Description
Like a powerful magnet, the concepts outlined in Marketing Management: A Strategic Framework and Tools for Success can be used to attract new customers and bring existing customers closer to your brand. The authors balance academic insight with practical application to emphasize the strategic process and the fundamental tools required to deliver effective marketing management.
This book is divided into two distinct sections. The first section introduces core concepts and examines the three stages of the Strategic Marketing Framework: situation analysis, strategy formulation, and marketing execution. The second section of the book is comprised of Notes to highlight tools related to customer assessment, competitive practices, and marketing mix tactics that support the stages of strategic marketing.
Designed to give readers a proven framework and help them develop essential skillsets, Marketing Management is an indispensable guide for marketing students and professionals.
About the Author
Dawn Edmiston is the clinical professor of marketing at William & Mary's Raymond A. Mason School of Business. She holds doctorates in management and education from the University of Maryland and William & Mary, respectively. Todd Mooradian is the dean of the University of Louisville College of Business. He holds a doctorate in marketing from the University of Massachusetts. Kurt Matzler is the professor of strategic management at the University of Innsbruck and academic director of the Executive MBA program at MCI in Innsbruck. He holds a doctorate from Leopold-Franzens Universitat Innsbruck. Lawrence Ring is the Executive MBA Alumni Professor of Executive Education Emeritus at William & Mary's Raymond A. Mason School of Business. He holds a doctorate in industrial administration from Purdue University.
Book Information
ISBN 9781793574213
Author Dawn Edmiston
Format Paperback
Page Count 392
Imprint Cognella, Inc
Publisher Cognella, Inc
Weight(grams) 800g
Dimensions(mm) 254mm * 203mm * 20mm
This book is divided into two distinct sections. The first section introduces core concepts and examines the three stages of the Strategic Marketing Framework: situation analysis, strategy formulation, and marketing execution. The second section of the book is comprised of Notes to highlight tools related to customer assessment, competitive practices, and marketing mix tactics that support the stages of strategic marketing.
Designed to give readers a proven framework and help them develop essential skillsets, Marketing Management is an indispensable guide for marketing students and professionals.
About the Author
Dawn Edmiston is the clinical professor of marketing at William & Mary's Raymond A. Mason School of Business. She holds doctorates in management and education from the University of Maryland and William & Mary, respectively. Todd Mooradian is the dean of the University of Louisville College of Business. He holds a doctorate in marketing from the University of Massachusetts. Kurt Matzler is the professor of strategic management at the University of Innsbruck and academic director of the Executive MBA program at MCI in Innsbruck. He holds a doctorate from Leopold-Franzens Universitat Innsbruck. Lawrence Ring is the Executive MBA Alumni Professor of Executive Education Emeritus at William & Mary's Raymond A. Mason School of Business. He holds a doctorate in industrial administration from Purdue University.
Book Information
ISBN 9781793574213
Author Dawn Edmiston
Format Paperback
Page Count 392
Imprint Cognella, Inc
Publisher Cognella, Inc
Weight(grams) 800g
Dimensions(mm) 254mm * 203mm * 20mm
