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Set of two books Managing Marketing: An Applied Approach & The Marketing Toolkit it seeks to induce innovation in marketing education with a keen focus on what the prospective managers need to know and do, besides describing all there is to know about marketing. This book about understanding how to develop market strategy, implement market offers and manage the marketing process. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice. Readers committed to a career in marketing, this book lays a solid foundation. No matter how well-written a textbook, the only way to really learn marketing is by doing it. You simply have to take the ideas, concepts, and frameworks and put them into practice. The Marketing Toolkit is a companion volume it?s each chapter contains a set of tried-and-true experiential exercises designed to help the user prepare a strategic marketing plan ? analyze a marketing situation, develop a market strategy, and design a series of implementation programs. Key features Case Studies - Each chapter starts with an opening case and case questions that highlight some key issues in the chapter. Rich in Multimedia - Easily accessed by any smartphone or device that can read QR codes or through PC using o-code. Videos for easy retention - Audio files of Professor Capon speaking with Dave Basarab about Marketing Mastery. Simulations - To enhance student learning, the authors have developed marketing simulation exercises. These are available via scratch card. Key ideas & Marketing Questions - Summarizes the main learning from each section within chapter and ?Marketing Questions? that test the understanding of the material are provided throughout the text. New ideas - It introduces several genuinely new ideas drawn from personal research & writings which helps students develop critical thinking and problem-solving skills Cutting Edge Instructor Resources - Instructor manual (chapter summary + approach to address marketing questions & exercises +answers to questions for study & discussions), comprehensive test items (1000 + MCQs and essay questions), extra case study (Short Traditional Case Studies and Long New Case Studies), Power Point Presentations. Unmatched Student Resources - Electronic flash cards, simulations, financial analysis for marketing decision making etc.Preface Acknowledgments Concluding Statement Section I: Marketing and the Firm Chapter 1: Introduction to Managing Marketing Chapter 2: The Value of Customers Section II: Fundamental Insights for Strategic Marketing Chapter 3: Market Insight Chapter 4: Customer Insight Chapter 5: Insight about Competitors, Company, and Complementers Chapter 6: Marketing Research Transition to Strategic Marketing Section III: Strategic Marketing Imperative 1: Determine and Recommend Which Markets to Address Chapter 7: Identifying and Choosing Opportunities Imperative 2: Identify and Target Market Segments Chapter 8: Market Segmentation and Targeting Imperative 3: Set Strategic Direction and Positioning Chapter 9: Market Strategy - Integrating Firm Efforts for Marketing Success Chapter 10: Managing through the Life Cycle Chapter 11: Managing Brands Section IV: Implementing the Market Strategy Imperative 4: Design the Market Offer Part A. Providing Customer Value Chapter 12: Managing the Product Line Chapter 13: Managing Services and Customer Service Chapter 14: Developing New Products Part B. Communicating Customer Value Chapter 15: Integrated Marketing Communications Chapter 16: Mass and Digital Communication Chapter 17: Directing and Managing the Field Sales Effort Part C. Delivering Customer Value Chapter 18: Distribution Decisions Part D. Getting Paid for Customer Value Chapter 19: Critical Underpinnings of Pricing Decisions Chapter 20: Setting Prices Imp Printed Pages: 916. Buchnummer des Verkäufers 86316
Inhaltsangabe: Managing marketing: an applied approach is about understanding how to develop market strategy, implement market offers and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing but focuses on what the prospective manager needs to know. Managing marketing: an applied approach differs from other senior undergraduate and introductory graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice. Furthermore, managing marketing: an applied approach focuses on the manager, not just the marketer. For readers committed to a career in marketing (and we hope there are many), this book will form a solid foundation. For those who become senior executives, general managers, cfos and ceos, this book is also important because an understanding and appreciation of marketing is central to virtually every important decision that senior managers make. Managing marketing: an applied approach provides what every general manager and senior executive must know about marketing. Marketing activity lies at the core of leading and managing a business by providing the focus for interfacing with customers. Marketing is also the source of insight about the market, customers, competitors and complementers and the business environment in general. Marketing is concerned with the firm's long-run relationships with customers as well as its short-run sales activity. Marketing must be a major organizational thrust, not just a responsibility assigned to a single functional department.
Titel: Managing Marketing: An Applied Approach and ...
Verlag: Wiley India Pvt. Ltd
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