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Marketing Management
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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

 
Branding

 
Types of Brands

 
Developing Powerful Brands

 
The Role of Customer Service

 
Chapter Summary

 
Chapter 5 Case: LensCrafters

 
 
Chapter 6: Pricing
Priceline.com: 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

 
Training

 
Compensation

 
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 love the layout of this book, all the photographs and the fact that it discusses careers. However, for the UK students, I think it is just too 'American'. I can still make good use of it but not as a core text.

Mrs Hilary Bishop
School of Business and Law, Liverpool John Moores UNiversity
August 9, 2011

It is very interesting approach to adopt the 3R's of the relationship marketing perspective as the structure of this textbook. For a general course on markekting, however, this focus may be a little too specific.

Professor Lars Binckebanck
BWL, Nordakademie
March 16, 2011

The book offers students a structured logical focus to relevent topics.

A good background guide to aid independent learning.

Mrs Janine Crowther
Higher Education, Darlington College
March 14, 2011

This is a very good book with excellent case studies which hep students to put the theoretical concepts into practice. It is very useful for undergraduate students.

Dr Rania Mostafa
Marketing and PR, Leeds Metropolitan University
January 23, 2011

This is an excellent book providing up to date information on the subject of marketing management. My only complaint is that it is (understandably) too American focused rather than UK, but this has lead me to other UK based research.

Mr Gerard Ryan
Business Department, Staffordshire University
October 21, 2010

Marketing Management by Kenneth Clow will be recommended for Spring 2011
with Marketing by Kotler.
Kotler's Marketing Text will be the main text and Marketing Management by Clow will be recommended as a supplemental reading for the students.

Professor Lalith De Silva
Marketing, Otemon Gakuin University, Japan
September 20, 2010

Essential textbook in marketing management. The Book includes very good case studies for students.

Professor Holger Nohr
Communications , Stuttgart Media University
September 14, 2010

An excellent and more importantly easy to read and understand book which is very well laid out and really gets the customer importance accross to the students. I really like the format and will recommend it to my students

Mr Patrick Mates
School of Business @ Management, Waterford Institute of Technology
March 12, 2010

Highly desirable text book, suitable for all undergraduate students studying marketing and the management of service organisatiions.
Graphic and visual displays are excellent, chapters follow a logical sequence and are well written. The book makes excellent use of current case studies to effectually reinforce the theroetical perspectives.

Mr Michael Hall
Management , City College Norwich
March 11, 2010

It's a very nice book with many practical examples.

Dr Marusya Smokova
Economics , D. A. Tsenov Academy of Economics
February 1, 2010
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