Managing Marketing: An Applied Approach

Product Description Marketing is the source of insight about the market, customers, competitors and complementors and the business environment in general. Marketing is concerned with the companies long run relationships with customers as well as its short run sales activity. Thus marketing is a major organizational thrust, not just a responsibility assigned to a single functional department. For this reason, Managing Marketing - An Applied Approach emphasizes the role of marketing in creating value for customers -this leads to the creation of value for other firm stakeholders, including shareholders and employees. Managing Marketing - An Applied Approach is about understanding how to develop market strategy, implement market offers and manage the marketing process. In addition to the dynamic material integrated into the textbook via online resources, it has LIVE SIMULATIONS to engage students better, which come free. Simulations serve to enhance student engagement and enable content retention. These short and cost-effective simulations developed keeping the learning pedagogy of understanding a concept, practicing it and applying it to a LIVE case can be used in a single session. SIMULATION 1: Customer Lifetime Value SIMUALTION 2: Media Planning To access simulations, please follow the following steps: 1.Visit the link below: http://www.wileyindia.com/ManagingMarketing 2.Register by filling in the details in the registration form, using the scratch code given at the inside back cover. 3.Click on Access Simulation button on the page. The Marketing Toolkit No matter how well written a textbook, the only way to really learn marketing is by doing it. You simply have to take the ideas, concepts and frameworks and put them into practice. The Marketing Toolkit is a companion volume to Managing Marketing - An Applied Approach. Each chapter contains a set of tried and true experiential exercises designed to help the user prepare a strategic marketing plan - analyze a marketing situation, develop a market strategy and design a series of implementation programs. Other Supplements For Instructors Test item file. PowerPoint files Case studies For students Electronic flash cards. Financial analysis for marketing decisions. Three other learning sources accessible via the Internet (o-codes or QR codes) Marketing Enrichment Videos Audios About the Author Noel Capon is the R. C. Kopf Professor of International Marketing and past Chair of the Marketing Division, Graduate School of Business, Columbia University. Professor Capon contributes extensively to Columbia Business Schools Executive Education. He is the Founding Director of Managing Strategic Accounts and the Global Account Manager Certification program in conjunction with St. Gallen University (Switzerland). He teaches on Columbias Full-time MBA and Executive MBA (EMBA) programs and its partner program with London Business School. He founded and directed the Advanced Marketing Management Program in conjunction with CEIBS. He also designs, directs and teaches in numerous custom programs for major corporations globally. In 2001, Professor Capon co-founded The Chief Sales Executive Forum, offering multiple educational opportunities for sales and account management leaders. Siddharth Shekhar Singh is the Director of the fellow programme in Management and Associate Professor of Marketing at the Indian School of Business (ISB), Hyderabad and Mohali, India. Professor Singh consults regularly with both Indian and global companies across several industries. He is also involved with several entrepreneurial start-ups and takes keen interest in helping them grow. At ISB, Professor Singh participates regularly in executive education programs both as instruction and program designer. He teaches in ISBs Post Graduate Program (PGP), Family Business Program (FBP) and several custom programs.