Marketing Management Essentials You Always Wanted To Know (3rd Edition)

1. Introduction to Marketing Management

1.1 Stages of Marketing

1.2 Marketing Capacity

1.3 Marketing Management

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Chapter Summary

2. Strategic Planning and Marketing

2.1 The Process of Planning

2.2 The Strategic Plan

2.3 The Marketing Plan

2.4 Implementation

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Chapter Summary

3. Marketing Budgets

3.1 What is a Marketing Budget

3.2 Develop a Marketing Budget

3.3 Budget approaches

3.4 Marketing Spend Trends

3.5 Build A Budget

3.6 Case Study: Lessons Learned

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4. Marketing Return-on-Investment

4.1 What is Marketing Return-on-Investment

4.2 Determine What To Measure

4.3 Performance Benchmarks

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5. Research in Marketing

5.1 Information Systems

5.2 Constructing Information

5.3 Marketing Definitions

5.4 What is the Current Market Demand?

5.5 What Could the Demand Be for the Future?

5.6 Ethics in Marketing Research

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6. Relationships with Customers and Marketing Management

6.1 Customer Value

6.2 Customer Satisfaction

6.3 Providing Satisfaction

6.4 How Much is a Customer Worth?

6.5 Retaining Customers

6.6 Relationship Marketing

6.7 When Do I Use Relationship Marketing?

6.8 Relationship Management

6.9 Defining Customer Relationship

6.10 Types of Customers

6.11 Customer Orientation

6.12 Ensuring Quality Customer Relationships

6.13 Measuring Customer Relationships

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7. Digital Marketing

7.1 Hard Skills in Digital Marketing

7.2 Soft Skills in Digital Marketing

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8. Essential Marketing Skills

8.1 A History of Marketing Skills

8.2 Marketing Skills and Competencies

8.3 Case Study

8.4 Building Essential Marketing Skills

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Chapter Summary

Callie Daum has worked in the healthcare industry for over 20 years gaining experience in managing teams, project management, strategic development and implementation, business marketing to increase revenues, and many more lessons learned on how to thrive in a business industry. As a seasoned Senior Project Manager and Leader, her goals include adding value, working efficiently and effectively, and sharing best practices to achieve overall success.

Michelle Bartonico is an experienced, solution-driven marketer and project manager with more than a decade of experience in higher education and marketing agencies serving clients in a breadth of industry verticals from healthcare to manufacturing. She is a certified Project Management Professional (PMP), PROSCI certified change practitioner, Six Sigma Yellow Belt, and has completed the Google Project Management Career Certificate program. Michelle also earned a Search Engine Optimization specialization from UC Davis Continuing and Professional Education.

Vibrant Publishers is focused on presenting the best texts for learning about technology and business as well as books for test preparation. Categories include programming, operating systems and other texts focused on IT. In addition, a series of books helps professionals in their own disciplines learn the business skills needed in their professional growth.

Vibrant Publishers has a standardized test preparation series covering the GMAT, GRE and SAT, providing ample study and practice material in a simple and well organized format, helping students get closer to their dream universities.

The Self-Learning Management Series is designed to help students, new managers, career switchers, and entrepreneurs learn essential management lessons and covers every aspect of business, from HR to Finance to Marketing to Operations across any and every industry. Each book includes basic fundamentals, important concepts, and standard and well-known principles as well as practical ways of application of the subject matter.

Daum and Bartonico have written an invaluable resource for managers, offering straightforward and pragmatic insights suitable for all expertise levels. Their work transcends industry boundaries, ensuring that individuals in any field can adeptly apply effective marketing management strategies within their department, division, or organization. This book expertly demystifies marketing complexities for professionals of all backgrounds in a practical and accessible way.
-- Katie Ramirez, Director, Center for Experiential Learning and Career Success, Trinity University

Marketing Management Essentials You Always Wanted to Know is a must-read for anyone wanting to master the art and science of marketing. The authors cover a wide range of marketing-related topics with clarity and depth and use case studies and real-world examples to help readers understand and apply the concepts presented. Whether you're a seasoned marketer looking to refresh your knowledge or a newcomer to the field, this book offers valuable insights and practical strategies to excel in today's competitive market. One of the authors, Michelle Bartonico, has extensive marketing and project management experience. Her insights into successful strategic marketing planning and stakeholder engagement set this guide apart from other "how-to" guides on the market and ensure marketing success in organizations of all sizes.
-- Jennifer Dempsey, Technical Product Marketing Manager,  Appfire

Marketing Management Essentials You Always Wanted to Know serves as an excellent primer for future marketing managers hoping to break into the field and become assets to their organizations. The book offers timely, relevant information necessary to have a fundamental understanding of marketing management. It also serves as a concise and effective refresher for current marketing managers who could benefit from re-learning the fundamentals or implementing new approaches and philosophies to their marketing work. Not only does this text cover a multitude of concepts critical to the health and success of a marketing team, it also offers helpful tips and guidance for career success on an individual level.
-- Diana Amaya,Division Marketing Content Creator, Alamo Colleges

This is a great resource to have under your belt, especially for new and rising Marketing Managers. It truly covers the essentials any marketing professional needs and should want to know.
-- Tara Salazar
Communications Specialist, Caterpillar, Inc.

This is a very thorough guide for anyone looking to understand the dynamic world of marketing. The content covers everything from budgeting techniques to digital marketing, empowering readers with practical knowledge and quizzes to reinforce learning. It would be a good resource for anyone in the marketing sphere.
-- Kara Stefancik
Net Galley Reviewer

Marketing Management Essentials is a welcome addition in a world of marketing textbooks which read more like a dictionary of terms. Indeed, marketing is a practice, not just a collection of concepts and terms, and this book provides marketing practitioners with practical tools and approaches for everyday use. The writing is clear and accessible, and the end-of-chapter quizzes reinforce the main takeaways.
-- John D Branch, PhD EdD DProf

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