ISBN 9788126548514,Managing Marketing: An Applied Approach and the Marketing Toolkit

Managing Marketing: An Applied Approach and the Marketing Toolkit



Wiley India Pvt Ltd

Publication Year 2014

ISBN 9788126548514

ISBN-10 8126548517


Number of Pages 916 Pages
Language (English)


Managing Marketing - An Applied Approach is about understanding how to develop market strategy, implement market offers and manage the marketing process. This is not a book that attempts to describe all there is to know about marketing, but focuses on what the prospective manager needs to know. Managing Marketing - An Applied Approach differs from other senior undergraduate and introductory graduate marketing texts. The authors take a position on what they believe is a better or worse course of action for marketers.

Marketing is an applied field, the authors believe they should provide guidance for good marketing practice. Furthermore, Managing Marketing - An Applied Approach focuses on the manager, not just the marketer. For readers committed to a career in marketing (and we hope there are many), this book will form a solid foundation.

For those who become senior executives, general managers, CFOs and CEOs, this book is also important because an understanding and appreciation of marketing is central to virtually every important decision that senior managers make. Managing Marketing - An Applied Approach provides what every general manager and senior executive must know about marketing. Marketing activity lies at the core of leading and managing a business by providing the focus for interfacing with customers. Marketing is also the source of insight about the market, customers, competitors and complementors and the business environment in general. Marketing is concerned with the firms long run relationships with customers as well as its short run sales activity. Marketing must be a major organizational thrust, not just a responsibility assigned to a single functional department. For this reason, Managing Marketing - An Applied Approach emphasizes the role of marketing in creating value for customers -this leads to the creation of value for other firm stakeholders, including shareholders and employees.