This worldwide best-selling book highlights the most recent trends and developments in global marketing-with an emphasis on the importance of teamwork between marketing and all the other functions of the business. It introduces new perspectives in successful strategic market planning, and presents additional company examples of creative, market-focused, and customer-driven action. Coverage includes a focus on customer relationship management, partner relationship management, the Internet and its effects and uses, brand building and brand asset management, alternative go-to-market channels, and marketing around the globe. Chapter topics discuss building customer satisfaction, market-oriented strategic planning, analyzing consumer markets and buyer behavior, dealing with the competition, designing pricing strategies and programs, and managing the sales force For marketing managers who want to increase their understanding of the major issues of strategic, tactical, and administrative marketing-along with the opportunities and needs of the marketplace in the years ahead.
|Edition description:||Older Edition|
|Product dimensions:||8.20(w) x 10.30(h) x 1.40(d)|
Table of Contents
2. Adapting Marketing to the New Economy.
3. Building Customer Satisfaction, Value, and Retention.
4. Winning Markets through Market-Oriented Strategic Planning.
5. Gathering Information and Measuring Market Demand.
6. Scanning the Marketing Environment.
7. Analyzing Consumer Markets and Buyer Behavior.
8. Analyzing Business Markets and Business Buying Behavior.
9. Dealing with the Competition.
10. Identifying Market Segments and Selecting Target Markets.
11. Positioning and Differentiating the Market Offering through the Product Life Cycle.
12. Developing New Market Offerings.
13. Designing Global Market Offerings.
14. Setting the Product and Branding Strategy.
15. Designing and Managing Services.
16. Developing Price Strategies and Programs.
17. Designing and Managing Value Networks and Marketing Channels.
18. Managing Retailing, Wholesaling, and Market Logistics.
19. Managing Integrated Marketing Communications.
20. Managing Advertising, Sales Promotion, Public Relations, and Direct Marketing.
21. Managing the Sales Force.
22. Managing the Total Marketing Effort.
Most Helpful Customer Reviews
This is a good book for beginners who have never had any knowledge of marketing. It is a good overview of the practices most leading companies have employed. However, if you are looking at an intensive study in Marketing, you perhaps need to search out for other alternatives.
This book illustrates 2 marketing principles: 1. Charge what the market can bear. I.e., I got you if you are taking my course. 2. Consumers seek out the newest, thinking it is the best. Older editions of the same book are better organized.
too much information and tables on one page, it's hard to concentrate. The book is too heavy to carry and too expensive. The excersise questions don't have answers and the level of the questions are not match to the contents'.