Marketing Management: Concepts, Practice and Cases

MARKETING MANAGEMENTMarketing management is the capstone course for marketing majors in many colleges and universities. As such, this course should provide students with some understanding of the subject of the management of the marketing function. After taking other required and elective courses in marketing, students should be able to integrate what they have learned in those courses into an overall approach to marketing. This text is designed to accomplish these ends.There is no universal acceptance of what is the best approach to the study of marketing management. Indeed, popular textbooks on this subject differ appreciably in approach and content. The basic premise of this text is that the subject of marketing management might well be studied from the perspective of a company's top level marketing executive or marketing manager. It is this executive who is typically responsible for the marketing management function and the integration of all its components in most organizations. Hence, the study of marketing management form this perspective offers the student an experience that will contribute much to his or her marketing education.