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Marketing management
No doubt about it, marketing is really changing. Marketing today is:
Focused on creating and delivering a strong customer value proposition—a core organizational strategic priority.
Practiced virtually, digitally, and socially to a greater degree than ever before imagined.
Enabled and informed by an ever-growing arsenal of analytics and new technologies.
Accountable to top management through diligent attention to metrics and measurement.
Oriented toward service as a driver of product.
“Owned” by everybody in the firm to one degree or another.
Given the dramatic changes over the past several years in how customers prefer to interact with providers, it is a sure bet that the critical role of leading and managing marketing’s contributions to the organization and its customers, clients, partners, and society at large is also evolving at a rapid pace. Yet the typical marketing management book on the market today does not effectively capture and communicate to students how marketing management is really practiced in this new 21st-century world of business.
We hear it from colleagues all the time—the complaint that the book they are using in their marketing management course “reads like marketing was practiced a decade ago,” or “doesn’t focus on what I believe my students need to know to be successful,” or “doesn’t match what my working students actually do on the job,” or “reads like an encyclopedia of marketing,” or “has too much about everything and not enough focus on anything.” These remarks come from instructors who teach the MBA basic marketing course and also from those who teach advanced or capstone undergraduate marketing management courses; each of these courses is appropriate for a marketing management book such as ours. Clearly many instructors are looking for a marketing management book that is:
Written for today’s students in an interesting and lively, yet professional, style.
Up-to-date in all relevant aspects of how marketing is done today.
A step up from the norm in terms of support materials for the instructor and students.
Marshall/Johnston’s Marketing Management 4e continues its very successful tradition of taking great effort to represent marketing management the way it is actually practiced in successful organizations today. In our view, leading and managing the aspects of marketing in order to improve individual, unit, and organizational performance—marketing management—is a core business activity. Its relevance is not limited just to marketing departments or marketing majors. The ability to do great marketing management represents a critical knowledge and skill set for everyone in a firm and all business majors.
The table of contents for the fourth edition of the book reflects the major trends in the managerial practice of marketing, and the pedagogy is crafted around learning and teaching preferences in today’s classroom. Above all, it is written in a style that is appealing for both students and instructors. Students will actually enjoy reading the material, and instructors will be proud to teach from it, confident in presenting its up-to-date, professional approach to their classes.
The book contains 14 chapters, which we find is perfect for most course timetables. It has a fully developed array of application activities both in end-of-chapter materials and for student engagement on Connect. Importantly, it also has 14 new or updated management decision cases relevant to each chapter. For instructors who craft their course around a marketing plan project, the book is ideal, because marketing plan exercises are threaded throughout the book, each of which clearly builds on creating the elements of a marketing plan.
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STRUCTURE OF THE FOURTH EDITION
Marshall/Johnston’s Marketing Management 4e has five major parts, reflective of the logical sequence of building blocks for the course.
Part One: Discover Marketing Management. In this part, students gain an understanding of the dynamics of the field. Significant attention is paid to framing the importance of studying marketing to future success as a manager, as well as to future success of the organization. In particular, doing marketing in a global, ethical, and sustainable way is highlighted. To kick off the marketing planning theme early in the course, Part One includes comprehensive coverage of strategy and planning, along with an abbreviated example marketing plan.
Part Two: Use Information to Drive Marketing Decisions. It has often been said that information is the fuel that fires the engine of marketing management decision-making. With this in mind, Part Two focuses on effective management of information to better understand customers, both in the consumer and business marketplaces. Market research elements, Customer Relationship Management (CRM), Big Data, marketing analytics, and marketing dashboards receive thorough coverage. Effective segmentation, target marketing, and positioning are at the core of successful marketing, and this part provides a modern managerial treatment of these critical topics, along with other relevant competencies and capabilities of successful marketers.
Part Three: Develop the Value Offering—The Product Experience. This part presents a clear and comprehensive drill-down into today’s world of product strategy, branding, and new product development. Reflective of the rise of the concept of service-dominant logic in marketing and the notion that service is a key driver of product success, we devote a separate chapter to making important links between service and the overall customer value offering.
