Marketing Management
Text and Cases
1st Edition
Published on 14. October 2004
Book
Paperback/Softback
388 pages
978-0-7890-0290-7 (ISBN)
Description
Step-by-step guidelines for successful marketing management!
Designed for college- and graduate-level marketing students, Marketing Management: Text and Cases is also a valuable resource for anyone trying to market a product or service. This volume integrates understandable marketing concepts and techniques with useful tables, graphs, and exhibits. Three leading experts in marketing management teach you how to market any business.
Marketing Management: Text and Cases is divided into two sections to accommodate a wide variety of interests. The first section is an essential textbook that offers a complete overview of marketing management, and describes the steps necessary for successful company-to-customer interaction. Each chapter comes generously enhanced with tables and charts to clearly demonstrate the marketing process from concept to implementation.
Marketing Management: Text and Cases also contains fifteen new case studies to challenge the more experienced marketing student as well as introduce the beginner to situations where the marketing process can be demonstrated. These cases provide a wide variety of managerial situations for small, medium, and large companies as well as entrepreneurial cases to expose readers to the types of analyses needed for those examples. From the creation of a new waterpark to marketing algae products, these case studies provide backgrounds, histories, trend analyses, and data to reveal the companies' situations and possible solutions. This book is useful for training courses and valuable to university faculty and students as well as business managers, CEOs, and entrepreneurs.
Marketing Management: Text and Cases covers essential managerial elements of marketing, including:
an overview of marketing in the new millennium, including basic definitions, global marketing, and electronic marketing
customer analysissegmentation, market grids, and market estimations
competitive analysistypes of competition, gathering intelligence, and marketing audits
financial analysisassessing revenue, cost, profitability, and risk for marketing decisions
marketing planningboth strategic planning and operational perspectives
evaluation and control of marketing activities including sales, cost, and profit
Designed for college- and graduate-level marketing students, Marketing Management: Text and Cases is also a valuable resource for anyone trying to market a product or service. This volume integrates understandable marketing concepts and techniques with useful tables, graphs, and exhibits. Three leading experts in marketing management teach you how to market any business.
Marketing Management: Text and Cases is divided into two sections to accommodate a wide variety of interests. The first section is an essential textbook that offers a complete overview of marketing management, and describes the steps necessary for successful company-to-customer interaction. Each chapter comes generously enhanced with tables and charts to clearly demonstrate the marketing process from concept to implementation.
Marketing Management: Text and Cases also contains fifteen new case studies to challenge the more experienced marketing student as well as introduce the beginner to situations where the marketing process can be demonstrated. These cases provide a wide variety of managerial situations for small, medium, and large companies as well as entrepreneurial cases to expose readers to the types of analyses needed for those examples. From the creation of a new waterpark to marketing algae products, these case studies provide backgrounds, histories, trend analyses, and data to reveal the companies' situations and possible solutions. This book is useful for training courses and valuable to university faculty and students as well as business managers, CEOs, and entrepreneurs.
Marketing Management: Text and Cases covers essential managerial elements of marketing, including:
an overview of marketing in the new millennium, including basic definitions, global marketing, and electronic marketing
customer analysissegmentation, market grids, and market estimations
competitive analysistypes of competition, gathering intelligence, and marketing audits
financial analysisassessing revenue, cost, profitability, and risk for marketing decisions
marketing planningboth strategic planning and operational perspectives
evaluation and control of marketing activities including sales, cost, and profit
More details
Language
English
Place of publication
New York
United States
Publishing group
Taylor & Francis Inc
Target group
Adult education
College/higher education
Dimensions
Height: 210 mm
Width: 148 mm
Weight
720 gr
ISBN-13
978-0-7890-0290-7 (9780789002907)
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
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10/2004
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Persons
Content
About the Authors
Case Contributors
Preface
Chapter 1. The Marketing Management Process
What Is Marketing?
The Marketing Concept
Marketing Management in the New Millennium
The Effective Marketing Management Process
The Environment of Marketing Decisions
Global Orientation to Marketing Decisions
Ethical Orientation to Marketing Decisions
E-Commerce and Marketing Principles
Summary
Chapter 2. Customer Analysis
Introduction to Market Segmentation
Methods of Segmenting Markets
Research-Based Segmentation
Existing Segmentation Systems
Managerial Judgment
Estimating the Potential of Market Segments
Summary
Chapter 3. Competitive Analysis
Purpose of Competitive Analysis
Importance of Understanding Competition
The Nature of Competition
Industry Analysis
Competitor Analysis
The Competitive Marketing Audit
Competitive Strategies and Resources
Exploiting the Company's Competitive Advantage
Gathering Competitor Intelligence
A Customer or Competitor Orientation?
