Marketing Management

For upper-level undergraduate or MBA "core" courses in Marketing Management.This book is perfect for getting to the core concepts for any Marketing Management course, but particularly fitting for instructors who like to introduce cases and other source material. Unique and central to this book is the Marketing Strategy Framework, which is introduced in chapter two and continues throughout the rest of the book.Marketing strategy focus-With spotlights on cross-functional relationships. Provides students with a concise presentation with a strategic orientation.NEW - Product Decisions coverage in Chapter 7. Provides students with more material on branding and product positioning as well as discussion about product line decisions.NEW - Customer Relationship Management Chapter 14-In-depth coverage includes conceptual approach and CRM implementation tactics. Develops students' abilities to maintain and enhance long-term relationships with customers.Additional coverage in Chapter 11, Direct Marketing.NEW - Strategies for Technologies and Global Marketing-Fully integrated throughout the text. Numerous non-U.S. examples convey a global view befitting today's open economy.NEW - Product Coverage-All new product coverage is now covered in consecutive chapters. Coverage of launching new products has also been expanded. The impact of the Internet-Weaves a strong information technology (IT) and online emphasis throughout the book, including examples of Internet use, links to relevant websites, profiles of high-tech markets, and more. Shows students how information technology and the Internet have dramatically affected today's marketing manager's job, preparing them for their own technology-charged careers.Solid Pedagogical FrameworkFlexibility in and out of the classroom. Concise text enables instructors to use stand alone of supplement with cases and readings.Visit www.prenhall.com/ custombusiness NEW - Video Shorts-Short vignettes and discussion questions appear at the end of every chapter, to be used with brand new 3-to-4 minute videos that accompany this edition. The video clips can be access at www.prenhall.com/winer or in the Instructor's Video Library. Chapter Brief and Case-Provides roadmap of key concepts. Contemporary real world situation offers a context to apply chapter's material to the marketing decision process.In-Depth Look-In each chapter, highlights how a real-world company practices a particular marketing concept. Examples of Real Companies and Real Strategies-Highlights how an actual company has applied a specific marketing strategy or program. Executive Summaries-At the end of each chapter, the "Executive Summary" recaps the chapter's main points. End-of-Chapter Questions-Following the "Executive Summary," a series of chapter questions permits students to review and apply the material they have learned in the chapter.