Marketing Management

Text and Cases

AvRobert E Stevens,David L Loudon

Inbunden, Engelska, 2004

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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

Produktinformation

Utgivningsdatum:2004-10-19
Mått:148 x 210 x 22 mm
Vikt:880 g
Format:Inbunden
Språk:Engelska
Antal sidor:388
Förlag:Taylor & Francis Inc
ISBN:9780789012333

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Bruce Wrenn, Robert E Stevens, David L Loudon

Innehållsförteckning

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