Marketing Management Essentials You Always Wanted To Know - (Self-Learning Management) 3rd Edition (Paperback)

About the Book

A modern marketer's playbook to create value for your organization and its customers

Book Synopsis

In industries around the world, marketing principles and skills are a means to achieve business goals. Marketing Management Essentials (Third Edition) will give you the foundational knowledge - from budgeting techniques to marketing strategic planning to an introduction to career specialization areas - that will help ensure you are equipped for success as a marketing professional.

In this book you will:

• Learn how to build a marketing plan,
• Get an understanding of the various marketing specialization areas,
• Pick up approaches and resources to demonstrate marketing return on investment,
• Grasp how to self-evaluate your skills and competencies



The book also touches upon topics like market types, philosophies, strategic planning and marketing, various types of audits (internal, external and strategic), value chain analysis, outsourcing, marketing research (planning, approaches, research devices, ethics), relationships with customers (relationship marketing, types of customers, customer retention, digital marketing, and many more. These are coupled with summaries and quizzes at the end of every chapter, making the book a well-rounded guide for the readers.

The third edition of the book also contains three new chapters, each chapter bringing concepts like essential marketing skills you might need now and in the future, forming a marketing budget to judiciously allocate the expenses, and marketing return on investment (mROI). These chapters will surely help the readers bolster their understanding of marketing management by constructing a more robust, well-rounded foundation.

By the end of this book, you will have the tools and understanding to create or nurture a revenue-generating department for your organization. You will have a strong foundation, helping you with a headstart in your career as a professional in the marketing sphere.

Review Quotes

Daum and Bartonico have written an invaluable resource for managers, offering straightforward and pragmatic insights suitable for all expertise levels. Their work transcends industry boundaries, ensuring that individuals in any field can adeptly apply effective marketing management strategies within their department, division, or organization. This book expertly demystifies marketing complexities for professionals of all backgrounds in a practical and accessible way.

Katie Ramirez, Director, Center for Experiential Learning and Career Success,

Trinity University

Marketing Management Essentials You Always Wanted to Know is a must-read for anyone wanting to master the art and science of marketing. The authors cover a wide range of marketing-related topics with clarity and depth and use case studies and real-world examples to help readers understand and apply the concepts presented. Whether you're a seasoned marketer looking to refresh your knowledge or a newcomer to the field, this book offers valuable insights and practical strategies to excel in today's competitive market. One of the authors, Michelle Bartonico, has extensive marketing and project management experience. Her insights into successful strategic marketing planning and stakeholder engagement set this guide apart from other "how-to" guides on the market and ensure marketing success in organizations of all sizes.

Jennifer Dempsey, Technical Product Marketing Manager,

Appfire

Marketing Management Essentials You Always Wanted to Know serves as an excellent primer for future marketing managers hoping to break into the field and become assets to their organizations. The book offers timely, relevant information necessary to have a fundamental understanding of marketing management. It also serves as a concise and effective refresher for current marketing managers who could benefit from re-learning the fundamentals or implementing new approaches and philosophies to their marketing work. Not only does this text cover a multitude of concepts critical to the health and success of a marketing team, it also offers helpful tips and guidance for career success on an individual level.

Diana Amaya, Division Marketing Content Creator,

Alamo Colleges