Marketing Management Essentials You Always Wanted To Know

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  • Marketing Management concepts explained in a simplified way
  • Tools that can help you navigate your role as a marketing manager
  • How to use marketing to manage customer relationships
  • Understand the relationship between strategy and marketing

 

Marketing Management Essentials You Always Wanted To Know guides new marketing managers and leaders with building blocks of marketing management. You will learn how to define marketing management and how it affects different levels of an organization. You will understand the main functions of a marketing manager so that you can incorporate those functions into your new role. You are given tools to assist you with some of the more challenging aspects of marketing management such as SWOT analysis, measuring customer satisfaction, and developing a marketing plan. Understanding the relationship between strategy and marketing and applying it to decision making is a vital skill that you will learn about that is vital to today’s marketing manager. After you have learned about managing marketing internally to your organization, you will begin to learn how to manage your external customers and gain their business. These timeless elements of marketing management will provide you the fundamentals with a 21st century point of view.

Marketing Management Essentials You Always Wanted To Know gives you a look into the world of marketing and some of its key elements. When you have completed reading this book you should be able to:

  • Define marketing management in an organization, understand its functions and elements
  • Know the business responsibilities of a marketing manager and marketing department
  • Describe tools that can help you navigate your role as a marketing manager
  • Understand the relationship between strategy and marketing
  • Know how to use marketing to manage customer relationships

This Self-Learning Management Series intends to give a jump start to working professionals, whose job roles demand to have the knowledge imparted in a B-school but haven’t got a chance to visit one. This series is designed to address every aspect of business from HR to Finance to Marketing to Operations, be it any industry. Each book includes basic fundamentals, important concepts, standard and well-known principles as well as practical ways of application of the subject matter. The distinctiveness of the series lies in that all the relevant information is bundled in a compact form that is very easy to interpret.

 

BISAC

BUS043000 BUSINESS & ECONOMICS / Marketing / General

BUS043010 BUSINESS & ECONOMICS / Marketing / Direct

BUS043030 BUSINESS & ECONOMICS / International / Marketing

BUS074040 BUSINESS & ECONOMICS / Nonprofit Organizations & Charities / Marketing & Communications

BUS090010 BUSINESS & ECONOMICS / E-Commerce / Internet Marketing

TAGS

Marketing management, business finance marketing, market sales money, business finance textbook, marketing sales handbook, strategic planning marketing, marketing research, customer marketing management, relationship marketing, marketing vibrant publishers, self learning management series, vibrant publishers

Preface

Marketing management is a role of its own.  The marketing manager is one whose skillset expands across different areas of the organization.Most people outside of the marketing realm do not have a deep understanding of what marketing managers do and what the required skillset is. Some may say they are acquired the skillset because they studied marketing in school but, again, studying and experiencing are two totally different things.  So, how do you succeed in a new role of marketing manager?  Marketing Management Essentials seeks to guide you in answering this question.  This reading consists of core elements of marketing management that will support day to day activities.  New marketing managers may be faced with challenges such as conducting an external audit, forecasting demand, developing a plan to gain new customers, and ensuring other departments are playing their part in providing customer value.  These items are included in this reading along with several other elements to help anyone understand and function in their role of marketing manager.  Using real life experiences and detailed study, this handbook will give you the tools to get started in your marketing management role.

 

Table of Contents

1. Introduction to Marketing Management
Stages of Marketing
Marketing Capacity
Marketing Management
2. Strategic Planning and Marketing
The Process of Planning
The Strategic Plan
The Marketing Plan
Implementation
3. Research in Marketing
Information Systems
Constructing Information
Marketing Definitions
What is the Current Market Demand?
What Could the Demand be for the Future?
Ethics in Marketing Research
4. Relationships with Customers and Marketing Management
Customer Value
Customer Satisfaction
Providing Satisfaction
How Much is a Customer Worth?
Retaining Customers
Relationship Marketing
When Do I Use Relationship Marketing?
Relationship Management
Defining Customer Relationship
Types of Customers
Customer Orientation
Ensuring Quality Customer Relationships
Measuring Customer Relationships