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JoVE Business

Marketing

Video textbook for business education: Visualized concepts and real-world case studies

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17 Chapters

250+ Videos

1,750+ Multiple Choice Questions

Chapter 1

Marketing Fundamentals

12 Videos · 16 Minutes

Defining Marketing

1.1: Defining Marketing

34.6K views

Evolution of Marketing Concept – The Industrial Perspective

1.2: Evolution of Marketing Concept – The Industrial Perspective

2.8K views

Evolution of Marketing Concept – Consumer Perspective

1.3: Evolution of Marketing Concept – Consumer Perspective

1.6K views

Value Creation in Marketing

1.4: Value Creation in Marketing

3.6K views

The Marketing Toolkit – 4Ps to 4Es

1.5: The Marketing Toolkit – 4Ps to 4Es

3.9K views

Significance of Marketing

1.6: Significance of Marketing

4.1K views

Changing Marketing Landscape

1.7: Changing Marketing Landscape

3K views

Nonprofit Marketing

1.8: Nonprofit Marketing

698 views

Marketing Myopia

1.9: Marketing Myopia

3.3K views

Defining Marketing Strategy

1.10: Defining Marketing Strategy

3.3K views

1.11: Marketing Plan

1.2K views

Marketing Plan Document

1.12: Marketing Plan Document

903 views

Chapter 2

Marketing Environment

16 Videos · 22 Minutes

Marketing Environment

2.1: Marketing Environment

1.9K views

Micro-Environment

2.2: Micro-Environment

3.3K views

5 Forces Model – Concept

2.3: 5 Forces Model – Concept

841 views

5 Forces Model – Application

2.4: 5 Forces Model – Application

714 views

Competitor Analysis

2.5: Competitor Analysis

2.3K views

Perceptual Maps

2.6: Perceptual Maps

519 views

Meso Environment

2.7: Meso Environment

2.6K views

Macro Environment

2.8: Macro Environment

2.5K views

PESTEL Analysis

2.9: PESTEL Analysis

1.2K views

Internal Environment

2.10: Internal Environment

1.2K views

Organizational Capacity

2.11: Organizational Capacity

462 views

2.12: VRIO Analysis

481 views

Value Chain – Concept

2.13: Value Chain – Concept

463 views

Value Chain Analysis – Application

2.14: Value Chain Analysis – Application

497 views

SWOT Analysis – Concept

2.15: SWOT Analysis – Concept

1.9K views

SWOT Analysis – Application

2.16: SWOT Analysis – Application

1.9K views

Chapter 3

Consumer Behaviour

24 Videos · 32 Minutes

Needs, Wants, Desires

3.1: Needs, Wants, Desires

3.7K views

Consumer Decision Process

3.2: Consumer Decision Process

2.7K views

Factors Affecting Consumer Decision Process – Overview

3.3: Factors Affecting Consumer Decision Process – Overview

3.7K views

Factors Affecting Consumer Decision Process – Cultural

3.4: Factors Affecting Consumer Decision Process – Cultural

1.9K views

Examples of cultural factors influencing consumer behavior

3.5: Examples of cultural factors influencing consumer behavior

2.3K views

Factors Affecting Consumer Decision Process – Social

3.6: Factors Affecting Consumer Decision Process – Social

1.8K views

Factors Affecting Consumer Decision Process – Personal

3.7: Factors Affecting Consumer Decision Process – Personal

1.6K views

Factors Affecting Consumer Decision Process – Psychological

3.8: Factors Affecting Consumer Decision Process – Psychological

1.6K views

Buying Behavior

3.9: Buying Behavior

2.4K views

Buying Behavior for a new product

3.10: Buying Behavior for a new product

408 views

3.11: Learning Model

766 views

Psychoanalytic Model

3.12: Psychoanalytic Model

1.6K views

Sociological Model

3.13: Sociological Model

1K views

3.14: Economic Model

648 views

Engel-Kollat-Blackwell (EKB) Model

3.15: Engel-Kollat-Blackwell (EKB) Model

2.6K views

Black Box Model

3.16: Black Box Model

949 views

Hawkins Stern Impulse Buying Model

3.17: Hawkins Stern Impulse Buying Model

2K views

Howard Sheth Model

3.18: Howard Sheth Model

797 views

Howard Sheth Model – Variables

3.19: Howard Sheth Model – Variables

600 views

Customer Loyalty

3.20: Customer Loyalty

319 views

