Essentials of Managing Marketing
ISBN: 9788126567867
248 pages
For more information write to us at: acadmktg@wiley.com
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.
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