Preface to Marketing Management

This book is praised in the market for its organization, format, clarity, brevity and flexibility. The text serves as an overview for critical issues in marketing management. Its brief, inexpensive, paperback format makes it a perfect fit for instructors who assign cases, readings and simulations, or who offer modules on marketing management for MBA students. The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts. New and Revised Marketing Highlights boxes throughout the text. These boxes emphasize important information and handy tools for analyzing marketing cases and problems that allows students to apply text concepts to real world situations. |Types of Marketing: New discussions of the major types of marketing have been added to this edition giving students a better frame of reference for todayĹźs business world. |Cross-Functional Strategic Planning: New coverage of the role of the marketing department and the marketing manager in overall strategic planning processes has been added. There has been increasing demand from the organizations that hire business students and the AACSB for this coverage |Market Research: A comparison of data collection techniques in marketing research has been added as well as coverage of the North American Industry Classification System (NAICS). |New Product Development: New discussions of product adoption and diffusion as well as new coverage of product life cycles has been added |Marketing Communication: The strategic goals of marketing communication and push versus pull strategies have been updated to reflect a more integrated approach to the communication process.|The Format: This brief, flexible paperback works in a variety of classroom settings and gives the foundation of marketing management while allowing the instructor to use additional materials such as cases, readings, web research, and other texts to build knowledge. |E-Commerce topics integrated throughout the book underscore the importance of the Internet in the management of marketing plans and shows students how they must manage the Internet in order to find effective and efficient means of making the business meet the needs of its customers |Market Segmentation Discussion: The text presents the development of a comprehensive list of segmentation bases, additional discussion of geo-demographic segmentation, and expanded coverage of product positioning. |Integrated Social and Ethical Dimensions of Marketing: Social and Ethical Dimensions of Marketing integrated throughout the text. |How to Analyze Marketing Problems and Cases: Section II provides the students with an approach on how to analyze, write and present case analysis. |Coverage of Financial Tools Used in Decision-Making: Section III covers important financial calculations that are helpful to students in evaluating the financial position of the firm. |Coverage of Developing Marketing Plans: Section IV presents a marketing plan outline and hints for creating a marketing strategy. |Secondary Data Sources: Section V provides a bibliography of numerous relevant secondary sources that can be used as a resource for the analysis of many types of marketing problems. This is important for students as it increases the depth of case analysis as well as exposes students to important secondary sources that they can make use of in their careers. |Expanded Supplements Package: The supplements package includes an InstructorĹźs Manual, Test Bank, PowerPoint Lecture Slides, custom website and a Video Library to help the instructor teach the course and offer additional readings, cases, and resources.