 |
| What Makes Marketing Management the Marketing Leader ? |
Marketing is of interest to everyone, whether they are marketing goods, services, properties, persons, places, events, information, ideas, or organizations. As it has maintained its respected position among students, educators, and businesspeople,
Marketing Management has kept upto-date and contemporary. Students (and instructors) feel that the book is talking directly to them in terms of both content and delivery.
Marketing
Management owes its marketplace success to its ability to maximize three dimensions that characterize the best marketing texts—depth, breadth, and relevance—as measured by the following criteria:
- Depth. Does the book have solid academic grounding? Does it contain important theoretical concepts, models, and frameworks? Does it provide conceptual guidance to solve practical problems?
- Breadth. Does the book cover all the right topics? Does it provide the proper amount of emphasis on those topics?
- Relevance. Does the book engage the reader? Is it interesting to read? Does it have lots of compelling examples?
The 14th edition builds on the fundamental strengths of past editions that collectively distinguish it from all other marketing management texts:
- Managerial Orientation. The book focuses on the major decisions that marketing managers and top management face in their efforts to harmonize the organization’s objectives, capabilities, and resources with marketplace needs and opportunities.
- Analytical Approach. Marketing Managementpresents conceptual tools and frameworks for analyzing recurring problems in marketing management. Cases and examples illustrate effective marketing principles, strategies, and practices.
- Multidisciplinary Perspective. The book draws on the rich findings of various scientific disciplines—economics, behavioral science, management theory, and mathematics—for fundamental concepts and tools directly applicable to marketing challenges.
- Universal Applications. The book applies strategic thinking to the complete spectrum of marketing: products, services, persons, places, information, ideas and causes; consumer and business markets; profit and nonprofit organizations; domestic and foreign companies; small and large firms; manufacturing and intermediary businesses; and low- and high-tech industries.
- Comprehensive and Balanced Coverage. Marketing Managementcovers all the topics an informed marketing manager needs to understand to execute strategic, tactical, and administrative marketing.
Student Supplements
mymarketinglab
Mymarketinglab gives you the opportunity to test yourself on key concepts and skills, track your progress through the course and use the personalized study plan activities—all to help you achieve success in the classroom.
Features include:
- Personalized Study Plans—Pre- and post-tests with remediation activities directed to help you understand and apply the concepts where you need the most help.
- Interactive Elements—A wealth of hands-on activities and exercises let you experience and learn actively.
- Current Events Articles—Concise, highly relevant articles about the latest marketing related news with thought provoking short essay questions.
- Critical Thinking Challenge Question—These questions measure core critical-thinking skills through the context of marketing applications. To answer these questions, you will need to recognize assumptions, evaluate arguments, identify relevant issues, draw inferences, spot logical flaws, and recognize similarities between arguments. Knowledge of marketing content picked up through the text and the class will help you zero in on the correct issues, but you will still need to exercise critical judgment in order to get the correct answer.
Marketing Management Cases
Prentice Hall Custom Business Resources can provide instructors and students with all the cases and articles needed to enhance and maximize learning in a marketing course. Instructors can create Custom CoursePacks or Custom CaseBooks. Resources include top-tier cases from Darden, Harvard, Ivey, NACRA, and Thunderbird, plus full access to a database of articles. For details on how to order these value-priced packages, contact your local representative or visit the Prentice Hall Custom Business Resources Web site at www.prenhall.com/custombusiness.
Marketing Management Video Gallery
Make your classroom “newsworthy.” PH has updated the Marketing Management video library for the 14th edition. A full library of video segments accompany this edition featuring issue-focused footage such as interviews with top executives, objective reporting by real news anchors, industry research analysts, and marketing and advertising campaign experts. A full video guide, including synopses, discussion questions, and teaching suggestions, is available on the IRC (online and on CD-ROM) to accompany the video library.
The Marketing Plan Handbook,4th edition, with Marketing Plan Pro
Marketing Plan Pro is a highly rated commercial software program that guides you through the entire marketing plan process. The software is totally interactive and features 10 sample marketing plans, step-by-step guides, and customizable charts. Customize your marketing plan to fit your marketing needs by following easy-to-use plan wizards. Follow the clearly outlined steps from strategy to implementation. Click to print, and your text, spreadsheet, and charts come together to create a powerful marketing plan. The new The Marketing Plan Handbook,by Marian Burk Wood, supplements the in-text marketing plan material with an in-depth guide to what student marketers really need to know. A structured learning process leads to a complete and actionable marketing plan. Also included are timely, real-world examples that illustrate key points, sample marketing plans, and Internet resources.