Marketing addresses fundamental topics such as segmentation, targeting, and positioning to reflect changes in the marketing environment. The course objective is to acquaint students with concepts such as brand equity, customer value analysis, database marketing, e-commerce, value networks, hybrid channels, supply chain management, and integrated marketing communications.
Firms nowadays sell goods and services through a variety of direct and indirect channels. Mass advertising is not nearly as effective as it was in the past, so marketers are exploring new forms of communication, such as experiential, entertainment, and viral marketing. Customers are telling companies what types of product or services they want and when, where, and how they want to buy them. They are increasingly reporting to other consumers what they think of specific companies and products. Company communication is becoming a smaller fraction of the total conversation about products and services.
Marketing tracks companies’ efforts to manage their product portfolios and customer portfolios, compile databases on individual customers and construct individualized offerings and messages. Niching and customization are prevailing. Companies are improving their methods of measuring customer profitability and customer lifetime value. Marketing Management is also concerned with the ethical and social implications of marketing decisions.
- Perreault, Cannon & McCarthy, Βασικές αρχές Μάρκετινγκ: Μια Στρατηγική Προσέγγιση (μετάφραση), 2012, Εκδόσεις Πασχαλίδης, Αθήνα.
- Kotler & Keller, Μάρκετινγκ Μάνατζμεντ (μετάφραση), 12η έκδοση, 2006, Εκδόσεις Κλειδάριθμος
- Dibb, S., Simkin, L., Pride, W., Ferrell, O.C., Marketing: Concepts and Strategies, 55th European Edition, Houghton Mifflin Company, 2006.