Marketing Management A Customer-Oriented Approach

Name: Marketing Management A Customer-Oriented Approach
Price: 10.67 USD
Availability: InStock
ISBN: 9781412963121

ISBN-10: 1412963125

ISBN-13: 9781412963121

Edition: 2010

Authors: Kenneth E. Clow, Donald Baack

List price: $96.95

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Description:

Unlike marketing management texts that are versions of principles texts, Marketing Management: A Customer-Oriented Approach is based on three concepts not found in the competition: 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…

Book details

List price: $96.95
Copyright year: 2010
Publisher: SAGE Publications, Incorporated
Publication date: 10/22/2009
Binding: Hardcover
Pages: 568
Size: 8.50" wide x 10.75" long x 1.00" tall
Weight: 2.882
Language: English

Dr. Kenneth E. Clow is a professor of Marketing in the College of Business Administration at the University of Louisiana at Monroe. Previously, he served as the Dean for the University of North Carolina at Pembroke and as the MBA Director at Pittsburg State University. He obtained his PhD from the University of Arkansas in 1992. Dr. Clow has published over 220 articles in academic journals and proceedings and has written a number of books, including Integrated Advertising, Promotions, and Marketing Communications, 6th edition, Essentials of Marketing , 4th edition, Sports Marketing, and Marketing Management . His articles appear in journals such as Journal of Business Research, The Journal…

Donald Baack holds the rank of University Professor of Management at Pittsburg State University, where he has taught since 1988. He previously held positions at Southwest Missouri State University, Missouri Southern State College, and Dana College. Baack received his Ph.D. from the University of Nebraska in 1987. His primary area of study was Organization and Management Theory. Professor Baack is a Consulting Editor for the Journal of Managerial Issues and has published in the journal. He has also published in Human Relations, Journal of High Technology Management Research, Journal of Ministry Marketing and Management, Journal of Management Inquiry, Journal of Customer Service in Marketing,…




Marketing Foundation



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



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?



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



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



Managing Customer Acquisition



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



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



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



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



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



Managing Customer Interactions



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



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



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



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



Managing Customer Retention



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



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



How to Analyze a Case



Comprehensive Cases