Description

Features

For upper-level undergraduate or MBA courses in Marketing Management.

The only marketing management text with a strategic framework to take students beyond the basic concepts.
 
What makes a marketing manager successful? Is it necessary for your students to go beyond just the basic concepts?
 
Strategic Framework-- After 25 years of teaching, Russ Winer found that no textbook provided students with the strategic, integrative perspective that marketing managers must have to be successful in their jobs.  Marketing Management, 3e introduces a strategic framework in Chapter 2 (p. 37) and integrates it throughout the entire text, very similar to the way a real marketing manager would develop a strategy and then fill in the blanks as the plan is executed. This framework follows the flow of decision making. For example:

1. The marketing manager first decides what the goal is and then how to get there.
2. The key decision is which customer groups to target, then other decisions flow from that crucial decision.
3. The customers’ needs, an analysis of the competitors, and an understanding of the industry environment lead to a core strategy that is tailored to each customer target.
4. Finally, the marketing mix or implementation of the strategy is customized for each target, with an additional understanding of the key reasons to buy
   • Shows very clearly that strategic decisions must be made before tactical decisions
   • Students gain real real understanding into the decision making process, and this enables them to better analyze business cases and situations — one of the chief goals of this course.

OTHER POINTS OF DISTINCTION:

How do you address the rapid changes facing marketing managers today by information technology and the Internet?

Strategies for the Impact of the Internet --weaves a strong information technology (IT) and online emphasis throughout the book,  in  areas  such  as  information  gathering,  communi¿cations, pricing, and product development. Shows students how information technology and the Internet have dramatically affected today's marketing manager's job.

• Pg. 288-- "New" Media (Google)
  

Is thinking about global markets a natural part of the job for a marketing manager?

Global Marketing Strategies are integrated throughout the text. Develop¿ing a global marketing strategy is no longer a separate activity from developing a U.S. strategy.

• Pg. 180-183-- Global Branding (L'Oreal, Vodafone)
  

Do you assign outside cases and readings?  Would it help if we could package them with this text and discount the price for your students?

Casebook solutions-- Instructors can visit www.prenhall.com/custombusiness to see how easy it is to create a casebook or coursepack that includes cases and readings from leading providers, like Harvard Business School Publishing.  An exam copy takes just 2 weeks.   When students purchase a casebook bundled with this text, they save 10%.

Are you using or interested in using a simulation to complement your principles of marketing textbook? 

Simulations from Interpretive Simulations! Instructors, please visit: www.prenhall.com/interpretive for additional information. Students get a top textbook from PH, a premium simulation from Interpretive, and a discount on both!

Chapter-By-Chapter Highlights:

Chapter 1: Marketing and the Job of the Marketing Manager

• Basics of marketing: what it is, why it is important, and the importance of a customer/competitor ori¿entation
  • Provides students with an understanding of the importance of being customer oriented and of the organizational environment within which  marketing  decisions  are made.

Chapter 2: Developing a Marketing Strategy

• Introduces the basic strategic framework that helps frame and tie-together basic marketing management concepts.
• Topics include the development of a complete marketing strategy, differentiation, product positioning, developing a value proposition, product life cycle, and product line management. 
  •  Provides students with a practical guide to the development of marketing strategy 

Chapter 3: Marketing Research

• Shows how market research is fundamental to the development of a marketing strategy. 
• Covers primary and secondary data collection, electronic sources of information, forecasting, and methods of estimating market potential. 
  • Shows students that research is critical to the marketing management function and how to conduct a marketing research study.

Chapter 4: Analyzing Consumer Behavior 

• Covers the basics of understanding how and why consumers make purchasing decisions.  

Chapter 5: Organizational Buying Behavior

• Highlights the differences between con¿sumer and business¿-to¿-business buying behavior.

Chapter 6: Market Structure and Competitor Analysis

• Covers competitor defini¿tion, competitor analysis, and where information about competitors can be obtained.
  • Students will obtain a “hands on” approach and concrete methods for determining competitors and analyzing their strengths and weaknesses.

