Marketing Management (Irwin Series in Marketing)

Embark on a journey into the core principles of strategic marketing with “Marketing Management” (Irwin Series in Marketing), a foundational text authored by the esteemed trio of David W. Cravens, Gerald E. Hills, and Robert B. Woodruff. Published in 1987 by Richard D. Irwin, this hardcover edition offers a comprehensive exploration of marketing management principles relevant even today. While published in the late 1980s, the fundamental strategies and frameworks presented in this book remain remarkably relevant for understanding how marketing drives business success. Cravens, Hills, and Woodruff expertly weave together theoretical concepts with practical examples, providing readers with a robust understanding of the marketing process, from initial planning and analysis to implementation and control. Delve into the intricacies of market segmentation, target market selection, and positioning strategies. Learn how to craft compelling marketing mixes that resonate with your target audience, maximizing impact and ROI. The book provides detailed frameworks for understanding consumer behavior, competitive analysis, and the development of sustainable competitive advantages. “Marketing Management” goes beyond simply explaining concepts; it empowers readers to think critically and strategically about marketing challenges. Whether you’re a student seeking a solid foundation in marketing principles, a seasoned professional looking to refresh your knowledge, or an entrepreneur building a brand from the ground up, this book offers invaluable insights and actionable strategies. Although published in 1987, the book’s foundational principles are consistently praised for their timelessness. The authors emphasize the importance of understanding the customer, building strong brands, and creating value in the marketplace concepts that are just as critical in today’s digital age as they were decades ago. The book also helps you understand how marketing decisions influence the success of an entire organization. This hefty volume, weighing in at a substantial 4000 grams (approximately 8.8 pounds) and spanning 714 pages, is a testament to the depth and breadth of coverage. It’s a valuable resource for anyone seeking a thorough and comprehensive understanding of marketing management principles. The book is categorized under Marketing Management (Dewey Decimal: 658.8). Discover the enduring power of classic marketing wisdom with “Marketing Management.”