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Marketing management in the 21st Century

Author: Noel Capon; James M Hulbert
Publisher: Upper Saddle River, N.J. : Prentice Hall, ©2001.
Edition/Format:   Print book : EnglishView all editions and formats
Summary:
"This book emphasizes the role of marketing in creating value for customers because customer value in turn leads to the creation of value for other firm stakeholders including stock-holders and employees."--Jacket.
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Additional Physical Format: Online version:
Capon, Noel.
Marketing management in the 21st Century.
Upper Saddle River, N.J. : Prentice Hall, ©2001
(OCoLC)891425722
Document Type: Book
All Authors / Contributors: Noel Capon; James M Hulbert
ISBN: 013915695X 9780139156953
OCLC Number: 44084231
Description: xvii, 637 pages : illustrations (some color) ; 26 cm
Contents: Marketing and the Firm --
Introduction to Marketing Management --
Why Marketing? --
Marketing and the Profit Motive --
Capital Markets and Product Markets --
What Is Marketing? --
Marketing: The Need for Change --
The Tasks of Strategic Marketing --
Determine and Recommend Which Markets to Address --
Identify and Target Market Segments --
Set Strategic Direction --
Design the Marketing Offer --
Secure Support from Other Functions --
Monitor and Control Execution and Performance --
The Principles of Strategic Marketing --
The Principle of Selectivity and Concentration --
The Principle of Customer Value --
The Principle of Differential Advantage --
The Principle of Integration --
The Environmental Imperative --
Recent Environmental Changes --
The Firm's Business Environment --
Dimensions of the Firm's General Business Environment --
The Firm's Task Environment: Customers, Competitors, and Suppliers --
Addressing Environmental Change --
Contingency Planning --
Scenario Analysis --
Crisis Management --
Where Are We Going Now? --
Examples of Innovative Strategies --
The Future Gurus --
The Externally Oriented Firm --
Internal Perspectives --
General Characteristics of Internal and External Perspectives --
How the Differing Perspectives Treat Key Management Issues --
The Planning System --
Defining the Market Arena --
Treatment of Customers --
Marketing Spending --
Product-Line Decisions --
Cost to the Customer --
Business Organization --
Impediments to Developing an External Perspective --
Implications for Selecting Customers.
Other Titles: Marketing management in the twenty-first Century
Responsibility: Noel Capon, James Mac Hulbert.

Abstract:

Suitable for introductory MBA Marketing courses, this text provides an introduction to the role of marketing in the corporation - both at the level of the firm and the marketing function. it focuses  Read more...

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