Table of Contents – Specialization in Marketing
| Consumer Behavior | |
|---|---|
| 1 | Consumer Behavior and Marketing Strategy |
| 2 | Cross – Cultural Variations in Consumer Behavior |
| 3 | The Changing Society : Values and Consumption Pattern |
| 4 | The Changing Society : Demographics and Subculture |
| 5 | Families and Household as Part of Society |
| 6 | Group Influences on Consumer Behavior |
| 7 | Perception |
| 8 | Learning, Memory, and Product Positioning |
| 9 | Motivation and Personality |
| 10 | Self-Concept and Lifestyle |
| 11 | Consumer Decision Process and Problem Recognition |
| 12 | Information Search and Alternative Evaluation |
| 13 | Outlet Selection and Purchase |
| 14 | Postpurchase Processes, Customer Satisfaction, and Customer Commitment |
| Digital Marketing | |
| 1 | Understanding Digital Marketing |
| 2 | Website Planning |
| 3 | Email Marketing |
| 4 | Search Engine Optimisation (SEO) |
| 5 | Social Media Marketing |
| 6 | Segmentation, Targeting and Positioning by Using Online Tools and Google AdWords and AdSense |
| 7 | SEO and Social Media Marketing |
| 8 | Content Marketing |
| 9 | Facebook as Social Media Marketing Tool |
| 10 | LinkedIn as Social Media Marketing Tool |
| 11 | Twitter as Social Media Marketing Tool |
| 12 | Measuring Results of Social Media Marketing Tool |
| 13 | Pay-Per-Click |
| 14 | Mobile Marketing |
| 15 | Affiliate Marketing |
| Integrated Marketing Communications | |
| 1 | Overview of Integrated Marketing Communications |
| 2 | Marketing Communications Challenges: Enhancing Brand Equity, Influencing Behavior, and Being Accountable |
| 3 | Targeting |
| 4 | Positioning |
| 5 | Objective Setting and Budgeting |
| 6 | Overview of Advertising Management |
| 7 | Effective and Creative Advertising Messages |
| 8 | Message Appeals and Endorsers |
| 9 | Measuring Advertising Message Effectiveness |
| 10 | Advertising Media: Planning and Analysis |
| 11 | Traditional Advertising Media |
| 12 | Internet Advertising |
| 13 | Other Advertising Media |
| 14 | Sales Promotion and the Role of Trade Promotions |
| 15 | Marketing-Oriented Public Relations and Word-of-Mouth Management. |
| Marketing of Services | |
| 1 | Introduction to Services |
| 2 | Conceptual Framework: The Gaps Model of Service Quality |
| 3 | Customer Expectations of Service |
| 4 | Customer Perceptions of Service |
| 5 | Building Customer Relationships |
| 6 | Service Recovery |
| 7 | Service Innovation and Design |
| 8 | Physical Evidence and the Servicescape |
| 9 | Customer-Defined Service Standards |
| 10 | Employees’ Roles in Service |
| 11 | Customers’ Roles in Service |
| 12 | Integrated Service Marketing Communications |
| 13 | Pricing of Services |
| 14 | The Financial and Economic Impact of Service |
| Marketing Research | |
| 1 | Marketing Research: From Data to Information to Action |
| 2 | The Research Question: Formulation of the Problem |
| 3 | Exploratory, Descriptive, and Causal Research Designs |
| 4 | Collecting Secondary Data from Inside and Outside the Organization |
| 5 | Collecting Primary Data by Observation |
| 6 | Collecting Primary Data by Communication |
| 7 | Asking Good Questions |
| 8 | Designing the Questionnaire |
| 9 | Developing the Sampling Plan |
| 10 | Data Collection: Enhancing Response Rates while Limiting Errors |
| 11 | Data Preparation for Analysis |
| 12 | Analysis and Interpretation: Individual Variables Independently |
| 13 | Analysis and Interpretation: Multiple Variables Simultaneously |
| 14 | The Research Report |
| Retail Management | |
| 1 | Perspectives on Retailing |
| 2 | Retail Strategic Planning and Operations Management |
| 3 | Retail Customers |
| 4 | Evaluating the Competition in Retailing |
| 5 | Managing the Supply Chain |
| 6 | Market Selection and Retail Location Analysis |
| 7 | Merchandise Buying and Handling |
| 8 | Retail Pricing |
| 9 | Advertising and Promotion |
| 10 | Customer Services and Retail Selling |
| 11 | Store Layout and Design |