The Marketing Book 5th Edition

822 Index Market share, 6, 174, 619 Ansoff matrix, 518 BCG matrix, 59–60 e-marketing, 653 Japanese companies, 289 pricing, 303 R ...

Index 823 Metcalf, L. E., 160 Methodology: postmodern research, 24, 25–7, 28 research, 174, 177 Metrics: brand evaluation, 391–2 ...

824 Index Neural networks, 198, 219, 220, 221, 223 ‘New’ lifestyle segmentation, 263–4 ‘New marketing’, 28, 246, 308, 396 New me ...

Index 825 PA seePath analysis Packaging, 420, 463 emotional values, 377 green, 747–8, 750 innovations, 477 Packard, V., 452 Page ...

826 Index Porter, Michael E., 276, 350, 611–12, 653 greening, 735, 736, 749 marketing strategy, 53, 54, 58–9, 60, 63, 68 new eco ...

Index 827 service marketing mix, 599–600 SMEs, 765 social marketing, 703–5, 706–7, 714–16 strategic intent, 545 testing, 120, 32 ...

828 Index Reichheld, F. F., 297, 497 Reichmann, T., 348 Reintermediation, 645, 653, 659 Relational segmentation, 274 Relationshi ...

Index 829 Sales, 5, 294–6, 360–71 after-sales, 391, 442, 589 cash flow, 297 demand elasticity, 351 e-marketing, 648, 649, 664 fo ...

830 Index Shareholder value, 504, 507–9, 516, 517–18 brands, 300, 301, 302 communications, 309–10 customer relationship manageme ...

Index 831 Stern, L. W., 38 Stevenson, Adlai, 419 Stewart, I., 78 Stewart, Thomas, 532 Stochastic methods, 198, 219–26, 240 game ...

832 Index Teams: branding, 390 cross-functional, 488 design, 335 integrated marketing communications, 412 multifunctional, 335–6 ...

Index 833 brand risk, 376 Dempster–Shafer theory, 231 interaction approach, 160 international, 617, 618 involvement, 125 new pro ...

834 Index Websites –continued e-CRM, 581 e-marketing, 638–9, 640–2, 646–8, 650, 658, 663–4 interactive marketing, 573–6 over-des ...

Marketing titles from Butterworth-Heinemann Student List Creating Powerful Brands (second edition), Leslie de Chernatony and Mal ...

Forthcoming Marketing Logistics (second edition), Martin Christopher and Helen Peck Marketing Research for Managers (third editi ...