You are here

Marketing Management
Share

Marketing Management
A Customer-Oriented Approach

First Edition


March 2010 | 568 pages | SAGE Publications, Inc

CourseSmart

Course Cartridges
Course cartridges offer you provide you with flexible, editable content in formats that import easily into most major learning management systems. This course cartridge includes all the assets found on this Instructor Teaching Site and relevant links from the Student Study Site in and easy to upload package.

This concise new text covers all the traditional topics of the course, and also contemporary subjects such as data warehousing, Web site management, and CRM — all areas of work that students will encounter in their future marketing careers. Unique to this text is its customer orientation, reflected in its content, but also in the way that the authors organize the material through the sequence of customer acquisition, interactions, and retention. Each chapter includes topical mini-cases such as the launch of the iPhone, e-Harmony.com, and Southwest Airlines. In addition, there are eight full cases in the back of the book, together with a helpful student guide to analyzing a case. 

Key Features  

  • Comprehensive coverage includes chapters not covered in other texts such as data warehousing, internal and external communications, and Web site management
  • Critical thinking exercises stress the importance of quantitative methods in marketing and in the application of marketing concepts
  • End-of-chapter mini-cases can be used by instructors to generate class discussion, for in-class group work, or for individual assignments
  • Stop and Think features encourage the reader to consider how management principles are used in marketing positions (especially for issues related to planning, organizing, or leading)
  • YourCareer sections offer students practical advice regarding marketing careers and profi les of successful marketing graduates
  • Customer Corner scenarios pose a customer service (CS) situation and encourage students to think about the importance of CS and how they would respond to CS problems

This text is accompanied by Cases in Marketing Management, edited by Kenneth E. Clow and Donald Baack, providing students with many topical examples of marketing management issues and practice.

This text is also available bundled with Marketing Plan Pro, Academic Version, for only $35.00 more than the stand-alone text. To order, please contact SAGE Customer Service on 1-800-818-7243.


 
Part I: Marketing Foundation
 
Chapter 1: The Nature of Marketing Management
Southwest Airlines: Fun, Profit, Customer Satisfaction, and a Major Bump in the Road

 
The Nature of Marketing Management

 
The Fields of Marketing and Management

 
Marketing and Management Issues

 
A Customer Service Failure

 
Customer Service Champions

 
The Design of This Book

 
Chapter Summary

 
Chapter 1 Case: iPhone Madness

 
 
Chapter 2: Market Analysis
Electrolyte Nation

 
Marketing Analysis

 
Environmental Analysis

 
Competitive/Industry Analysis

 
Analysis of Product Positioning

 
Market Segment Analysis

 
Customer Analysis

 
Consumer Buying Decision Making

 
Demand and Market Potential

 
Estimating Demand

 
Contribution Margin and Break-Even Point

 
Chapter Summary

 
Chapter 2 Case: Scooping Up Success?

 
 
Chapter 3: Data Warehousing
Costco: Data-Driven, Employee-Centered Marketing

 
The Data Warehouse

 
Data Warehouse Functions

 
The Data in a Data Warehouse

 
Analytical Data

 
Data Mining

 
Data-Driven Marketing Programs

 
Testing Database-Driven Initiatives

 
Chapter Summary

 
Chapter 3 Case: Majestic Mountain Ski Resort

 
 
Chapter 4: Building a Customer-Oriented Marketing Department
AFLAC: Employee-Centered Customer Care

 
Developing a Successful Management Style

 
Providing Effective Leadership

 
Making Quality Decisions

 
Building a Customer-Oriented Culture

 
Motivating Employees

 
Empowering and Engaging Employees

 
Inspiring Creativity

 
Handling Personal and Employee Stress

 
Chapter Summary

 
Chapter 4 Case: The New Boss

 
 
Part II: Managing Customer Acquisition
 
Chapter 5: Customer Acquisition Strategies and Tactics
Sony: From Humble Beginnings to a Worldwide Brand

 
The Product Life Cycle

 
The Importance of Customer Acquisition

 
Customer Acquisition: Identifying Markets

 
Customer Acquisition: Developing Products

 
Branding

 
Types of Brands

 
Developing Powerful Brands

 
The Role of Customer Service

 
Chapter Summary

 
Chapter 5 Case: LensCrafters

 
 
Chapter 6: Pricing
Priceline.com: Reverse Auction Pricing Continues to Survive

 
Price Considerations

 
Pricing Strategies and Objectives

 
Setting Prices

 
Pricing New Products

 
Price Discounts

 
Changing Prices of Existing Products

 
Legal and Ethical Pricing Issues

 
The Role of Customer Service

 
Chapter Summary

 
Chapter 6 Case: Pricing: That?s How the Cookie Crumbles

 
 
Chapter 7: Advertising, Alternative and Direct Marketing
Smucker?s: It Has to be Good

 
Advertising Management

 
Establishing Advertising Objectives

 
Creating an Advertising Budget

 
Choosing an Advertising Agency

 
Overseeing an Advertising Program

 
Assessing Advertising Effectiveness

 
Alternative Marketing Programs

 
Direct Marketing

 
Implications for Entry-Level Employees

 
Chapter Summary

 
Chapter 7 Case: Wild West Rodeo

 
 
Chapter 8: Sales Promotions
Kraft: Eat and Live Better

 
Objectives of Promotions

 
Managing Consumer Promotions

 
Types of Consumer Promotions

 
Types of Consumers

 
International Considerations

 
Trade Promotions

 
Implications for Marketing Managers

 
Customer Service and Promotions Programs

 
Chapter Summary

 
Chapter 8 Case: Barney's Bookstore

 
 
