Marketing Management: A Customer-Oriented Approach
Autor Kenneth E. Clow, Donald Baacken Limba Engleză Hardback – 31 oct 2009
- 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.
Features & Benefits
- "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, leading).
- "YourCareer" features offer students practical advice regarding marketing careers and profiles of recent successful marketing graduates.
- 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. Excellent summary of chapter concepts.
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Specificații
ISBN-13: 9781412963121
ISBN-10: 1412963125
Pagini: 537
Dimensiuni: 216 x 281 x 26 mm
Greutate: 1.32 kg
Editura: Sage Publications (CA)
Locul publicării:Thousand Oaks, United States
ISBN-10: 1412963125
Pagini: 537
Dimensiuni: 216 x 281 x 26 mm
Greutate: 1.32 kg
Editura: Sage Publications (CA)
Locul publicării:Thousand Oaks, United States
Cuprins
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
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
Recenzii
Practical information for graduating marketing majors.
Comprehensive yet concise presentation of the material is appreciated. Also it is a good value for students.
This text has all I need and saves my time to add all supplementary materials/formula while I teach this course. Excellent!!
There is no other text on the market that closely parallels marketing practice as closely as this one. The existing texts are all pretty much a rehash of the original Kotler with some updating over the decades, and some entertainment. This text is not just distinctive, but truly current in a significant, relevant way for both students and professors.
This text book has a good balance by including the quantification of marketing metrics via a customer orientation focus. It is done in a very understandable and usable manner. It would eliminate my having to bring in outside materials that are time consuming and costly and eliminate the student’s questioning why I am using the text if I have to supplement it so much and only refer to it versus dealing with the content.
I believe that the approach used in this text can help students build a foundation to “do” marketing. The approach taken for this text offers a more tangible approach to marketing than the more abstract approaches of other texts.
Comprehensive yet concise presentation of the material is appreciated. Also it is a good value for students.
This text has all I need and saves my time to add all supplementary materials/formula while I teach this course. Excellent!!
There is no other text on the market that closely parallels marketing practice as closely as this one. The existing texts are all pretty much a rehash of the original Kotler with some updating over the decades, and some entertainment. This text is not just distinctive, but truly current in a significant, relevant way for both students and professors.
This text book has a good balance by including the quantification of marketing metrics via a customer orientation focus. It is done in a very understandable and usable manner. It would eliminate my having to bring in outside materials that are time consuming and costly and eliminate the student’s questioning why I am using the text if I have to supplement it so much and only refer to it versus dealing with the content.
I believe that the approach used in this text can help students build a foundation to “do” marketing. The approach taken for this text offers a more tangible approach to marketing than the more abstract approaches of other texts.
Notă biografică
Kenneth Clow is a Professor of Marketing and holds the Biedenharn Endowed Chair of Business in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as Dean at both the University of Louisiana at Monroe and the University of North Carolina at Pembroke. He teaching career began at Pittsburg State University where he also served as the MBA Director. He obtained his Ph.D. from the University of Arkansas in 1992.
Dr. Clow has published a total of 190 articles in academic journals and proceedings and has written 13 textbooks. He has published articles in journals such as Journal of Services Marketing, Services Marketing Quarterly, Journal of Business Research, Marketing Management Journal, Journal of Economics and Finance Education, International Journal of Business, Marketing, and Decision Sciences, Journal of Internet Commerce, Health Marketing Quarterly, and Journal of Restaurant and Foodservices Marketing.
Books co-authored by Professor Clow include Integrated Advertising, Promotion, and Marketing Communications, 4th edition (Prentice Hall), Concise Encyclopedia of Advertising (Haworth), Essentials of Marketing, 3rd edition (Cengage), Services Marketing, 2nd edition (Atomic Dog), Concise Encyclopedia of Professional Services Marketing (Routledge, Taylor and Francis Group), The IMC PlanPro Handbook, and Marketing Management (SAGE).
Dr. Clow has published a total of 190 articles in academic journals and proceedings and has written 13 textbooks. He has published articles in journals such as Journal of Services Marketing, Services Marketing Quarterly, Journal of Business Research, Marketing Management Journal, Journal of Economics and Finance Education, International Journal of Business, Marketing, and Decision Sciences, Journal of Internet Commerce, Health Marketing Quarterly, and Journal of Restaurant and Foodservices Marketing.
Books co-authored by Professor Clow include Integrated Advertising, Promotion, and Marketing Communications, 4th edition (Prentice Hall), Concise Encyclopedia of Advertising (Haworth), Essentials of Marketing, 3rd edition (Cengage), Services Marketing, 2nd edition (Atomic Dog), Concise Encyclopedia of Professional Services Marketing (Routledge, Taylor and Francis Group), The IMC PlanPro Handbook, and Marketing Management (SAGE).
Descriere
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.