Marketing Management in the 21st Century

by Capon, Noel; Hulbert, James M.

• ISBN13: 9780139156953
• ISBN10: 013915695X
• Edition: 1st
• Format: Paperback
• Copyright: 2001-01-01
• Publisher: Prentice Hall

Summary

For introductory MBA Marketing courses.Designed to meet the needs of both marketing and non-marketing specialists. This introduction to the role of marketing in the modern corporation (both at the level of the firm and the marketing function) focuses on what the prospective manager not just the marketer needs to know about developing marketing strategy and managing the marketing process. It provides a set of concepts and ideas for approaching marketing decisions, on providing a common language with which to think about marketing issues, and on the structuring and analysis of managerial problems in marketing. It prepares future general managers and CEOs to deal with core marketing issues by providing a way of thinking strategically about the firms' products, services and markets.

Author Biography

James M. Hulbert is Kopf Professor of International Marketing, Graduate School of Business, Columbia University.

Table of Contents

SECTION I: MARKETING AND THE FIRM
Introduction to Marketing Management	1	(24)
The Environmental Imperative	25	(28)
The Externally Oriented Firm	53	(32)
SECTION II: FUNDAMENTALS FOR STRATEGIC MARKETING
Customers	85	(32)
Competitions and Complementers	117	(30)
SECTION III: THE TASKS OF MARKETING
Determine and Recommend Which Markets to Address
Identifying Opportunities for Creating Shareholder Value	147	(34)
Identify and Target Market Segments
Market Segmentation and Targeting	181	(22)
Set Strategic Direction
Market Strategy: The Integrator	203	(27)
Competitive Market Strategies in Introduction and Growth	230	(25)
Competitive Market Strategies in Maturity and Decline	255	(18)
Managing Brands	273	(35)
Design The Marketing Offer
Managing the Product Line	308	(27)
Developing New Products	335	(28)
Integrated Marketing Communications	363	(37)
Directing and Managing the Field Sales Effort	400	(27)
Distribution Decisions	427	(30)
Managing Services and Customer Service	457	(27)
Managing Price and Value	484	(32)
Secure Support From Other Functions
Ensuring the Marketing Offer Is Implemented as Planned	516	(23)
Monitor and Control
Monitor and Control Execution and Performance	539	(21)
SECTION IV: FUTURE DIRECTIONS
Marketing and the Internet	560	(32)
Postscript	592	(4)
Appendix	596	(22)
Glossary	618	(2)
Publications Cited in the Text	620	(2)
Brand/Company Index	622	(8)
Subject Index	630

Excerpts

Preface This book is about developing market strategy and managing the marketing process. One of the ways in which it differs from so many other introductory graduate-level marketing texts is that it focuses on what the prospective manager needs to know. It is unashamedly normative in emphasis, for marketing is an applied field, and we focus on the manager, not just the marketer. It is the responsibility of text writers to provide the guidance necessary for good practice. For those of you committed to a career in marketing, and we hope there are many, this book will form a solid foundation as you continue your marketing studies. However, the vast majority of you will not work in marketing departments; in many cases you have aspirations to be general managers and CEOs. We write for you also, because an appreciation and understanding of marketing is central to virtually every important decision that managers make. Marketing activity is at the core of managing a business; it provides the focus for interfacing with customers and is the source of intelligence about customers, competitors, and the business environment in general. Marketing is concerned with the long-term relationships of the firm with its customers as well as short-term sales activity. In this era of such managerial concerns as quality management, downsizing, reengineering, and outsourcing, marketing has become a major organizational thrust rather than just a task assigned to a single functional department. This book emphasizes the role of marketing in creating value for customers. Successful creation of customer value in turn leads to the creation of value for other firm stakeholders, including shareholders and employees. OUR CUSTOMERS: STUDENTS For student readers, this book provides an introduction to the role of marketing in the modern corporation, both at the level of the firm and the marketing function. The book focuses on providing a set of concepts and ideas for approaching marketing decisions, on providing a common language with which to think about marketing issues, and on the structuring and analysis of managerial problems in marketing. It prepares future general managers and CEOs to deal with core marketing issues by providing a way of thinking strategically about the firms' products, services, and markets and represents what the general manager must know about marketing. At the conclusion of this book, students should have developed frameworks for analyzing markets, customers, competitors, and complementers, and for approaching marketing problems. They should be able to develop market strategy and implementation programs comprising the 4Ps and an S (also termed themarketing mix) of product, price, place, promotion and service, in a variety of contexts--domestic/international, products/services, industrial/consumer, private/public sector, and not-for-profit. As students work through this book they are expected to develop a high tolerance for ambiguity, a quality of all successful general managers. You will learn that there are no right or wrong answers to marketing problems, just some that are better than others. There are no simple (or even complex) formulae in which to plug a set of numbers and secure the "right" answer. Instead, students learn to approach complex and unstructured marketing problems in a creative and measured way. OUR CUSTOMERS: MARKETING FACULTY For marketing faculty, this book offers a contemporary perspective on marketing in the modern corporation. It also includes material that is not typically covered in marketing texts, such as an emphasis on the real "bottom line" of marketing activities, shareholder value. By understanding and acting upon the principles developed in this book, students will avoid the many pitfalls of competing in an increasingly global, complex, and competitive environment and be able to enhance shareholder value for their