Marketing, Management 

The author began scribbling every page of this book in the late part of 2018 intending to serve three primary groups of beneficiaries. First, the college business students -- this book is for them as they start to grapple new business and marketing insights pertaining to how business could swim against the current and brave the blows of the industry's dynamism and hypercompetitive environment. This provides them simple and easy to grasp business and marketing insights that are indispensable in winning customer preference and loyalty; establishes a reliable system of marketing intermediaries and serves a prelude to managing global operations. Also, this book is written in such a manner that students will be trained how to make strategic decisions in every marketing activity through the provision of Activity Guide per chapter enjoining them to create plans, translate theories to principles, and write them in the journal referred to as "the Manager's Journal". This forms part of their requirement containing collections of their ingenious plans applying some managerial prowess taken from the discussions. The author wishes that every reader who finishes reading this book will have something to look back and remember and probably put into prolific practice once they start soaring for their future career. This framework is inspired by a passage of great Abraham Lincoln which states that, "the best way to create the future is to predict it."

This book also intends to serve the college instructors and professors of business and marketing by providing discussions of some limited but very essential topics on strategic marketing management - from mere investigation of the dynamic market setting; understanding of the customers; effectively segmenting, targeting and positioning company's product in the market; strategically using marketing tools such as marketing plan, product development plans, integrated marketing communications, distribution plans and management of global markets. These topics were practically selected making this reference brief yet extensive. Moreover, this reference allows management of classes in an online setup or the term designated by the flexible learning system. Through some government leaders gist of the discussions in every chapter, teachers could easily cull out topics for their module with ready-made evaluation activities as part of their individual student's assessment. Activity Guide is a very versatile student's work which can be presented either through a face-to-face or online mode.

The third group which the author considers to benefit from this book are the business rookies. This is for budding entrepreneurs who are marketing managers of their own enterprise. In the 2018 data from the Philippine Statistics Authority, the country's business sector is made up of 99.52 % Micro-Small and Medium Enterprises distributed as 88.45 % micro- businesses, 10.58% are categorized as small businesses and 0.49% are from medium-scale. Seeing through the given data, the government has all the reasons for supporting this sector as they are considered the prime mover of the Philippine economy being job generators and significant sources of government's income. It is imperative then to capacitate this group of individuals. The author considers her humble part of providing even a part of her marketing insights to rookies in the business fields through practical and simple examples gathered from reliable sources. These insights could be their business and marketing attacks that may knock out competitors. Also, these insights presented could shed light and clear reference as to how they would begin carrying out plans for strategic use and advantage.


 

Preface
List of Tables
List of Figures
Book Introduction: A Walkthrough

Chapter 1. You and the dynamic market environment
Chapter 2. Betting in your most priced asset: the customer
Chapter 3. Segmenting, targeting, and positioning
Chapter 4. Marketing plan preparation
Chapter 5. Product and brand strategy with pricing technique
Chapter 6. Integrated marketing communication
Chapter 7. Distribution strategy and sales management
Chapter 8. Managing global operations
Chapter 9. The ultimate attack: customer service strategy

Glossary
References  

Note: Includes glossary and references.