Overview

Like a powerful magnet, the concepts outlined in Marketing Management: A Strategic Framework and Tools for Success can be used to attract new customers and bring existing customers closer to your brand. The authors balance academic insight with practical application to emphasize the strategic process and the fundamental tools required to deliver effective marketing management. This book is divided into two distinct sections. The first section introduces core concepts and examines the three stages of the Strategic Marketing Framework: situation analysis, strategy formulation, and marketing execution. The second section of the book is comprised of Notes to highlight tools related to customer assessment, competitive practices, and marketing mix tactics that support the stages of strategic marketing. Designed to give readers a proven framework and help them develop essential skillsets, Marketing Management is an indispensable guide for marketing students and professionals.

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9781793574213

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Reviews

"""I appreciate the refreshingly practical approach of this text. The authors present a framework for marketing management in four succinct chapters. They also use an extensive collection of notes to further explore relevant marketing strategy concepts. The flexibility with this combination of material is a great asset for faculty who want to use the same textbook for a variety of course formats."" Brian Vander Schee, Marketing Professor Indiana University, Kelley School of Business, Executive Director, Marketing Management Association ""As someone who has taught various versions of marketing management at both the graduate and undergraduate levels, I was excited to see this textbook address both marketing strategy and strategic marketing. Understanding similarities and differences between the two is critical to achieving marketplace success, and the distinct focus on strategy formulation and execution drives home the importance of both. The authors have done a great job delivering on their promise of providing a strategic framework in conjunction with offering tools for success."" Victoria L. Crittenden, Marketing Professor Babson College, Editor, Journal of Marketing Education"

I appreciate the refreshingly practical approach of this text. The authors present a framework for marketing management in four succinct chapters. They also use an extensive collection of notes to further explore relevant marketing strategy concepts. The flexibility with this combination of material is a great asset for faculty who want to use the same textbook for a variety of course formats. Brian Vander Schee, Marketing Professor Indiana University, Kelley School of Business, Executive Director, Marketing Management Association As someone who has taught various versions of marketing management at both the graduate and undergraduate levels, I was excited to see this textbook address both marketing strategy and strategic marketing. Understanding similarities and differences between the two is critical to achieving marketplace success, and the distinct focus on strategy formulation and execution drives home the importance of both. The authors have done a great job delivering on their promise of providing a strategic framework in conjunction with offering tools for success. Victoria L. Crittenden, Marketing Professor Babson College, Editor, Journal of Marketing Education

Author Information

Dawn Edmiston is the clinical professor of marketing at William & Mary's Raymond A. Mason School of Business. She holds doctorates in management and education from the University of Maryland and William & Mary, respectively. Todd Mooradian is the dean of the University of Louisville College of Business. He holds a doctorate in marketing from the University of Massachusetts. Kurt Matzler is the professor of strategic management at the University of Innsbruck and academic director of the Executive MBA program at MCI in Innsbruck. He holds a doctorate from Leopold-Franzens Universität Innsbruck. Lawrence Ring is the Executive MBA Alumni Professor of Executive Education Emeritus at William & Mary's Raymond A. Mason School of Business. He holds a doctorate in industrial administration from Purdue University.

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