Customer Lifetime Value

3.21: Customer Lifetime Value

324 views

Gathering Customer Insights

3.22: Gathering Customer Insights

2K views

Types of Customers

3.23: Types of Customers

348 views

Types of Customer Relationships

3.24: Types of Customer Relationships

383 views

Chapter 4

Segmentation, Targeting, Positioning

11 Videos · 15 Minutes

Segmentation, Targeting, Positioning

4.1: Segmentation, Targeting, Positioning

3.1K views

Market Segmentation – Concept

4.2: Market Segmentation – Concept

2.4K views

Market Segmentation – Application

4.3: Market Segmentation – Application

2.1K views

Segmenting Industrial Markets

4.4: Segmenting Industrial Markets

677 views

Evaluating Segment Attractiveness

4.5: Evaluating Segment Attractiveness

2.2K views

Targeting Strategies

4.6: Targeting Strategies

712 views

Customer Persona

4.7: Customer Persona

600 views

Creating Customer Persona

4.8: Creating Customer Persona

383 views

Positioning for Differentiation

4.9: Positioning for Differentiation

1.8K views

Positioning Methods

4.10: Positioning Methods

1.8K views

Positioning Statement

4.11: Positioning Statement

1.4K views

Chapter 5

Creating Customer Value: Product to Experience

19 Videos · 26 Minutes

Products, Services, and Experiences

5.1: Products, Services, and Experiences

2.3K views

Levels of a Product

5.2: Levels of a Product

2.2K views

Types of Products

5.3: Types of Products

609 views

Marketing Considerations for Consumer Products

5.4: Marketing Considerations for Consumer Products

571 views

Individual Product and Service Decisions

5.5: Individual Product and Service Decisions

750 views

Product Line Decisions

5.6: Product Line Decisions

1.4K views

Product Mix Decisions

5.7: Product Mix Decisions

642 views

5.8: Branding I

1.6K views

5.9: Branding II

457 views

Branding Strategies

5.10: Branding Strategies

482 views

Packaging and Labeling

5.11: Packaging and Labeling

503 views

Services Marketing I

5.12: Services Marketing I

508 views

Services Marketing II

5.13: Services Marketing II

332 views

New Product Development – Need

5.14: New Product Development – Need

680 views

New Product Development – Process

5.15: New Product Development – Process

666 views

New Product Development- Application

5.16: New Product Development- Application

617 views

Diffusion of Innovation

5.17: Diffusion of Innovation

604 views

Product Lifecycle and Relevant Strategies

5.18: Product Lifecycle and Relevant Strategies

1.6K views

5.19: Brand and Product Portfolio

412 views

Chapter 6

Capturing Customer Value: Price to Exchange

15 Videos · 20 Minutes

Price and Exchange

6.1: Price and Exchange

685 views

The 5 c’s of Pricing

6.2: The 5 c’s of Pricing

1K views

Internal Considerations Affecting Price Decisions

6.3: Internal Considerations Affecting Price Decisions

510 views

External Considerations Affecting Price Decisions

6.4: External Considerations Affecting Price Decisions

434 views

Pricing Methods

6.5: Pricing Methods

706 views

Pricing Strategies

6.6: Pricing Strategies

464 views

Pricing Tactics I

6.7: Pricing Tactics I

402 views

Pricing Tactics II

6.8: Pricing Tactics II

300 views

New-Product Pricing Strategies

6.9: New-Product Pricing Strategies

388 views

Product Mix Pricing Strategies I

6.10: Product Mix Pricing Strategies I

357 views

Product Mix Pricing Strategies II

6.11: Product Mix Pricing Strategies II

702 views

Price Adjustment Strategies I

6.12: Price Adjustment Strategies I

725 views

Price Adjustment Strategies II

6.13: Price Adjustment Strategies II

397 views

6.14: Price Changes

257 views

Public Policy and Pricing

6.15: Public Policy and Pricing

562 views

Chapter 7

Delivering Customer Value: Place to Everywhere

15 Videos · 20 Minutes

Place and Everywhere

7.1: Place and Everywhere

706 views

Delivery Networks

7.2: Delivery Networks

434 views

Distribution, Logistics and Supply Chain

7.3: Distribution, Logistics and Supply Chain

