Marketing Management in the 21st Century - Softcover

Capon, Noel; Hulbert, James M.

 
9780139156953: Marketing Management in the 21st Century
Softcover
ISBN 10: 013915695X ISBN 13: 9780139156953
Verlag: Pearson, 2000

Inhaltsangabe

For introductory MBA Marketing courses.

Designed to meet the needs of both marketing and non-marketing specialists. This introduction to the role of marketing in the modern corporation (both at the level of the firm and the marketing function) focuses on what the prospective manager―not just the marketer―needs to know about developing marketing strategy and managing the marketing process. It provides a set of concepts and ideas for approaching marketing decisions, on providing a common language with which to think about marketing issues, and on the structuring and analysis of managerial problems in marketing. It prepares future general managers and CEOs to deal with core marketing issues by providing a way of thinking strategically about the firms' products, services and markets.

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Reseña del editor

For introductory MBA Marketing courses. Designed to meet the needs of both marketing and non-marketing specialists. This introduction to the role of marketing in the modern corporation (both at the level of the firm and the marketing function) focuses on what the prospective manager-not just the marketer-needs to know about developing marketing strategy and managing the marketing process. It provides a set of concepts and ideas for approaching marketing decisions, on providing a common language with which to think about marketing issues, and on the structuring and analysis of managerial problems in marketing. It prepares future general managers and CEOs to deal with core marketing issues by providing a way of thinking strategically about the firms' products, services and markets.

Contraportada

MARKETING ACTIVITY is at the core of managing a business; it provides the focus for interfacing with customers and is the primary source of intelligence about customers, competitors, and the business environment in general. Marketing must be concerned with the long-run relationship of the firm with its customers as well as short-run sales activity. In this era of managerial concerns such as quality management, downsizing, reengineering, and outsourcing, marketing has become a major organizational thrust rather than just a task assigned to a single functional department. This book emphasizes the role of marketing in creating value for customers because customer value in turn leads to the creation of value for other firm stakeholders including stockholders and employees.

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Verlag
Pearson
Erscheinungsdatum
2000
Sprache
Englisch
ISBN 10 
013915695X
ISBN 13 
9780139156953
Einband
Tapa blanda
Anzahl der Seiten
637
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar