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Managing Marketing: An Applied

Approach

Revolutionizing Marketing Education

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Businesses pushed to re-invent strategies

Marketing decision-making is critical to success

Need to implement Integrated Marketing

Theoretical approach will not suffice

Hands-on practice required

Marketing Education - Where are the gaps?

NEED FOR INNOVATION & APPLIED APPROACH

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Managing Marketing: An Applied

Approach is about understanding how to

develop market strategy, implement

market offers, and manage the marketing

process. The book is focused around

innovation in marketing education. Its

application-oriented approach aims to

equip the prospective managers on

essential skills in marketing.

Managing Marketing: An Applied Approach

Purpose:

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For Students

Understand the importance of working across organizational boundaries and align firm’s capabilities

Design implementation programs comprising product, promotion, distribution, and price

Prepare strategic marketing plans

Identify and assess market opportunities and develop market strategy.

Analyze markets, customers, competitors, your company, and complementers

Develop frameworks for approaching simple and complex marketing problems.

Gain practical experience in addressing marketing issues in a variety of contexts

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Differential AdvantageIT

FO

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Indian context

Improving shareholder value

Marketing Imperatives & Principles as guides for developing market strategy

New ideas relevant to modern marketing environments

Application of Marketing Mix: Implementing Market Strategy

Balance between B2C and B2B marketing

Branding and marketing metrics

Public and not-for-profit marketing

Special Marketing Topics: (1) International, Regional & Global Marketing; (2) Rural Marketing in India

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Teaching ‘Marketing Practice’

LogicConcept Strategy

What to do? How to do?

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Implementation

How to Calculate CLV for a FedEx

customer?

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Systematic Chapter Organization & Correlation

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Pedagogical learning framework

Learning Outcomes: Highlight the learning readers will gain from diligently studying material in each chapter.

Opening Case: Each chapter opens with a real-life example of an organization. Thesecases focus on Indian organizations or well-known global firms active in India.

Case Questions

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Changing View: The Old Way/New Way device shows the direction of change regarding the upcoming material.

Examples: The book showcases examples, many from Indian organizations, to illustrate specific ideas in each chapter.

Video linked via o-code and QR code

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Key Ideas: Distributed throughout the book and highlighted in the margins for easy reference.

Marketing Questions: To engage readers with the text and deepen understanding.Questions about the material are in the margins.

Special Topics: Several chapters contain special-topic material highlighted inboxes.

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Marketing Enrichment: The book has no appendices. Rather, additional material is clearly noted and easily accessible (FREE) via O-codes and QR codes.

Key Messages: Concisely identifies the key learning points in the chapter.

Videos and Audios at the end of the chapter: Many chapters offer video interviews of Professor Capon with marketing leaders and audio interviews with Professor Capon.

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Using QR codes

1. Spot the QR Code

2. Download ‘QR scanner’ App on your smart phone

3. Point phone camera to QR Code and scan the QR Code

4. QR Code will load the website

A simple QR scanner App will help you scan the code and direct you straight to the link where teaching/ learning resources are located.

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Using O-codes

Each o-code is a link to unique Online learning resource including:

Videos, Audios and Theory explanation on key concepts

1. Spot the o-Code. E.g: me201

2. Go to website:www.ocodes.com

3. Enter the code in search box on tope.g: me201, v302, etc.

4. Access resources: videos, audios, ppt. etc.

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Assessment focused practice exercises

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The Marketing Toolkit

• The Marketing Toolkit is a companion volume to Managing Marketing: An

Applied Approach. The Marketing Toolkit’s 24 chapters correspond to the 24

chapters in the textbook.

• Each chapter contains a set of tried-and-true experiential exercises designed to

help the user prepare a strategic marketing plan — analyze a marketing situation,

develop a market strategy, and design a series of implementation programs.

Only way to learn Marketing is by doing it

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The Marketing Toolkit

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INST

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CES• Instructor’s manual: Summarizes critical

learning points, provides approaches to address Marketing Questions & Exercises; offers answers/suggestion to Questions for Study and Discussion for managing class discussion.

• Test Item File: 1000+ multiple choice & essay questions for assessments

• Extra Case Studies: A list and short descriptions of many traditional marketing case studies, and a large number of short case studies. Explained using two perspectives; teachers and students

• PowerPoint Presentations• SIMULATIONS

STU

DEN

T R

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CES • Electronic Flash Cards

• Financial analysis for marketing decisions

• SIMULATIONS• Videos/Audios/

Marketing Enrichments - all linked through o codes/QR codes. Available FREE via INTERNET

Uniquely Designed Learning Resources

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Why change?

• Indian business environment is continuously evolving• Maximum job opportunities lie in Marketing domain• Young marketing professionals are expected to be agile in

approach and practice• Emergence of new channels of Marketing • Focus on ‘Integrated Marketing’ Practices• Conceptual knowledge and in-depth understanding of subject

makes a desirable professional

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Authors

Prof. Noel CaponGraduate School of BusinessColumbia University

Dr. Siddharth Shekhar SinghIndian School of Business, Hyderabad & Mohali

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Introduction to Managing Marketing The Value of Customers Market Insight Customer Insight Insight about Competitors, Company &

Complementers Marketing Research Identifying and Choosing Opportunities Market Segmentation and Targeting Market Strategy — Integrating Firm Efforts

for Marketing Success Managing through the Life Cycle Managing Brands Managing the Product Line Managing Services and Customer Service Developing New Products

Integrated Marketing Communications

Mass and Digital Communication Directing and Managing the Field

Sales Effort Distribution Decisions Critical Underpinnings of Pricing

Decisions Setting Prices Ensuring the Firm Implements the

Market Offer as Planned Monitoring and Controlling Firm

Performance and Functioning International, Regional, and Global

Marketing Rural Marketing in India

Table of Contents

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THIS IS IT!

5 reasons why the book is indispensable

• Ample practice on marketing concepts

• Focus on Holistic marketing education

• Comprehensive Marketing Toolkit and rich multimedia content

• Created by globally acclaimed, highly experienced authors • Covers rural Marketing in India; marketing in International, global &

regional context

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Book Launch at Indian School of Business

Prof. Dipak C. Jain, The INSEAD Chaired Professor of Marketing, Former Dean, INSEAD and Former Dean, Kellogg Graduate School of Management, Northwestern University, U.S at book launch event

Wiley launches MMAA at ISB Hyderabad Campus

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Learn More

http://www.wileyindia.com/ManagingMarketing

https://www.youtube.com/watch?v=xFlMvBRlrS8