Marketing Management Textbook and Cases - (Second Edition)

Author: David L. Ward, Robert Steven, Bruce Ryan (USA)
Publisher:
Publish Date: 2006-08-01
Features: Marketing Management: Textbook and Cases was originally designed for marketing students at the university level. It is also an easy-to-understand book for entrepreneurs, managers, and business owners who wish to maximize the efficiency of their marketing departments. The book integrates concepts and techniques that can be understood through illustrative tables, figures, and case studies. The three leading experts in marketing management teach you how to market any business efficiently and effectively. Marketing Management: Textbook and Cases covers the basic management elements of marketing, including:
Overview of Marketing in the New Millennium – Basic Concepts, Global Marketing, and E-Marketing;
Customer Analysis – Market Segmentation, Market Positioning, and Market Forecasting;
Competitive Analysis – Types of Competition, Competitive Intelligence, and Marketing Audits;
Financial Analysis – Evaluating Marketing Decisions on Revenue, Cost, Profit, and Risk;
Marketing Planning – Strategic Planning and Operational Perspective;
Evaluation and Control of Marketing Activities – Sales, Cost, and Profit.