Essentials of Managing Marketing

Description

Essentials of Managing Marketing is about understanding how to develop market strategy, implement market offers, manage the marketing process. Essentials of Managing Marketing focuses on the manager, not just the marketer. For readers committed to a career in marketing, this book forms a solid foundation as you study marketing further/deeper. Essentials of Managing Marketing provides what every general manager and senior executive must know about marketing. This book emphasizes the role of marketing in creating value for customers — leading to the creation of value for other firm stakeholders, including employees and shareholders.

About the Author

Noel Capon Is The R. C. Kopf Professor of International Marketing and past Chair of the Marketing Division, Graduate School of Business, Columbia University. Professor Capon joined the Columbia Business School faculty in 1979.

Siddharth Shekhar Singh Is The Director of the Fellow Programme in Management and Associate Professor of Marketing at the Indian School of Business (ISB), Hyderabad and Mohali, India. In 2003, Professor Singh joined the faculty at the Jesse H. Jones Graduate School of Business, Rice University (Houston, U.S.). In 2011, he returned to India to join the ISB faculty.

Table of Contents

Book Review

Preface

Section 1: Marketing and the Firm

Chapter 1 Introduction to Managing Marketing

Chapter 2 The Value of Customers

Section 2: Fundamental Insights for Strategic Marketing

Chapter 3 Market Insight

Chapter 4 Customer Insight

Chapter 5 Insight about Competitors, Company, Complementers

Transition to Strategic Marketing

Section 3: Strategic Marketing

Imperative 1 — Determine, Recommend

Which Markets to Address

Chapter 6 Identifying, Choosing Opportunities

Imperative 2 — Identify, Target Market Segments

Chapter 7 Market Segmentation, Targeting

Imperative 3 — Set Strategic Direction, Positioning

Chapter 8 Market Strategy – Integrating Firm Efforts for Marketing Success

Chapter 9 Managing through the Life Cycle

Chapter 10 Managing Brands

Section 4: Implementing the Market Strategy

Imperative 4 — Design the Market Offer

Part A: Providing Customer Value

Chapter 11 Managing the Product Line

Chapter 12 Managing Services, Customer Service

Chapter 13 Developing New Products

Part B: Communicating Customer Value

Chapter 14 Integrated Marketing Communications

Chapter 15 Mass Communications, Digital Marketing

Chapter 16 Directing, Managing Field Sales Efforts

Part C: Delivering Customer Value

Chapter 17 Distribution, Retailing, Wholesaling

Part D: Getting Paid for Customer Value

Chapter 18 Critical Underpinnings of Pricing Decisions

Imperative 5 — Secure Support from Other Functions

Chapter 19 Ensuring the Firm Implements the Market Offer as Planned

Imperative 6 — Monitor, Control Execution/Performance

Chapter 20 Monitoring, Controlling Firm Performance, Functioning

Section 5: Special Marketing Topics

Chapter 21 Rural Marketing in India

Glossary GL1

Index IN1