Author Description
This edition presents marketing management concepts in a traditional format and includes many real-world examples, emphasizing topics such as international marketing, ethics, cross-functional teams and quality. Integrating competitive rationality throughout the text, the book also covers strengthening customer relations by outshining the competition in customer satisfaction, finding more efficient and less costly ways to deliver the same customer benefits and service, and improving general decision making implementation skills.
Menrva's Summary
THE THESIS
This text investigates the core principles of marketing management by integrating competitive rationality into the decision-making process. Peter D. Dickson provides a comprehensive framework for managers to navigate modern business environments, drawing on established marketing theory and practical application. The book argues that long-term success is achieved by balancing customer satisfaction with operational efficiency and ethical considerations.
THE SCOPE MAP
What You Will Find
- Frameworks for international marketing and cross-functional team management
- Strategies for enhancing customer relations and service delivery
- Methodologies for improving decision-making and implementation skills
Scope Limits
- Does not cover emerging digital marketing technologies or social media analytics
- Focuses primarily on traditional corporate structures rather than startup-specific agile methodologies
THE AUTHORITY PERSPECTIVE
Readers frequently note the traditional academic structure of the prose, which serves as a reliable reference for foundational marketing concepts. Experts highlight this as a stable text for students and professionals seeking a structured approach to competitive strategy.
Page Count:
621
Publication Date:
1994-01-01
Publisher:
HB Dryden, US
ISBN-10:
0030043387
ISBN-13:
9780030043383
Business
Professional Development
Marketing
Management
Strategy
Community Tags
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