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Marketing Management the way it is actually practiced in today’s successful organizations.

Marketing Management the way it is actually practiced in today’s successful organizations.

Category Archives: Chapter 16 – The Marketing Dashboard: Metrics for Measuring Marketing Performance

How Marketers are Using Analytics Technologies

March 16, 2019

Marketing executives are planning to spend more and more of their budgets on marketing technologies year over year. In 2018, …

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“Mass Disruption”: What P&G and MasterCard Have to Say About Current Marketing Trends

June 26, 2018

The face of marketing is rapidly evolving. This is no secret. Companies of all industries and sizes from social media, …

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Girl Scouts and Boy Scouts Attempt Rebranding with Launch of New Ad Campaigns

May 17, 2018

  Just last fall, BSA made the announcement that they would now accept girls into their organization. While some met …

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How Instant Gratification is Reshaping Marketing Strategies

May 3, 2018

The world market is constantly evolving due to changes in consumer behavior. One behavior that perhaps may be the most …

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Facebook To Open Its First Neuroscience Research Center to Improve Marketing Strategy

May 29, 2017

In June 2017, Facebook plans to open a Center for Marketing Science Innovation – its very own neuroscience research center to learn more about how consumers engage with content.

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A New Approach: Targeting Audiences With Behaviors, Emotions, and Moments

April 3, 2017

The BEM approach uses behavioral customer data to define a brand’s target audience more precisely than with demographic data alone.

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Why The Simple Act Of Listening Beats Surveys

March 24, 2017

The best way for a company to truly learn know how its customers feel and avoid misleading data is simply to listen to what they have to say.

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What To Expect From Influencer Marketing in 2017

February 17, 2017

As the use of influencer marketing continues to grow, there are several trends to expect in 2017.

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Email Marketing Is Expected To Be Stronger Than Ever In 2017

February 3, 2017

E-mail remains a strong and relevant marketing tool in 2017 due to continual technological advancements and the increased use of e-mail on mobile devices.

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Understanding and Interpreting Market Data

February 8, 2016

Data usage is continually growing and companies are using analytics to evaluate their business operations and market spending.

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Marketing Management 2e

Articles Filed by Textbook Chapters

  • Chapter 1 – Marketing in Today’s Business Milieu
  • Chapter 2 – Elements of Marketing Strategy; Planning; and Competition
  • Chapter 3 – Manage Marketing Information
  • Chapter 4 – Understand Business-to-Consumer Markets
  • Chapter 5 – Understand Business-to-Business Markets
  • Chapter 6 – Segmentation; Target Marketing; Positioning; and CRM
  • Chapter 7 – Product Strategy and New Product Development
  • Chapter 8 – Build the Brand
  • Chapter 9 – Service as the Core Offering
  • Chapter 10 – Manage Pricing Decisions
  • Chapter 11 – Manage Marketing Channels and Points of Customer Interface
  • Chapter 12 – Promotional Strategy and New Media
  • Chapter 13 – Advertising; Sales Promotion; and Public Relations
  • Chapter 14 – Personal Selling and Direct Marketing
  • Chapter 15 – Understand the Global Marketplace: Marketing Without Borders
  • Chapter 16 – The Marketing Dashboard: Metrics for Measuring Marketing Performance

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