Managing Marketing in the 21st Century

Description

Managing Marketing in the 21st Century (5th Edition) is a significant upgrade from prior editions, breaking ground with genuinely new ideas. This book is about understanding how to develop and implement market strategy and manage the marketing process. It is not a comprehensive account of everything about marketing; rather, it focuses on what prospective managers need to know.

Thus, Managing Marketing in the 21st Century differs from other senior undergraduate and introductory graduate-level marketing texts. The authors take positions on what they believe are better or worse courses of action for marketers. Marketing is an applied field, and textbook writers should provide guidance for good marketing practice. This book focuses on the manager, not just the marketer.

For readers committed to a career in marketing, Managing Marketing in the 21st Century provides a solid foundation for further, deeper study. However, the vast majority of readers will not work in marketing departments. Instead, they will become senior executives, general managers, CFOs, and CEOs. This book is written for them as well, as an understanding of marketing is central to nearly every important managerial decision.

For many, this may be the only marketing course they take. In this sense, the book provides essential knowledge for general managers and senior executives. Marketing lies at the core of leading and managing a business, providing the focus for interfacing with customers and forming firm-customer exchange relationships. Marketing also offers insights into market entities such as supply chains, competitors, complementors, and external forces impacting industries.

Managing Marketing in the 21st Century includes introductory chapter cases, numerous examples, Internet links to additional material, video/audio interviews, key ideas, and ways to gauge progress: marketing questions, multiple-choice and true/false questions, and answers.

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