. 3.12: Closing Company Case
  53. 3.13: References
  54. 4: Business Markets and Purchasing Behavior
  55. 4.1: In the Spotlight
  56. 4.2: The Business-to-Business (B2B) Market
  57. 4.3: Buyers and Buying Situations in a B2B Market
  58. 4.4: Major Influences on B2B Buyer Behavior
  59. 4.5: Stages in the B2B Buying Process
  60. 4.6: Ethical Issues in B2B Marketing
  61. 4.7: Chapter Summary
  62. 4.8: Key Terms
  63. 4.9: Applied Marketing Knowledge- Discussion Questions
  64. 4.10: Critical Thinking Exercises
  65. 4.11: Building Your Personal Brand
  66. 4.12: What Do Marketers Do?
  67. 4.13: Closing Company Case
  68. 4.14: References
  69. 5: Market Segmentation, Targeting, and Positioning
  70. 5.1: In the Spotlight
  71. 5.2: Market Segmentation and Consumer Markets
  72. 5.3: Segmentation of B2B Markets
  73. 5.4: Segmentation of International Markets
  74. 5.5: Essential Factors in Effective Market Segmentation
  75. 5.6: Selecting Target Markets
  76. 5.7: Product Positioning
  77. 5.8: Ethical Concerns and Target Marketing
  78. 5.9: Chapter Summary
  79. 5.10: Key Terms
  80. 5.11: Applied Marketing Knowledge- Discussion Questions
  81. 5.12: Critical Thinking Exercises
  82. 5.13: Building Your Personal Brand
  83. 5.14: What Do Marketers Do?
  84. 5.15: Closing Company Case
  85. 5.16: References
  86. 6: Intro to Digital Marketing and the Digital Consumer
  87. 6.1: What is Marketing?
  88. 6.2 Evolution of Word-of-Mouth (WOM) Theory
  89. 6.3: The Consumer Journey
  90. 6.4 Understanding the Digital Consumer
  91. 6.5 Rethinking the Consumer Journey
  92. 6.6: Consumer Journey: The Circular Model
  93. 6.7: Zero-Moment of Truth (ZMOT)
  94. 6.8: Journey Mapping
  95. 6.9: References
  96. 7: Marketing Research and Market Intelligence
  97. 7.1: In the Spotlight
  98. 7.2: Marketing Research and Big Data
  99. 7.3: Sources of Marketing Information
  100. 7.4: Steps in a Successful Marketing Research Plan
  101. 7.5: Ethical Issues in Marketing Research
  102. 7.6: Chapter Summary
  103. 7.7: Key Terms
  104. 7.8: Applied Marketing Knowledge- Discussion Questions
  105. 7.9: Critical Thinking Exercises
  106. 7.10: Building Your Personal Brand
  107. 7.11: What Do Marketers Do?
  108. 7.12: Closing Company Case
  109. 7.13: References
  110. 8: Marketing in a Diverse and Global Marketplace
  111. 8.1: In the Spotlight
  112. 8.2: Strategic Marketing- Standardization versus Adaptation
  113. 8.3: Diversity and Inclusion Marketing
  114. 8.4: Multicultural Marketing
  115. 8.5: Marketing to Hispanic, Black, and Asian Consumers
  116. 8.6: Marketing to Sociodemographic Groups
  117. 8.7: Ethical Issues in Diversity Marketing
  118. 8.8: The Global Market and Advantages of International Trade
  119. 8.9: Marketing in a Global Environment
  120. 8.10: Ethical Issues in the Global Marketplace
  121. 8.11: Chapter Summary - Diverse and Global Marketplace
  122. 8.12: Key Terms
  123. 8.13: Applied Marketing Knowledge- Discussion Questions
  124. 8.14: Critical Thinking Exercises
  125. 8.15: Building Your Personal Brand
  126. 8.16: What Do Marketers Do?
  127. 8.17: Closing Company Case
  128. 8.18: References
  129. 9: Products and Service- Consumer Offerings and Intangible Products
  130. 9.1: In the Spotlight - Products
  131. 9.2: Products, Services, and Experiences
  132. 9.3: Product Items, Product Lines, and Product Mixes
  133. 9.4: The Product Life Cycle
  134. 9.5: Marketing Strategies at Each Stage of the Product Life Cycle
  135. 9.6: Branding and Brand Development
  136. 9.7: Forms of Brand Development, Brand Loyalty, and Brand Metrics
  137. 9.8: Creating Value through Packaging and Labeling
  138. 9.9: Environmental Concerns Regarding Packaging
  139. 9.10: Ethical Issues in Packaging
  140. 9.11: Chapter Summary - Product
  141. 9.12: Services- The Intangible Product
  142. 9.13: In the Spotlight - Services
  143. 9.14: Classification of Services
  144. 9.15: The Service-Profit Chain Model and the Service Marketing Triangle
  145. 9.16: The Gap Model of Service Quality
  146. 9.17: Ethical Considerations in Providing Services
  147. 9.18: Applied Marketing Knowledge- Discussion Questions
  148. 9.19: Critical Thinking Exercises
  149. 9.20: Building Your Personal Brand
  150. 9.21: What Do Marketers Do?
