This textbook provides students with comprehensive insights on the classical and contemporary marketing theories and their practical implications. A fourth, revised edition of Marketing Management, the text features new classical and contemporary cases, new interdisciplinary and cross-functional implications of business management theories, contemporary marketing management principles and. futuristic application of marketing management theories and concepts. The core and complex issues are presented in a simplified manner providing students with a stimulating learning experience that enables critical thinking, understanding and future application. Each chapter features a chapter summary, key terms, review and discussion questions and a practice quiz. Throughout the text there are also specific teaching features to provide students and instructors with an enhanced pedagogical experience. These features include: The Manager’s Corner: These sections provide real-world examples that instructors may highlight to exemplify theory or as mini-cases for discussion. Marketing in Action: These sections ask students to apply concepts and theories to actual business situations. Web Exercises: These mini sections provide students with real world issues and suggest websites for more information. In addition, the authors provide ancillary lecture notes and Solution/Instructors manual online to aid instructors in their teaching activities.
(Berlin et al.: Springer). ▷ Customer segments formed on the basis of expectations or expected benefits are to be described by attributes and relevant communication, purchasing and usage/consumption behaviour of their 'typical member', ...
This innovative book, Marketing Management for School Leaders, provides school administrators a theoretical base and examples of effective strategies to develop their marketing skill set.
This edition presents marketing management concepts in a traditional format and includes many real-world examples, emphasizing topics such as international marketing, ethics, cross-functional teams and quality. Integrating competitive rationality throughout...
Marketing Management: An Overview provides an alternative to the traditional marketing management texts in the market. This new text offers a concise overview for the advanced level marketing course, enabling...
This book explores the development of US marketing management thought in the early part of the 20th century, focusing on the relationship between the thought and historical contexts rather than on theoretical developments.
Marketing Management
Providing a complete treatment of business-to-business marketing, this text captures and integrates developments in market analysis, relationship management, supply chain management, marketing strategy development and electronic commerce.
The nature of marketing management -- Market analysis -- Scooping up success -- Data warehousing : majestic mountain ski resort -- Building a customer-oriented marketing department : the new boss -- Customer acquisition strategies and ...
Remaining true to its gold-standard status, the fourteenth edition includes an overhaul of new material and updated information, and now is available with mymarketinglab–Pearson’s online tutorial and assessment platform.
The overall success of an organization is dependent on how marketing is able to inform strategy and maintain an operational focus on market needs.