Marketing Management Essentials You Always Wanted To Know

A Practical Guide to Strategic Planning, Marketing Budgets, Digital Marketing, and Customer Relationships. A modern marketer’s playbook to create value for your organization and its customers

In industries around the world, marketing principles and skills are a means to achieve business goals. Marketing Management Essentials (Third Edition) will give you the foundational knowledge — from budgeting techniques to marketing strategic planning to an introduction to career specialization areas — that will help ensure you are equipped for success as a marketing professional.

In this book you will:

• Learn how to build a marketing plan,
• Get an understanding of the various marketing specialization areas,
• Pick up approaches and resources to demonstrate marketing return on investment,
• Grasp how to self-evaluate your skills and competencies

The book also touches upon topics like market types, philosophies, strategic planning and marketing, various types of audits (internal, external and strategic), value chain analysis, outsourcing, marketing research (planning, approaches, research devices, ethics), relationships with customers (relationship marketing, types of customers, customer retention, digital marketing, and many more. These are coupled with summaries and quizzes at the end of every chapter, making the book a well-rounded guide for the readers.

The third edition of the book also contains three new chapters, each chapter bringing concepts like essential marketing skills you might need now and in the future, forming a marketing budget to judiciously allocate the expenses, and marketing return on investment (mROI). These chapters will surely help the readers bolster their understanding of marketing management by constructing a more robust, well-rounded foundation.

By the end of this book, you will have the tools and understanding to create or nurture a revenue-generating department for your organization. You will have a strong foundation, helping you with a head start in your career as a professional in the marketing sphere.

Callie Daum, the author of the book, is a project management professional with over 15 years of project and program management experience. She has a proven record of implementing innovations to improve processes, quality and affordability. Result-oriented problem solver, well versed in dealing with people, planning and implementing, strategizing, developing and leading diverse teams. As a seasoned senior project manager and leader, her goals include adding value, working efficiently and effectively, and sharing the best practices to achieve overall success.

Michelle Bartonico is an experienced, solution-driven marketer and project manager with more than a decade of experience in higher education and marketing agencies serving clients in a breadth of industry verticals from healthcare to manufacturing. She is a certified Project Management Professional (PMP), PROSCI certified change practitioner, Six Sigma Yellow Belt, and has completed the Google Project Management Career Certificate program. Michelle also earned a Search Engine Optimization specialization from UC Davis Continuing and Professional Education.

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