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Unlike marketing management texts that are versions of principles texts, this text is based on three concepts not found in the competition: - A focus on customer service is central This concept is presently gaining much attention in research and practice It provides students with an understanding on how marketing strategic and tactical decisions are made in light of their impact on the firms customers - The text will truly integrate the concepts of marketing and management, making it more interdisciplinary Managing a marketing department or marketing program requires and understanding of management principles and how they are implemented - Knowledge that students will use immediately upon graduation will be a priority Most whpursue marketing careers start at entry level positions within the marketing department, and few gintupper management immediately Information provided can be used immediately in an entry level job and in a first level management position Features & Benefits - Stop and Think features cause the reader tstop and think about how management principles are used in marketing positions (ie – issues related tplanning, organizing, leading) - YourCareer features offer students practical advice regarding marketing careers and profiles of recent successful marketing graduates - Includes chapters on data warehousing, internal and external communications, and website management – coverage lacking in competing texts - Customer Corner insets, posing a customer service situation, encourage students tthink about the importance of customer service and how they would respond tcustomer service problems - Critical thinking exercises stress the importance of quantitative methods in marketing and applying marketing concepts - End of chapter mini-cases can be used by instructors tgenerate class discussion, for in-class group work, or individual assignments Excellent summary of chapter concepts ... Read more Read less
