Marketing Management
Contents: Acknowledgement. Preface. 1. Introduction. 2. Marketing management: a vital topic. 3. Perspective on the evolution of marketing management. 4. Marketing channel management and the sales manager. 5. Marketing communications: how strategic advertising enhances good customer relations. 6. The role of marketing research. 7. The relationship between market orientation and export performance. 8. Marketing in a change world: creating customer value and satisfaction. 9. The evolution of relationship marketing. 10. Relationship marketing and relationship managers. 11. Taking a leadership role in global marketing management. 12. Risk management in the production and marketing of value. 13. Marketing management theory. 14. Information technology, marketing and organizational factor in corporate e-banking. Bibliography. Index.
Marketing Management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm’s marketing resources and activities. Rapidly emerging forces of globalization have compelled firms to market beyond the borders of their home country making International marketing highly significant and an integral part of a firm’s marketing strategy marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product to create an effective, cost-efficient marketing management strategy, firms must posses a detailed, objective understanding of their own business and the market in which they operate.
Marketing Management is a business discipline which is focused on the practical application of marketing techniques and the management of a firm’s marketing resources and activities. Rapidly emerging forces of globalization have compelled firms to market beyond the borders of their home country making International marketing highly significant and an integral part of a firm’s marketing strategy marketing managers are often responsible for influencing the level, timing, and composition of customer demand accepted definition of the term. For example, in a large consumer products company, the marketing manager may act as the overall general manager of his or her assigned product to create an effective, cost-efficient marketing management strategy, firms must posses a detailed, objective understanding of their own business and the market in which they operate.
