Marketing Management

Описание

Introduction PREFACE ix
W HY W E W ROTE T HIS B OOK
Given the dramatic changes in the fi eld of marketing, it is a sure bet that the job
of leading and managing marketing’s contributions to (quoting from the last line
of the AMA defi nition) “customers, clients, partners, and society at large” has
changed at a concurrent level. Yet, no marketing management book on the market
today fully and effectively captures and communicates to students how marketing management is really practiced in the 21 st century world of business. Clearly,
it was time for an updated approach to teaching and learning within the fi eld.
This book is designed to fulfi ll this need.
We hear it from colleagues all the time—the complaint that the book they are
using in their marketing management course “doesn’t say what I believe the students need to hear” or that it “doesn’t match what my MBAs actually do on the
job” or that it “reads like an encyclopedia of marketing” or that it “has too much
about everything and not enough focus on anything.” During the development
process for this book we’ve heard comments like these and others from hundreds
of colleagues in focus groups, in written reviewer comments, and in numerous
casual conversations about the course. We’ve become convinced that such comments truly are pervasive among instructors who teach marketing management,
whether as the introductory MBA course, capstone undergraduate course, or fi rst
focal course after the undergraduate marketing principles course. Many marketing management instructors are looking for a book that is:
• Written for today’s students in an up-to-date, user-friendly, yet professional
and thorough, style.
• Able to strike an effective balance between presenting the new world order
of marketing at the strategic, operational, and tactical levels.
• A step up from the previous norm in terms of support materials for the
classroom.
Marshall/Johnston’s Marketing Management has taken great effort to represent
marketing management the way it is actually practiced in successful organizations
today. In our view, leading and managing the aspects of marketing to improve
individual, unit, and organizational performance— marketing management— is a
core business activity. Its relevance is not limited to just marketing departments or
marketing majors. And business students of all backgrounds should appreciate
the impact of effective marketing management on their own professional careers
as well on as the overall success of their organizations. Bottom line, the ability to
do great marketing management is relevant to everyone in a fi rm.
The content of the book refl ects the major trends in the managerial practice of
marketing, and the pedagogy is crafted around learning and teaching preferences in
today’s classroom. Above all, it is written in a style that is appealing for both students and instructors so that students will actually enjoy reading the material and
instructors will be proud to teach from it and confi dent about presenting its up-todate, professional, and thorough approach to their courses.

Детали