Managing Marketing Linkages
Text, Cases, and Readings
Published on 6. December 1995
Book
Paperback/Softback
403 pages
978-0-13-234923-9 (ISBN)
Description
For courses in Marketing Management, Introductory or Advanced Sales Management, Marketing Strategy, Competitive Strategy.
Unlike other text/casebooks that focus either on product management OR sales management OR service operations in isolation from the other activities, this extensive exploration of marketing linkages provides a detailed look at the increasingly intertwined product, sales, and service tasks in a variety of business settings. The Introduction, Readings and 12 unique Cases discuss in depth aspects of organization and implementation that standard texts mention, but then slide over - the interaction of external market factors and internal organizational linkages required to develop and maintain profitable customer relationships. It considers what well-known companies in different market environments are doing to manage these marketing linkages, and reveals the wider organizational implications in areas ranging from strategy development, on the one hand, to tactical sales management issues, on the other.
Unlike other text/casebooks that focus either on product management OR sales management OR service operations in isolation from the other activities, this extensive exploration of marketing linkages provides a detailed look at the increasingly intertwined product, sales, and service tasks in a variety of business settings. The Introduction, Readings and 12 unique Cases discuss in depth aspects of organization and implementation that standard texts mention, but then slide over - the interaction of external market factors and internal organizational linkages required to develop and maintain profitable customer relationships. It considers what well-known companies in different market environments are doing to manage these marketing linkages, and reveals the wider organizational implications in areas ranging from strategy development, on the one hand, to tactical sales management issues, on the other.
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 228 mm
Width: 153 mm
Thickness: 20 mm
Weight
510 gr
ISBN-13
978-0-13-234923-9 (9780132349239)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
Introduction.
I. BUSINESS-TO-BUSINESS MARKETS.
READING: "Industrial Marketing: Managing New Requirements,"Sloan Management Review, Spring 1994.
CASE 1: Becton Dickinson Division: Marketing Organization.
CASE 2: IBM: Assistant General Manager of Marketing (A).
CASE 3: IBM: Assistant General Manager of Marketing (B).
II. CONSUMER GOODS MARKETING.
READING: "Coordinating Sales and Marketing in Consumer Goods Firms,"Journal of Consumer Marketing, Summer 1993.
CASE 4: Pepsi-Cola Fountain Beverage Division: Marketing Organization.
CASE 5: Packaged Products Company: Handy-Pak Introduction.
CASE 6: MEM Company, Inc.: English Leather.
III. SERVICE MARKETS.
READING: "Once More: How Do You Improve Customer Service?,"Business Horizons, March-April 1992.
CASE 7: MCI Vision (A).
CASE 8: American Mobile Satellite Corporation.
CASE 9: Dendrite International.
IV. BUILDING AND MAINTAINING CUSTOMER RELATIONSHIPS.
READING: "Teamwork for Today's Selling,"Harvard Business Review, March-April 1989.
CASE 10: Astra/Merck Group.
CASE 11: Hewlett Packard Imaging Systems Division: Sonos 100 C/F Introduction.
CASE 12: Becton Dickinson and Company: Multidivisional Marketing Programs.
I. BUSINESS-TO-BUSINESS MARKETS.
READING: "Industrial Marketing: Managing New Requirements,"Sloan Management Review, Spring 1994.
CASE 1: Becton Dickinson Division: Marketing Organization.
CASE 2: IBM: Assistant General Manager of Marketing (A).
CASE 3: IBM: Assistant General Manager of Marketing (B).
II. CONSUMER GOODS MARKETING.
READING: "Coordinating Sales and Marketing in Consumer Goods Firms,"Journal of Consumer Marketing, Summer 1993.
CASE 4: Pepsi-Cola Fountain Beverage Division: Marketing Organization.
CASE 5: Packaged Products Company: Handy-Pak Introduction.
CASE 6: MEM Company, Inc.: English Leather.
III. SERVICE MARKETS.
READING: "Once More: How Do You Improve Customer Service?,"Business Horizons, March-April 1992.
CASE 7: MCI Vision (A).
CASE 8: American Mobile Satellite Corporation.
CASE 9: Dendrite International.
IV. BUILDING AND MAINTAINING CUSTOMER RELATIONSHIPS.
READING: "Teamwork for Today's Selling,"Harvard Business Review, March-April 1989.
CASE 10: Astra/Merck Group.
CASE 11: Hewlett Packard Imaging Systems Division: Sonos 100 C/F Introduction.
CASE 12: Becton Dickinson and Company: Multidivisional Marketing Programs.