Marketing Management: Text and Cases
- ISBN-10
- 1135184534
- ISBN-13
- 9781135184537
- Series
- Marketing Management
- Category
- Business & Economics
- Pages
- 392
- Language
- English
- Published
- 2012-11-12
- Publisher
- Routledge
- Authors
- Robert E Stevens, David L Loudon, Bruce Wrenn
Description
Step-by-step guidelines for successful marketing management! Designed for college- and graduate-level marketing students, Marketing Management: Text and Cases is also a valuable resource for anyone trying to market a product or service. This volume integrates understandable marketing concepts and techniques with useful tables, graphs, and exhibits. Three leading experts in marketing management teach you how to market any business. Marketing Management: Text and Cases is divided into two sections to accommodate a wide variety of interests. The first section is an essential textbook that offers a complete overview of marketing management, and describes the steps necessary for successful company-to-customer interaction. Each chapter comes generously enhanced with tables and charts to clearly demonstrate the marketing process from concept to implementation. Marketing Management: Text and Cases also contains fifteen new case studies to challenge the more experienced marketing student as well as introduce the beginner to situations where the marketing process can be demonstrated. These cases provide a wide variety of managerial situations for small, medium, and large companies as well as entrepreneurial cases to expose readers to the types of analyses needed for those examples. From the creation of a new waterpark to marketing algae products, these case studies provide backgrounds, histories, trend analyses, and data to reveal the companies’ situations and possible solutions. This book is useful for training courses and valuable to university faculty and students as well as business managers, CEOs, and entrepreneurs. Marketing Management: Text and Cases covers essential managerial elements of marketing, including: an overview of marketing in the new millennium, including basic definitions, global marketing, and electronic marketing customer analysis—segmentation, market grids, and market estimations competitive analysis—types of competition, gathering intelligence, and marketing audits financial analysis—assessing revenue, cost, profitability, and risk for marketing decisions marketing planning—both strategic planning and operational perspectives evaluation and control of marketing activities including sales, cost, and profit
Get the book
Other editions
Similar books
-
Marketing Management
By M. C. Cant, J. W. Strydom, C. J. Jooste5.11 Marketing research on the Internet 5.11.1 Uses of the World Wide Web in marketing research The development and ... decision support systems supplied by various software - driven products ; hidden data collection via the web ...
-
Direct Marketing Management
By Mary Lou Roberts, Paul D. BergerWe discuss the activities of direct marketers based in Europe as well as the United States and Canada throughout the book . No statistics exist that ... Successful Direct Marketing Methods , 6th ed . Chicago : NTC Business Books ...
-
Strategic Marketing Management: Planning, Implementation and Control
By Colin Gilligan, Richard Malcolm Sano WilsonThis new, revised and updated third edition includes completely new chapters and extensive new material covering issues such as the changing role of marketing, approaches to analyzing marketing capability, e-marketing, branding, customer ...
-
Enterprise Marketing Management: The New Science of Marketing
By Tom Klein, Dave SuttonThis systematic and logical way has a new name: Enterprise Marketing Management." from the Foreword by Sergio Zyman "This is a must-read, especially for senior marketers who want and deserve a seat at the table.
-
Essentials of Marketing Management
By Geoffrey Lancaster, Lester MassinghamThis second edition has been fully revised and updated, including a new chapter on digital marketing written by Dr Wilson Ouzem.
-
Basic Marketing Management
By Douglas J. Dalrymple, Leonard J. ParsonsTo accommodate instructors who either don't use cases or prefer to select their own, we offer a marketing management book that focuses exclusively on text material. In addition, to keep...
-
Marketing Management: A Strategic, Decision-making Approach
By John Walker MullinsMarketing Management, 5/e by Mullins, Walker, Boyd, and Larreche is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development...
-
Marketing Management
By Philip Kotler, Kevin Keller, Mairead BradyThe classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject.
-
Marketing Management: The Big Picture
By Christie L. Nordhielm, Marta Dapena Baron“Actionable consumer segmentation tools and practices for ensuring high-return efforts,” Marketing Leadership Council Research Brief, June 2004, i–30. Wilcox, Ronald T. “A Practical Guide to Conjoint Analysis,” University of Virginia, ...
-
Marketing Management For Non-Marketing Managers: Improving Returns on Marketing Investments
By Heather FitzpatrickThis engaging book offers practical ways for non-marketing managers and executives to measure and improve marketing returns.