Managing Marketing: A Concise Approach
ISBN: 9788126548521
544 pages
eBook also available for institutional users
Description
Managing Marketing: A Concise Approach is about understanding how to develop market strategy, implement market offers and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. Managing Marketing: A Concise Approach differs from other senior undergraduate and introductory graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice.
Preface
Acknowledgments
Concluding Statement
Section I: Marketing and the Firm
Chapter 1: Introduction to Managing Marketing
Chapter 2: The Value of Customers
Section II: Fundamental Insights for Strategic Marketing
Chapter 3: Market Insight
Chapter 4: Customer Insight
Chapter 5: Insight about Competitors, Company and Complementers
Chapter 6: Marketing Research
Transition to Strategic Marketing
Section III: Strategic Marketing
Imperative 1: Determine and Recommend Which Markets to Address
Chapter 7: Identifying and Choosing Opportunities
Imperative 2: Identify and Target Market Segments
Chapter 8: Market Segmentation and Targeting
Imperative 3: Set Strategic Direction and Positioning
Chapter 9: Market Strategy — Integrating Firm Efforts for Marketing Success
Chapter 10: Managing through the Life Cycle
Chapter 11: Managing Brands
Section IV: Implementing the Market Strategy
Imperative 4: Design the Market Offer
Part A. Providing Customer Value
Chapter 12: Managing the Product Line
Chapter 13: Managing Services and Customer Service
Chapter 14: Developing New Products
Part B. Communicating Customer Value
Chapter 15: Integrated Marketing Communications
Chapter 16: Mass and Digital Communication
Chapter 17: Directing and Managing the Field Sales Effort
Part C. Delivering Customer Value
Chapter 18: Distribution Decisions
Part D. Getting Paid for Customer Value
Chapter 19: Critical Underpinnings of Pricing Decisions
Chapter 20: Setting Prices
Imperative 5: Secure Support from Other Functions
Chapter 21: Ensuring the Firm Implements the Market Offer as Planned
Imperative 6: Monitor and Control
Chapter 22: Monitoring and Controlling Firm Performance and Functioning
Section V: Special Marketing Topics
Chapter 23: International, Regional, and Global Marketing
Chapter 24: Rural Marketing in India
Endnotes
Answers
Glossary
Image Credits
Index
Name Index
Company Index
Subject Index
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