MARKETING MANAGEMENT by Kenneth E. Clow, Donald Baack ( 9781412963121 )

Item Details

Title:

MARKETING MANAGEMENT
A CUSTOMER-ORIENTED APPROACH

By:

Format:

Hardback

List price:	£112.00
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ISBN 10:

1412963125

ISBN 13:

9781412963121

Publisher:

SAGE PUBLICATIONS INC

Pub. date:

1 November, 2009

Pages:

568

Description:

Thoroughly integrates marketing and management principles with an emphasis on the customer service aspects of marketing and on qualitative and quantitative methods critical to marketing analysis.

Synopsis:

Unlike marketing management texts that are versions of principles texts, this text is based on three concepts not found in the competition: a focus on customer service is central - this concept is presently gaining much attention in research and practice. It provides students with an understanding on how marketing strategic and tactical decisions are made in light of their impact on the firm's customers. The text will truly integrate the concepts of marketing and management, making it more interdisciplinary. Managing a marketing department or marketing program requires and understanding of management principles and how they are implemented. Knowledge that students will use immediately upon graduation will be a priority. Most who pursue marketing careers start at entry level positions within the marketing department, and few go into upper management immediately. Information provided can be used immediately in an entry level job and in a first level management position. In this title, 'Stop and Think' features cause the reader to stop and think about how management principles are used in marketing positions (ie - issues related to planning, organizing, and leading).'YourCareer' features offer students practical advice regarding marketing careers and profiles of recent successful marketing graduates. It includes chapters on data warehousing, internal and external communications, and website management - coverage lacking in competing texts. 'Customer Corner' insets, posing a customer service situation, encourage students to think about the importance of customer service and how they would respond to customer service problems. Critical thinking exercises stress the importance of quantitative methods in marketing and applying marketing concepts. End of chapter mini-cases can be used by instructors to generate class discussion, for in-class group work, or individual assignments. This title features excellent summary of chapter concepts.

Illustrations:

col. Illustrations

Publication:

Imprint:

SAGE Publications Inc

Returns:

Returnable

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