Marketing Management: Text and Cases

Originally designed for college- and graduate-level marketing students, this book is also an easy-to-read resource for business owners, managers, and entrepreneurs who want to maximize efficiency in their marketing departments. It integrates understandable concepts and techniques with demonstrative tables, graphs, and case studies. Three leading experts in marketing management teach you how to market any business, from waterparks to algae-harvesting. Marketing Management: Text and Cases covers essential managerial elements of marketing, including an essential overview of marketing in the new millennium, including basic definitions, global marketing, and electronic marketing; customer analysis -- segmentation, market grids, and market estimations; competitive analysis -- types of competition, gathering intelligence, and marketing audits; financial analysis -- assessing revenue, cost, profitability, and risk for marketing decisions; marketing planning -- both strategic planning and operational perspectives; and evaluation and control of marketing activities including sales, cost, and profit. The Journal of Economic Literature says this book "PRESENTS CASES THAT EXPOSE STUDENTS TO A WIDE VARIETY OF MANAGERIAL SITUATIONS for small, medium, and large companies, including several entrepreneurial cases that focus on the issues of product or business startups."