Preface to Marketing Management (Irwin Series in Marketing) [Paperback]

Providing an overview of critical issues in marketing management, this work features sections on creativity, vision and values, relationship marketing and strategic partnerships.

Increased coverage of cross-functional teams: Each chapter has cross-functional examples, coverage, and topics woven throughout the text. The text demonstrates how teams of people representing all areas of business work together to solve problems and create business strategies. Example coverage of cross-functional teams can be seen in Chapter 1 (Strategic Planning and the Marketing Management Process), Chapter 6 (the Product Management discussion), Chapter 9 (Personal Selling). This coverage reflects the business world today.
Expanded coverage of marketing research: This expanded coverage offers an emphasis on both qualitative and quantitative research methods. Marketing information systems and sources of marketing research information are also discussed. Preface to Marketing Management also includes new material on marketing research in global markets.
Revised Market Segmentation discussion: This chapter presents the development of a more comprehensive list of segmentation bases, additional discussion of geodemographic segmentation, and expanded coverage of product positioning.
Increased coverage of IMC: A new chapter title reflects the new discussion on the concept of integrated marketing communications. This coverage also includes new material on the advantages and disadvantages of the Internet as an advertising medium.
Revised Distribution Strategy coverage: This chapter now includes new sections on wholesaling. Preface to Marketing Management now presents the use of the Internet for non-store retailing.
Social and Ethical Dimensions of Marketing now integrated. The Social and Ethical Dimensions of Marketing chapter was eliminated in favor of thoroughly integrating this coverage throughout the text and where appropriate.
Expanded supplements package: - The supplements package now includes a TestBank, PowerPoint Lecture Slides, and a Web Supersite. This is an outstanding enhancement to the Eighth Edition.
The Format: The book remains a flexible and brief paperback. This format makes it a perfect fit for a professor who also requires cases, readings, or computer simulations in the class. The format is also appropriate for a cross-functional or team teaching environment where the students are required to purchase several texts. Preface to Marketing Management will also be a perfect fit in situations where the class-time is limited.
The Price: Preface to Marketing Management remains an inexpensive book and approximately $20 less than a traditional marketing text.
Highlights: This feature is extremely well received by both students and professors. The highlights appear throughout the text and feature important information and handy tools for analyzing marketing cases and problems. They have been updated in the Eighth Edition.
Coverage of financial tools used in decision making: Section III covers important financial calculations that are helpful in evaluating the financial position of the firm.
Coverage of developing marketing plans: Section IV presents a marketing plan outline and hints for creating a marketing strategy.
Secondary data sources: Section V provides a bibliography of numerous relevant secondary sources that can be used as a resource for the analysis of many types of marketing problems. This is important for students as it increases the depth of case analysis as well as exposes students to important secondary sources that they can make use of in their career.
Section on how to analyze marketing problems and cases: Section II provides the students with an approach on how to analyze, write and present case analysis. --This text refers to an alternate Paperback edition.