The Portable MBA in Marketing

Companies thriving in prosperous times may overlook the fundamental principles that contribute to their success. A heightened focus on financial goals and competitive strategies can distract from the core element of any business: the customer. This edition emphasizes that sustained success hinges on a consistent focus on customer needs and preferences. It serves as a vital resource for ambitious managers, offering a solid foundation in MBA-level marketing theory and practice. Updated and expanded, it highlights contemporary marketing strategies and innovative techniques essential for staying connected with customers. The content addresses key challenges faced by companies today, such as outperforming competitors, anticipating trends, enhancing advertising and sales, and fostering customer loyalty, especially in the digital landscape. Engagingly written and filled with real-world examples, this edition introduces new negotiation skills, current marketing strategies, and innovative qualitative research methods to deepen customer understanding. Authored by leading educators and marketing consultants, it encapsulates a decade of marketing innovations in an accessible format, providing the knowledge necessary to elevate your marketing efforts. The Portable MBA Series continues to deliver essential business education, covering primary functions taught in MBA programs and addressing vital contemporary topics.