Focuses on all aspects of planning, coordinating and executing marketing strategy. Includes the main concepts and terms associated with marketing management. Contains new chapters on competitive analysis, sales promotion, direct marketing and an increased emphasis on international trade and foreign marketing strategies.
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From the Publisher
Focuses on all aspects of planning, coordinating and executing marketing strategy. Includes the main concepts and terms associated with marketing management. Contains new chapters on competitive analysis, sales promotion, direct marketing and an increased emphasis on international trade and foreign marketing strategies.
From the Back Cover
Everything You Need to Create Effective Marketing Strategies! With its engaging writing style and clear presentation, this how-to book provides you with the core marketing management concepts that everyone must know to compete in today's business environment. Updated to reflect the current marketplace, the book spotlights hot topics such as electronic commerce, brand equity, database marketing, relationship marketing, business to business marketing, and interfunctional coordination. And with the help of real-world examples, you'll learn how to apply the material to plan, coordinate, and execute a successful marketing strategy. Key Features of the Second Edition
* Updated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business.
* "New Applying. To" and "Integrating. With" sections highlight topical marketing and business areas.
* Internet coverage is integrated throughout the book.
* Globalization is thoroughly discussed and the concepts are reinforced through examples and questions.
* Ethics questions.
* SPSS(r) Student Version for Windows 9.0 is available to accompany the text. --This text refers to an alternate Paperback edition.
* Updated Marketing in Action and Marketing Strategies boxes provide real-world examples that demonstrate how the material is applied in business.
* "New Applying. To" and "Integrating. With" sections highlight topical marketing and business areas.
* Internet coverage is integrated throughout the book.
* Globalization is thoroughly discussed and the concepts are reinforced through examples and questions.
* Ethics questions.
* SPSS(r) Student Version for Windows 9.0 is available to accompany the text. --This text refers to an alternate Paperback edition.
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Inside This Book
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Key Phrases - Statistically Improbable Phrases (SIPs):
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multidimensional pricing, generic marketing strategies, integrated direct marketing, brand salience, skimming price, brand life cycle, soup sales, zone pricing, breakeven volume, firms that fail, umbrella brands, strategic windows, promotion mix Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, The Wall Street Journal, Journal of Marketing, New York, General Motors, Ocean Spray, Operations Management, Consumer Durable Goods Marketing, Consumer Packaged Goods Marketing, Industrial Marketing, Sensor Excel, Wells Lamont, Campbell Soup, Consumer Reports, Consumer Food Marketing, Journal of Product Innovation Management, New Zealand, Consumer Beverages Marketing, Croft Original, Englewood Cliffs, Free Press, Harvard Business Review, American Express, Lung Association, American Airlines New!
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Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
multidimensional pricing, generic marketing strategies, integrated direct marketing, brand salience, skimming price, brand life cycle, soup sales, zone pricing, breakeven volume, firms that fail, umbrella brands, strategic windows, promotion mix Key Phrases - Capitalized Phrases (CAPs): (learn more)
United States, The Wall Street Journal, Journal of Marketing, New York, General Motors, Ocean Spray, Operations Management, Consumer Durable Goods Marketing, Consumer Packaged Goods Marketing, Industrial Marketing, Sensor Excel, Wells Lamont, Campbell Soup, Consumer Reports, Consumer Food Marketing, Journal of Product Innovation Management, New Zealand, Consumer Beverages Marketing, Croft Original, Englewood Cliffs, Free Press, Harvard Business Review, American Express, Lung Association, American Airlines New!
Books on Related Topics | Concordance | Text Stats Browse Sample Pages:
Front Cover | Table of Contents | First Pages | Index | Back Cover | Surprise Me!
Citations (learn more)
This book cites 48
books:
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1
book
cites this book:
- Getting the Most Out of Advertising and Promotion by Magid M. Abraham on page 289, and page 291
- Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers by Geoffrey A. Moore on page 123, and page 125
- Segmentation & Positioning for Strategic Marketing Decisions by James H. Myers on page 81, and page 100
- The Management of Business Logistics by John J. Coyle on page 209
- The Product Development Challenge: Competing Through Speed, Quality, and Creativity by Harvard Business School Press on page 126
See all 48 books this book cites
- Knowledge Organizations: What Every Manager Should Know by Jay Liebowitz on page 179
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