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Marketing Management in the 21st Century By Noel Capon

Marketing Management in the 21st Century
by Noel Capon

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Suitable for introductory MBA Marketing courses, this text provides an introduction to the role of marketing in the corporation - both at the level of the firm and the marketing function. it focuses on what the prospective manager needs to know about developing marketing strategy and managing the marketing process.
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Marketing Management in the 21st Century Summary


Marketing Management in the 21st Century by Noel Capon

For introductory MBA Marketing courses.

Designed to meet the needs of both marketing and non-marketing specialists. This introduction to the role of marketing in the modern corporation (both at the level of the firm and the marketing function) focuses on what the prospective manager-not just the marketer-needs to know about developing marketing strategy and managing the marketing process. It provides a set of concepts and ideas for approaching marketing decisions, on providing a common language with which to think about marketing issues, and on the structuring and analysis of managerial problems in marketing. It prepares future general managers and CEOs to deal with core marketing issues by providing a way of thinking strategically about the firms' products, services and markets.

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Table of Contents


I. MARKETING AND THE FIRM.

1. Introduction to Marketing Management.
2. The Environmental Imperative.
3. The Externally Oriented Firm.

II. FUNDAMENTALS FOR STRATEGIC MARKETING.

4. Customers.
5. Competitors and Complementers.

III. THE TASKS OF MARKETING.

Task 1: Determine and Recommend Which Markets to Address.
6. Identifying Opportunities for Creating Shareholder Value.Task 2: Identify and Target Market Segments.
7. Market Segmentation and Targeting.Task 3: Set Strategic Direction.
8. Market Strategy: The Integrator. 9. Competitive Market Strategies in Introduction and Growth.10. Competitive Market Strategies in Maturity and Decline.11. Managing Brands.Task 4: Design the Marketing Offer.
12. Managing the Product Line.13. Developing New Products.14. Integrated Marketing Communications.15. Directing and Managing the Field Sales Effort.16. Distribution Decisions.17. Managing Services and Customer Service.18. Managing Price and Value.Task 5: Secure Support from Other Functions.
19. Ensuring the Marketing Offer Is Implemented as Planned.Task 6: Monitor and Control.
20. Monitor and Control Execution and Performance.

IV. FUTURE DIRECTIONS.

21. Marketing and the Internet.
Postscript.
Appendix.
Glossary.
Publications Cited in the Text.
Brand/Company Index.
Subject Index.

Additional information

GOR003159609
Marketing Management in the 21st Century by Noel Capon
Noel Capon
Used - Very Good
Paperback
Pearson Education (US)
2000-10-18
637
013915695X
9780139156953
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.