Embrace the Human Side of Organisational Digital Transformation
Digital Humans: Thriving in an Online World is an insightful, engaging and interdisciplinary discussion of how best to transform your organisation into a nimble, digital enterprise with human beings firmly established at the centre of it. The authors draw on complexity theory, anthropology, history, organisational transformation and behavioural science to demonstrate the characteristics that define successful digital organisations.
You’ll discover the importance of focusing on human beings even as you make the shift to digital and learn to understand the importance of our new digital ecosystems. Illuminating case studies and examples of organisations that have successfully made the jump to digital are explored and the book presents new and effective ways to make strategic decisions about your company’s future based on our new physical-digital hybrid reality.
A can’t-miss blueprint to a market environment and world that’s increasingly fast-moving, complex and rewarding, Digital Humans will find a place in the libraries of managers, executives, and business leaders looking for an engaging roadmap to digital transformation that wouldn’t have us leave our humanity behind.
Author(s): John Fahy, David Jobber
Edition: 7
Publisher: McGraw Hill Education
Year: 2022
Language: English
Pages: 435
City: London
Cover
Foundations of Marketing
Dedication
About the Authors
Brief Table of Contents
Detailed Table of Contents
Case list
Vignette list
Preface to the Seventh Edition
Acknowledgements
Guided Tour
Part 1: The Market-Led Organization
1: The Nature of Marketing
Learning outcomes
Marketing Spotlight: The rise of Gymshark
What is marketing?
The development of marketing
The scope of marketing
Marketing, consumption and society
Summary
Study questions
Suggested reading
References
Appendix 1.1 Careers in marketing
Case 1: Depop: sustainable fashion in challenging times
2: Marketing Strategy and Planning
Learning outcomes
Marketing Spotlight: Tesco: coming back from a crisis
Business and marketing strategy
Marketing planning
Situation analysis
Marketing objectives
Marketing tactics
Executing marketing campaigns
Assessing marketing campaigns
Marketing and business performance
Summary
Study questions
Suggested reading
References
Case 2: Nikeís marketing strategy: Just do it
3: Understanding Customer Behaviour
Learning outcomes
Marketing Spotlight: The Zoom boom
The dimensions of customer behaviour
Who buys?
How they buy
What are the choice criteria?
Influences on consumer behaviour
Influencer marketing
Influences on organizational buying behaviour
Summary
Study questions
Suggested reading
References
Case 3: Connecting the world through fitness: the passionate Peloton tribe
4: Marketing Research and Customer Insights
Learning outcomes
Marketing Spotlight: Customer insights at Currys
The role of customer insights
Marketing information systems
Internal market information
Market intelligence
Marketing research
Approaches to conducting marketing research
Stages in the marketing research†process
Summary
Study questions
Suggested reading
References
Case 4: My Starbucks Idea: co-creation strategies
5. Market Segmentation, Targeting and Positioning
Learning outcomes
Marketing Spotlight: Pandora: finding a gap in the market
Segmenting consumer markets
Consumer segmentation criteria
Segmenting organizational markets
Criteria for successful segmentation
Target marketing
Positioning
Repositioning
Summary
Study questions
Suggested reading
References
Case 5: BrewDog and segmentation, targeting and positioning
Part 2: Creating Customer Value
6. Value through Products and Brands
Learning outcomes
Marketing Spotlight: Birds Eye: the return of the Captain
What is a product?
Product differentiation
Branding
Building brands
Managing brands
Managing product and brand portfolios
Managing brands and product lines over time: the product life cycle
New product development
Summary
Study questions
Suggested reading
References
Case 6: Patek Philippe: perfect timing?
7. Value through Services, Relationships and Experiences
Learning outcomes
Marketing Spotlight: Rent the Runway
The unique characteristics of services
Managing services enterprises
Relationship marketing
Experiential marketing
Marketing in non-profit organizations
Summary
Study questions
Suggested reading
References
Case 7: Spotify: what streams are made of
8. Value through Pricing
Learning outcomes
Marketing Spotlight: MoviePass: pricing a subscription service
Key considerations when setting prices
Other factors influencing price-setting decisions
Managing price changes
Customer value through pricing
Summary
Study questions
Suggested reading
References
Case 8: Primark: faster, cheaper fashion
Part 3: Delivering and Managing Customer Value
9. Distribution: Delivering Customer Value
Learning outcomes
Marketing Spotlight: Victoriaís Secret: what women want
Types of distribution channel
Channel strategy and management
Retailing
Key retail marketing decisions
Physical distribution
Personal selling
Sales management
Summary
Study questions
Suggested reading
References
Case 9: Vans: building the culture of fun in the retail environment
10. Integrated Marketing Communications I: Mass Communications Techniques
Learning outcomes
Marketing Spotlight: John Lewis Partnership: creating iconic advertising
Integrated marketing communications
Advertising
Sales promotion
Public relations and publicity
Sponsorship
Other promotional techniques
Summary
Study questions
Suggested reading
References
Case 10: TikTok: rewriting the marketing rulebook
11. Integrated Marketing Communications II: Direct and Online Communications Techniques
Learning outcomes
Marketing Spotlight: Skoda France: No Hesitation!
Direct marketing
Online communications
Web design
Search engine optimization
Content marketing
Online advertising
Mobile marketing
Managing and evaluating online campaigns
Summary
Study questions
Suggested reading
References
Case 11: Unileverís digital marketing
Part 4: The Environmental Context of Marketing
12: The Marketing Environment
Learning outcomes
Marketing Spotlight: Patagonia: purpose and profit
The macroenvironment
Economic forces
Social forces
Political and legal forces
Ecological forces
Technological forces
Environmental scanning
Summary
Study questions
Suggested reading
References
Case 12: Sephora commits to inclusivity
Glossary
Author index
Brands and Companies index
Subject index
BackCover
