Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century, 1st Edition (Hardback) book cover

Marketing for the Nonmarketing Executive

An Integrated Resource Management Guide for the 21st Century, 1st Edition

By Norton Paley

CRC Press

248 pages

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pub: 2000-11-29
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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

Subject Categories

BISAC Subject Codes/Headings:
BUS042000
BUSINESS & ECONOMICS / Management Science
BUS058000
BUSINESS & ECONOMICS / Sales & Selling