Basics Marketing 03: Marketing Management

Understanding how to create marketing programmes is one thing. Understanding how to take leadership in all of the business areas related to marketing (such as economics, finance, personnel management and long-term brand strategy) is quite another. This book helps bridge that divide to help students master the business side of marketing.

Understanding how to create marketing programmes is one thing. Understanding how to take leadership in all of the business areas related to marketing (such as economics, finance, personnel management and long-term brand strategy) is quite another. This book helps bridge that divide to help students master the business of marketing.

Introduction. How to get the most out of this book. Basic business economics: Adam Smith
Supply and demand
Irrational demand: a market opportunity
Elasticity
The economics of free
Scale
Negotiation through an economic prism
Business-to-business versus business-to-consumer
Case study: Branding business class
Questions and exercises. Vision, mission and leadership: Inspirational dreams
Vision and mission statements
Habits of visionary companies
The mother of all problems
Case study: Ritz-Carlton - inspiring leadership
Questions and exercises. Competitive business strategies: What is strategy? The strategic planning process
The competitive secret weapon: research insights
Case study: Apples's iPod and iPhone
Questions and exercises. Brand identity and shareholder value: Why brands matter
Positioning
Lovemarks
Lighthouse brands and thought leadership
Case study: Tiffany &
Co. - a powerful brand
Questions and exercises. Managing people: Basic psychology
Managing across cultures
Communicate, communicate, communicate
Productivity tools
Managing conflict
Managing creative people
Case study: Bob Seelert and Kayser-Roth
Questions and exercises. Handling a crisis: Have a plan!
Transparency
Social media and crisis management
Case study: Tylenol versus Cadbury
Questions and exercises. The numbers: Financial balance sheets and income statements
Basic financial formulas
Dashboards
Case study: Samsung - becoming a market leader
Questions and exercises. Ethical issues and legal compliance: Ethics: two sides to every issue
Embracing regulation
Ten steps to a more ethical and legally compliant culture
Case study: Advertising executives go to jail
Questions and exercises. Final thoughts. Endnotes. Index. Picture credits and acknowledgements
Working with ethics.