ANTHOLOGY OF MARKETING MANAGEMENT: Business Scientific Thoughts

Ja'far Amir and Wily Mohammad

No cwgya, OSF Preprints from Center for Open Science

Abstract: This Marketing Management book consists of 14 chapters, namely Chapter I: Development of the Business World and Marketing Management in the Modern Century (21st Century), Marketing Concepts in the New Economic Era, Building Customer Satisfaction, Chapter II: Strategic Planning at the Corporate and Business Unit Level; Marketing Process and Planning, Chapter III: Marketing Information Systems and Measuring Market Demand, Chapter IV: Marketing Environment Analysis, Chapter V: Analysis of Consumer Character and Purchasing Process, Business Market Behavior and Purchasing Process, Industry and Competitors, Competitive Strategy, Chapter VI: Identifying Market Segments and Selecting Target Markets, Chapter VII: Positioning and Differentiating Market Offerings through the Product Lifecycle, Chapter VIII: New Product Development, Designing and Entering Foreign Markets, Defining Product and Brand Strategies, Chapter IX: Designing and Managing Services, Chapter X: Developing a Pricing Strategy and Program, Chapter XI: Designing and Managing Value Networks and Marketing Channels, Managing Retail, Wholesaling and Market Logistics, Chapter XII: Managing Integrated Marketing Communications, Managing Advertising, Sales Promotion, Public Relations and Direct Marketing, Selling, Managing the Sales Force, Managing the Total Marketing Effort, Chapter XIII: Concepts and Components of Marketing Tactics to Increase Market Share, and Chapter XIV: Examining Various Management Applications in Various Companies Today. This Marketing Management book is very interesting to be read by lecturers, students and the public because it uses grammar that is easy to understand. The more books we read, the more knowledge will develop. The advantage of this Marketing Management book is that the material in this book has been presented and discussed by fellow postgraduate master management students from the Cikeas CBS12 Batch 2022 S2 class under the direct guidance and direction of the lecturer and Chairperson of the Jakarta Indonesian Entrepreneurial Development Institute Foundation, Dr. Sri Lestari Prasilowati, MA. In the discussion, we raised many case studies that exist in the work environment of fellow postgraduate management students who work in the private and government sectors, so that this book deserves to be a reference for students who are taking Marketing Management courses and those concerned.

Date: 2022-12-24
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DOI: 10.31219/osf.io/cwgya

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