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
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