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The book blends the art of marketing (implementing programs to attain and retain customers) with the science of marketing (what we know from research about markets, customer behaviour, et cetera) to provide insight for marketing managers about how to implement marketing more effectively to both create and capture the value of the offers they make to their target customers. In the process it questions the usefulness of some of the more recent marketing fads. Clearly written and presented the book is ideal for advanced and professional students of marketing, as well as marketing professionals. • Views marketing as both an art, learnt through practice, and a science, studied through research • Provides an integrated approach to build a marketing plan • Focuses on creating and capturing customer value • Critical review of some of the newer marketing fads • Uses case studies and examples from such firms as Dell and Benetton • Author has extensive experience of MBA and Executive teaching Contents: 1 The Nature of Marketing Management Part 1: Foundations 2 The Organization 3 Industry and Markets 4 Buyer Behavior 5 Market Opportunities Part 2: Strategy 6 Market Segmentation and Targeting 7 Positioning and Branding Part 3: Programs 8 Attaining Customers 9 Capturing Customer Value 10 Retaining Customers: Service Quality 11 Retaining Customers: CRM Part 4: Administration 12 Planning and Control 13 Working with Suppliers Epilogue: The Learning Organization |
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