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Designed to explore the emerging challenges for marketing executives and their organizations, as well as to survey the viable strategies for meeting these challenges. The book updates marketing concepts, terminologies and practices dictated by changes in social, economic, competitive and technological conditions. Additionally, the role governments need to play in order to create an enabling environment in which business institutions can provide goods and services at reasonable costs and prices is clearly spelt out.

Tabla de contenidos provista por Syndetics

• List of Figures(p. xi)
• List of Tables(p. xii)
• Preface(p. xiii)
• 1 The Marketing Function(p. 1)
• 1.1 The Nature of Marketing(p. 4)
• What is Marketing?(p. 4)
• Marketing Redefined(p. 6)
• The Marketing Mix(p. 7)
• 1.2 The Internet and WWW(p. 12)
• Growing Popularity(p. 13)
• Importance of Webtade(p. 13)
• Internet Shortcomings(p. 15)
• Information Sources(p. 15)
• 1.3 Marketing Management(p. 17)
• Marketing Planning(p. 17)
• Marketing Organisation(p. 23)
• Implementation of Plans(p. 27)
• Marketing Control(p. 38)
• 1.4 A Fresh Look at Promotion(p. 41)
• Advertising(p. 41)
• Publicity(p. 42)
• Customer Relations(p. 42)
• Sales Talk(p. 56)
• Bait Promotion(p. 57)
• Shop Garnishment(p. 58)
• Extensive Exposure(p. 58)
• Impulsive Mail(p. 59)
• Emissary-Style Promotion(p. 60)
• 1.5 Beyond the Marketing Concept(p. 61)
• Evolution of Marketing(p. 61)
• The Marketing Concept(p. 63)
• The Market-Driving Era(p. 65)
• 1.6 A Summing Up(p. 67)
• 2 The Changing Business Environment(p. 69)
• 2.1 Challenges for Marketers(p. 71)
• A New Breed of Consumers(p. 72)
• High Societal Expectations(p. 72)
• Harsh Economic Conditions(p. 73)
• Greater Competitive Pressures(p. 74)
• Marketing in Poor Economies(p. 75)
• 2.2 How to Avoid Tragedies(p. 77)
• Streamlining Operations(p. 78)
• Change and Innovation(p. 78)
• Simple Product Designs(p. 85)
• Low-Cost Inputs(p. 85)
• Low Profit Margins(p. 86)
• Fostering Repeat Sales(p. 86)
• Collaborative Promotions(p. 87)
• High Social Productivity(p. 88)
• The Matter of Health(p. 90)
• Coping with Stress(p. 91)
• Rational Use of Time(p. 93)
• 2.3 A Summing Up(p. 97)
• 3 Culture in Cross-Border Marketing(p. 99)
• 3.1 Cross-Border Operations(p. 101)
• 3.2 Risks in Foreign Markets(p. 103)
• Political Risk(p. 103)
• Economic Risk(p. 103)
• Cultural Risk(p. 104)
• 3.3 Measuring Cultural Risk(p. 105)
• Elements of Culture(p. 105)
• The Country Level(p. 107)
• The Regional Level(p. 109)
• 3.4 Using Cultural Risk Scores(p. 110)
• Low Cultural Risk(p. 110)
• Moderate Cultural Risk(p. 110)
• High Cultural Risk(p. 111)
• 3.5 A Summing Up(p. 111)
• 4 The Japanese Challenge(p. 113)
• 4.1 Japanese v. Western Systems(p. 115)
• Industrial Organisation(p. 116)
• Decision Making(p. 116)
• The Staffing Function(p. 118)
• Customer Service(p. 124)
• 4.2 Sources of the Differences(p. 125)
• 4.3 Implication for Marketers(p. 126)
• 4.4 A Summing Up(p. 127)
• 5 The Role of Governments(p. 129)
• 5.1 Rationale for Involvement(p. 131)
• 5.2 Industrial and Trade Strategy(p. 134)
• A Two-Phase Strategy(p. 135)
• Antitrust Legislation(p. 136)
• Sustained RandD Support(p. 137)
• Industrial Harmony(p. 138)
• 5.3 Fostering Private Investment(p. 147)
• Privatisation Programme(p. 153)
• Investment Incentives(p. 155)
• Facilities and Services(p. 156)
• Pricing and Investment(p. 157)
• 5.4 Local and Foreign Markets(p. 158)
• Inadequate Markets(p. 158)
• Population Policy(p. 161)
• Membership in IGOs(p. 163)
• Sub-Contracting(p. 168)
• 5.5 External Debt Resolution(p. 169)
• Genesis of the Debt Crisis(p. 169)
• Effects of the Debt Burden(p. 172)
• Solutions to the Problem(p. 173)
• 5.6 Tending to Social Issues(p. 179)
• Sustained Peace and Stability(p. 179)
• Protection of Workers(p. 182)
• Consumer Protection(p. 183)
• Redressing Urban Congestion(p. 185)
• Environmental Protection(p. 187)
• 5.7 Government Structure(p. 194)
• Government Size and Functions(p. 194)
• Streamlined Government(p. 195)
• Practical Considerations(p. 197)
• 5.8 A Summing Up(p. 198)
• Endnotes(p. 199)
• Glossary(p. 223)
• Bibliography(p. 273)
• Index(p. 293)
• The Author(p. 319)

Notas de autor provistas por Syndetics

Henry Kyambalesa: Independent Researcher and Consultant, Business and Management, Denver, USA