2.1K views

Importance of Delivery Networks

7.4: Importance of Delivery Networks

301 views

Marketing Channel Designs

7.5: Marketing Channel Designs

289 views

Vertical Marketing Systems

7.6: Vertical Marketing Systems

377 views

Horizontal Marketing Systems

7.7: Horizontal Marketing Systems

656 views

Multichannel Distribution

7.8: Multichannel Distribution

246 views

Omnichannel Strategy

7.9: Omnichannel Strategy

305 views

Channel Design Decisions

7.10: Channel Design Decisions

629 views

Channel Management Decisions

7.11: Channel Management Decisions

751 views

Power and Conflicts in Channels

7.12: Power and Conflicts in Channels

261 views

7.13: Retailers

266 views

Retail Strategy

7.14: Retail Strategy

269 views

7.15: Wholesalers

220 views

Chapter 8

Communicating Customer Value: Promotion to Evangelism

25 Videos · 33 Minutes

Communication Process

8.1: Communication Process

1.8K views

Communication Objectives

8.2: Communication Objectives

658 views

8.3: The AIDA Model

593 views

Integrated Marketing Communication

8.4: Integrated Marketing Communication

592 views

Effective Marketing Communication

8.5: Effective Marketing Communication

537 views

8.6: Advertising I

459 views

8.7: Advertising II

323 views

Advertising III

8.8: Advertising III

319 views

Celebrity Endorsements and Influencers

8.9: Celebrity Endorsements and Influencers

487 views

Sales Promotion I

8.10: Sales Promotion I

318 views

Sales Promotion II

8.11: Sales Promotion II

299 views

Sales Promotion III

8.12: Sales Promotion III

267 views

Personal Selling I

8.13: Personal Selling I

353 views

Personal Selling II

8.14: Personal Selling II

276 views

Direct Marketing I

8.15: Direct Marketing I

351 views

Direct Marketing II

8.16: Direct Marketing II

267 views

Online Marketing I

8.17: Online Marketing I

362 views

Online Marketing II

8.18: Online Marketing II

312 views

Public Relations I

8.19: Public Relations I

401 views

Public Relations II

8.20: Public Relations II

248 views

Marketing Funnel – Concept

8.21: Marketing Funnel – Concept

308 views

Marketing Funnel – Application

8.22: Marketing Funnel – Application

268 views

8.23: IMC Budget I

1K views

8.24: IMC Budget II

231 views

Planning a Campaign

8.25: Planning a Campaign

335 views

Chapter 9

Social Responsibility and Ethics in Marketing

12 Videos · 16 Minutes

Social Criticisms of Marketing

9.1: Social Criticisms of Marketing

1.1K views

Data Privacy and Consumer Information Protection

9.2: Data Privacy and Consumer Information Protection

432 views

Ethics in Data Gathering

9.3: Ethics in Data Gathering

329 views

Ethics in Target Audience Selection

9.4: Ethics in Target Audience Selection

522 views

Responsible Product Development

9.5: Responsible Product Development

507 views

Ethics in Pricing

9.6: Ethics in Pricing

520 views

Deceptive Practices in Marketing Communications

9.7: Deceptive Practices in Marketing Communications

269 views

Cultural Insensitivity and Stereotypes

9.8: Cultural Insensitivity and Stereotypes

810 views

Green Marketing

9.9: Green Marketing

394 views

Conscious Marketing

9.10: Conscious Marketing

314 views

Social Responsibility and Corporate Citizenship

9.11: Social Responsibility and Corporate Citizenship

720 views

Sustainable Marketing

9.12: Sustainable Marketing

330 views

Chapter 10

Market Research

19 Videos · 27 Minutes

Introduction to Market Research

10.1: Introduction to Market Research

862 views

Applications of Market Research

10.2: Applications of Market Research

506 views

Marketing Research Process – Overview

10.3: Marketing Research Process – Overview

638 views

Problem Definition

10.4: Problem Definition

697 views

Designing the Market Research

10.5: Designing the Market Research

394 views

10.6: Data Source

583 views

Secondary Data Collection Methods

10.7: Secondary Data Collection Methods

2.1K views

Primary Data Collection Methods I

10.8: Primary Data Collection Methods I

