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I. MARKETING AND THE FIRM.
1. Introduction to Marketing Management.
2. The Environmental Imperative.
3. The Externally Oriented Firm.
II. FUNDAMENTALS FOR STRATEGIC MARKETING.
4. Customers.
5. Competitors and Complementers.
III. THE TASKS OF MARKETING.
Task 1: Determine and Recommend Which Markets to Address. 6. Identifying Opportunities for Creating Shareholder Value.
Task 2: Identify and Target Market Segments. 7. Market Segmentation and Targeting.
Task 3: Set Strategic Direction. 8. Market Strategy: The Integrator.
9. Competitive Market Strategies in Introduction and Growth.
10. Competitive Market Strategies in Maturity and Decline.
11. Managing Brands.
Task 4: Design the Marketing Offer. 12. Managing the Product Line.
13. Developing New Products.
14. Integrated Marketing Communications.
15. Directing and Managing the Field Sales Effort.
16. Distribution Decisions.
17. Managing Services and Customer Service.
18. Managing Price and Value.
Task 5: Secure Support from Other Functions. 19. Ensuring the Marketing Offer Is Implemented as Planned.
Task 6: Monitor and Control. 20. Monitor and Control Execution and Performance.
IV. FUTURE DIRECTIONS.
21. Marketing and the Internet.
Postscript.
Appendix.
Glossary.
Publications Cited in the Text.
Brand/Company Index.
Subject Index.
| Price | Condition | Delivery | Seller | Action |
| $99.99 | Digital |
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David Ricciuti
reviewed Marketing management in the 21st Century on July 25, 2014
Marketing management in the 21st Century
Tough to provide a review for a textbook assigned as part of earning a Masters in Business Administration. It is not exactly a voluntary, recreational read. However, the textbook provides comprehensive steps to create individualized plans to support whichever industry your firm may compete within.
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