Marketing Management
CHAPTER 3: BRANDING AND BRAND STRATEGY
CHAPTER 4: ADVERTISING AND PUBLIC RELATIONS
Lesson 9: Brand and Branding 9.1
Lesson 13: Advertising and Public Relations 13.1 Similarities and Differences between Advertising
BrandEquity ........................................... 145 Advantage and Disadvantages of Branding . . . . . . . . . . . . . . . . . . . 147 Brand Development, Equity, and Positioning . . . . . . . . . . . . . . . . . 149 Social Media and Influencer Culture . . . . . . . . . . . . . . . . . . . . . . . . 152 Brand Sponsorships ..................................... 155
and Public Relations . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 207 13.2 Purpose of Advertising and Public Relations . . . . . . . . . . . . . . . . . . 209 13.3 Advertising in the Age of Social Media . . . . . . . . . . . . . . . . . . . . . . 211 13.4 Issues in Advertising and Public Relations . . . . . . . . . . . . . . . . . . . . 216
9.2 9.3 9.4 9.5
Lesson 14: Customer Relationship Management (CRM)
Lesson 10: Pricing
14.1 Forms of Relationship Management . . . . . . . . . . . . . . . . . . . . . . . . 224 14.2 Customer Loyalty and Development . . . . . . . . . . . . . . . . . . . . . . . . 225 14.3 Personal Selling . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 227 14.4 Personal Selling Process .................................. 228 14.5 Direct Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 229 14.6 ServicesMarketing ...................................... 230 14.7 OnlineMarketing ....................................... 231 14.8 Integrated Marketing Communication (IMC) . . . . . . . . . . . . . . . . . 233
10.1 PricingObjectives ....................................... 160 10.2 Pricing Decisions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162 10.3 Strategic Pricing ........................................ 166
Lesson 11: Distribution Management
11.1 Advantages and Disadvantages of Distribution Management . . . . 172 11.2 Distribution vs. Logistics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174 11.3 DistributionNetworks ................................... 175 11.4 Distribution Management System . . . . . . . . . . . . . . . . . . . . . . . . . . 177 11.5 Channels of Distribution . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 178 11.6 Retail and Wholesale . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 179
Lesson 15: The Global Market
15.1 International Marketing . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 241 15.2 Globalization . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 242 15.3 Market Entry Strategies .................................. 243 15.4 Approaches to International Marketing . . . . . . . . . . . . . . . . . . . . . 245 15.5 Product Policy .......................................... 247
Lesson 12: Promotion Management
12.1 Purpose ............................................... 187 12.2 Types of Promotion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188 12.3 Integrated Marketing Communications . . . . . . . . . . . . . . . . . . . . . 191 12.4 Positioning . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 193 12.5 Unique Selling Proposition (USP) . . . . . . . . . . . . . . . . . . . . . . . . . . . 194 12.6 Differentiation .......................................... 196
Lesson 16: Sustainable Marketing: Social Responsibility and Ethics
16.1 SustainableMarketing ................................... 253 16.2 CorporateSocialResponsibility ............................ 255 16.3 Innovation . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 257 16.4 Marketing and Environmentalism . . . . . . . . . . . . . . . . . . . . . . . . . . 260 Glossary ..................................................... 270 Bibliography .................................................. 276 Image Attributions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 278 Index ...................................................... 279
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2025 Higher Education Learning Solutions for the Business and Accountancy Program 43
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