Table of Contents

Foreword vii

Preface ix

About the Editors xi

List of Contributors xiii

A framework for creating value propositions 1

Brand growth strategy 3

Brand strategy 8

Brand value 10

Bundling 11

Cannibalism 15

Communications budgeting 16

Competitive advantage: its sources and the search for value 17

Competitive analysis 24

Competitor analysis 31

Customer equity 41

Customer lifetime value (CLV) 42

Customer relationship management 44

Customer satisfaction/dissatisfaction 53

Customer solutions 57

Database mining and marketing 59

Demand elasticity 60

Direct and interactive marketing 67

Disintermediation 69

E-commerce and internet marketing 71

Ethical marketing and marketing strategy 72

First-mover (pioneer) advantage 85

Global marketing strategy 87

Go-to-market strategy 96

Innovation diffusion 99

Integrated marketing communication strategy 100

Internal marketing 103

Later mover (nonpioneer) advantage 107

Market definition 109

Market evolution 110

Market orientation 111

Market segmentation and targeting 119

Market share 128

Market/industry structure 129

Market-based assets 131

Marketing audit 132

Marketing channel strategy 133

Marketing costs 142

Marketing metrics 144

Marketing mix 153

Marketing planning 154

Marketing strategy 156

Marketing strategy models 166

Marketing warfare strategies 175

Mass customization strategies 177

Multichannel marketing 179

Perception of brand equity 181

Point of difference and product differentiation 182

Positioning analysis and strategies 183

Pricing strategy 184

Product category 193

Push and pull marketing strategies 195

Sales force strategy 197

Services marketing strategy 208

Stages of the product life cycles 218

Supply chain management strategy 220

SWOT analysis 227

Thinking deeper about customer experience 229

Trademarks, proprietary marks, and brands 231

Subject Index 233

About the Author

JAG SHETH is a renowned scholar and world authorityin the field of marketing. ... (Google) Professor of Marketing at the University of Southern California,the Walter H. Stellner Distinguished Professor of Marketing at theUniversity of Illinois, on the faculty of Columbia University, andat the Massachusetts Institute of Technology. Jag has published more than 200 books and research papers indifferent areas of marketing. His book The Theory of BuyerBehavior (1969) with John A. Howard is a classic in the field.He has published two scholarly books: Marketing Theory:Evolution and Evaluation (1988) and Consumption Values andMarket Choices (1991). His new textbook, Customer Behavior:Consumer Behavior and Beyond (with Banwari Mittal and BruceNewman) will be published by the Dryden Press in 1998. Jag is an American Psychological Association Fellow and pastPresident of APA's Consumer Psychology Division and Association forConsumer Research (ACR). He was the recipient of the Viktor MatajaMedal from the Austrian Research Society in Vienna (1977) and the1989 Outstanding Marketing Educator Award from the Academy ofMarketing Science. In 1996, he was elected to be the DistinguishedFellow of the Academy of Marketing Science.