Explore Managing Marketing In The 21st Century

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Each chapter preview comprises:

Learning Objectives
Opening Case
Introduction
Key Messages
Questions for Study and Discussion

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Chapter 1 Preview - PDF

Chapter 2 Preview - PDF

Chapter 3 Preview - PDF

Chapter 4 Preview - PDF

Chapter 5 Preview - PDF

Chapter 6 Preview - PDF

Chapter 7 Preview - PDF

Chapter 8 Preview - PDF

Chapter 9 Preview - PDF

Chapter 10 Preview - PDF

Chapter 11 Preview - PDF

Chapter 12 Preview - PDF

Chapter 13 Preview - PDF

Chapter 14 Preview - PDF

Chapter 15 Preview - PDF

Chapter 16 Preview - PDF

Chapter 17 Preview - PDF

Chapter 18 Preview - PDF

Chapter 19 Preview - PDF

Chapter 20 Preview - PDF

Chapter 21 Preview - PDF

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Marketing Interviews

Chapter 1 - Introduction to Managing Marketing
Columbia MBA alumna, Ellen

Chapter 4 - Customer Insight
Howard Richman, Executive Director, Marketing and Commercial Services Procurement, Merck

Chapter 8 - Market Segmentation and Targeting
Ron Boire, President, ToysRUs North America

Chapter 10 - Managing Through the Life Cycle
Ron Boire, President, ToysRUs North America

Chapter 11 - Branding
Professor Bernd Schmitt, Executive Director, Center on Global Brand Leadership, Columbia Business School

Chapter 15 - Integrated Marketing Communications
Mark Hughes, CEO Buzz Marketing: Author Buzz Marketing
Joe Plummer, Director of Research, Advertising Research Foundation

Chapter 16 - Directing and Managing the Field Sales Effort
Dave Cichelli, Vice President, The Alexander Group: Author Compensating the Sales Force
Eric Baron, Founder and President, The Baron Group: Author Sling is a Team Sport

Chapter 19 - Managing Price and Value
Reed Holden, Founder and President, Holden Associates: Author
Hitendra Wadhwa, Associate Professor of Practice, Columbia Business School

Chapter 20 - Ensuring the Firm Implements the Marketing Offer as Planned
Sam Moed, Senior VP Worldwide Strategy and Operations, Bristol-Myers Squibb

Chapter 21 - Monitoring and Controlling Firm Performance and Functioning
Alan Fortier, President, Fortier and Associates, Inc.
Ron Boire, President, ToysRUs North America

Marketing Humor