Summary
Chapter 4. Financial Analysis for Marketing Decisions
Financial Assessment
Revenue Analysis
Cost Analysis
Profitability Analysis
Methods of Analyzing Risk
Simulation Models
Not-for-Profit Cost Analysis
Summary
Chapter 5. Marketing Planning: Strategic Perspectives
Why Strategic Management?
The Strategic Management Process
Planning Levels
Strategies for Existing Strategic Business Units
Corporate Planning and Marketing Planning
Strategic Planning in Global Organizations
Summary
Chapter 6. Marketing Planning: Operational Perspectives
The Operating Marketing Plan Format
Preparing the Plan and Budget
Target Marketing and Marketing Strategy Development
Product Positioning
Summary
Chapter 7. Implementing Marketing Plans
Internal Marketing Implementation Issues
Implementation Skills
Integrating a Societal Marketing Orientation Throughout the Organization
Total Quality Management
Organizing for Implementation
Transition from Strategy to Tactics
Summary
Chapter 8. Evaluation and Control of Marketing Activities
Integration of Planning and Control
Timing of Information Flows
Performance Evaluation and Control
The Marketing Audit
Summary
Case 1. Watercrest Park
Case 2. Superior Electrical Contractors: Residential Services Division
Case 3. Gateway Medical Waste Transport of Colorado
Case 4. National Foundations, Inc.
Case 5. Mildred's Caddy
Case 6. Jay's Travel Trailer Park
Case 7. The Box Factory, Inc.
Case 8. Central Bank: Automatic Teller Machines
Case 9. Cell Tech
Case 10. The Interfraternity Council
Case 11. Jill's House of Cakes
Case 12. Putting the Frosting on Cheerios
Case 13. Spencer's Supermarket
Case 14. Lakewood Players
Case 15. BCH TeleCommunications
Notes
Index
Case Contributors
Preface
Chapter 1. The Marketing Management Process
What Is Marketing?
The Marketing Concept
Marketing Management in the New Millennium
The Effective Marketing Management Process
The Environment of Marketing Decisions
Global Orientation to Marketing Decisions
Ethical Orientation to Marketing Decisions
E-Commerce and Marketing Principles
Summary
Chapter 2. Customer Analysis
Introduction to Market Segmentation
Methods of Segmenting Markets
Research-Based Segmentation
Existing Segmentation Systems
Managerial Judgment
Estimating the Potential of Market Segments
Summary
Chapter 3. Competitive Analysis
Purpose of Competitive Analysis
Importance of Understanding Competition
The Nature of Competition
Industry Analysis
Competitor Analysis
The Competitive Marketing Audit
Competitive Strategies and Resources
Exploiting the Company's Competitive Advantage
Gathering Competitor Intelligence
A Customer or Competitor Orientation?
Summary
Chapter 4. Financial Analysis for Marketing Decisions
Financial Assessment
Revenue Analysis
Cost Analysis
Profitability Analysis
Methods of Analyzing Risk
Simulation Models
Not-for-Profit Cost Analysis
Summary
Chapter 5. Marketing Planning: Strategic Perspectives
Why Strategic Management?
The Strategic Management Process
Planning Levels
Strategies for Existing Strategic Business Units
Corporate Planning and Marketing Planning
Strategic Planning in Global Organizations
Summary
Chapter 6. Marketing Planning: Operational Perspectives
The Operating Marketing Plan Format
Preparing the Plan and Budget
Target Marketing and Marketing Strategy Development
Product Positioning
Summary
Chapter 7. Implementing Marketing Plans
Internal Marketing Implementation Issues
Implementation Skills
Integrating a Societal Marketing Orientation Throughout the Organization
Total Quality Management
Organizing for Implementation
Transition from Strategy to Tactics
Summary
Chapter 8. Evaluation and Control of Marketing Activities
Integration of Planning and Control
Timing of Information Flows
Performance Evaluation and Control
The Marketing Audit
Summary
Case 1. Watercrest Park
Case 2. Superior Electrical Contractors: Residential Services Division
Case 3. Gateway Medical Waste Transport of Colorado
Case 4. National Foundations, Inc.
Case 5. Mildred's Caddy
Case 6. Jay's Travel Trailer Park
Case 7. The Box Factory, Inc.
Case 8. Central Bank: Automatic Teller Machines
Case 9. Cell Tech
Case 10. The Interfraternity Council
Case 11. Jill's House of Cakes
Case 12. Putting the Frosting on Cheerios
Case 13. Spencer's Supermarket
Case 14. Lakewood Players
Case 15. BCH TeleCommunications
Notes
Index