Managing Marketing: 1st Edition (Paperback) book cover

Managing Marketing

1st Edition

By Roger Palmer, Juanita Cockton, Graham Cooper

Routledge

380 pages

Purchasing Options:$ = USD
Paperback: 9780750668989
pub: 2007-07-11
$62.95
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Hardback: 9781138126664
pub: 2015-09-29
Currently out of stock
$180.00
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Description

The newly qualified manager may well be equipped with the skills of the “What” of marketing and management, but not know the “How.” The practicing marketer is well served with guides on strategy, mainly of the “four minute plan” variety, but poorly served in terms of basic advice on implementing the strategy and plans.

This book is therefore designed to give clear guidance in managing the marketing function as a practical entity and allowing the new marketer to grasp how the theory can be applied to the job. Written by practitioners who are also active in the marketing education and training sectors it gives the reader a clear overview of-

*How the key areas of marketing knowledge can be made operationally effective
*How to make marketing practical and measurable
*A huge range of examples and vignettes illustrating best practice
*A truly international perspective

The book will be an invaluable toolkit for the newly qualified and newly appointed marketer trying to apply their knowledge of the theory

Table of Contents

Section 1 Organisational Competence
Topic Area 1 Structure and Operations
Topic Area 2 Systems and Processes
Topic Area 3 Products and services
Topic Area 4 Culture
Topic Area 5 Brand Integrity and Reputation
Section 2 Personal Competence
Topic Area 1 Motivation
Topic Area 2 Leadership and Teams
Topic Area 3 Skills
Functional
Technical
Professional
Topic Area 4 Problem Solving and Creativity
Topic Area 5 Personal Communications
Section 3 Resource and Capabilities
Topic Area 1 Finance and Materials
Topic Area 2 Knowledge, Information and Intelligence
Topic Area 3 Technology and Time

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General