Distributing and Using Marketing Information 147 4. Implementing the Research Plan 145* Interpreting and Reporting the Findings 145 Analyzing and Using Marketing Information 146 Customer Relationship Management (CRM) 146. Developing the Research Plan 134* Gathering Secondary Data 135° Primary Data Collection 137. Managing Marketing Information to Gain Customer Insights 127 Marketing Information and Customer Insights 128 Assessing Marketing Information Needs 130 Developing Marketing Information 131 Internal Data 131 'Marketing Intelligence 132 Marketing Research 133 Defining the Problem and Research Objectives 134 Responding to the Marketing Environment 121 3.2 Marketing at Work 122 REST STOP: Reviewing the Concepts 123, Reviewing the Key Terms 124, Travel Log 124, Under the Hood: Focus on Technology, 125 Focus on Ethics 125, Video Case 125 1 M a r k e t i n g a t Work Ameriprise Financial: Still a Boomer Market 103 Economic Environment 110* Natural Environment 111* Technological Environment 113* Political Environment 114° Cultural Environment 117 
Publics 99 The Company's Macroenvironment 100 Demographic Environment 100 3.UNDERSTANDING THE MARKETPLACE AND CONSUMERS 94 3Īnalyzing the Marketing Environment 95 The Company's Microenvironment 97 The Company 97 Marketing Control 88 Measuring and Managing Return on Marketing Investment 89 REST STOP: Reviewing the Concepts 90, Navigating the Key Terms 92, Travel Log 92, Under the Hood: Focus on Technology 92, Focus on Ethics 93, Video Case 93.Marketing Strategy and the Marketing Mix 79 Customer-Driven Marketing Strategy 80 2.2 Marketing at Work Niching: Health Insurance for Our Furry-or Feathery-Friends 82ĭeveloping an Integrated Marketing Mix 83 Managing the Marketing Effort 84 Marketing Analysis 84 Partnering with Others in the Marketing System 78.
Planning Marketing: Partnering to Build Customer Relationships 76 Partnering with Other Company Departments 77 1 Marketing at Work Starbucks Coffee: Where Growth Is Really Perking 74 Designing the Business Portfolio 71 2.
Setting Company Objectives and Goals 71. The Growth of Not-for-Profit Marketing 60 So, What Is Marketing? Pulling It All Together 61 REST STOP: Reviewing the Concepts 63, Navigating the Key Terms 64, Travel Log 64, Under the Hood: Focus on Technology 64, Focus on Ethics 65, Video Case 65Ĭompany and Marketing Strategy: Partnering to Build Customer Relationships 67 Companywide Strategic Planning: Defining Marketing's Role 69 Defining a Market-Oriented Mission 69. The Call for More Ethics and Social Responsibility 60. Building Customer Equity 55 The Changing Marketing Landscape 57 The Digital Age 58. 1 Marketing at Work Bike Friday: Creating Customer Evangelists 47 The Changing Nature of Customer Relationships 49 1.2 Marketing at Work Consumer-Generated Marketing: Ad Agency of the Year? YOU! 52 Partner Relationship Management 52Ĭapturing Value from Customers 54 Creating Customer Loyalty and Retention 54 Preparing an Integrated Marketing Plan and Program 45 Building Customer Relationships 45 Customer Relationship Management 45 1. Markets 40 Designing a Customer-Driven Marketing Strategy 41 Selecting Customers to Serve 41. Market Offerings-Products, Services, and Experiences 39. The Marketing Process 38 Understanding the Marketplace and Customer Needs 38 Customer Needs, Wants, and Demands 38. Marketing: Creating and Capturing Customer Value 35 What Is Marketing? 37 Marketing Defined 37 Gary Armstrong University of North CarolinaĭEFINING MARKETING AND THE MARKETING PROCESS 1
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