Marketing Management A Customer-Oriented Approach

ISBN-10: 1412963125

ISBN-13: 9781412963121

Edition: 2010

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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 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.
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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: 3.234
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 of Marketing Management, the Journal of Services Marketing, the Journal of Contemporary Business Issues, the Journal of Restaurant and Foodservices Marketing, Journal of Professional Services Marketing, Services Marketing Quarterly and The Journal of Hospitality and Leisure Marketing.

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, Journal of Professional Services Marketing, Journal of Global Awareness, Journal of Business Ethics, Journal of Euromarketing, Journal of Nonprofit and Public Sector Marketing , and the Journal of Advertising Research . Dr. Baack has authored Organizational Behavior (Dame), International Business (Glencoe/McGraw-Hill), Integrated Advertising, Promotion, and Marketing Communications (Prentice Hall, with co-author Kenneth D. Clow), and Marketing Management and Cases in Marketing Management (SAGE, also with Kenneth D. Clow). Clow and Baack also wrote the Concise Encyclopedia of Advertising (Haworth). Baack and his son Daniel W. Baack recently prepared a series of 10 modules entitled "Ethics Across the Curriculum" for Pearson Custom Publishing. He also published three popular press books in the area of romance/self help.

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
Types of Brands
Developing Powerful Brands
The Role of Customer Service
Chapter Summary
Chapter 5 Case: LensCrafters
Pricing 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
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
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