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Managing Marketing: An Applied Approach

Noel Capon, Siddharth Shekhar Singh
  • ISBN: 9788126548514
  • 916 pages

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.

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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.

 

Table of Contents

Preface
Acknowledgments
Concluding Statement

Section I: Marketing and the Firm
Chapter 1: Introduction to Managing Marketing
Chapter 2: The Value of Customers

Section II: Fundamental Insights for Strategic Marketing
Chapter 3: Market Insight
Chapter 4: Customer Insight
Chapter 5: Insight about Competitors, Company, and Complementers
Chapter 6: Marketing Research
Transition to Strategic Marketing

Section III: Strategic Marketing
Imperative 1: Determine and Recommend
Which Markets to Address
Chapter 7: Identifying and Choosing Opportunities
Imperative 2: Identify and Target Market Segments
Chapter 8: Market Segmentation and Targeting
Imperative 3: Set Strategic Direction and Positioning
Chapter 9: Market Strategy - Integrating Firm Efforts for Marketing Success
Chapter 10: Managing through the Life Cycle
Chapter 11: Managing Brands

Section IV: Implementing the Market Strategy
Imperative 4: Design the Market Offer
Part A. Providing Customer Value
Chapter 12: Managing the Product Line
Chapter 13: Managing Services and Customer Service
Chapter 14: Developing New Products

Part B. Communicating Customer Value
Chapter 15: Integrated Marketing Communications
Chapter 16: Mass and Digital Communication
Chapter 17: Directing and Managing the Field Sales Effort

Part C. Delivering Customer Value
Chapter 18: Distribution Decisions

Part D. Getting Paid for Customer Value
Chapter 19: Critical Underpinnings of Pricing Decisions
Chapter 20: Setting Prices

Imperative 5: Secure Support from Other Functions
Chapter 21: Ensuring the Firm Implements the Market Offer as Planned

Imperative 6: Monitor and Control
Chapter 22: Monitoring and Controlling Firm Performance and Functioning

Section V: Special Marketing Topics
Chapter 23: International, Regional, and Global Marketing
Chapter 24: Rural Marketing in India

Endnotes
Answers
Glossary
Image Credits
Index
Name Index
Company Index
Subject Index

 

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