Marketing Management

1 Setting the Scene for Marketing

PART ONE Laying the Groundwork: Shaping Marketing Strategies
2 The Key Aspects of Marketing Strategy
3 Analysis of the Initial Strategic Situation
4 Formulation, Evaluation and Selection of Marketing Strategies

End of Part Case Study: Tesla Motors Inc: Silicon Valley is getting started to e-nable mobility for the masses

PART TWO The Marketing Mix
5 Product Decisions
6 Pricing: Making Profitable Decisions
7 Sales Decisions
8 Communication Decisions
9 Tying the Knot with Customers

End of Part Case Study: Jagermeister: Teaching an Old Brand New Tricks

PART THREE Marketing in Specific Contexts
10 Business-to-Business Marketing
11 Marketing of Services
12 International Marketing
End of Part Case Study How Amazon Establishes a Global Reach in E-Tailing

PART FOUR Marketing Implementation
13 Marketing and Sales Organization
14 Marketing and Sales Information Systems
15 Marketing and Sales Management Control
16 Human Resource Management in Marketing and Sales
17 Market Orientation

End of Part Case Study: Nespresso: How Market Orientation helps create and protect an iconic brand

End of Part Case Study: How IBM reinvented itself

Appendix: Theories and Technique

Prof. Dr. Christian Homburg ist Inhaber des Lehrstuhls für Allgemeine Betriebswirtschaftslehre und Marketing I und Direktor des Instituts für Marktorientierte Unternehmensführung (IMU) an der Universität Mannheim sowie Vorsitzender des Wissenschaftlichen Beirats von Prof. Homburg & Partner, Mannheim - einer international tätigen Unternehmensberatung.Dr. Harley Krohmer ist Habilitand am Lehrstuhl für Allgemeine Betriebswirtschaftslehre und Marketing an der Universität Mannheim.