1st Edition

Marketing for the Nonmarketing Executive
An Integrated Resource Management Guide for the 21st Century




ISBN 9781574442861
Published November 29, 2000 by CRC Press
248 Pages

USD $115.00

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Book Description

What does a marketing-driven company stand for in the Internet age? As a nonmarketing executive, why should you give any attention to the subject? How would internalizing the fine points of the subject contribute to your effectiveness on the job? In the era of flat or e-business organizational structures, many executives and entrepreneurs suddenly discover they need to know more about marketing than they ever expected. If this sounds like you, Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century is the ideal resource.
This reference gives you comprehensive yet hands-on information about marketing management and competitive strategy in the Internet age. You will understand the various components of marketing, how they affect the entire organization, how to communicate and develop a better rapport with marketing professionals, and, more importantly, how to actively and effectively participate in marketing decisions. Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century teaches you how to think like a marketing strategist.

Table of Contents

THE MARKETING-DRIVEN COMPANY IN THE INTERNET AGE
Marketing Successes
The Evolution of Marketing
Cross-Functional Teams
Relationship Marketing
Looking Ahead
Best Practices
Cases
THE WORLD OF MARKETS
Market and Product Segments
Locating a Viable Segment
Evaluating a Market Segment
Best Practices
Cases
MARKETING STRATEGY FOR THE 21ST. CENTURY
Marketing Mix
External Forces
Strategy: The Key to Successful Business Practice
Best Practices
Cases
MARKET INTELLIGENCE: THE CORNERSTONE OF MARKETING STRATEGY
Data Warehousing for Effective Decision Making
The World Wide Web and the Information Revolution
Developing a Market Intelligence System
Strategy Applications
Market Intelligence Techniques
Image Research
Best Practices
Cases
NEW PRODUCTS: THE LIFELINE TO SURVIVAL AND GROWTH
New Products/Services
New product Development
Positioning
Product Life Cycle
Product Mix
Product Audit
Pricing Your Product
Best Practices
Cases
CUSTOMER RELATIONSHIP MANAGEMENT: INTEGRATING CUSTOMER-DRIVEN MARKETING WITH THE INTERNET AGE
Customer Relationship Management
Patterns of Customer Behavior
How Customers Adopt a New Product
Best Practices
Cases
SUPPLY CHAIN MANAGEMENT: A NEW ERA IN LOGISTICS AND DISTRIBUTION
The New Role of the Intermediary
Choosing Channels of Distribution
Channel Control
Best Practices
Cases
MARKETING COMMUNICATIONS: YOUR LINK TO THE OUTSIDE WORLD
Branding
Image
Advertising
Sales Promotion
Marketing Over the Internet
Best Practices
Cases
STRATEGIC MARKETING PLANNING: HOW TO DEVELOP BUSINESS-BUILDING STRATEGIES AND ACTION PLANS
Critical Issues Impacting the Strategic Marketing Plan
Outcomes of the Strategic Marketing Plan
Developing Your Strategic Marketing Plan
Developing Your Tactical Marketing Plan
Sales Forecasting
Best Practices
Case
WRAP-UP
Rules of Strategy
Benchmarking for Success

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