Marketing Management : Text and Cases

ISBN-13: 9780789002907 / Angielski / Miękka / 2004 / 392 str.

Thomas W. Shane; David L. Loudon; Robert Stevens

Opis

Marketing Management is a valuable resource for anyone trying to market a product or service. This volume integrates understandable marketing concepts and techniques with useful tables, graphs, and exhibits. Three leading experts in marketing research and management offer a step-by-step guide on how to market any business. Marketing Management is divided into two sections to accommodate a wide variety of interests. The first section is an essential textbook that offers a complete overview of marketing management, and describes the steps necessary for successful company-to-customer interaction. Each chapter comes generously enhanced with tables and charts to clearly demonstrate the marketing process from concept to implementation. The second section contains fifteen new case studies to challenge the more experienced marketing student as well as introduce the beginner to situations where the marketing process can be demonstrated. These cases provide a wide variety of managerial situations for small, medium, and large companies as well as entrepreneurial cases to expose readers to the types of analyses needed for those examples.From the creation of a new water-park to marketing algae products, these case studies provide backgrounds, histories, trend analyses, and data to reveal the companies' situations and possible solutions. This book is useful for training courses and valuable to students as well as business managers, CEOs, and entrepreneurs.

Spis treści

• About the Authors
  
• Case Contributors
  
• Preface
  
• Chapter 1. The Marketing Management Process
  
• What Is Marketing?
  
• The Marketing Concept
  
• Marketing Management in the New Millennium
  
• The Effective Marketing Management Process
  
• The Environment of Marketing Decisions
  
• Global Orientation to Marketing Decisions
  
• Ethical Orientation to Marketing Decisions
  
• E-Commerce and Marketing Principles
  
• Summary
  
• Chapter 2. Customer Analysis
  
• Introduction to Market Segmentation
  
• Methods of Segmenting Markets
  
• Research-Based Segmentation
  
• Existing Segmentation Systems
  
• Managerial Judgment
  
• Estimating the Potential of Market Segments
  
• Summary
  
• Chapter 3. Competitive Analysis
  
• Purpose of Competitive Analysis
  
• Importance of Understanding Competition
  
• The Nature of Competition
  
• Industry Analysis
  
• Competitor Analysis
  
• The Competitive Marketing Audit
  
• Competitive Strategies and Resources
  
• Exploiting the Company’s Competitive Advantage
  
• Gathering Competitor Intelligence
  
• A Customer or Competitor Orientation?
  
• Summary
  
• Chapter 4. Financial Analysis for Marketing Decisions
  
• Financial Assessment
  
• Revenue Analysis
  
• Cost Analysis
  
• Profitability Analysis
  
• Methods of Analyzing Risk
  
• Simulation Models
  
• Not-for-Profit Cost Analysis
  
• Summary
  
• Chapter 5. Marketing Planning: Strategic Perspectives
  
• Why Strategic Management?
  
• The Strategic Management Process
  
• Planning Levels
  
• Strategies for Existing Strategic Business Units
  
• Corporate Planning and Marketing Planning
  
• Strategic Planning in Global Organizations
  
• Summary
  
• Chapter 6. Marketing Planning: Operational Perspectives
  
• The Operating Marketing Plan Format
  
• Preparing the Plan and Budget
  
• Target Marketing and Marketing Strategy Development
  
• Product Positioning
  
• Summary
  
• Chapter 7. Implementing Marketing Plans
  
• Internal Marketing Implementation Issues
  
• Implementation Skills
  
• Integrating a Societal Marketing Orientation Throughout the Organization
  
• Total Quality Management
  
• Organizing for Implementation
  
• Transition from Strategy to Tactics
  
• Summary
  
• Chapter 8. Evaluation and Control of Marketing Activities
  
• Integration of Planning and Control
  
• Timing of Information Flows
  
• Performance Evaluation and Control
  
• The Marketing Audit
  
• Summary
  
• Case 1. Watercrest Park
  
• Case 2. Superior Electrical Contractors: Residential Services Division
  
• Case 3. Gateway Medical Waste Transport of Colorado
  
• Case 4. National Foundations, Inc.
  
• Case 5. Mildred’s Caddy
  
• Case 6. Jay’s Travel Trailer Park
  
• Case 7. The Box Factory, Inc.
  
• Case 8. Central Bank: Automatic Teller Machines
  
• Case 9. Cell Tech
  
• Case 10. The Interfraternity Council
  
• Case 11. Jill’s House of Cakes
  
• Case 12. Putting the Frosting on Cheerios
  
• Case 13. Spencer’s Supermarket
  
• Case 14. Lakewood Players
  
• Case 15. BCH TeleCommunications
  
• Notes
  
• Index
  

O autorze

Bruce Wrenn, Robert E Stevens, David L Loudon