2.1K views

Primary Data Collection Methods II

10.9: Primary Data Collection Methods II

1.9K views

10.10: Sample Design

320 views

Probability Sampling

10.11: Probability Sampling

385 views

Non-probability Sampling

10.12: Non-probability Sampling

532 views

Research Instruments

10.13: Research Instruments

488 views

Data Analysis & Interpretation

10.14: Data Analysis & Interpretation

607 views

Report Preparation & Presentation

10.15: Report Preparation & Presentation

342 views

International Marketing Research

10.16: International Marketing Research

238 views

B2B Market Research

10.17: B2B Market Research

175 views

Outsourcing Market Research

10.18: Outsourcing Market Research

160 views

Ethics in Market Research

10.19: Ethics in Market Research

275 views

Chapter 11

Competitive Marketing Strategies

15 Videos · 21 Minutes

Introduction to Marketing Strategy

11.1: Introduction to Marketing Strategy

625 views

Creating Competitive Advantage

11.2: Creating Competitive Advantage

261 views

Dealing With Competition – Identify the Competitors

11.3: Dealing With Competition – Identify the Competitors

221 views

Dealing With Competition – Assess the Competitors

11.4: Dealing With Competition – Assess the Competitors

210 views

Selecting Competitors to Attack or Avoid

11.5: Selecting Competitors to Attack or Avoid

219 views

Approaches to Marketing Strategy

11.6: Approaches to Marketing Strategy

208 views

Basic Competitive Strategies

11.7: Basic Competitive Strategies

396 views

Value Disciplines for Superior Customer Value

11.8: Value Disciplines for Superior Customer Value

220 views

Designing Competitive Marketing Strategies

11.9: Designing Competitive Marketing Strategies

276 views

Market Leader Strategies I

11.10: Market Leader Strategies I

213 views

Market Leader Strategies II

11.10: Market Leader Strategies II

196 views

Market Challenger Strategies

11.11: Market Challenger Strategies

337 views

Market Follower Strategies

11.12: Market Follower Strategies

352 views

Market Nicher Strategy

11.13: Market Nicher Strategy

195 views

Go to Market Strategy

11.15: Go to Market Strategy

193 views

Chapter 12

Marketing Metrics

18 Videos · 24 Minutes

Introduction to Marketing Metrics

12.1: Introduction to Marketing Metrics

429 views

Metrics and KPIs

12.2: Metrics and KPIs

241 views

Measuring Marketing Metrics

12.3: Measuring Marketing Metrics

358 views

12.4: Market Metrics

158 views

Heart and Mind Share Metrics

12.5: Heart and Mind Share Metrics

165 views

Margins and Profits Margins I

12.6: Margins and Profits Margins I

219 views

Margins and Profits Margins II

12.7: Margins and Profits Margins II

103 views

Customer Profitability Metrics I

12.7: Customer Profitability Metrics I

272 views

Customer Profitability Metrics II

12.8: Customer Profitability Metrics II

176 views

Product and Portfolio Metrics I

12.9: Product and Portfolio Metrics I

157 views

Product and Portfolio Metrics II

12.10: Product and Portfolio Metrics II

143 views

12.11: Price Metrics

219 views

Digital Marketing Metrics I

12.12: Digital Marketing Metrics I

149 views

Sales Force Metrics

12.13: Sales Force Metrics

126 views

Marketing Metrics and Analytics

12.13: Marketing Metrics and Analytics

189 views

Channel Metrics

12.14: Channel Metrics

116 views

Promotion Metrics

12.15: Promotion Metrics

114 views

Digital Marketing Metrics II

12.17: Digital Marketing Metrics II

113 views

Chapter 13

Digital Marketing

18 Videos · 25 Minutes

Introduction to Digital Marketing

13.1: Introduction to Digital Marketing

696 views

Difference Between Digital and Traditional Marketing

13.2: Difference Between Digital and Traditional Marketing

423 views

Evolution of Digital Marketing

13.3: Evolution of Digital Marketing

217 views

The 4E Framework of Digital Marketing

13.3: The 4E Framework of Digital Marketing

780 views

13.4: Website Basics

285 views

Search Engine Optimization (SEO)

