Title:
Marketing management : a customer-oriented approach
Personal Author:
Publication Information:
Thousand Oaks, Calif. : Sage, c2010
Physical Description:
xxviii, 537 p. : col. ill. ; 29 cm.
ISBN:
9781412963121
Subject Term:
Added Author:
Available:*
Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
|---|---|---|---|---|---|
Searching... | 30000010249467 | HF5415.13 C57 2010 | Open Access Book | Book | Searching... |
On Order
Summary
Summary
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.
Table of Contents
| 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 |