Chapter 9: Personal Selling
IBM: A Corporate Legend Continues to Grow

 
Retail Selling

 
The Business-to-Business Selling Function

 
Business-to-Business Customer Acquisition

 
Relationship Selling

 
Personal Selling: An International Perspective

 
Managing a Sales Force

 
Recruiting and Selection

 
Training

 
Compensation

 
Motivational Programs

 
Performance Evaluation

 
Chapter Summary

 
Chapter 9 Case: Hamming It Up

 
 
Part III: Managing Customer Interactions
 
Chapter 10: Internal Communications
Zappos: To Live and Deliver WOW

 
The Nature of Communication

 
Individual Communication

 
Barriers to Individual Communication

 
Overcoming Barriers to Individual Communication

 
The Value of Individual Communication

 
Communication Systems in Organizations

 
Barriers to Formal Communication

 
Overcoming the Barriers to Formal Communication

 
Internal Communication and Customer Service

 
International Internal Communications

 
Implications for Marketing Managers

 
Chapter Summary

 
Chapter 10 Case: The Zen Master

 
 
Chapter 11: External Communications
Round Rock Express: Making Memoriess One Game at a Time

 
Communications With Non-Customers

 
Communications With Customers and Potential Customers

 
Institutional Statements

 
Product Appearance and Package Design

 
The Business Facility

 
Personal Contacts

 
Marketing Communication Tactics

 
In-Store Communications

 
Public Relations

 
Image-Building Programs

 
Implications for Marketing Managers

 
Relationship to Customer Service

 
Chapter Summary

 
Chapter 11 Case: New York Cool

 
 
Chapter 12: Distribution and Supply Chain Management
Insight, Inc.: Top of Mind in Supply Chain Management

 
Distribution Systems

 
Establishing Channels of Distribution

 
Managing the Supply Channel

 
Physical Distribution

 
Methods of Transportation

 
Evaluation of Physical Distribution

 
Implications for Customer Service

 
Implications for Marketing Managers

 
Chapter Summary

 
Chapter 12 Case: Making Movies

 
 
Chapter 13: Web Site and Internet Management
Vonage: Challenging and Changing Personal Communication

 
Web Site Functions

 
The Value of a Web Site

 
Designing an E-Commerce Program

 
Building the E-Commerce Foundation

 
Creating E-Commerce Components

 
Finalizing Methods of Interaction With Customers

 
Promoting the Web Site

 
International Implications

 
Chapter Summary

 
Chapter 13 Case: Love Hurts

 
 
Part IV: Managing Customer Retention
 
Chapter 14: Customer Retention and Recovery
Jet Blue: Crisis Management and Customer Recovery

 
Developing Customer Loyalty

 
Types of Customer Loyalty

 
Factors That Generate Loyalty

 
Maintaining Customer Relationships

 
Customer Recovery

 
Benefits of Customer Retention

 
Implications for Marketing Managers

 
Chapter Summary

 
Chapter 14 Case: A Taxing Situation

 
 
Chapter 15: Marketing Control
Aetna: Making Marketing Controls Work

 
Planning Systems: The Basis of Control

 
Control Systems

 
Strategic Controls

 
Strategic Marketing Controls

 
Brands and Product Lines

 
Marketing Function or Departmental Controls

 
Individual Controls (Performance Appraisal)

 
Types of Corrections

 
Strategic Corrections

 
Tactical Corrections

 
Individual Rewards and Corrections

 
Implications for Marketing Managers

 
Chapter Summary

 
Chapter 15 Case: Victoria's Secret: Pushing Up Sales During Tough Times

 
 
Appendix A: How to Analyze a Case
 
Appendix B: Comprehensive Cases

I believe that the approach used in this text can help students build a foundation to “do” marketing. The approach taken for this text offers a more tangible approach to marketing than the more abstract approaches of other texts.

Don Roy
Middle Tennessee State University

Comprehensive yet concise presentation of the material is appreciated. Also it is a good value for students.

Dr. Greg Lowhorn
Pensacola Christian College

Practical information for graduating marketing majors.

Norman Thiel
Walla Walla University

This text book has a good balance by including the quantification of marketing metrics via a customer orientation focus. It is done in a very understandable and usable manner. It would eliminate my having to bring in outside materials that are time consuming and costly and eliminate the student’s questioning why I am using the text if I have to supplement it so much and only refer to it versus dealing with the content.

Shirley Stretch-Stephenson
California State University, Los Angeles

There is no other text on the market that closely parallels marketing practice as closely as this one. The existing texts are all pretty much a rehash of the original Kotler with some updating over the decades, and some entertainment. This text is not just distinctive, but truly current in a significant, relevant way for both students and professors.

Dana-Nicoleta Lascu
University of Richmond

This text has all I need and saves my time to add all supplementary materials/formula while I teach this course. Excellent!!

Yun Chu
Robert Morris University

Fantastic book. My students have benefited lots from it. I would definitely recommend it.

Miss Melanie Xue
Business and Management, Sheffield Hallam University
December 9, 2014

Really good Marketing Management text. Covers all areas required of this subject in good and accessible detail for students.

Mr Joe Fitzgerald
School of Business, Institute of Business & Technology
May 16, 2013

Customer focused.

Dr Steve Roussas
School of Business and Technology Management, Northcentral University
June 21, 2012

Was happy with it last spring -- so adopted again for spring 2012

Ms Therese Byrne
Marketing Dept, Boston College
December 10, 2011

For instructors

Review and Desk copies for this title are available digitally via VitalSource.

Request e-review copy

If you require a print review copy, please call: (800) 818-7243 ext. 6140 or email textsales@sagepub.com.

Select a Purchasing Option

Electronic version
Prices from
$72.00*
*180 day rental

This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.