Marketing Management: Theory and Practice

Strategic Marketing Management: Theory and Practice

Marketing Management: Theory and Practice is the foundational marketing management and marketing strategy textbook. It outlines the essentials of marketing theory; delineates an overarching framework for marketing analysis, planning, and management; and offers a structured approach to identifying, understanding, and solving marketing problems. This book delineates a practical approach for articulating sound marketing strategies to guide decisions involving product and service design, branding, pricing, sales promotion, communication, and distribution. This is a comprehensive text designed for advanced undergraduate, MBA, and executive MBA programs.

Table of Contents
Part One: The Framework for Marketing Management
Marketing as a Business Discipline (Chapter 1)
Marketing Strategy and Tactics (Chapter 2)
Marketing Planning and Management (Chapter 3)
Part Two: Understanding the Market
Understanding Customers (Chapter 4)
Gathering Market Insights (Chapter 5)
Part Three: Developing a Marketing Strategy
Identifying Target Customers (Chapter 6)
Developing a Customer Value Proposition (Chapter 7)
Creating Company Value (Chapter 8)
Part Four: Designing Value
Managing Products (Chapter 9)
Managing Services (Chapter 10)
Managing Brands (Chapter 11)
Managing Price (Chapter 12)
Managing Incentives (Chapter 13)
Part Five: Communicating Value
Managing Communication (Chapter 14)
Personal Selling (Chapter 15)
Part Six: Delivering Value
Managing Distribution Channels (Chapter 16)
Retail Management (Chapter 17)
Part Seven: Managing Growth
Developing New Market Offerings (Chapter 18)
Gaining and Defending Market Position (Chapter 19)
Managing Product Lines (Chapter 20)
Customer Relationship Management (Chapter 21)
Part Eight: Marketing Toolbox
Segmentation and Targeting Workbook (Chapter 22)
The Business Model Workbook (Chapter 23)
Sample Marketing Plans (Chapter 24)