  151. 9.22: Closing Company Cases
  152. 9.23: 9.22 Key Terms
  153. 9.24: References
  154. 10: Pricing Products and Services
  155. 10.1: In the Spotlight
  156. 10.2: Pricing and Its Role in the Marketing Mix
  157. 10.3: The Five Critical Cs of Pricing
  158. 10.4: The Five-Step Procedure for Establishing Pricing Policy
  159. 10.5: Pricing Strategies for New Products
  160. 10.6: Pricing Strategies and Tactics for Existing Products
  161. 10.7: Ethical Considerations in Pricing
  162. 10.8: Chapter Summary
  163. 10.9: Key Terms
  164. 10.10: Applied Marketing Knowledge- Discussion Questions
  165. 10.11: Critical Thinking Exercises
  166. 10.12: Building Your Personal Brand
  167. 10.13: What Do Marketers Do?
  168. 10.14: Closing Company Case
  169. 10.15: References
  170. 11: Distribution- Delivering Customer Value
  171. 11.1: In the Spotlight
  172. 11.2: The Use and Value of Marketing Channels
  173. 11.3: Types of Marketing Channels
  174. 11.4: Factors Influencing Channel Choice
  175. 11.5: Managing the Distribution Channel
  176. 11.6: The Supply Chain and Its Functions
  177. 11.7: Logistics and Its Functions
  178. 11.8: Ethical Issues in Supply Chain Management
  179. 11.9: Chapter Summary
  180. 11.10: Key Terms
  181. 11.11: Applied Marketing Knowledge- Discussion Questions
  182. 11.12: Critical Thinking Exercises
  183. 11.13: Building Your Personal Brand
  184. 11.14: What Do Marketers Do?
  185. 11.15: Closing Company Case
  186. 11.16: References
  187. 12: Integrated Marketing Communications
  188. 12.1: In the Spotlight
  189. 12.2: The Promotion Mix and Its Elements
  190. 12.3: The Communication Process
  191. 12.4: Integrated Marketing Communications
  192. 12.5: Steps in the IMC Planning Process
  193. 12.6: Ethical Issues in Marketing Communication
  194. 12.7: Chapter Summary
  195. 12.8: Key Terms
  196. 12.9: Applied Marketing Knowledge- Discussion Questions
  197. 12.10: Critical Thinking Exercises
  198. 12.11: Building Your Personal Brand
  199. 12.12: What Do Marketers Do?
  200. 12.13: Closing Company Case
  201. 12.14: References
  202. 13: Planning for a Digital Marketing Campaign
  203. 13.1: Search Engine Optimization
  204. 13.2: How to Rank High
  205. 13.3: Algorithms
  206. 13.4: User Experience
  207. 13.5: Backlinks
  208. 13.6: Keywords
  209. 13.7: Understanding How Consumers Use Keywords
  210. 13.8: Using Keywords to Analyze Competitors
  211. 13.9: References
  212. 14: Introduction to Digital Strategy
  213. 14.1: Inbound and Outbound Marketing
  214. 14.2: Paid, Owned, and Earned Media
  215. 14.3: Objectives, Goals, and KPIs
  216. 14.4: Strategy and Tactics
  217. 14.5: RACE Framework
  218. 14.6: From Persona and Journey to Strategy
  219. 14.7: From a Journey Map to a Conversion Path
  220. 14.8: RACE for Competitive Analysis
  221. 14.9: References
  222. 15: The Promotion Mix- Advertising, Public Relations, Selling, and Sales Promotion
  223. 15.1: In the Spotlight
  224. 15.2: Advertising in the Promotion Mix
  225. 15.3: Major Decisions in Developing an Advertising Plan
  226. 15.4: The Use of Metrics to Measure Advertising Campaign Effectiveness
  227. 15.5: Public Relations and Its Role in the Promotion Mix
  228. 15.6: The Advantages and Disadvantages of Public Relations
  229. 15.7: Ethical Concerns in Advertising and Public Relations
  230. 15.8: Chapter Summary
  231. 15.9: Key Terms
  232. 15.10: Applied Marketing Knowledge- Discussion Questions
  233. 15.11: Critical Thinking Exercises
  234. 15.12: Building Your Personal Brand
  235. 15.13: What Do Marketers Do?
  236. 15.14: Closing Company Case
  237. 15.15: References
  238. 15.16: The Promotion Mix- Personal Selling and Sales Promotion
  239. 16: Sustainable Marketing- The New Paradigm
  240. 16.1: In the Spotlight
  241. 16.2: Sustainable Marketing
  242. 16.3: Traditional Marketing versus Sustainable Marketing
  243. 16.4: The Benefits of Sustainable Marketing
  244. 16.5: Sustainable Marketing Principles
  245. 16.6: Purpose-Driven Marketing
  246. 16.7: Chapter Summary
  247. 16.8: Key Terms
  248. 16.9: Applied Marketing Knowledge- Discussion Questions
  249. 16.10: Critical Thinking Exercises
  250. 16.11: Building Your Personal Brand
  251. 16.12: References
  252. 17: Applying Marketing Strategy - Marketing Plan
  253. 17.1: Marketing Plan Exercise I - Company Profile
  254. 17.2: Marketing Plan Exercise - Mission, SWOT, and Goals
  255. 17.3: Marketing Plan Exercise - Segmentation, Target, and Positioning
  256. 17.4: Marketing Plan Exercise - Situation Analysis
  257. 17.5: Marketing Plan Exercise - Product or Service
  258. 17.6: Marketing Plan Exercise - Pricing and Distribution
  259. 17.7: Marketing Plan Exercise - Promotion
  260. Back Matter
  261. Index
  262. Glossary
  263. Detailed Licensing