Marketing Management - Hardcover

Homburg, Christian; Kuester, Sabine; Krohmer, Harley

Hardcover

ISBN 10: 0077117247 ISBN 13: 9780077117245

Publisher: McGraw-Hill Education / Europe, Middle East & Africa, 2009

Synopsis

Marketing Management: A Contemporary Perspective provides a fresh new perspective on marketing from some of the leading researchers in Europe.

The book offers students and practitioners the comprehensive coverage they need to make the right decisions to create and implement highly successful marketing strategies. This exciting new book combines scholarly international research with relevant and contemporary examples from markets and brands across the world.

The authors combine their experience as researchers and industry consultants to provide the conceptual and theoretical underpinning of marketing and empirical research, helping students to understand how marketing concepts can be applied and implemented. The book covers a full range of industries including business-to-customer, business-to-business, services marketing, retailing and international marketing from companies around the globe.

Marketing Management is an authoritative investigation of contemporary marketing. It is a thorough, carefully crafted, and comprehensive resource that helps to understand and solve the challenges in implementing successful marketing.Professor Thomas S. Robertson, Wharton School

Marketing Management combines the best features of a reference and textbook. It skillfully integrates the important conceptual foundations in marketing with practical applications to serve as an essential and excellent book for both marketing students and marketing professionals. Hubert Gatignon, Professor of Marketing, INSEAD

About this title

Synopsis:

This text provides marketing students with a current, up-to-date, well-structured, and comprehensive coverage of marketing management. The book is intended to target an international audience by including scholarly international research contributing to the field of marketing and by providing examples and insights from markets and companies in Europe, Asia, the Americas etc. A particular focus is on the application of concepts and theories. This is evident in the application of the material, for example, in form of sample calculations and in discussing how companies are using the concepts introduced in the book (in form of inserts and vignettes). Therefore, this text should prove to be of particular relevance for a more practically oriented audience (e.g., MBAs) without scarifying methodological and analytical rigor. In this sense, the book is positioned to accompany the audience through multiple stages of their learning life cycle. The core attributes of this text are: up-to-date and current. The book provides a modern perspective of marketing that incorporates current research findings and also highlights issues that have recently become pertinent to the discipline.

These issues are, for example, customer relationship marketing, market-oriented management and implementation aspects. It is grounded both in theory and managerial practice: all chapters have a strong conceptual and theoretical underpinning, but equally there is a strong focus on empirical validation of concepts (all three authors are empirical researchers) and their relevance for managerial practice.As a special feature, an appendix will address important theories and techniques in marketing. The book also includes the attribute of International: the intention is to differentiate this book from US-centered and/or Europeanized US-texts that still dominate the market. This international perspective is implemented by incorporating international literature and research and by pursuing a geographically diversified approach in bringing in examples from companies and exercise material. It features a broad industry focus: examples and applications are discussed from a wide range of industries such as business-to-customer, business-to-business, services marketing (including retailing), and international marketing.

About the Author:

Christian Homburg is President of Mannheim Business School and Professor of Marketing at the University of Mannheim in Germany. He also serves as co-chair of the marketing department and as Director of the Institute for Market-Oriented Management (IMU). His research interests include market-oriented management, customer relationship management and sales management. He is founder and chair of the advisory board of the management consultancy Professor Homburg & Partner. Sabine Kuester is Professor of Marketing and the co-chair of the marketing department at the University of Mannheim in Germany. Her research includes competitive marketing strategy, innovation management, international marketing and marketing management. She also serves as Director of the Institute of Market-Oriented Management (IMU). Harley Krohmer is Director of the Institute of Marketing and Management and chairperson of the marketing department at the University of Berne in Switzerland. His research interests includes marketing strategy, market orientated management, brand management, marketing and sales organisation, sales management and international marketing.

About this edition

• Publisher: McGraw-Hill Education / Europe, Middle East & Africa
• Publication date: 2009
• ISBN 10: 0077117247
• ISBN 13: 9780077117245
• Binding: Hardcover
• Number of pages: 664