Summary
Chapters
Video Info
Summary
Professor Ruth Bolton discusses the meaning and significance of marketing. She explains how marketing has changed due to technology and other new innovations. She also talks about where marketing research is headed in the future.
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Chapter 1: How Would You Define the Concept of Marketing Management, or How Would You Explain it to Your Students?
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Chapter 2: What's the Difference Between Marketing Management and Marketing Strategy?
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Chapter 3: What is the Relationship Between a Firm's Marketing Strategy, the Marketing Mix and Gaining Competitive Advantage?
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Chapter 4: What is the Relationship Between Brand Management and Marketing Management?
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Chapter 5: What Does Being 'Market-oriented' Mean in Practice?
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Chapter 6: What is the Role of Marketing Research in Managerial Decision Making?
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Chapter 7: What is Customer Engagement and Why is it Considered the New Holy Grail for Marketers?
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Chapter 8: What are Some of the Factors That Influence Customer Loyalty?
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Chapter 9: How Has the Practice of Marketing Management Changed in Recent Years? What Do You Feel Are the Reasons for These Changes?
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Chapter 10: What Are Some of the Challenges in Emerging Markets?
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Chapter 11: Can Innovation Be Managed?
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Chapter 12: Why Is Rigor vs. Relevance Currently a 'Hot Topic' for Debate?
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Chapter 13: What Are the Principal Areas of Contention, and Why?
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Chapter 14: How Do You Think About the Public Impact of Your Own Research, and How Do You Assess the Contribution of Your Research to Society?
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