Basics Marketing: Marketing Management

Overview

Basics Marketing: Marketing Management provides a battery of invaluable business skills, ideas and tools for students and practitioners of marketing.

Understanding how to create marketing programmes is one thing. Understanding how to take leadership in all of the business areas related to marketing programmes (such as economics, finances, personnel management and long-term brand strategy) is quite another. Throughout this book, Brian Sheehan helps bridge that divide using his 25...

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Overview

Basics Marketing: Marketing Management provides a battery of invaluable business skills, ideas and tools for students and practitioners of marketing.

Understanding how to create marketing programmes is one thing. Understanding how to take leadership in all of the business areas related to marketing programmes (such as economics, finances, personnel management and long-term brand strategy) is quite another. Throughout this book, Brian Sheehan helps bridge that divide using his 25 years’ experience working for one of the world’s largest agencies to help you master the business of marketing.

Featured topics include: Introducing economics, Vision and mission, Competitive business strategy, Brand identity and thought leadership, Managing people, Handling a crisis, Measurement and financial basics, Legal considerations and ethical issues.

Other AVA titles of interest include Basics Marketing: Consumer Behaviour, Basics Marketing: Online Marketing, The Fundamentals of Marketing, The Fundamentals of Creative Advertising and The Fundamentals of Branding.

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Product Details

  • ISBN-13: 9782940411511
  • Publisher: Bloomsbury Academic
  • Publication date: 8/12/2011
  • Series: Basics Marketing Series
  • Edition number: 1
  • Pages: 176
  • Product dimensions: 6.20 (w) x 9.00 (h) x 0.70 (d)

Meet the Author

Brian Sheehan is Associate Professor of Advertising in the S. I. Newhouse School at Syracuse University, New York. He has more than 25 years of professional experience with advertising agency Saatchi & Saatchi and currently acts as a consultant, coordinating their Toyota Worldwide Executive Board (TWEB) and working with clients such as Brazil’s national energy company: Petrobras. Brian is an advisory board member of Fuhu, a China-US based internet-software company and Mission/Metrix a mobile applications company. He has also written a number of articles for Advertising Age magazine.

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Table of Contents

Chapter 1: Basic business economics

Adam Smith

Supply and demand

Irrational demand: a market opportunity

Elasticity

The economics of free

Scale

Negotiation through an economic prism

Business-to-business versus business-to-consumer

Case study: Branding business class – British Airways’ Club World

Questions and exercises

 

Chapter 2: Vision, mission and leadership

Inspirational dreams

Vision and mission statements

Habits of visionary companies

The mother of all problems

Case study: Ritz-Carlton – inspiring leadership

Questions and exercises

 

Chapter 3: Competitive business strategies

What is strategy?

The strategic planning process

The competitive secret weapon: research insights

Case study: Apple’s iPod and iPhone

Questions and exercises

 

Chapter 4: Brand identity and shareholder value

Why brands matter

Positioning

Lovemarks

Lighthouse brands and thought leadership

Case Study: Tiffany – a powerful brand

Questions and exercises

 

Chapter 5: Managing people

Basic psychology

Culture as management

Communicate, communicate, communicate

Productivity tools

Managing conflict

Managing creative people

Case study: Bob Seelert and Kayser-Roth

Questions and exercises

 

Chapter 6: Handling a crisis

Have a plan!

Transparency

Social media and crisis management

Case study: Tylenol versus Cadbury

Questions and exercises

 

Chapter 7: The numbers

Financial balance sheets and income statements

Basic financial formulas

Dashboards

Case Study: Samsung – becoming a market leader

Questions and exercises

 

Chapter 8: Ethical issues and legal compliance

Ethics: two sides to every issue

Embracing regulation

Ten steps to a more ethical and legally compliant culture

Case study: Advertising executives go to jail

Questions and exercises

 

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