This textbook introduces students to the field of marketing management by emphasizing a customer-centric approach, which involves defining the purpose of marketing as the recruitment, defence, leverage, and development of customer/brand relationships. Because customers vary in their needs for products and services and their relationships with brands, you''ll discover how segmentation and differentiation play a crucial role in marketing management.
After delving into market dynamics, customer behaviour, and market communications, you''ll explore the three main areas within marketing management: customer portfolio management, product portfolio management, and brand portfolio management. Finally, you''ll gain insights into developing marketing/business strategies and plans for success through comprehensive analysis, resource allocation, budgeting, and measuring key performance indicators.
Features include case studies to bring theory to life, further reading suggest
