Essentials of Managing Marketing

Noel Capon, Siddharth Shekhar Singh

ISBN: 9788126567867

248 pages

INR 389

Description

Essentials of Managing Marketing is about understanding how to develop market strategy, implement market offers, manage the marketing process. Essentials of Managing Marketing focuses on the manager, not just the marketer. For readers committed to a career in marketing, this book forms a solid foundation as you study marketing further/deeper. Essentials of Managing Marketing provides what every general manager and senior executive must know about marketing. This book emphasizes the role of marketing in creating value for customers — leading to the creation of value for other firm stakeholders, including employees and shareholders.

 

Preface

Section 1: Marketing and the Firm

 

Chapter 1 Introduction to Managing Marketing

Chapter 2 The Value of Customers

 

Section 2: Fundamental Insights for Strategic Marketing

 

Chapter 3 Market Insight

Chapter 4 Customer Insight

Chapter 5 Insight about Competitors, Company, Complementers

Transition to Strategic Marketing

 

Section 3: Strategic Marketing

 

Imperative 1 — Determine, Recommend

Which Markets to Address

 

Chapter 6 Identifying, Choosing Opportunities

 

Imperative 2 — Identify, Target Market Segments

 

Chapter 7 Market Segmentation, Targeting

 

Imperative 3 — Set Strategic Direction, Positioning

 

Chapter 8 Market Strategy – Integrating Firm Efforts for Marketing Success

Chapter 9 Managing through the Life Cycle

Chapter 10 Managing Brands

 

Section 4: Implementing the Market Strategy

 

Imperative 4 — Design the Market Offer

 

Part A: Providing Customer Value

 

Chapter 11 Managing the Product Line

Chapter 12 Managing Services, Customer Service

Chapter 13 Developing New Products

 

Part B: Communicating Customer Value

 

Chapter 14 Integrated Marketing Communications

Chapter 15 Mass Communications, Digital Marketing

Chapter 16 Directing, Managing Field Sales Efforts

 

 

Part C: Delivering Customer Value

Chapter 17 Distribution, Retailing, Wholesaling

 

Part D: Getting Paid for Customer Value

 

Chapter 18 Critical Underpinnings of Pricing Decisions

 

Imperative 5 — Secure Support from Other Functions

 

Chapter 19 Ensuring the Firm Implements the Market Offer as Planned

 

Imperative 6 — Monitor, Control Execution/Performance

Chapter 20 Monitoring, Controlling Firm Performance, Functioning

 

Section 5: Special Marketing Topics

 

Chapter 21 Rural Marketing in India

 

Glossary GL1

Index IN1