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Applied Marketing Management: Text and Case

Applied Marketing Management: Text and Case

Author(s): KENNETH THOMPSON , David Strutton

Edition: 1

Copyright: 2023

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$148.00 USD

ISBN 9798319710444

Details Content 180 days

The book explores the critical processes of opportunity analysis, market segmentation, and target market selection, helping students understand how organizations identify and serve customers more effectively. It then examines product and service strategy, including brand management concepts that enable businesses to create, position, and sustain competitive advantages in the marketplace.  Students are also introduced to integrated marketing communication strategies that align messaging across multiple channels to build strong customer relationships and brand awareness. Additional chapters focus on marketing channel and supply chain management, demonstrating how products and services are efficiently delivered to customers while creating value throughout the distribution process. The text concludes with pricing strategy and management, providing insight into one of the most important drivers of profitability and market success.  Through its combination of strategic frameworks, practical applications, and contemporary marketing concepts, this textbook prepares students to analyze markets, develop effective marketing strategies, and make informed business decisions in an increasingly competitive and data-driven world.

Chapter 1: Introduction to Marketing Management
Chapter 2: Marketing Analytics and Metrics for Decision-Making
Chapter 3: Demand Analysis and Sales Forecasting
Chapter 4: Marketing Information Management and Marketing Research
Chapter 5: Market Opportunity Analysis, Market Segmentation, Targeting, and Positioning
Chapter 6: Product and Brand Management
Chapter 7: Managing Supply Chains and Channels of Distribution
Chapter 8: Integrated Marketing Communications
Chapter 9: Price Setting and Management

KENNETH THOMPSON

Ken Thompson is a professor in the Department of Marketing at the University of North Texas. Thompson received his Ph.D. from the University of Colorado. He holds an MBA from Southern Illinois University, and a BA from the University of Colorado. Prior to joining academia, Dr. Thompson was an officer in the U.S. Navy. He retired as a Captain in the U.S. Naval Reserve after serving on active duty during the Iraq conflict. Dr. Thompson has published in the Journal of the Academy of Marketing Science, Structural Equation Modeling, A Multidisciplinary Journal, International Journal of Purchasing and Materials Management, Journal of Personal Selling & Sales Management, Journal of Business and Industrial Marketing, Journal of Educational and Behavioral Statistics, International Journal of Advertising, Journal of Marketing Education and in other academic outlets.

David Strutton

Dr. David Strutton is a tenured Professor in the Department of Marketing & Logistics at the University of North Texas. He has earned an MBA from Temple University and the Ph.D. in Business Administration from the University of Mississippi. Strutton has published more than 125 articles in leading marketing and management journals. Across a 20+ plus year academic career, Dr. Strutton has taught most standard-issue marketing courses that are available for delivery. 

The book explores the critical processes of opportunity analysis, market segmentation, and target market selection, helping students understand how organizations identify and serve customers more effectively. It then examines product and service strategy, including brand management concepts that enable businesses to create, position, and sustain competitive advantages in the marketplace.  Students are also introduced to integrated marketing communication strategies that align messaging across multiple channels to build strong customer relationships and brand awareness. Additional chapters focus on marketing channel and supply chain management, demonstrating how products and services are efficiently delivered to customers while creating value throughout the distribution process. The text concludes with pricing strategy and management, providing insight into one of the most important drivers of profitability and market success.  Through its combination of strategic frameworks, practical applications, and contemporary marketing concepts, this textbook prepares students to analyze markets, develop effective marketing strategies, and make informed business decisions in an increasingly competitive and data-driven world.

Chapter 1: Introduction to Marketing Management
Chapter 2: Marketing Analytics and Metrics for Decision-Making
Chapter 3: Demand Analysis and Sales Forecasting
Chapter 4: Marketing Information Management and Marketing Research
Chapter 5: Market Opportunity Analysis, Market Segmentation, Targeting, and Positioning
Chapter 6: Product and Brand Management
Chapter 7: Managing Supply Chains and Channels of Distribution
Chapter 8: Integrated Marketing Communications
Chapter 9: Price Setting and Management

KENNETH THOMPSON
KENNETH THOMPSON

Ken Thompson is a professor in the Department of Marketing at the University of North Texas. Thompson received his Ph.D. from the University of Colorado. He holds an MBA from Southern Illinois University, and a BA from the University of Colorado. Prior to joining academia, Dr. Thompson was an officer in the U.S. Navy. He retired as a Captain in the U.S. Naval Reserve after serving on active duty during the Iraq conflict. Dr. Thompson has published in the Journal of the Academy of Marketing Science, Structural Equation Modeling, A Multidisciplinary Journal, International Journal of Purchasing and Materials Management, Journal of Personal Selling & Sales Management, Journal of Business and Industrial Marketing, Journal of Educational and Behavioral Statistics, International Journal of Advertising, Journal of Marketing Education and in other academic outlets.

David Strutton
David Strutton

Dr. David Strutton is a tenured Professor in the Department of Marketing & Logistics at the University of North Texas. He has earned an MBA from Temple University and the Ph.D. in Business Administration from the University of Mississippi. Strutton has published more than 125 articles in leading marketing and management journals. Across a 20+ plus year academic career, Dr. Strutton has taught most standard-issue marketing courses that are available for delivery.