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Marketing Management
A Customer-Oriented Approach

First Edition


November 2009 | 568 pages | SAGE Publications, Inc

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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

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Request e-review copy

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

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