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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

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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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Noel Capon; James M Hulbert
ISBN: 013915695X 9780139156953
OCLC Number: 301657315
Description: xvii, 637 p. : ill
Contents: I. MARKETING AND THE FIRM. 1. Introduction to Marketing Management. 2. The Environmental Imperative. 3. The Externally Oriented Firm. II. FUNDAMENTALS FOR STRATEGIC MARKETING. 4. Customers. 5. Competitors and Complementers. III. THE TASKS OF MARKETING. Task 1: Determine and Recommend Which Markets to Address. 6. Identifying Opportunities for Creating Shareholder Value.Task 2: Identify and Target Market Segments. 7. Market Segmentation and Targeting.Task 3: Set Strategic Direction. 8. Market Strategy: The Integrator. 9. Competitive Market Strategies in Introduction and Growth.10. Competitive Market Strategies in Maturity and Decline.11. Managing Brands.Task 4: Design the Marketing Offer.12. Managing the Product Line.13. Developing New Products.14. Integrated Marketing Communications.15. Directing and Managing the Field Sales Effort.16. Distribution Decisions.17. Managing Services and Customer Service.18. Managing Price and Value.Task 5: Secure Support from Other Functions.19. Ensuring the Marketing Offer Is Implemented as Planned.Task 6: Monitor and Control.20. Monitor and Control Execution and Performance.IV. FUTURE DIRECTIONS. 21. Marketing and the Internet. Postscript. Appendix. Glossary. Publications Cited in the Text. Brand/Company Index. Subject Index.
Other Titles: Marketing management in the twenty-first century
Responsibility: Noel Capon, James M. Hulbert.


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