Marketing Management: Tutorials and Cases

Author: John Quelch
Publisher:
Publish Date: 2000-01-01
Features: This book deviates from the fundamental principles of most other marketing textbooks, yet it not only covers marketing but also encompasses the basic content of the marketing process. Marketing activities are about meeting consumer needs and establishing sustainable, unique competitive capabilities. Each activity, such as strategic planning, planning formulation, project planning, budgeting, and implementation, has its own important position and should be given serious attention. We must also strive to demonstrate the important relationships between the overall process and each activity. Understanding the marketing process helps improve the efficiency of marketing planning and implementation. This book is a newly authoritative introduction to marketing in the United States. It is compiled by renowned professors at the Harvard Business School in the United States, including John Quelch. The content of the book is divided into two parts: "Marketing Mix" and "Marketing Process." The first part introduces communication, pricing, product, and distribution strategies in marketing. The second part includes market research, marketing strategic planning, marketing planning formulation, and how to organize and implement. Each chapter includes text and several cases. The text is vivid, easy to read, and accompanied by numerous charts and graphs. This book is suitable for postgraduate students in business administration and marketing professionals to read.