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Paul Baines
Marketing
Walk-Through of the Online Resource Centre Part 1: Marketing Fundamentals
1 Marketing Principles and Society
3 Marketing Psychology and Consumer Buying Behaviour 4 Marketing Research and Marketing Information Systems Part 2: Principles of Marketing Management
5 Marketing Strategy
7 Market Development and International Marketing Part 3: The Marketing Mix Principle
9 Products, Services, and Branding Decisions
11 An Introduction to Marketing Communications
12 Marketing Communications: Tools and Techniques 13 Managing Marketing Communications: Strategy, Planning,
Part 4: Principles of Relational Marketing 587
15 Services Marketing and Non-Profit Marketing 588
17 Relationship Marketing 670
Part 5: Contemporary Marketing Practice 715
18 New Technology and Marketing 716
19 Postmodern Marketing 756
20 Marketing Ethics 788
Glossary 829
Index 851
1.1 Have FABs Lost their Fizz? 16 1.2 Low-Cost Airlines: Cutting out the Middlemen 19 1.3 Singapore Airlines: Styling a Classy Service 24 1.4 The Body Shop Sells to L'Oréal: Will its Customers Mind? 27 1.5 The Clean and Mean Toyota Prius 37 1.6 Fairtrade: Clean Conscience for Consumers and Fair Deal for Farmers? 41 2.1 Thanks a Million Bernie! 54 2.2 'It's Good to Talk', but Cheaper via the Internet 60 2.3 Regulating Advertising in the UK: Flora pro.activ 63 2.4 Who Ate All the Bars? 67 2.5 European Rivals in the Sky 78 2.6 Drinking the Fruits of a Balanced Portfolio 82 3.1 Diffusion of Consumer Durables in Spain 96 3.2 Peugeot: Taking the Pain out of Purchase 103 3.3 The British Conservative Party: 'Nasty' or Nice? 106 3.4 L'Oréal: Because He's Worth It 117 3.5 Champagne Brands: Still the Society Drink? 122 3.6 The Rise of Ethnic Brands in Britain: When your Name Means Business 127 4.1 Dyson: What to Do When your Research Sucks! 138 4.2 Evaluating Comprehension Levels for a Public Information Campaign: 4.3 What is One Thinking? Public Attitudes towards the British Monarchy 150 4.4 Guinness Drinking: The Irish Way? 151 4.5 The Final Destination Thrillogy: Testing a Film to Death 158 4.6 You Are What You Eat? Tesco's Use of EPOS Data to Profile its Customers 163 5.1 Vodafone: Talking Strategies 180 5.2 Challenging and Competitive Games 185 5.3 Shell: What to Do When the Future is Murky 189 5.4 Printing a Competitive Advantage 197 5.5 Colgate Fights Back 203 6.1 A Tale of Two Approaches 220 6.2 Political Failure to Segment 229 6.3 Slap it On, All Over 233 6.4 Fluid Service Flows! 242 6.5 Silverjet Circles the Business Flyer 245 6.6 Repositioning the Yorkie bar 257 7.1 H&M Heads East 274 7.2 Global Beer: What's on Tap? 277 7.3 The Multinational on Show 281 7.4 Coca-Cola and International Market Opportunity 284 7.5 Transforming China 289 7.6 UK Cultural Training in Aviva's Call Centres 294 7.7 It's All Goody's in Greece 305 8.1 Prêt À Manger: Marketing with a Smile 318 8.2 Tesco's Outsourcing of Customer Analytics: As Appetizing as it Looks? 323 8.3 Clydesdale: Banking on TEAM Values 327 8.4 The Blair Witch Project: Frighteningly Good Marketing Effectiveness 339 8.5 British Airways: Flying High Again 339 8.6 Luxottica Eyes the Chinese Market 342 9.1 Customer Experiences at Disney 355 9.2 Very Special Cars 361 9.3 China Mobile Rings Lots of Bells 366 9.4 Developing Viagra 372 9.5 Elastic Brands? 381 9.6 Redesigning Sunny D 385 10.1 GSK Drug Pricing: Fair or Foul? 399 10.2 Sunglass Hut: Framing its Prices 402 10.3 Tesco's Value Pricing Approach 410 10.4 Soap Wars in India 412 10.5 Vertu: Pricey or Priceless? 414 10.6 English Higher Education: How Much for a Degree? 417 11.1 Heineken, Not Shaken and Not Stirred 432 11.2 Bottled, Iced, and Refreshed 436 11.3 Opinionated Ice Creamers 440 11 .4 Engaging with Urban Youth Audiences 443 11.5 Call-to-Action against the Government 455 11.6 Culturally Driven Flaxseed 459 12.1 Virgin Media Announce Themselves 474 12.2 PR Taking Off 481 12.3 Direct Contacts at the Airport 484 12.4 Direct Mixing for Boots No. 7 490 13.1 Supermarkets' use of Pull Strategies 514 13.2 Profile Strategies at Shell 517 13.3 Competitive Drinking in Asia 523 13.4 Getting it All Together 526 13.5 All Change at the Agency 534 14.1 Motorola Reaches out in India 551 14.2 Red Bull Grows Wings 552 14.3 Fast Fashion 561 14.4 BigBarn Keeps it Local 565 14.5 Tuning into iTunes 580 15.1 Nearly Pure Products and Services 592 15.2 The Hilton Blueprint 594 15.3 Variable Recovery Services 597 15.5 Servicing Queues 606 15.6 Enterprising Leisure 620 17.8 Talking to Customers at Carphone Warehouse 19.1 Who's Watching Whom? Big Brother and the Birth of Reality Television 19.2 Back to the Future: The Royal Enfield Bullet Electra 19.6 Guinness: Deconstructing the Black Stuff 19.7 Walkers Crisps and Carbon Labelling: Trick or Treat? 20.3 Ford and Bridgestone/Firestone: Tyre Blowout—Whose Fault is it Anyway? 20.4 ExxonMobil: Statement on Bribery and Corruption 20.5 Corporate Disasters: Accidental or Irresponsible? 20.6 CSR at Tata: Are Community Initiatives Good for Business?

Source: http://senas.lnb.lt/stotisFiles/uploadedAttachments/19_Marketing2009026115018.pdf

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