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Marketing Management

Marketing Management
A Customer-Oriented Approach

First Edition

Other Titles in:
Marketing (General)

September 2009 | 568 pages | SAGE Publications, Inc
Unlike marketing management texts that are versions of principles texts, this text is based on three concepts not found in the competition:

- A focus on customer service is central. This concept is presently gaining much attention in research and practice. It provides students with an understanding on how marketing strategic and tactical decisions are made in light of their impact on the firm's customers.

- The text will truly integrate the concepts of marketing and management, making it more interdisciplinary. Managing a marketing department or marketing program requires and understanding of management principles and how they are implemented.

- Knowledge that students will use immediately upon graduation will be a priority. Most who pursue marketing careers start at entry level positions within the marketing department, and few go into upper management immediately. Information provided can be used immediately in an entry level job and in a first level management position.

Features & Benefits

- "Stop and Think" features cause the reader to stop and think about how management principles are used in marketing positions (ie – issues related to planning, organizing, leading).

- "YourCareer" features offer students practical advice regarding marketing careers and profiles of recent successful marketing graduates.

- Includes chapters on data warehousing, internal and external communications, and website management – coverage lacking in competing texts

- "Customer Corner" insets, posing a customer service situation, encourage students to think about the importance of customer service and how they would respond to customer service problems.

- Critical thinking exercises stress the importance of quantitative methods in marketing and applying marketing concepts.

- End of chapter mini-cases can be used by instructors to generate class discussion, for in-class group work, or individual assignments. Excellent summary of chapter concepts.

Part I: Marketing Foundation
Chapter 1: The Nature of Marketing Management
Southwest Airlines: Fun, Profit, Customer Satisfaction, and a Major Bump in the Road

The Nature of Marketing Management

The Fields of Marketing and Management

Marketing and Management Issues

A Customer Service Failure

Customer Service Champions

The Design of This Book

Chapter Summary

Chapter 1 Case: iPhone Madness

Chapter 2: Market Analysis
Electrolyte Nation

Marketing Analysis

Environmental Analysis

Competitive/Industry Analysis

Analysis of Product Positioning

Market Segment Analysis

Customer Analysis

Consumer Buying Decision Making

Demand and Market Potential

Estimating Demand

Contribution Margin and Break-Even Point

Chapter Summary

Chapter 2 Case: Scooping Up Success?

Chapter 3: Data Warehousing
Costco: Data-Driven, Employee-Centered Marketing

The Data Warehouse

Data Warehouse Functions

The Data in a Data Warehouse

Analytical Data

Data Mining

Data-Driven Marketing Programs

Testing Database-Driven Initiatives

Chapter Summary

Chapter 3 Case: Majestic Mountain Ski Resort

Chapter 4: Building a Customer-Oriented Marketing Department
AFLAC: Employee-Centered Customer Care

Developing a Successful Management Style

Providing Effective Leadership

Making Quality Decisions

Building a Customer-Oriented Culture

Motivating Employees

Empowering and Engaging Employees

Inspiring Creativity

Handling Personal and Employee Stress

Chapter Summary

Chapter 4 Case: The New Boss

Part II: Managing Customer Acquisition
Chapter 5: Customer Acquisition Strategies and Tactics
Sony: From Humble Beginnings to a Worldwide Brand

The Product Life Cycle

The Importance of Customer Acquisition

Customer Acquisition: Identifying Markets

Customer Acquisition: Developing Products


Types of Brands

Developing Powerful Brands

The Role of Customer Service

Chapter Summary

Chapter 5 Case: LensCrafters

Chapter 6: Pricing Reverse Auction Pricing Continues to Survive

Price Considerations

Pricing Strategies and Objectives

Setting Prices

Pricing New Products

Price Discounts

Changing Prices of Existing Products

Legal and Ethical Pricing Issues

The Role of Customer Service

Chapter Summary

Chapter 6 Case: Pricing: That?s How the Cookie Crumbles

Chapter 7: Advertising, Alternative and Direct Marketing
Smucker?s: It Has to be Good

Advertising Management

Establishing Advertising Objectives

Creating an Advertising Budget

Choosing an Advertising Agency

Overseeing an Advertising Program

Assessing Advertising Effectiveness

Alternative Marketing Programs

Direct Marketing

Implications for Entry-Level Employees

Chapter Summary

Chapter 7 Case: Wild West Rodeo

Chapter 8: Sales Promotions
Kraft: Eat and Live Better

Objectives of Promotions

Managing Consumer Promotions

Types of Consumer Promotions

Types of Consumers

International Considerations

Trade Promotions

Implications for Marketing Managers

Customer Service and Promotions Programs

Chapter Summary

Chapter 8 Case: Barney's Bookstore

Chapter 9: Personal Selling
IBM: A Corporate Legend Continues to Grow

Retail Selling

The Business-to-Business Selling Function

Business-to-Business Customer Acquisition

Relationship Selling

Personal Selling: An International Perspective

Managing a Sales Force

Recruiting and Selection



Motivational Programs

Performance Evaluation

Chapter Summary

Chapter 9 Case: Hamming It Up

Part III: Managing Customer Interactions
Chapter 10: Internal Communications
Zappos: To Live and Deliver WOW

