Product details

By continuing to use our site you consent to the use of cookies as described in our privacy policy unless you have disabled them.
You can change your cookie settings at any time but parts of our site will not function correctly without them.
Book chapter
-
Reference no. MHE0106BC
Chapter from: "Marketing Management: A Contemporary Perspective"
Published by: McGraw Hill Education
Published in: 2009

Abstract

Chapter 8. Marketing can greatly facilitate an understanding of markets and its players to create value for both customers and the company. Marketing management is not an easy task. It is neither easy for the practicing manager nor is it easy to convey for academics involved in teaching marketing management. The challenges and issues that students of marketing and marketing managers face are often misjudged as simplistic, and proposed solutions do not fully account for the complex nature of the problems that marketing is able to solve. This book sets out to be a companion for all those who appreciate the important and crucial role that marketing can play in creating value for companies and companies. This book uses a four-pronged approach which offers: (1) a comprehensive orientation; (2) a comprehensive theoretic foundation; (3) an international scope; and (4) a practical orientation. The book includes international market research studies examples, case study material and describes companies from various markets and geographical settings including Europe, North America and Asia. The learning objectives of this chapter are to become familiar with: (1) the planning, implementation and monitoring of communication decisions; (2) the main objectives of the communication decisions, as well as approaches to defining target groups; (3) advertising response functions, as well as their potential application within the scope of advertising budgeting; (4) the key qualitative and quantitative criteria that can help in making decisions regarding media planning; (5) the most significant techniques for creative work and the various instruments of communication; and (6) the main methods for monitoring the impact of communication (before and after implementing communication measures).

About

Abstract

Chapter 8. Marketing can greatly facilitate an understanding of markets and its players to create value for both customers and the company. Marketing management is not an easy task. It is neither easy for the practicing manager nor is it easy to convey for academics involved in teaching marketing management. The challenges and issues that students of marketing and marketing managers face are often misjudged as simplistic, and proposed solutions do not fully account for the complex nature of the problems that marketing is able to solve. This book sets out to be a companion for all those who appreciate the important and crucial role that marketing can play in creating value for companies and companies. This book uses a four-pronged approach which offers: (1) a comprehensive orientation; (2) a comprehensive theoretic foundation; (3) an international scope; and (4) a practical orientation. The book includes international market research studies examples, case study material and describes companies from various markets and geographical settings including Europe, North America and Asia. The learning objectives of this chapter are to become familiar with: (1) the planning, implementation and monitoring of communication decisions; (2) the main objectives of the communication decisions, as well as approaches to defining target groups; (3) advertising response functions, as well as their potential application within the scope of advertising budgeting; (4) the key qualitative and quantitative criteria that can help in making decisions regarding media planning; (5) the most significant techniques for creative work and the various instruments of communication; and (6) the main methods for monitoring the impact of communication (before and after implementing communication measures).

Related