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Fitzpatrick, Heather L.,

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

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

ISBN: 9781119449355 1119449359

Standard No.: 10.1002/9781119449355 doi

Subjects--Topical Terms:
Marketing--Management.

Index Terms--Genre/Form:
Electronic books.

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

Dewey Class. No.: 658.8