Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century (St. Lucie Press Library of Executive Excellence Series)

What does a marketing-driven company stand for in the Internet age? As a nonmarketing executive, why should you give any attention to the subject? How would internalizing the fine points of the subject contribute to your effectiveness on the job? In the era of flat or e-business organizational structures, many executives and entrepreneurs suddenly discover they need to know more about marketing than they ever expected. If this sounds like you, Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century is the ideal resource. This reference gives you comprehensive yet hands-on information about marketing management and competitive strategy in the Internet age. You will understand the various components of marketing, how they affect the entire organization, how to communicate and develop a better rapport with marketing professionals, and, more importantly, how to actively and effectively participate in marketing decisions. Marketing for the Nonmarketing Executive: An Integrated Resource Management Guide for the 21st Century teaches you how to think like a marketing strategist. Front Cover......Page 1 Preface......Page 6 The Author......Page 10 Table of Contents......Page 12 1. The Marketing-Driven Company in the Internet Age......Page 18 2. The World of Markets......Page 40 3. Marketing Strategy for the 21st Century......Page 60 4. Market Intelligence: The Cornerstone of Marketing Strategy......Page 80 5. Products: The Lifeline to Survival and Growth......Page 102 6. Customer Relationship Management: Integrating Customer-Driven Marketing with the Internet Age......Page 136 7. Supply Chain Management: A New Era in Logistics and Distribution......Page 160 8. Marketing Communications: Your Link to the Outside World......Page 176 9. The Strategic Marketing Plan: How to Develop Business-Building Strategies and Action Plans......Page 202 10. Wrap-Up......Page 232 Index......Page 238 In e-business organizational structures, many executives and entrepreneurs suddenly discover they need to know more about marketing than they ever expected. This title presents comprehensive information about marketing management and competitive strategy in the Internet age. It teaches readers how to think like a marketing strategist. Paley is a longtime corporate manager and the author of six previous marketing guides. In this one, he explains the ways managers in departments from finance to R & D can benefit from understanding marketing principles. Using case studies, he covers the concepts behind customer relationship managemen