The Nature of Communication

Individual Communication

Barriers to Individual Communication

Overcoming Barriers to Individual Communication

The Value of Individual Communication

Communication Systems in Organizations

Barriers to Formal Communication

Overcoming the Barriers to Formal Communication

Internal Communication and Customer Service

International Internal Communications

Implications for Marketing Managers

Chapter Summary

Chapter 10 Case: The Zen Master

Chapter 11: External Communications
Round Rock Express: Making Memoriess One Game at a Time

Communications With Non-Customers

Communications With Customers and Potential Customers

Institutional Statements

Product Appearance and Package Design

The Business Facility

Personal Contacts

Marketing Communication Tactics

In-Store Communications

Public Relations

Image-Building Programs

Implications for Marketing Managers

Relationship to Customer Service

Chapter Summary

Chapter 11 Case: New York Cool

Chapter 12: Distribution and Supply Chain Management
Insight, Inc.: Top of Mind in Supply Chain Management

Distribution Systems

Establishing Channels of Distribution

Managing the Supply Channel

Physical Distribution

Methods of Transportation

Evaluation of Physical Distribution

Implications for Customer Service

Implications for Marketing Managers

Chapter Summary

Chapter 12 Case: Making Movies

Chapter 13: Web Site and Internet Management
Vonage: Challenging and Changing Personal Communication

Web Site Functions

The Value of a Web Site

Designing an E-Commerce Program

Building the E-Commerce Foundation

Creating E-Commerce Components

Finalizing Methods of Interaction With Customers

Promoting the Web Site

International Implications

Chapter Summary

Chapter 13 Case: Love Hurts

Part IV: Managing Customer Retention
Chapter 14: Customer Retention and Recovery
Jet Blue: Crisis Management and Customer Recovery

Developing Customer Loyalty

Types of Customer Loyalty

Factors That Generate Loyalty

Maintaining Customer Relationships

Customer Recovery

Benefits of Customer Retention

Implications for Marketing Managers

Chapter Summary

Chapter 14 Case: A Taxing Situation

Chapter 15: Marketing Control
Aetna: Making Marketing Controls Work

Planning Systems: The Basis of Control

Control Systems

Strategic Controls

Strategic Marketing Controls

Brands and Product Lines

Marketing Function or Departmental Controls

Individual Controls (Performance Appraisal)

Types of Corrections

Strategic Corrections

Tactical Corrections

Individual Rewards and Corrections

Implications for Marketing Managers

Chapter Summary

Chapter 15 Case: Victoria's Secret: Pushing Up Sales During Tough Times

Appendix A: How to Analyze a Case
Appendix B: Comprehensive Cases

I believe that the approach used in this text can help students build a foundation to “do” marketing. The approach taken for this text offers a more tangible approach to marketing than the more abstract approaches of other texts.

Don Roy
Middle Tennessee State University

Comprehensive yet concise presentation of the material is appreciated. Also it is a good value for students.

Dr. Greg Lowhorn
Pensacola Christian College

Practical information for graduating marketing majors.

Norman Thiel
Walla Walla University

This text book has a good balance by including the quantification of marketing metrics via a customer orientation focus. It is done in a very understandable and usable manner. It would eliminate my having to bring in outside materials that are time consuming and costly and eliminate the student’s questioning why I am using the text if I have to supplement it so much and only refer to it versus dealing with the content.

Shirley Stretch-Stephenson
California State University, Los Angeles

There is no other text on the market that closely parallels marketing practice as closely as this one. The existing texts are all pretty much a rehash of the original Kotler with some updating over the decades, and some entertainment. This text is not just distinctive, but truly current in a significant, relevant way for both students and professors.

Dana-Nicoleta Lascu
University of Richmond

This text has all I need and saves my time to add all supplementary materials/formula while I teach this course. Excellent!!

Yun Chu
Robert Morris University

Fantastic book. My students have benefited lots from it. I would definitely recommend it.

Miss Melanie Xue
Business and Management, Sheffield Hallam University
December 9, 2014

Really good Marketing Management text. Covers all areas required of this subject in good and accessible detail for students.

Mr Joe Fitzgerald
School of Business, Institute of Business & Technology
May 16, 2013

Customer focused.

Dr Steve Roussas
School of Business and Technology Management, Northcentral University
June 21, 2012

Was happy with it last spring -- so adopted again for spring 2012

Ms Therese Byrne
Marketing Dept, Boston College
December 10, 2011

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