- ホーム
- > 洋書
- > 英文書
- > Business / Economics
基本説明
This book has a focus on customer service - a concept is presently gaining much attention in research and practice.
Full Description
Unlike marketing management texts that are versions of principles texts, this text is based on three concepts not found in the competition: a focus on customer service is central - this concept is presently gaining much attention in research and practice. It provides students with an understanding on how marketing strategic and tactical decisions are made in light of their impact on the firm's customers. The text will truly integrate the concepts of marketing and management, making it more interdisciplinary. Managing a marketing department or marketing program requires and understanding of management principles and how they are implemented. Knowledge that students will use immediately upon graduation will be a priority. Most who pursue marketing careers start at entry level positions within the marketing department, and few go into upper management immediately. Information provided can be used immediately in an entry level job and in a first level management position. In this title, 'Stop and Think' features cause the reader to stop and think about how management principles are used in marketing positions (ie - issues related to planning, organizing, and leading).
'YourCareer' features offer students practical advice regarding marketing careers and profiles of recent successful marketing graduates. It includes chapters on data warehousing, internal and external communications, and website management - coverage lacking in competing texts. 'Customer Corner' insets, posing a customer service situation, encourage students to think about the importance of customer service and how they would respond to customer service problems. Critical thinking exercises stress the importance of quantitative methods in marketing and applying marketing concepts. End of chapter mini-cases can be used by instructors to generate class discussion, for in-class group work, or individual assignments. This title features excellent summary of chapter concepts.
Contents
Part I: Marketing Foundation Chapter 1: The Nature of Marketing Management Southwest Airlines: Fun, Profit, Customer Satisfaction, and a Major Bump in the Road The Nature of Marketing Management The Fields of Marketing and Management Marketing and Management Issues A Customer Service Failure Customer Service Champions The Design of This Book Chapter Summary Chapter 1 Case: iPhone Madness Chapter 2: Market Analysis Electrolyte Nation Marketing Analysis Environmental Analysis Competitive/Industry Analysis Analysis of Product Positioning Market Segment Analysis Customer Analysis Consumer Buying Decision Making Demand and Market Potential Estimating Demand Contribution Margin and Break-Even Point Chapter Summary Chapter 2 Case: Scooping Up Success? Chapter 3: Data Warehousing Costco: Data-Driven, Employee-Centered Marketing The Data Warehouse Data Warehouse Functions The Data in a Data Warehouse Analytical Data Data Mining Data-Driven Marketing Programs Testing Database-Driven Initiatives Chapter Summary Chapter 3 Case: Majestic Mountain Ski Resort Chapter 4: Building a Customer-Oriented Marketing Department AFLAC: Employee-Centered Customer Care Developing a Successful Management Style Providing Effective Leadership Making Quality Decisions Building a Customer-Oriented Culture Motivating Employees Empowering and Engaging Employees Inspiring Creativity Handling Personal and Employee Stress Chapter Summary Chapter 4 Case: The New Boss Part II: Managing Customer Acquisition Chapter 5: Customer Acquisition Strategies and Tactics Sony: From Humble Beginnings to a Worldwide Brand The Product Life Cycle The Importance of Customer Acquisition Customer Acquisition: Identifying Markets Customer Acquisition: Developing Products Branding Types of Brands Developing Powerful Brands The Role of Customer Service Chapter Summary Chapter 5 Case: LensCrafters Chapter 6: Pricing Priceline.com: Reverse Auction Pricing Continues to Survive Price Considerations Pricing Strategies and Objectives Setting Prices Pricing New Products Price Discounts Changing Prices of Existing Products Legal and Ethical Pricing Issues The Role of Customer Service Chapter Summary Chapter 6 Case: Pricing: That?s How the Cookie Crumbles Chapter 7: Advertising, Alternative and Direct Marketing Smucker?s: It Has to be Good Advertising Management Establishing Advertising Objectives Creating an Advertising Budget Choosing an Advertising Agency Overseeing an Advertising Program Assessing Advertising Effectiveness Alternative Marketing Programs Direct Marketing Implications for Entry-Level Employees Chapter Summary Chapter 7 Case: Wild West Rodeo Chapter 8: Sales Promotions Kraft: Eat and Live Better Objectives of Promotions Managing Consumer Promotions Types of Consumer Promotions Types of Consumers International Considerations Trade Promotions Implications for Marketing Managers Customer Service and Promotions Programs Chapter Summary Chapter 8 Case: Barney's Bookstore Chapter 9: Personal Selling IBM: A Corporate Legend Continues to Grow Retail Selling The Business-to-Business Selling Function Business-to-Business Customer Acquisition Relationship Selling Personal Selling: An International Perspective Managing a Sales Force Recruiting and Selection Training Compensation Motivational Programs Performance Evaluation Chapter Summary Chapter 9 Case: Hamming It Up Part III: Managing Customer Interactions Chapter 10: Internal Communications Zappos: To Live and Deliver WOW The Nature of Communication Individual Communication Barriers to Individual Communication Overcoming Barriers to Individual Communication The Value of Individual Communication Communication Systems in Organizations Barriers to Formal Communication Overcoming the Barriers to Formal Communication Internal Communication and Customer Service International Internal Communications Implications for Marketing Managers Chapter Summary Chapter 10 Case: The Zen Master Chapter 11: External Communications Round Rock Express: Making Memoriess One Game at a Time Communications With Non-Customers Communications With Customers and Potential Customers Institutional Statements Product Appearance and Package Design The Business Facility Personal Contacts Marketing Communication Tactics In-Store Communications Public Relations Image-Building Programs Implications for Marketing Managers Relationship to Customer Service Chapter Summary Chapter 11 Case: New York Cool Chapter 12: Distribution and Supply Chain Management Insight, Inc.: Top of Mind in Supply Chain Management Distribution Systems Establishing Channels of Distribution Managing the Supply Channel Physical Distribution Methods of Transportation Evaluation of Physical Distribution Implications for Customer Service Implications for Marketing Managers Chapter Summary Chapter 12 Case: Making Movies Chapter 13: Web Site and Internet Management Vonage: Challenging and Changing Personal Communication Web Site Functions The Value of a Web Site Designing an E-Commerce Program Building the E-Commerce Foundation Creating E-Commerce Components Finalizing Methods of Interaction With Customers Promoting the Web Site International Implications Chapter Summary Chapter 13 Case: Love Hurts Part IV: Managing Customer Retention Chapter 14: Customer Retention and Recovery Jet Blue: Crisis Management and Customer Recovery Developing Customer Loyalty Types of Customer Loyalty Factors That Generate Loyalty Maintaining Customer Relationships Customer Recovery Benefits of Customer Retention Implications for Marketing Managers Chapter Summary Chapter 14 Case: A Taxing Situation Chapter 15: Marketing Control Aetna: Making Marketing Controls Work Planning Systems: The Basis of Control Control Systems Strategic Controls Strategic Marketing Controls Brands and Product Lines Marketing Function or Departmental Controls Individual Controls (Performance Appraisal) Types of Corrections Strategic Corrections Tactical Corrections Individual Rewards and Corrections Implications for Marketing Managers Chapter Summary Chapter 15 Case: Victoria's Secret: Pushing Up Sales During Tough Times Appendix A: How to Analyze a Case Appendix B: Comprehensive Cases
