Product Description

 Keep your marketing moving as fast as your marketplace.  Changing markets mean industry boundaries are blurring, new competitors offer new threats, and customers’ demands differ widely. Is your marketing strategy keeping up with these changes? Mastering Marketing focuses on the many challenges for marketers in the 21st century. It shows you how to take advantage of new technology-driven marketing channels; how to predict and influence customer needs; and how to ensure the marketing message is understood and communicated throughout your company, and not just within advertizing and sales. Mastering Marketing features new ideas – based on cutting edge research material developed into accessible articles – as advocated by four of the worlds top business schools.  Here is your single-source guide to becoming a master of marketing.  Featuring the brightest business minds from leading international business schools, including:  Philip Kotler on where do we go from here?; Sean Meehan on customer value; Jerry Wind on strategic thinking in the global era; Tim Ambler on measuring marketing; Leonard Lodish on advertizing and sales; Philip Parker on how to prioritize markets; Lakshman Krishnamurthi on pricing; David Soberman on information management; Scott Armstrong on forecasting; James Anderson on escaping the commodity trap; George S. Day on building relationships; Abba Krieger on market segmentation; Alice Tybout on connecting with consumers ...What’s inside:  "I continue to believe that marketing, correctly interpreted and practiced, is the key to company adaptability and profitability." Philip Kotler, p 5  "... according to research other departments regard marketing as only half as good as themselves in terms of strategic thinking, creative problem solving and doing things well." Tim Ambler, p 27   "Many researchers would be willing to improve forecasts in a company for no fixed fee – just a small percentage of the savings would provide an excellent living." J. Scott Armstrong, p 54  "Marketing has always been the art of magically combining knowledge about customers and competitors with corporate capabilities to generate profit." David Soberman, p 247  "In the end, our business model will no longer be based on transactions but on relationships." Jerry Wind, p 326  

Product Details

• Amazon Sales Rank: #704411 in Books
• Published on: 1999-06-23
• Original language: English
• Binding: Paperback
• 352 pages

Customer Reviews

For the aspiring master...
Do you aspire to master marketing? Or is passing a CIM diploma and remembering what the four (or seven) Ps are in a meeting about cover it for you? Mastering Marketing is a seminal collection of essays on advanced real-world marketing topics. It's a challenging read, and relies on you having enough business and marketing experience to make sense of the dilemmas. It frequently challenges the nuts-and-bolts approach, and is probably really not a suitable read for someone who is struggling to do a PEST analysis or describe a marketing information system.

All that said, if you are already an advanced marketer, and struggling to find people in your own field who can challenge your thinking and extend it (probably because the people who could are your competitors), this book as a rich and rewarding experience.

Just don't expect to read it in a couple of evenings.

Strongly recommended.