Product / Brand Management

Contemporary Views on Marketing Practice describes four main issues of marketing practice. Part one focuses on the marketing role in a contemporary business. Part two discusses strategic market planning and implementation. Part three addresses the marketing mix itself with product and price variables. Part four centers on the promotion and place variables. How the marketing managers within the company address these issues will cause the firm to either promote itself, or fail with its customers.

Table of Contents

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1. Broadening the Concept of Marketing Still Further: The Megamarketing Concept
2. A Normative Theory of Marketing Practice
3. Marketing Theory and Application to the Modern Corporation
4. Metamorphosis in Strategic Market Planning
5. Analytic Hierarchy Process for Generation and Evaluation of Marketing Mix Strategies
6. Examining Marketing Strategy from a Contingency Perspective
7. Marketing Strategy Implementation
8. Brand Leverage: Strategy for Growth in a Cost-control World
9. How Service Needs Influence Product Strategy
10. Toward a Theory of New-Product Pricing
11. Push and Pull Strategies in Industrial Markets: A Normative Framework
12. Integrated Marketing Communications
13. The New Electronic Media “Videotex”