13.5: Search Engine Optimization (SEO)

306 views

On-page and Off-page SEO Basics

13.6: On-page and Off-page SEO Basics

171 views

Social Media Marketing

13.7: Social Media Marketing

366 views

Content Marketing

13.8: Content Marketing

255 views

Types of Content

13.9: Types of Content

157 views

Search Engine Marketing

13.10: Search Engine Marketing

181 views

Web Remarketing

13.11: Web Remarketing

184 views

Email Marketing

13.12: Email Marketing

235 views

Mobile Marketing

13.13: Mobile Marketing

178 views

E-Commerce Marketing

13.14: E-Commerce Marketing

222 views

Display Advertising

13.16: Display Advertising

170 views

Social Proof and Customer Reviews

13.17: Social Proof and Customer Reviews

161 views

Digital Media Planning

13.18: Digital Media Planning

127 views

Chapter 14

Services Marketing

31 Videos · 44 Minutes

Defining Services

14.1: Defining Services

352 views

Evolution of Services Marketing

14.2: Evolution of Services Marketing

499 views

Economic Importance and Growth of Services

14.3: Economic Importance and Growth of Services

269 views

Overview of Services Industry

14.3: Overview of Services Industry

180 views

Service Products Versus Customer Service and After-Sales Service

14.4: Service Products Versus Customer Service and After-Sales Service

252 views

Categories of Services

14.5: Categories of Services

160 views

Service Quality

14.6: Service Quality

292 views

Service Gap Model

14.7: Service Gap Model

205 views

Service Consumption

14.8: Service Consumption

228 views

Customer Expectations and Factors Influencing It

14.9: Customer Expectations and Factors Influencing It

203 views

Creating Service Experience

14.10: Creating Service Experience

168 views

Service Delivery

14.11: Service Delivery

189 views

Service Product

14.12: Service Product

122 views

Pricing Strategy

14.12: Pricing Strategy

303 views

Service Communications Model

14.13: Service Communications Model

207 views

Service Delivery Process

14.14: Service Delivery Process

190 views

Service Environments

14.15: Service Environments

304 views

Service Employees

14.16: Service Employees

202 views

Internal Marketing

14.17: Internal Marketing

165 views

External Marketing Strategies in Services

14.20: External Marketing Strategies in Services

127 views

Interactive Marketing in Services

14.21: Interactive Marketing in Services

122 views

Integrated Marketing Communications for Services

14.22: Integrated Marketing Communications for Services

130 views

Service Recovery Strategies

14.23: Service Recovery Strategies

157 views

Customer Feedback in Services Marketing

14.24: Customer Feedback in Services Marketing

123 views

Service Branding

14.25: Service Branding

110 views

Relationship Marketing in Services

14.26: Relationship Marketing in Services

111 views

Service Innovation and New Service Development

14.27: Service Innovation and New Service Development

169 views

Digital Transformation in Services Marketing

14.28: Digital Transformation in Services Marketing

165 views

Global Services Marketing

14.29: Global Services Marketing

118 views

Ethical Issues in Services Marketing

14.30: Ethical Issues in Services Marketing

154 views

Sustainability in Services Marketing

14.31: Sustainability in Services Marketing

217 views

Chapter 15

B2B Marketing

24 Videos · 34 Minutes

Business Markets

15.1: Business Markets

283 views

The Key Differences Between B2B and B2C Markets

15.2: The Key Differences Between B2B and B2C Markets

312 views

Classification of Industrial Products and Services

15.3: Classification of Industrial Products and Services

410 views

Types of B2B Organizations

15.4: Types of B2B Organizations

162 views

Supply Chain and Supply Chain Management

15.5: Supply Chain and Supply Chain Management

434 views

Types of Decisions and the Decision Process

