Author Profile

Dr. Margaret Faulkner is an experienced facilitator in learning online and face-to-face environments who is passionate about disseminating and contributing knowledge of How Brands Grow. She is a Senior Marketing Scientist in the Ehrenberg-Bass Institute of Marketing Science, so brings her experience of working with Corporate Sponsors and the latest research on marketing into her teaching practice. She is also a Certified Practising Marketer of the Australian Institute of Marketing. Her specific research focus is non-profit marketing, investigating consumer behaviour and how brands grow in the non-profit and charity sector. This allows non-profit marketers to set strategies with greater confidence and to evaluate their marketing efforts against established benchmarks. Margaret also works with the Institute's commercial and government clients and has completed the AICD's Governance Foundations for Not-for-Profit Directors course. Her research experience focuses on strategic brand management. Projects include the evaluation of distinctive brand assets, brand metrics and the effectiveness of advertising across multiple countries. Government agency research projects have provided guidelines on measuring perception as a behaviour change evaluation measure and mapping marketing effort. She is an active reviewer for multiple journals in her research areas. Margaret is a member of the editorial review board for the Journal of Advertising Research and a member of college reviewers for Higher Education Research & Development. She has successfully supervised PhD and Masters by Research students and performed the role of Research Education Portfolio Leader for the School of Marketing from 2013-2014 and in 2020 has returned as a REPL for in the Business Unit of UniSA until 2023. Margaret has disseminated research findings in a variety of outlets: including Nonprofit & Voluntary Sector Quarterly, Journal of Nonprofit and Public sector Marketing, Marketing Letters, Journal of Advertising Research, Higher Education Research & Development, Technological Forecasting & Social Change, Australasian Marketing Journal and the International Journal of Market Research.

About The Book

This book of Essentials of Marketing Management bridges strategic planning with frontline execution. It equips managers with the frameworks needed to capture value through robust pricing, seamless logistics, targeted promotions, and enduring customer relationships. Essentials of Marketing Management offers a streamlined, highly practical introduction to the field. This book skips the dense, theoretical fluff found in traditional encyclopedic textbooks. Instead, it focuses strictly on the foundational frameworks, actionable strategies, and real-world tools that modern managers need to succeed. The dynamic global marketplace driven by digital transformation, shifting consumer behaviors, and emerging data analytics necessitates a practical approach to marketing. This book synthesizes the traditional core elements of management with future-forward techniques to help readers future-proof their marketing game. Whether you are an undergraduate or postgraduate management student, an entrepreneur seeking to scale your business, or a professional transitioning into a leadership role, this book provides a solid foundation.

Table of Contents

Preface
1. DEVELOPMENT OF A STRATEGIC APPROACH TO MARKETING

1.1 Introduction
1.2 The Origin and Development of Marketing
1.3 Marketing Orientation
1.4 Marketing Management
1.5 The Need For A Strategic Approach to Marketing
1.6 The Concept of Strategic Business Units
1.7 Strategic Marketing Planning
1.8 Steps and Inputs to Developing A Strategic Marketing Plan
1.9 Trends and Developments in Marketing Concepts And Applications
1.10 ummary
2. MARKETS AND CUSTOMERS

2.1 Introduction
2.2 The Scope and Complexity of Buyer Behaviour
2.3 Buyer Behaviour Models
2.4 Researching Buyer Behaviour
2.5 Consumer Buyer Behaviour
2.6 Organizational Buying Behaviour
2.7 Trends in Organizational Purchasing
2.8 Strategic Implications of Buyer Behaviour
2.9 Summary
3. MARKETS AND CUSTOMERS

3.1 Introduction
3.2 The Concept of A Market: Defining Market Boundaries
3.3 Customer Functions, Technology and Customer Group-Based Definitions
3.4 Market Segmentation, Targeting and Positioning
3.5 Advantages of Target Marketing: Criteria For Effective Segmentation
3.6 Steps in Target Marketing
3.7 Developments in Consumer Segmentation Techniques: Databases, One-To-One Marketing and The Internet
3.8 Bases For Segmenting Organizational/ Industrial Markets
3.9 Segment Evaluation: Choice of Targeting Strategies and Market Targets
3.10 Targeting Strategies
3.11 Product Positioning and Market Development
3.12 Repositioning Within Existing Segments
3.13 Summary
4. PRODUCT AND INNOVATION STRATEGIES

