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Marketing for Managers 3e (WebPDF)

A Practical Approach


Available
    Edition: Third edition
  • Format: eBook
  • ISBN: 9780702189630
  • Language(s): English
  • Extent: 272
  • Published:
  • Category: Marketing

R509.00

R407.20



This third edition of Marketing for Managers – A Practical Approach introduces readers to the fundamental issues underlying marketing concepts and strategies. Building on two successful previous editions, the book adds new material that covers many of the latest developments in technology that affect marketing. There is also a new chapter on marketing strategy implementation – critical, because in these days of well-formulated marketing strategies, failure is often the result of poor implementation.

  • Chapter 1 - Before marketing
  • Chapter 2 - Marketing and the marketing concept
  • Chapter 3 - Marketing strategy: An introduction
  • Chapter 4 - To serve or create: Strategic orientations
  • Chapter 5 - Competition and competitive strategies
  • Chapter 6 - Market segmentation, target marketing and positioning
  • Chapter 7 - Marketing research – a manager’s perspective
  • Chapter 8 - Managing the product
  • Chapter 9 - Pricing is too important to be left to accountants
  • Chapter 10 - Distribution: Understanding changes in channel structure
  • Chapter 11 - Marketing communication: Conversations with the market
  • Chapter 12 - The marketing of services: Different or not
  • Chapter 13 - Broadening the management of relationships
  • Chapter 14 - Marketing and the Internet
  • Chapter 15 - A practical guide to writing the marketing plan
  • Chapter 16 - Implementing marketing strategy, or: marketing strategy failure: the proof of the pudding
  • Chapter 17 - Does functional marketing have a future?

Marketing for Managers – A Practical Approach is a must for undergraduate and postgraduate marketing and management students, as well as executives on shorter management development courses at all higher education institutions. Marketing and advertising practitioners, management and marketing personnel, entrepreneurs and small-business owners, public relations practitioners, marketing analysts and consultants will find it an essential addition to their bookshelves.
 

This revised, renewed and reader-friendly text:

  • debunks the notion that marketing is an overly complicated discipline shrouded in mystery
  • offers readers strategic insights into marketing
  • shows that marketing is not as simple as merely giving customers what they want – it also has to do with creating offerings that create customers
  • encourages readers to question conventional wisdom
  • integrates the best of marketing theory with cutting-edge practicality
  • includes not only the Internet and related technologies in marketing strategies, but also the latest developments related to interactive and social media
  • focuses on the challenges of writing viable, usable and well-considered marketing plans
  • provides a number of checklists for managers to use in considering and implementing marketing strategy
  • is conversational and non-technical
  • incorporates the latest thinking from research published in the world’s major marketing and management journals.

This product does not have any reviews yet - be the first to write one.

This third edition of Marketing for Managers – A Practical Approach introduces readers to the fundamental issues underlying marketing concepts and strategies. Building on two successful previous editions, the book adds new material that covers many of the latest developments in technology that affect marketing. There is also a new chapter on marketing strategy implementation – critical, because in these days of well-formulated marketing strategies, failure is often the result of poor implementation.

  • Chapter 1 - Before marketing
  • Chapter 2 - Marketing and the marketing concept
  • Chapter 3 - Marketing strategy: An introduction
  • Chapter 4 - To serve or create: Strategic orientations
  • Chapter 5 - Competition and competitive strategies
  • Chapter 6 - Market segmentation, target marketing and positioning
  • Chapter 7 - Marketing research – a manager’s perspective
  • Chapter 8 - Managing the product
  • Chapter 9 - Pricing is too important to be left to accountants
  • Chapter 10 - Distribution: Understanding changes in channel structure
  • Chapter 11 - Marketing communication: Conversations with the market
  • Chapter 12 - The marketing of services: Different or not
  • Chapter 13 - Broadening the management of relationships
  • Chapter 14 - Marketing and the Internet
  • Chapter 15 - A practical guide to writing the marketing plan
  • Chapter 16 - Implementing marketing strategy, or: marketing strategy failure: the proof of the pudding
  • Chapter 17 - Does functional marketing have a future?

Marketing for Managers – A Practical Approach is a must for undergraduate and postgraduate marketing and management students, as well as executives on shorter management development courses at all higher education institutions. Marketing and advertising practitioners, management and marketing personnel, entrepreneurs and small-business owners, public relations practitioners, marketing analysts and consultants will find it an essential addition to their bookshelves.
 

This revised, renewed and reader-friendly text:

  • debunks the notion that marketing is an overly complicated discipline shrouded in mystery
  • offers readers strategic insights into marketing
  • shows that marketing is not as simple as merely giving customers what they want – it also has to do with creating offerings that create customers
  • encourages readers to question conventional wisdom
  • integrates the best of marketing theory with cutting-edge practicality
  • includes not only the Internet and related technologies in marketing strategies, but also the latest developments related to interactive and social media
  • focuses on the challenges of writing viable, usable and well-considered marketing plans
  • provides a number of checklists for managers to use in considering and implementing marketing strategy
  • is conversational and non-technical
  • incorporates the latest thinking from research published in the world’s major marketing and management journals.

This product does not have any reviews yet - be the first to write one.