Part Four: Price and Deliver the Value Offering. Part Four begins with a fresh, managerially relevant treatment of pricing decision-making, followed by an integrative approach to the multitude of modes at a marketing manager’s disposal today by which an offering can be made available to customers through channels and points of customer interface.
Part Five: Communicate the Value Offering. With the rise of digital and social media marketing and the concurrent dramatic shifts in how organizations and their customers communicate, this part has been extensively revised for Marshall/Johnston’s Marketing Management 4e. A key to successful marketing management today is the capability of marketing managers to create and execute the mix of digital, social media, and legacy promotional approaches that best serve the preferences of the organization’s different customers and enhance the customer value proposition.
KEY FEATURES
Management Decision Cases
At the end of each chapter is a case drawn from business headlines. Students are engaged by the currency of the problem and asked to develop solutions using chapter material. The cases are just the right size for today’s classroom use—not too short, but not too long! In Marketing Management 4e, all the management decision cases are new or have been updated.
Marketing Plan Exercises
Each chapter connects that chapter’s key content to a semester-long marketing plan project activity. Marshall/Johnston’s Marketing Management 4e is the only marketing management book to effectively thread a marketing planning focus throughout the textbook itself. Whether or not a semester marketing plan project is used by the instructor, the marketing plan exercise feature does a great job of tying together important planning concepts for students in a methodical, stepwise manner.
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Glossary of Terms
A complete glossary of key terms and definitions is provided at the end of the book. The glossary serves as an important reference, as well as a handy study aid for students preparing for exams. Marketing Management 4e has added 25 new key terms—a very large number and a strong indicator of how rapidly marketing is moving forward as a field!
Other Features in Each Chapter
Learning Objectives: These set the stage at the beginning of the chapter for what students will achieve by reading and studying the chapter. Each objective reappears in the margin at the relevant point in the chapter so students can track their progress.
Summary: At the end of each chapter, a summary reminds students of the highlighted topics.
Key Terms: Terms are bolded throughout the chapter and connected with definitions in the Glossary.
Application Questions: These engaging questions at the end of each chapter are designed to direct students’ thinking about the topics to the next level of application. Throughout the book, all of these questions have been specially designed to simulate managerial decision-making.
NEW AND UPDATED CONTENT IN THE FOURTH EDITION
Throughout this book, we’ve provided hundreds of new examples from a wide variety of practicing marketers and firms. Where appropriate, the impact of the COVID-19 crisis on the current and future practice of marketing management is noted. Each chapter contains a brand-new Management Decision Case, and there are new and updated Application Questions at the end of each chapter. In addition, hundreds of new or replacement references have been added to the chapter end notes. Here are some highlights of specific changes, by chapter:
Chapter 1: Marketing in Today’s Business Milieu
Added framing around marketing’s ability to successfully pivot and adapt during the COVID-19 crisis.
Thoughtful call-out of marketing’s role and responsibilities related to diversity, equity, and inclusion.
New content around the major challenges and opportunities facing marketing today.
Chapter 2: Marketing Foundations: Global, Ethical, Sustainable
Greatly enhanced attention to corporate social responsibility (CSR) for marketers.
Fully updated data on internationalization.
Additional insights about the significance of global markets.
Updated dialog about NAFTA.
New focus on the impact of Brexit.
Enhanced coverage of country-of-origin effects.
Added issues on global privacy practices by Big Tech.
Chapter 3: Elements of Marketing Strategy, Planning, and Competition
Increased emphasis on the importance that “everyone owns the customer.”
Additional focus on the customer value proposition.
Added coverage of SMART objectives.
https://bookshelf.vitalsource.com/reader/books/9781264364039
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 658 8 MAR m | PSB lt.1 - B. Wajib | 1 |
| Penerbit | New York Mc Graw Hill., 2023 |
|---|---|
| Edisi | 4 |
| Subjek | Marketing management |
| ISBN/ISSN | 9781260598230 |
| Klasifikasi | 658 8 |
| Deskripsi Fisik | xix, 347 p. : ill. ; 28 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |
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