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Managing Marketing : A Concise Approach

Managing Marketing : A Concise Approach

          
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About the Book

Managing Marketing: A Concise Approach is about understanding how to develop market strategy, implement market offers and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. Managing Marketing: A Concise Approach differs from other senior undergraduate and introductory graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers. Marketing is an applied field; the authors believe they should provide guidance for good marketing practice.

About the Author

Noel Capon is the R. C. Kopf Professor of International Marketing and past Chair of the Marketing Division, Graduate School of Business, Columbia University. Professor Capon contributes extensively to Columbia Business Schools Executive Education. He is the Founding Director of Managing Strategic Accounts and the Global Account Manager Certification program in conjunction with St. Gallen University (Switzerland). He teaches on Columbias Full-time MBA and Executive MBA (EMBA) programs and its partner program with London Business School. He founded and directed the Advanced Marketing Management Program in conjunction with CEIBS. He also designs, directs and teaches in numerous custom programs for major corporations globally. In 2001, Professor Capon co-founded The Chief Sales Executive Forum, offering multiple educational opportunities for sales and account management leaders. Siddharth Shekhar Singh is the Director of the fellow programme in Management and Associate Professor of Marketing at the Indian School of Business (ISB), Hyderabad and Mohali, India. Professor Singh consults regularly with both Indian and global companies across several industries. He is also involved with several entrepreneurial start-ups and takes keen interest in helping them grow. At ISB, Professor Singh participates regularly in executive education programs both as instruction and program designer. He teaches in ISBs Post Graduate Program (PGP), Family Business Program (FBP) and several custom programs.



Table of Contents:
Preface Acknowledgments Concluding Statement Section I: Marketing and the Firm Chapter 1: Introduction to Managing Marketing Chapter 2: The Value of Customers Section II: Fundamental Insights for Strategic Marketing Chapter 3: Market Insight Chapter 4: Customer Insight Chapter 5: Insight about Competitors, Company and Complementers Chapter 6: Marketing Research Transition to Strategic Marketing Section III: Strategic Marketing Imperative 1: Determine and Recommend Which Markets to Address Chapter 7: Identifying and Choosing Opportunities Imperative 2: Identify and Target Market Segments Chapter 8: Market Segmentation and Targeting Imperative 3: Set Strategic Direction and Positioning Chapter 9: Market Strategy — Integrating Firm Efforts for Marketing Success Chapter 10: Managing through the Life Cycle Chapter 11: Managing Brands Section IV: Implementing the Market Strategy Imperative 4: Design the Market Offer Part A. Providing Customer Value Chapter 12: Managing the Product Line Chapter 13: Managing Services and Customer Service Chapter 14: Developing New Products Part B. Communicating Customer Value Chapter 15: Integrated Marketing Communications Chapter 16: Mass and Digital Communication Chapter 17: Directing and Managing the Field Sales Effort Part C. Delivering Customer Value Chapter 18: Distribution Decisions Part D. Getting Paid for Customer Value Chapter 19: Critical Underpinnings of Pricing Decisions Chapter 20: Setting Prices Imperative 5: Secure Support from Other Functions Chapter 21: Ensuring the Firm Implements the Market Offer as Planned Imperative 6: Monitor and Control Chapter 22: Monitoring and Controlling Firm Performance and Functioning Section V: Special Marketing Topics Chapter 23: International, Regional, and Global Marketing Chapter 24: Rural Marketing in India Endnotes Answers Glossary Image Credits Index Name Index Company Index Subject Index


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Product Details
  • ISBN-13: 9788126548521
  • Publisher: Wiley India Pvt Ltd
  • Binding: Paperback
  • No of Pages: 544
  • ISBN-10: 8126548525
  • Publisher Date: 2015
  • Language: English

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