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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 4 – Understand Business-to-Consumer Markets

Music to Advertiser’s Ears?

April 26, 2019

Here’s an easy question: did you listen to music on your phone or another streaming device in the last few …

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I Can’t Get No Food Truck Tacos

December 8, 2018

Any music festival-goes knows that maintaining their body with fuel during the event is a chore. In the midst of …

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Are You Afraid of the Dark-eting?

October 26, 2018

With the advent of technology, people’s socials lives are now highly accessible online. In the same vein, due to this …

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Nike Dreams Crazy

September 21, 2018

Odds are you heard about Nike in some capacity last week. They announced their 30thanniversary Just Do It campaign, starring …

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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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What’s in a Name: Should Heinz Change the Name of “Salad Cream”?

June 13, 2018

According to an article by Time, Kraft Heinz has recently announced that it will be changing the name of a …

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Emotional Connection: What Merch Can Mean for Marketing

June 4, 2018

Creating a connection with your consumers is not only a necessary practice in PR and customer service, but also is …

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Starbucks Revamps Promotional Strategy to Create Longer-lasting Customer Relationships

May 9, 2018

As the financial quarter came to close, Starbucks came to face a set of new challenges in regard to promotions. …

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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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What Small Businesses Need to Know for Local Digital Marketing

April 19, 2018

In the fast-paced online world of marketing, companies have to keep constant tabs on the ever-changing trends shaping advertising today. …

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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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