4.1 Introduction
4.2 Elements of Product Strategy
4.3 Product Mix Decisions
4.4 Product Life Cycle
4.5 Using The Life Cycle Concept
4.6 Implementing Product Strategies
4.7 Managing The Product Line: New Product Development; Product Life Cycle Extension Strategies
4.8 Service Products
4.9 New Product Development and Innovation
4.10 The Meaning and Scope of Innovation
4.11 Technological Forecasting
4.12 Developing and Launching New Products
4.13 The Internet and New Product Development
5. PRICING STRATEGIES

5.1 Introduction
5.2 The Economist’s View of Pricing
5.3 A Framework For Pricing Decisions: Key Inputs
5.4 Cost Considerations
5.5 Competitor Considerations
5.6 Pricing Methods
5.7 Pricing/Marketing Strategies For Different Competitive Positions
5.8 Pricing of Services
5.9 Clues to Effective Pricing Strategies
5.10 Developments and Further Issues In Pricing Concepts and Practice
5.11 Summary
6. CHANNELS OF DISTRIBUTION AND LOGISTICS

6.1 Introduction
6.2 The Consumer Wants Cycle
6.3 The Producer–User Gap
6.4 Demand Stimulus
6.5 Distribution System Design
6.6 Strategic Channel Choices
6.7 Types and Classification of Channels
6.8 Structure of Marketing Channels
6.9 Flows in Marketing Channels
6.10 Channel Co-Ordination
6.11 Channel Conflict
6.12 The Dynamic Nature of Channels
6.13 Physical Distribution and Logistics
6.14 Designing and Operating A Business Logistics System: Marketing Strategy Implications
6.15 Developments and Trends in Logistics
6.16 The Internet
6.17 Summary
7. COMMUNICATIONS STRATEGY

7.1 Introduction
7.2 Understanding Marketing Communications
7.3 Implications of The Communications Process
7.4 Marketing Communications
7.5 Planning Marketing Communications Strategies
7.6 Advertising
7.8 Sales Promotion
7.9 Public Relations and Sponsorship
7.10 Summary

8. SALES MANAGEMENT

8.1 Introduction
8.2 Role of The Sales Force
8.3 Types of Sales Force
8.4 Types of Selling Job
8.5 Role of Selling Within Marketing
8.6 Recruitment and Selection of Salespeople
8.7 Training
8.8 The Sales Sequence: The Seven Steps Model
8.9 Effective Communication
8.10 Managing and Controlling The Sales Force
8.11 Sales Performance
8.12 Relationship Marketing
8.13 Summary
9. CUSTOMER CARE AND RELATIONSHIP MARKETING

9.1 Introduction
9.2 Customer Care
9.3 Steps in Establishing A Customer Care Programme
9.4 Customer Care and The Marketing Process
9.5 Customer Care and Quality
9.6 Customer Care and Customer Service
9.7 Relationship Marketing
9.8 Relationship and Transactional Marketing Compared and Contrasted
9.9 Branding and Relationship Marketing
9.10 The Implications of Relationship Marketing
9.11 Summary
10. DIRECT MARKETING

10.1 Introduction
10.2 Objectives of Direct Marketing
10.3 Scope of Direct Marketing
10.4 Direct Mail
10.5 Direct Response Advertising
10.6 Practical Aspects of Database Marketing
10.7 Consumer Direct Mail
10.8 Business Direct Mail
10.9 Mail Order
10.10 Using The Internet As A Direct Marketing Tool
10.11 Telephone Marketing
10.12 Other Direct Marketing Applications
10.13 Direct Personal Selling
10.14 Multi-Level Marketing (Mlm)
10.15 Summary
Bibliography
Index