1st Edition

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

By Norton Paley Copyright 2001

    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.

    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

    Biography

    Norton Paley