Chapter 7: Product Decisions

• Covers major decisions related to the product, including developing and maintaining brand equity, product positioning, product line management.
  • Students will gain knowledge about two key strategic parts of the marketing manager’s job: branding and product positioning.

Chapter 8: New Product Development and Marketing

• Discusses various approaches to new product development.
  • New products are the lifeline of any business; students will better appreciate the complexities of developing and introducing new products.

Chapter 9: Pricing

• Focuses on how to measure customer value and how to use it to make pricing decisions. 
  • Students should understand that pricing decisions can be made systematically versus the ad hoc approaches that are com¿monly used in practice.

Chapter 10: Communications and Advertising Strategy

• Covers the basic communications model and the importance of integrating all communications activities to deliver a uniform message and image to customers. 
  • Students will have a better understanding of integrated marketing communications (IMC) and advertising’s role in the communications mix.

Chapter 11: Sales Promotion

• Covers the essentials of sales promotion as well as budgeting and Internet appli¿cations. 
  • Students will better appreciate how sales promotion complements other elements of the communications mix.

Chapter 12: Channels of Distribution

• Covers channel structure and man¿agement with an emphasis on managing indirect channels. 
  • Students will better appreciate the wide variety of channel options that exist today as well as some of the management problems involved with channels.

Chapter 13: Direct Channels of Distribution: Personal Selling and Direct Marketing

• Introduces personal selling as a mixture of communications and distribution.  

Chapter 14: Customer Relationship Management

• Covers various topics in customer retention including loyalty programs, mass customization, and information technology used to create customer databases. 
  • Students will understand how to develop a CRM program for his or her company and the various issues involved with implementation.

Chapter 15: Strategies for Service Markets

• Topics covered include the service quality model, strategic and tactical issues, and the impact of technology on service markets with special attention paid to financial services.

New To This Edition

As today's businesses demand more accountability, how are you addressing the new pressures being placed on marketing managers and CMO (Chief Marketing Officers)? 

NEW- material on Return on Investment or ROI of marketing expenditures.

NEW–Fully updated illustrations, examples, advertisements, graphics and coverage throughout.

Are you using or interested in using a simulation to complement your principles of marketing textbook?

NEW - Simulations from Interpretive Simulations! Instructors, please visit: www.prenhall.com/interpretive for additional information. Students get a top textbook from PH, a premium simulation from Interpretive, and a discount on both!

Table of Contents

Part I:  Marketing Philosophy and Strategy

Chapter 1:  Marketing and the Job of the Marketing Manager

Chapter 2:  A Strategic Marketing Framework

Chapter 3:  Marketing Research

Chapter 4:  Analyzing Consumer Behavior

Chapter 5:  Organizational Buying Behavior

Chapter 6:  Market Structure and Competitor Analysis

Part III:  Marketing Decision Making

Chapter 7:  Product Decisions

Chapter 8:  New Product Development

Chapter 9:  Pricing

Chapter 10:  Communications

Chapter 11:  Sales Promotion

Chapter 12:  Channels of Distribution

Chapter 13:  Direct Channels of Distribution: Personal Selling and Direct Marketing

Chapter 14:  Customer Relationship Management

Chapter 15:  Strategies for Service Markets

Courses

Marketing Management  [CORE TEXTS]   (Marketing)
Graduate Marketing Management  [CORE TEXTS]   (Marketing)

Next Edition(s)

• Marketing Management, 4/E
  Winer & Dhar
  ©2011  |  Prentice Hall  |  Cloth; 528 pp  |  Instock
  ISBN-10: 0136074898  |  ISBN-13: 9780136074892
  Suggested retail price: $226.67  Buy from myPearsonStoreNet price: $170.00  (What's this?)Brief Description  | 

  

  For undergraduate and graduate Marketing Management courses.
  
  Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives.
  
  Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success.
  
  The fourth edition features Ravi Dahr of Yale University—one of the world’s leading scholars in behavioral decision-making—as a new coauthor.  
  
  

  More Info
  

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Instructor's Resource CD w/PowerPoints and TestGen, 3/E
Winer
©2007  |  Prentice Hall  |  CD-ROM Only  |  Instock
ISBN-10: 0131963406  |  ISBN-13: 9780131963405
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