Marketing Management
A Strategic Framework and Tools for Success
Published on 28. February 2022
Book
Paperback/Softback
392 pages
978-1-7935-7421-3 (ISBN)
Description
Like a powerful magnet, the concepts outlined in Marketing Management: A Strategic Framework and Tools for Success can be used to attract new customers and bring existing customers closer to your brand. The authors balance academic insight with practical application to emphasize the strategic process and the fundamental tools required to deliver effective marketing management.
This book is divided into two distinct sections. The first section introduces core concepts and examines the three stages of the Strategic Marketing Framework: situation analysis, strategy formulation, and marketing execution. The second section of the book is comprised of Notes to highlight tools related to customer assessment, competitive practices, and marketing mix tactics that support the stages of strategic marketing.
Designed to give readers a proven framework and help them develop essential skillsets, Marketing Management is an indispensable guide for marketing students and professionals.
This book is divided into two distinct sections. The first section introduces core concepts and examines the three stages of the Strategic Marketing Framework: situation analysis, strategy formulation, and marketing execution. The second section of the book is comprised of Notes to highlight tools related to customer assessment, competitive practices, and marketing mix tactics that support the stages of strategic marketing.
Designed to give readers a proven framework and help them develop essential skillsets, Marketing Management is an indispensable guide for marketing students and professionals.
More details
Language
English
Place of publication
San Diego
United States
Target group
Professional and scholarly
Dimensions
Height: 254 mm
Width: 203 mm
Thickness: 21 mm
Weight
838 gr
ISBN-13
978-1-7935-7421-3 (9781793574213)
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
Persons
Dawn Edmiston is the clinical professor of marketing at William & Mary's Raymond A. Mason School of Business. She holds doctorates in management and education from the University of Maryland and William & Mary, respectively. Todd Mooradian is the dean of the University of Louisville College of Business. He holds a doctorate in marketing from the University of Massachusetts. Kurt Matzler is the professor of strategic management at the University of Innsbruck and academic director of the Executive MBA program at MCI in Innsbruck. He holds a doctorate from Leopold-Franzens Universitaet Innsbruck. Lawrence Ring is the Executive MBA Alumni Professor of Executive Education Emeritus at William & Mary's Raymond A. Mason School of Business. He holds a doctorate in industrial administration from Purdue University.