1Preface
694.7 Summary
2Chapter 1. What are Public Relations?
704.8 Exercise
31.1 Corporate financial PR
71Chapter 5. Marketing Communications
41.2 Community relations
725.1 Developing Effective Marketing Communications
51.3 Industrial relations
735.1.1 Step 1: Identifying the Target Audience
61.4 Relations with opinion leaders
745.1.2 Step 2: Determining the Communication Objectives
71.5 The Image
755.1.3 Step 3: Designing the Message
81.6 Exercise
765.1.4 Step 4: Selecting Communication Channels
9Chapter 2. PR and the Marketing Mix
775.1.5 Step 5: Establish the Total Communications Budget
102.1 The Marketing Mix
785.1.6 Step 6: Developing and Managing the Marketing Communications Mix
112.1.1 Conception/ Innovation/Modification
795.1.7 Step 7: Measuring Results
122.1.2 Product Lifecycle (PLC)
805.1.8 Step 8: Managing the Integrated Marketing Communications Process
132.1.3 Marketing Research
815.2 Deciding on Media Timing
142.1.4 Naming and Branding
825.3 Deciding on Geographical Allocation
152.1.5 Product Image
835.4 Sales-Promotion Strategies
162.1.6 Market Segment
845.5 Purpose of Sales Promotion
172.1.7 Pricing
855.5.1 Establishing Objectives
182.1.8 Range/ Proliferation/ Rationalisation
865.5.2 Selecting Consumer-promotion Tools
192.1.9 Packaging PR
875.5.3 Selecting Trade-promotion Tools
202.2 Exercise
885.5.4 Selecting Business and Sales Force Promotion Tools
21Chapter 3. Marketing in the Twenty-First Century
895.5.5 Developing the Program
223.1 Marketing Tasks
905.6 Public Relations Strategies
233.1.1 Entrepreneurial Marketing
915.6.1 Marketing Public Relations
243.1.2 Formulated Marketing
925.6.2 Major Decisions in Marketing PR
253.1.3 Entrepreneurial Marketing
935.7 Summary
263.2 The Scope of Marketing Marketing
945.8 Exercise
273.3 A Broadened View of Marketing Tasks Marketers: 3.3.1 The Decisions That Marketers Make
95Chapter 6. Managing Direct and On-Line Marketing
283.4 Target Markets and Segmentation
966.1 The Growth And Benefits of Direct Marketing
293.4.1 Marketing Channels
976.1.1 The Benefits of Direct Marketing
303.4.2 Supply Chain
986.1.2 The Growing Use of Integrated Direct Marketing
313.4.3 Competition
996.1.3 Customer Databases and Direct Marketing
323.5 Company Orientations Toward The Marketplace
1006.1.4 Public and Ethical Issues in Direct Marketing
333.5.1 The Production Concept
1016.2 Major Channels For Direct Marketing
343.5.2 The Selling Concept
1026.2.1 Face-to-Face Selling
353.5.3 The Marketing Concept
1036.2.2 Direct Mail
363.5.4 Target Market
1046.2.3 Catalog Marketing
373.5.5 Customer Needs
1056.2.4 Telemarketing
383.5.6 Integrated Marketing
1066.2.5 Direct-Response Television Marketing
393.5.7 Profitability
1076.2.6 Kiosk Marketing
403.6 The Societal Marketing Concept
1086.3 Managing Electronic Commerce And Online Marketing
413.7 How Business And Marketing Are Changing : 3.7.1 Marketer Responses and Adjustments
1096.3.1 The On-Line Consumer
423.8 Summary
1106.3.2 On-Line Marketing: Advantages and Disadvantages
433.9 Exercise
1116.3.3 Conducting On-Line Marketing
44Chapter 4. Analyzing Consumer Markets and Buyer Behavior
1126.3.4 Advertising Online
454.1 How And Why Consumers Buy
1136.4 Summary
464.1.1 Culture
1146.5 Exercise
474.1.2 Subculture
115Chapter 7. Gathering Information and Measuring Market Demand
484.1.3 Social Class
1167.1 The Components of A Modern Marketing Information System
494.2 Social Factors Influencing Buyer Behavior
1177.1.1 MIS
504.2.1 Family
1187.1.2 Ascom Timeplex, Inc
514.2.2 Roles and Statuses
1197.2 Marketing Intelligence System
524.3 Personal Factors Influencing Buyer Behavior
1207.3 Marketing Research System : 7.3.1 Suppliers of Marketing Research
534.3.1 Age and Stage in the Life Cycle People
1217.4 The Marketing Research Process
544.3.2 Occupation and Economic Circumstances
1227.4.1 Step 1: Define the Problem and Research Objectives
554.3.3 Lifestyle
1237.4.2 Step 2: Develop the Research Plan
564.3.4 Personality and Self-Concept
1247.4.3 Step 3: Collect the Information
574.4 Psychological Factors Influencing Buyer Behavior
1257.4.4 Step 4: Analyze the Information
584.4.1 Motivation
1267.4.5 Step 5: Present the Findings
594.4.2 Perception
1277.5 Overcoming Barriers To The Use of Marketing Research
604.4.3 Learning
1287.5.1 A Narrow Conception of Marketing Research
614.4.4 Beliefs and Attitudes
1297.5.2 The Uneven Caliber of Marketing Researchers
624.5 The Stages of the Buying Decision Process
1307.5.3 Late and Occasionally Erroneous Findings by Marketing Research
634.5.1 Stage 1: Problem Recognition
1317.5.4 Personality and Presentational Differences
644.5.2 Stage 2: Information Search
1327.6 Exercise
654.5.3 Stage 3: Evaluation of Alternatives
133Glossary
664.5.4 Stage 4: Purchase Decision
134Appendix
674.5.5 Stage 5: Postpurchase Behavior
135Index
684.6 Postpurchase Use and Disposal
