The Essentials of Contemporary Marketing 1st edition by Mo Willan ISBN 1472988574 978-1472988577

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ISBN 10: 1472988574
ISBN 13: 978-1472988577
Author: Mo Willan

As the effectiveness of traditional marketing techniques continues to diminish, contemporary marketing increasingly becomes the most reliable method of expanding outreach and reflecting the needs of the modern consumer. When implemented, these contemporary strategies offer the greatest support for their client base, with a product range that adapts to the desires of the target market. The channels used to underpin these strategies are also radically different from traditional methods – placing emphasis upon platforms such as social media.

Designed for both undergraduate and postgraduate students, as well as those in executive education and general business, The Essentials of Contemporary Marketing covers a wide range of themes, including:

– Consumer behaviour
– The latest marketing research
– Services marketing
– Brand management
– Global marketing, and
– Ethics in marketing.

Each chapter includes case studies to illustrate and contextualise the topics covered, featuring companies as diverse as Amazon, McLaren, Unilever, UBS and Virgin Money.

In alignment with its subject matter, The Essentials of Contemporary Marketing prioritises practicality over theory-based content – providing a comprehensive and contextualised insight into how marketing is developing in the 21st century.

The Essentials of Contemporary Marketing 1st Table of contents:

Preface

• Introduction to Marketing in the Modern Era
• How to Use This Book for Maximum Benefit

Chapter 1: Introduction to Marketing

• The Role and Importance of Marketing in Business
• Key Concepts and Definitions in Marketing
• Evolution of Marketing in the Digital Age
• The Marketing Environment: Micro and Macro Factors

Chapter 2: Consumer Behavior

• Understanding the Consumer Decision-Making Process
• Factors Influencing Consumer Behavior: Psychological, Social, and Cultural
• Market Segmentation and Targeting Consumer Groups
• The Role of Motivation, Perception, and Learning in Consumer Behavior

Chapter 3: Marketing Research

• The Importance of Market Research in Decision Making
• Types of Market Research: Qualitative vs. Quantitative
• Research Methods: Surveys, Focus Groups, Observational Studies
• Analyzing and Interpreting Market Data
• Ethical Considerations in Marketing Research

Chapter 4: Segmentation, Targeting, and Positioning

• Identifying Market Segments and Their Needs
• Evaluating Market Segments for Targeting
• Positioning Products and Brands for Target Audiences
• Developing a Differentiation Strategy

Chapter 5: Marketing Strategy and Planning

• Strategic Marketing Planning Process
• SWOT Analysis for Strategic Decision Making
• Setting Marketing Objectives and KPIs
• The Role of Competitive Analysis and Benchmarking
• Creating a Marketing Plan

Chapter 6: Product and Brand Management

• Understanding the Product Life Cycle
• New Product Development Process
• Brand Positioning and Building Brand Equity
• Managing a Product Portfolio and Product Lines
• Packaging and Labeling Strategies

Chapter 7: Pricing Strategies

• The Role of Pricing in the Marketing Mix
• Factors Affecting Pricing Decisions: Costs, Competitors, and Consumer Demand
• Pricing Strategies: Penetration, Skimming, and Psychological Pricing
• Price Sensitivity and Elasticity
• Dynamic Pricing and the Impact of Technology

Chapter 8: Distribution and Channel Management

• The Role of Distribution in Marketing
• Types of Distribution Channels: Direct vs. Indirect
• Managing Relationships with Retailers and Wholesalers
• Logistics, Supply Chain Management, and E-commerce
• Global Distribution Challenges and Strategies

Chapter 9: Integrated Marketing Communications (IMC)

• The Importance of Communication in Marketing
• Developing an Integrated Marketing Communications Plan
• Advertising, Sales Promotion, Public Relations, and Personal Selling
• The Role of Digital and Social Media in IMC
• Measuring the Effectiveness of Marketing Communications

Chapter 10: Digital Marketing and Social Media

• The Shift from Traditional to Digital Marketing
• Digital Marketing Channels: SEO, SEM, Email Marketing, and Content Marketing
• Social Media Marketing Strategies
• Paid Advertising and Influencer Marketing
• Tracking Performance and ROI in Digital Marketing Campaigns

Chapter 11: Marketing in the Global Marketplace

• The Challenges and Opportunities in Global Marketing
• Adapting Marketing Strategies for International Markets
• Cultural Considerations in Marketing Campaigns
• Global Branding and International Distribution
• Ethical Issues and Legal Considerations in Global Marketing

Chapter 12: Ethical and Social Responsibility in Marketing

• Understanding Marketing Ethics and Corporate Social Responsibility (CSR)
• Sustainable Marketing Practices
• Marketing’s Impact on Society and the Environment
• Consumer Privacy, Data Protection, and Digital Ethics
• Ethical Decision Making in Marketing

Chapter 13: The Future of Marketing

• Emerging Trends and Innovations in Marketing
• The Role of Artificial Intelligence, Big Data, and Automation
• The Impact of Virtual and Augmented Reality in Marketing
• Personalized Marketing and Predictive Analytics
• Adapting to the Changing Needs of the Modern Consumer

Conclusion

• Key Takeaways from Contemporary Marketing
• Practical Applications of Marketing Principles
• Preparing for the Future of Marketing

Glossary

• Definitions of Key Marketing Terms

References

• Academic, Industry Sources, and Further Reading

Index

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