managing marketing: an applied approach
DESCRIPTION
Managing Marketing: An Applied Approach. Globally reputed authors, Prof. Noel Capon and Dr. Siddharth Shekhar Singh have put together a cutting edge global textbook in Marketing Management.TRANSCRIPT
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Managing Marketing: An Applied
Approach
Revolutionizing Marketing Education
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Businesses pushed to re-invent strategies
Marketing decision-making is critical to success
Need to implement Integrated Marketing
Theoretical approach will not suffice
Hands-on practice required
Marketing Education - Where are the gaps?
NEED FOR INNOVATION & APPLIED APPROACH
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Managing Marketing: An Applied
Approach is about understanding how to
develop market strategy, implement
market offers, and manage the marketing
process. The book is focused around
innovation in marketing education. Its
application-oriented approach aims to
equip the prospective managers on
essential skills in marketing.
Managing Marketing: An Applied Approach
Purpose:
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For Students
Understand the importance of working across organizational boundaries and align firm’s capabilities
Design implementation programs comprising product, promotion, distribution, and price
Prepare strategic marketing plans
Identify and assess market opportunities and develop market strategy.
Analyze markets, customers, competitors, your company, and complementers
Develop frameworks for approaching simple and complex marketing problems.
Gain practical experience in addressing marketing issues in a variety of contexts
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Differential AdvantageIT
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Indian context
Improving shareholder value
Marketing Imperatives & Principles as guides for developing market strategy
New ideas relevant to modern marketing environments
Application of Marketing Mix: Implementing Market Strategy
Balance between B2C and B2B marketing
Branding and marketing metrics
Public and not-for-profit marketing
Special Marketing Topics: (1) International, Regional & Global Marketing; (2) Rural Marketing in India
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Teaching ‘Marketing Practice’
LogicConcept Strategy
What to do? How to do?
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Implementation
How to Calculate CLV for a FedEx
customer?
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Systematic Chapter Organization & Correlation
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Pedagogical learning framework
Learning Outcomes: Highlight the learning readers will gain from diligently studying material in each chapter.
Opening Case: Each chapter opens with a real-life example of an organization. Thesecases focus on Indian organizations or well-known global firms active in India.
Case Questions
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Changing View: The Old Way/New Way device shows the direction of change regarding the upcoming material.
Examples: The book showcases examples, many from Indian organizations, to illustrate specific ideas in each chapter.
Video linked via o-code and QR code
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Key Ideas: Distributed throughout the book and highlighted in the margins for easy reference.
Marketing Questions: To engage readers with the text and deepen understanding.Questions about the material are in the margins.
Special Topics: Several chapters contain special-topic material highlighted inboxes.
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Marketing Enrichment: The book has no appendices. Rather, additional material is clearly noted and easily accessible (FREE) via O-codes and QR codes.
Key Messages: Concisely identifies the key learning points in the chapter.
Videos and Audios at the end of the chapter: Many chapters offer video interviews of Professor Capon with marketing leaders and audio interviews with Professor Capon.
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Using QR codes
1. Spot the QR Code
2. Download ‘QR scanner’ App on your smart phone
3. Point phone camera to QR Code and scan the QR Code
4. QR Code will load the website
A simple QR scanner App will help you scan the code and direct you straight to the link where teaching/ learning resources are located.
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Using O-codes
Each o-code is a link to unique Online learning resource including:
Videos, Audios and Theory explanation on key concepts
1. Spot the o-Code. E.g: me201
2. Go to website:www.ocodes.com
3. Enter the code in search box on tope.g: me201, v302, etc.
4. Access resources: videos, audios, ppt. etc.
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Assessment focused practice exercises
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The Marketing Toolkit
• The Marketing Toolkit is a companion volume to Managing Marketing: An
Applied Approach. The Marketing Toolkit’s 24 chapters correspond to the 24
chapters in the textbook.
• Each chapter contains a set of tried-and-true experiential exercises designed to
help the user prepare a strategic marketing plan — analyze a marketing situation,
develop a market strategy, and design a series of implementation programs.
Only way to learn Marketing is by doing it
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The Marketing Toolkit
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INST
RU
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CES• Instructor’s manual: Summarizes critical
learning points, provides approaches to address Marketing Questions & Exercises; offers answers/suggestion to Questions for Study and Discussion for managing class discussion.
• Test Item File: 1000+ multiple choice & essay questions for assessments
• Extra Case Studies: A list and short descriptions of many traditional marketing case studies, and a large number of short case studies. Explained using two perspectives; teachers and students
• PowerPoint Presentations• SIMULATIONS
STU
DEN
T R
ESO
UR
CES • Electronic Flash Cards
• Financial analysis for marketing decisions
• SIMULATIONS• Videos/Audios/
Marketing Enrichments - all linked through o codes/QR codes. Available FREE via INTERNET
Uniquely Designed Learning Resources
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Why change?
• Indian business environment is continuously evolving• Maximum job opportunities lie in Marketing domain• Young marketing professionals are expected to be agile in
approach and practice• Emergence of new channels of Marketing • Focus on ‘Integrated Marketing’ Practices• Conceptual knowledge and in-depth understanding of subject
makes a desirable professional
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Authors
Prof. Noel CaponGraduate School of BusinessColumbia University
Dr. Siddharth Shekhar SinghIndian School of Business, Hyderabad & Mohali
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Introduction to Managing Marketing The Value of Customers Market Insight Customer Insight Insight about Competitors, Company &
Complementers Marketing Research Identifying and Choosing Opportunities Market Segmentation and Targeting Market Strategy — Integrating Firm Efforts
for Marketing Success Managing through the Life Cycle Managing Brands Managing the Product Line Managing Services and Customer Service Developing New Products
Integrated Marketing Communications
Mass and Digital Communication Directing and Managing the Field
Sales Effort Distribution Decisions Critical Underpinnings of Pricing
Decisions Setting Prices Ensuring the Firm Implements the
Market Offer as Planned Monitoring and Controlling Firm
Performance and Functioning International, Regional, and Global
Marketing Rural Marketing in India
Table of Contents
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THIS IS IT!
5 reasons why the book is indispensable
• Ample practice on marketing concepts
• Focus on Holistic marketing education
• Comprehensive Marketing Toolkit and rich multimedia content
• Created by globally acclaimed, highly experienced authors • Covers rural Marketing in India; marketing in International, global &
regional context
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Book Launch at Indian School of Business
Prof. Dipak C. Jain, The INSEAD Chaired Professor of Marketing, Former Dean, INSEAD and Former Dean, Kellogg Graduate School of Management, Northwestern University, U.S at book launch event
Wiley launches MMAA at ISB Hyderabad Campus
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Learn More
http://www.wileyindia.com/ManagingMarketing
https://www.youtube.com/watch?v=xFlMvBRlrS8