15.6: Types of Decisions and the Decision Process

162 views

Types of Buying Situations

15.7: Types of Buying Situations

324 views

Major Influences on Business Buyers

15.8: Major Influences on Business Buyers

205 views

Participants in the Business Buying Process

15.9: Participants in the Business Buying Process

226 views

Model of Business Buyer Behavior

15.10: Model of Business Buyer Behavior

201 views

Organization Culture and the Buying Process

15.11: Organization Culture and the Buying Process

181 views

B2B Relationships

15.12: B2B Relationships

150 views

The Business Buying Process

15.13: The Business Buying Process

174 views

E-procurement – Buying on the Internet

15.14: E-procurement – Buying on the Internet

228 views

Institutional Markets

15.15: Institutional Markets

189 views

Government Markets

15.16: Government Markets

115 views

Marketing Mix in B2B

15.17: Marketing Mix in B2B

136 views

The Pricing Process in Business Markets

15.18: The Pricing Process in Business Markets

147 views

Pricing: Competitive Bidding

15.19: Pricing: Competitive Bidding

122 views

Promotions in B2B: Overview

15.20: Promotions in B2B: Overview

131 views

Digital Tools for B2B Marketing

15.21: Digital Tools for B2B Marketing

321 views

Marketing Implications for Different Customers and Product Types

15.22: Marketing Implications for Different Customers and Product Types

152 views

Marketing Strategies Specific to Capital Items, Supplies and Services

15.23: Marketing Strategies Specific to Capital Items, Supplies and Services

119 views

Ethical Aspects in B2B Markets

15.24: Ethical Aspects in B2B Markets

157 views

Chapter 16

Global Marketing

15 Videos · 20 Minutes

Introduction to Global Marketing

16.1: Introduction to Global Marketing

449 views

Assessing the Global Marketing Environment I

16.2: Assessing the Global Marketing Environment I

161 views

Assessing the Global Marketing Environment II

16.3: Assessing the Global Marketing Environment II

127 views

Assessing the Global Marketing Environment III

16.4: Assessing the Global Marketing Environment III

123 views

Factors Influencing Decisions Regarding Global Markets

16.5: Factors Influencing Decisions Regarding Global Markets

305 views

Global Entry Strategies I

16.6: Global Entry Strategies I

201 views

Global Entry Strategies II

16.7: Global Entry Strategies II

165 views

Global Entry Strategies III

16.8: Global Entry Strategies III

125 views

Global Marketing Programs

16.9: Global Marketing Programs

161 views

The Global Marketing Mix I – Product

16.10: The Global Marketing Mix I – Product

186 views

The Global Marketing Mix II – Price

16.11: The Global Marketing Mix II – Price

108 views

The Global Marketing Mix III – Place

16.12: The Global Marketing Mix III – Place

123 views

The Global Marketing Mix IV – Promotion

16.13: The Global Marketing Mix IV – Promotion

192 views

Ethical Issues in Global Marketing

16.14: Ethical Issues in Global Marketing

148 views

Challenges in Global Marketing

16.15: Challenges in Global Marketing

160 views

Chapter 17

Contemporary Topics in Marketing

10 Videos · 13 Minutes

Contemporary Consumer

17.1: Contemporary Consumer

203 views

Industry 4.0 to Industry 5.0

17.2: Industry 4.0 to Industry 5.0

375 views

Industry 5.0 And Its Implications on Marketing

17.3: Industry 5.0 And Its Implications on Marketing

140 views

Marketing Automation

17.4: Marketing Automation

163 views

17.5: Neuromarketing

214 views

AI in Marketing

17.6: AI in Marketing

441 views

Augmented Reality Marketing

17.7: Augmented Reality Marketing

197 views

Micro-moments Marketing

17.8: Micro-moments Marketing

146 views

17.9: Phygital

150 views

Blockchain in Marketing

17.10: Blockchain in Marketing

187 views

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