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Fitzpatrick, Heather L., 4 0

Marketing management for non-marketing managers : improving returns on marketing investments / 6 6 Heather Fitzpatrick. - - - 1 online resource. - - - - - . - . - 0 . - . - 0 .



Includes bibliographical references.

Front Matter -- WHAT IS MARKETING?. A MARKET LEADER'S DEFINITION OF MARKETING -- MANAGING THE DISCIPLINE OF MARKETING. THE DISCIPLINE OF MARKETING -- BRAND MANAGEMENT FUNDAMENTALS -- EVALUATING PROPOSED INVESTMENTS IN THE MARKETING FUNCTION. EVALUATING MARKETING PLAN ALIGNMENT -- UNDERSTANDING WHAT INFLUENCES MARKET BEHAVIOUR -- ALIGNING MARKETING TACTICS WITH INFLUENCING FACTORS -- PRODUCTS AND SERVICES -- PLACEMENT OR DISTRIBUTION -- PRICING -- PROMOTIONS -- EVALUATING RETURNS ON MARKETING INVESTMENTS -- MANAGING MARKETING OPERATIONS. WHY DO GOOD PLANS FAIL? -- STAFFING THE MARKETING DEPARTMENT -- MANAGING MEASUREMENT -- CULTIVATING SYSTEMATIC LISTENING -- CONCLUSION. FOUR TESTS TO RUN BEFORE FUNDING -- NOW WHAT? -- GLOSSARY -- APPENDIX A: REFERENCES AND RESOURCES

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ISBN: 9781119449355

ISSN: 2 = =

Standard No.: 10.1002/9781119449355 doi

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Nat. Bib. No.: 2

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Subjects--Topical Terms:
Marketing ----Management.----20--

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Electronic books.----2

LC Class. No.: HF5415.13 / .F586 2013eb2

Dewey Class. No.: 658.8 / 223

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